本文源引自Mila D’Antonio在《CX Today》2024年3月20日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
Companies are beginning to recognize the direct correlation between empowered employees equipped with real-time data and satisfied customers.
公司开始认识到拥有实时数据的授权员工与满意的客户之间的直接关系。
Elevating the customer experience (CX) is a focal point that cuts across industries as businesses look to retain existing customers and attract new ones. And as the business world continues to adopt a customer-first and employee-centric culture, a new paradigm is emerging: the integration of employee experience (EX) and CX. This integration is proving to be a recipe for success, as companies recognize the direct correlation between employees equipped with the necessary digital tools and real-time data and satisfied customers.
当企业希望留住现有客户并吸引新客户时，提升客户体验 (CX) 是跨行业的焦点。随着商业世界继续采用客户至上和以员工为中心的文化，一种新的范式正在出现：员工体验 (EX) 和 CX 的集成。事实证明，这种整合是成功的秘诀，因为公司认识到配备必要数字工具和实时数据的员工与满意的客户之间存在直接关联。
In today’s business landscape, the interplay between employee and customer experiences is increasingly recognized as pivotal to organizational success. Omdia’s IT Enterprise Insights Drivers and Priorities 2023-24 survey of 6,000 global IT decision-makers found that respondents ranked improving customer experience outcomes and improving employee experience and engagement as their top two strategic priorities related to the future of work.
在当今的商业环境中，员工和客户体验之间的相互作用越来越被认为是组织成功的关键。 Omdia 对 6,000 名全球 IT 决策者进行的 2023-24 年 IT 企业洞察驱动因素和优先事项调查发现，受访者将改善客户体验成果以及改善员工体验和敬业度列为与未来工作相关的两大战略优先事项。
Such priorities underscore how a positive employee experience directly impacts customer experience. Employee experience encompasses the entire journey of an employee within an organization (from recruitment to offboarding), while customer experience refers to the perception and satisfaction of customers across all touchpoints in an organization, from initial awareness to post-purchase support. As these two journeys intertwine, factors such as employee and customer satisfaction and opportunities for growth are mutually beneficial. Engaged and motivated employees are more likely to go above and beyond to meet customer needs, and that leads to better outcomes and increased customer satisfaction.
这些优先事项强调了积极的员工体验如何直接影响客户体验。员工体验涵盖员工在组织内的整个旅程（从招聘到离职），而客户体验是指客户在组织中所有接触点（从最初的认知到购买后支持）的感知和满意度。当这两个旅程交织在一起时，员工和客户满意度以及成长机会等因素是互惠互利的。敬业且积极主动的员工更有可能超越并满足客户需求，从而带来更好的结果并提高客户满意度。
Success requires aligning CX and EX to organizational strategies, culture, processes, and data , thus ensuring that employees are empowered and motivated to deliver exceptional service that enhances the overall experience for customers. However, seamless integration of CX and EX hinges upon giving customer-facing employees access to unified data. In doing so, companies can become more collaborative and focused on creating both employee and customer experiences that are tailored and meaningful.
成功需要使 CX 和 EX 与组织战略、文化、流程和数据保持一致，从而确保员工有能力并有动力提供卓越的服务，从而增强客户的整体体验。然而，CX 和 EX 的无缝集成取决于面向客户的员工是否能够访问统一数据。通过这样做，公司可以变得更加协作，并专注于创造量身定制且有意义的员工和客户体验。
By integrating data from various touchpoints, businesses can gain insights into the factors influencing both experiences by aligning customer journeys to employee processes. This understanding allows for informed decision-making and targeted improvements in processes, products, and services. Incorporating customer insights into the decision-making process can lead to more relevant, customer-centric solutions in everything from product development to marketing strategies, ultimately driving business success.
通过整合来自不同接触点的数据，企业可以通过使客户旅程与员工流程保持一致，深入了解影响这两种体验的因素。这种理解有助于做出明智的决策并有针对性地改进流程、产品和服务。将客户洞察纳入决策过程可以在从产品开发到营销策略的各个方面带来更相关、以客户为中心的解决方案，最终推动业务成功。
However, in Omdia’s State of Digital CX 2024, when asked about the primary obstacles in improving the customer experience, 37% pointed to a lack of an integrated view of customer journey data. Furthermore, according to the same survey, businesses face challenges in unifying customer data and making it accessible to employees. The survey results reveal that 45% can’t integrate data sources from various systems, 44% said data isn’t transparent or accessible, and 40% said they cannot understand the context of customers’ decisions.
