Enhancing the customer experience is sexy. Choosing the right music for an al fresco dinner moment. Styling a hotel suite with cool gadgets and amenities. These are sexy because they're the touches that make the entire experience of hospitality come together. However, what many forget (or choose not) to focus on is how to design the employee experience with the same energy, fervor and dedication to the brand as these other elements.
I think we can agree that service is one of the most important factors when it comes to the customer experience, so we pour money intro training programs to make service better. But what about other aspects of how an employee lives out their day behind the scenes? What is their onboarding experience like and how does that help to define company culture? Or even before that, how does an organization conduct interviews; what types of questions are they asking? These areas usually fall onto the HR team who isn't typically focused on much more than compliance.
So how can we get customers and employees to have parallel experiences? It's about putting the same level of focus and thought into both. If you tout yourself as a brand that loves all things tech when it comes to your customers, then why would you deliver a paper-based onboarding system with antiquated training checklists to your employees?
For one company, Urchin Workshop is working with a vendor to design an interactive, tablet-based intranet, allowing employees to easily access innovative training content and company news whenever they want. And the key to adoption? Putting essential employee information, like schedules and time-off requests, on the same tablet, creating a place that employees need to engage with on a daily basis.
If core brand pillars are shown through the employee experience, then the actual people delivering that service are more likely to understand what the brand stands for at a deeper level. They'll then provide a more seamless and consistent experience for customers.
The tech industry does this pretty well, but hospitality is behind. Way behind. So ask yourself: "Which of our employee systems are ready for a revamp?"
(Hint: Training, onboarding and employee communication are usually the best places to start..)