THINK FORWARD: The Small Business Show Clip 04

Tiffani Bova is the global customer growth and innovation evangelist at Salesforce, and the Wall Street Journal bestselling author of Growth IQ.

In the war for customer acquisition, businesses invest millions of dollars to improve customer experience. They deliver packages faster, churn out new products, and endlessly revamp their UI, often putting greater strain on employees for diminishing returns. According to Tiffani Bova, this siloed focus on customer experience – without considering the impact on your staff – actually hinders growth in the long run. The most successful companies adopt an Experience Mindset that strengthens both employee experience (EX) and customer experience (CX) at the same time.

Based on exclusive research from two Salesforce-sponsored studies of thousands of employees and c-suite executives, The Experience Mindset details exactly how your company can adopt an Experience Mindset, at scale. It’s not enough to know that happy employees equal happy customers. You must have an intentional, balanced approach to company strategy that involves all stakeholders – IT, Marketing, Sales, Operations, and HR – with KPIs and ownership over outcomes. In this ground-breaking book, filled with case studies of leading companies and never-before-seen research, you’ll learn:

How people, processes, technology, and culture contribute to the “virtuous cycle” of EX and CX.
Why the best companies have programs that minimize the customer’s effort as well as the employee’s effort (and how companies like Southwest and Best Buy get this right)
How to effectively roll out technology solutions that boost both EX and CX (hard truth: only 20% of customer-facing employees believe technology makes their job easier. Employees want a seamless technology experience, just like your customers.)
What metrics can you use to measure EX, CX, and ultimately, the effect of the two together. You can’t improve what you can’t measure.

Employees are the heart of your business. If you want to remain competitive in today’s marketplace, investing in people is no longer a nice-to-have, but rather a must have.