The employee experience (EX) and the customer experience (CX) have a lot in common—both deliver competitive advantage. As leading organizations leverage CX tools to drive EX excellence, traditional HR and EX approaches are being remodelled, the moments that matter are being more broadly defined, and a more ‘human’ approach is finding favor.

Superior CX relies on ‘moments of truth’—life events like a birth, marriage or a death—to cater optimally to customer needs. EX strategies rely on ‘moments that matter’. However, these moments in employees’ lives are no longer confined to work-related events such as recruitment, onboarding, training, promotion, and retirement.

For a complex workforce comprising individuals that want to shape their employee experiences as easily and naturally as they manage their consumer relationships, a narrow definition is inadequate. A new paradigm in EX is emerging.

Three dimensions of EX moments

Employees experience critical moments on a continual basis, across physical, human and digital dimensions. The birth of a child or the hospitalization of an aging parent can have profound implications for an employee’s job performance and productivity. The design of employee experiences must take into account individual life events and broader external factors.

Forward-thinking companies are acknowledging employees’ increasingly diverse and liquid expectations and are taking a holistic view of workers’ needs and preferences, providing them with more options and greater flexibility to tailor their experience. Accenture research shows that 50 percent of company leaders plan to ‘co-create’ experiences.

Accenture research shows that the best experiences are human experiences. Organizations can make experience more human by applying technologies and tools in innovative and smart ways to support rather than hinder human aspirations.

Make it human

Just as customers often become loyal to brands because of their people, so workforce engagement and productivity are driven by human interactions with leaders, coaches, teammates and other employees. Our research shows that human experiences are in high demand—even among digital natives. Face-to-face is the preferred way for 2017 graduates to interact with colleagues (39 percent).

Strengthening human experiences requires a culture of collaboration and it’s the responsibility of the whole organization to create such a culture. Winning employers will be those that put a human face on their employer brand.

Come back next week for a look at the three key steps essential to designing and operationalizing an EX strategy that excites and engages.

For more insight on this topic, read Accenture’s recent point of view, the Employee Experience Reimagined.

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