Data Insight

Why employee insight should be as important as customer insight

Alan Wanders Marketing, Sales

By Alan Wanders at Motivii.

There is more pressure than ever for companies to use data to forge stronger relationships with their customers & achieve brand loyalty.

However, when we launch new clients and ask: “what’s your company’s most important asset?”, the response is never “customers”. We always receive the same answer from employees: “it's us”.

And they're completely right. It goes without saying, employees drive everything. From formulating strategy through to closing new business, employees are crucial. But the pressure falls on managers to get the best from them.

So you'd think, given employees’ importance to business success, that companies would invest in their managers' success. Well, you'd be wrong!

Research indicates that managers don’t have the tools or technology to make key decisions in an informed way.

On top of this, micro-management lead to a loss of £900 per employee per year at most organisations. So how can we turn it around?

It's simple, really.

Customer InsightData and insight to improve employee experience should be given the same weight that insight on customers' experience is given.

For example, by simply asking employees how they feel each week, over time you'll gather a lot of valuable insight to help managers offer support. With this knowledge, businesses are in a better place to understand which people strategies they should introduce, and whether their existing people strategies are working.

From a manager's point of view, this overview helps them quickly pick up the relevant insight and make swift, informed actions based on the information they're presented with.

Taking a data-led approach to managing helps them improve their capability and nudges them to develop better relationships with their direct reports. This constant cycle of feedback helps them develop better relationships with their direct reports and gets their team to perform at their best.

Take your standard CRM, like Salesforce.

If you're a sales person, you'll probably spend a couple of hours a day on Salesforce. You'll probably always be logged into the platform. In fact, you might spend too much time logging activities in your CRM & not enough talking to customers or researching the market.

Generally speaking, most HR people & people managers have the opposite problem. Where technologies for tracking engagement, motivation and employee satisfaction levels exist, among traditional HR people these 'CRMs' share a fraction of the popularity of sales software.

While it might be second nature for a salesperson to track the likelihood of a sale after an initial meeting, the HR department might instead wait until the end of the year engagement survey to find out what people thought of the summer party.

When it comes to more pressing issues, such as employee dissatisfaction, poor manager performance or a growing divide in cultural attitudes within the business, more manual techniques just won't cut it.

It’s time for employee experience to catch up with customer experience. Harnessing simple feedback tools to make this a reality is the first step on the path to creating better managers - and saves businesses a whole lot of money in the process.

About the Author

Alan Wanders