然而，在 Omdia 的 2024 年数字 CX 状态中，当被问及改善客户体验的主要障碍时，37% 的人指出缺乏客户旅程数据的综合视图。此外，根据同一项调查，企业在统一客户数据并使其可供员工访问方面面临挑战。调查结果显示，45% 的受访者无法整合来自各个系统的数据源，44% 的受访者表示数据不透明或不可访问，40% 的受访者表示无法理解客户决策的背景。
Unless employees gain access to unified customer data from a centralized platform, they can’t proactively engage on behalf of customers across their journeys, and they will be unable to collaborate cross-functionally, and the fusion of employee experience and customer experience will never take hold.
除非员工能够从集中式平台访问统一的客户数据，否则他们无法在整个旅程中主动代表客户参与，也无法跨职能协作，员工体验和客户体验的融合永远无法实现。抓住。
INTEGRATED AND ACCESSIBLE DATA SERVES AS THE NEXUS TO ELEVATED CX AND EX
集成且可访问的数据是提升 CX 和 EX 的纽带
Three things need to be done in order to effectively integrate the power of EX and CX. First, companies must first incorporate customer data into their decision-making. This includes transactional data, website analytics, and social media interactions. Omdia’s State of Digital CX 2024 highlights some of the mechanisms in place at companies as they look to integrate customer feedback into the decision-making process. Of the survey respondents, 37% said they give cross-functional teams access to feedback data, 33% said customer feedback scores are tied to employee evaluation and compensation, and 31% said they have established a routine for sharing customer feedback and insights with key stakeholders across the enterprise.
为了有效整合 EX 和 CX 的力量，需要做三件事。首先，公司必须首先将客户数据纳入决策中。这包括交易数据、网站分析和社交媒体互动。 Omdia 的 2024 年数字 CX 状况强调了公司在寻求将客户反馈整合到决策过程中时所采用的一些机制。在调查受访者中，37% 的人表示他们允许跨职能团队访问反馈数据，33% 的人表示客户反馈分数与员工评估和薪酬挂钩，31% 的人表示他们已经建立了与关键人员分享客户反馈和见解的例行程序。整个企业的利益相关者。
Second, the integration of customer data into decision-making also requires a cultural shift within organizations. Companies will need to establish cross-functional teams and workflows that integrate data insights into strategic planning, product development, and customer service initiatives; this will ensure decisions and actions are aligned with customers’ needs.
其次，将客户数据整合到决策中还需要组织内部的文化转变。公司需要建立跨职能团队和工作流程，将数据洞察整合到战略规划、产品开发和客户服务计划中；这将确保决策和行动符合客户的需求。
Finally, empower employees at all levels to act on the customer data and feedback in their day-to-day decision-making. When asked in Omdia’s State of Digital CX 2024 about the most effective methods for empowering and training employees to deliver a better experience, the top strategies were: clearly communicating the company’s service expectations, empowering employees to resolve issues, and instilling a customer-centric mindset.
最后，授权各级员工在日常决策中根据客户数据和反馈采取行动。在 Omdia 的《2024 年数字 CX 状况》中，当被问及授权和培训员工以提供更好体验的最有效方法时，最重要的策略是：明确传达公司的服务期望、授权员工解决问题以及灌输以客户为中心的思维。
FUSING EX AND CX WILL BECOME A FUNDAMENTAL SHIFT IN HOW BUSINESSES OPERATE
EX 和 CX 的融合将成为企业运营方式的根本性转变
Harnessing the power of customer data and feedback is essential for making the informed decisions that drive business success in today’s competitive landscape. By collecting comprehensive data, listening to customer feedback, analyzing insights, integrating data into decision-making processes, and empowering employees, companies can unlock valuable insights and deliver exceptional customer experiences.
利用客户数据和反馈的力量对于做出明智的决策至关重要，从而在当今的竞争格局中推动业务成功。通过收集全面的数据、倾听客户反馈、分析见解、将数据集成到决策过程中以及赋予员工权力，公司可以释放有价值的见解并提供卓越的客户体验。
Once companies successfully deliver on these steps, the integration of employee and customer experience will become more than a trend; it will evolve into a fundamental shift in how businesses operate. By recognizing the symbiotic relationship between EX and CX and investing in both, companies can create a virtuous cycle of success, where informed and empowered employees lead to satisfied customers, and satisfied customers, in turn, lead to business growth and success.
一旦公司成功实现这些步骤，员工和客户体验的整合将不仅仅是一种趋势；它将演变成企业运营方式的根本性转变。通过认识到 EX 和 CX 之间的共生关系并对两者进行投资，公司可以创造一个成功的良性循环，即知情且有能力的员工可以带来满意的客户，而满意的客户反过来又会带来业务增长和成功。
