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From customer experience to candidate experience

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How can we learn from customer experience to win the war for talent? From customer experience to candidate experience is the keynote address by Geert Martens on the Candidate Experience workshop …

How can we learn from customer experience to win the war for talent? From customer experience to candidate experience is the keynote address by Geert Martens on the Candidate Experience workshop organised by Vacature/Références on 30/11/2011 in Wemmel, Belgium.

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  • 1. From customer experience to c candidate experience@geert_martens, competence leader customer experienceBrussels, 30th November 2011Prepared for the Vacature Candidate Experience Workshop p f p p
  • 2. Book us for experience inspiration: k• Conference speaking C• In nspiration workshopsHire us for experience transformation:• Customer experience statement C• Candidate experience statement C dd• Emotional Signature• Moments of Truth transformation M• Training & coaching TGeer rt Martens, competence leader customer experience• Mobile: +32 477 365 166 M• Email: geert.martens@4cconsulting.com• Twitter: @geert_martens T g _• Linkedin: http://be.linkedin.com/in/martensgeert• Slideshare: http://www.slideshare.net/gmartens
  • 3. 4C Consulting  |  Service por g | p rtfolio C t Customer E Experien M i nce Management t Naïve‐to‐Natural  |  Emotional Signature  |  Moments of Truth  |  Mu ulti‐channel Strategy  |  Unique Customer View  |  CRM Roadmap Marketing Excellence Sales Exce ellence Service Excellence • Marketing Maturity Assessment • SFA Management & & Automation • Customer Service Automation • Campaign Management & Automation • Sales Portfolio Manaagement • Self Service Strategy & Management • Campaign Management Outsourcing p g g g • Sales Middle Office • Complaints Handling p g • Marketing Resource Management • Training & Coachingg  Customer Insight t Management Intelligent reporting  |  Data Quality  |  D Data Integration  |  Advanced Analytics 3
  • 4. Content01 Welcome to the age of the customer to the age of the 02 What is a customer experie p ence?03 What is a great customer e experience?04 What is a candidate experie ence?05 Best practices
  • 5. The age The T age ofthe customer e customer e
  • 6. 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13Empowered customers
  • 7. Organizations Medialandscape M di l d 1.0 2.0 0 3.0 73% 19% 1 23% Individuals
  • 8. What is a is a customerex xperience?
  • 9. A customer e experience is em jou jo orga g otio rn n nizati ns ey on How a customer a journ of  ney with and aboutfeels and remembers interac ctions an organization
  • 10. Reason Conclus sions Emotion ActionThe essential difference between emotion and reaso is onthat emotion leads to action while reason leads to co onclusionsDonald Calne
  • 11. “Emotions color Emotions color the experience and, pmore importantly, how the experiencehow the experiencewill be remembered”Donald A. NormanD ld A NSource: http://www.slideshare.net/koenatclaes/on-why-we-should-not-focus-on-ux
  • 12. A customer e experience is em jou jo orga g otio rn n nizati ns ey on How a customer a journ of  ney with and aboutfeels and remembers interac ctions an organization
  • 13. AffectionAngerAnnoyanceAnxietyApathyArousal ImpactingAweCared for the way the way you feel ContemptCuriosityBoredom i about  DepressionDesireDespair i iDisappointmentDisgust At  At The brand  DreadEcstasyEmbarrassment each i iEmpathyEnergized interaction,  The EnvyEuphoria emotions company  jou jo FearFocusedFretfulFrustration are  i iGratitude evoked The  rn nGrief productsGuiltHappinessHatredHope  i  i eyHorror The Hostility serviceHurriedHysteriaIndifferenceInterestIrritationJealousyLoathing  i  i The peopleLonelinessLoveLustMisery ValueNeglected receivedPamperedPityPleasedPrideRage OtherRegret g customersRemorseSadnessSatisfactionShameShockShynessSorrow YourselfSufferingSurpriseStressedTrustValuedWonderWorrySource: xprnc.be
  • 14. What is the start?What is the end?        Outside‐ vision: Outside in vision  from the custom mer’s perspective   
  • 15.        Make or Break moments ak moments “Moments of Truth” s    
  • 16.   “Break” moments “Make” momentsAn  interaction within the customer journey at  An  interaction within the customer journey at  which you risk to strongly trigger value‐ which you have the opportunity to strongly  destroying emotions that will ruin the entire  trigger value‐driving emotions that will boost the  experience entire experience Objective: AVOID Objective: GRASP One time: nothing,  Repeatedly: trust, secure, safe  Emotional engagement One time: nothing,  O ti thi Emotional disconnect  Repeatedly: unappreciated, not  valued, taken for granted
  • 17. A customer e experience is em jou jo orga g otio rn n nizati ns ey on How a customer a journ of  ney with and aboutfeels and remembers interac ctions an organization
  • 18. What is a is agreat customerg t ex xperience?
  • 19. Deliberate & valued on a emotional levelPerfect performance  EMOTIONALLY Great custo omer ENGAGED on all Moments of  CUSTOMERS experienc p ces Truth Consistent across touchpoints & customer lifecycle
  • 20. What’s the DNA of your customer experience? rience? r
  • 21.                    g great   g great  1    2    Potential over‐investment in less crucial interactions: customer experience is not about trying to delight all your customers all the time
  • 22. Consistent acroosstouchp points & lifecycle
  • 23. What is a is a candidate didex xperience?
  • 24. Source: http://www.ere.net/2011/10/31/help‐identify‐the‐dumbest‐things‐recruiters‐do/ 1 Not managing the  candidate experience 2. 2 Expecting dull position descriptions to attract  3. 3 Not taking advantage of employee referrals  Top 10  p 4. 4 5. 5 Not learning the business  Using the same recruiting process for different level  Using the same recruiting process for different level jobs  dumbest things 6. 6 Making slow hiring decisions  7. 7 Assuming interviews are accurate  grecruiters can do 8. 8 Using active sourcing approaches for passive  9. candidates  9 Not prioritizing jobs  10. Not identifying job acceptance criteria
  • 25. A candidate e experience is em jou jo orga g otio rn n nizati ns ey on How a candidate a journ of  ney with and aboutfeels and remembers interac ctions an organization he seeks to work for
  • 26. Source: The candidate experience, november 2011, n=3.200 refused a job offer, not  because of job content or 74% % remuneration but because it  did not feel OK. Low management wer 80% Cur tl employed rrently l d 79% 35‐44 years 79% Changed jobs <6m 79% Flanders 78%
  • 27. Source: The candidate experience, november 2011, n=3.200 drivers for satisfaction with a  drivers for satisfaction with aTop5 p5 recruitment interview are  purely emotion based. purely emotion basedInterviewer shows s genuine interest Being treated B i t t d i f i dl d in a friendly way Being treated in a personal way Ma ade to feel at ease Welcome ed in a warm way
  • 28. A candidate e experience is em jou jo orga g otio rn n nizati ns ey on How a candidate a journ of  ney with and aboutfeels and remembers interac ctions an organization he seeks to work for
  • 29.      5.  5. 1.  1. Onboarding Awareness  4.  2.   “Silent”  Exploration zone  3 3.  Intera action
  • 30. Source: The candidate experience, november 2011, n=3.200 About the customer  experience Adjust sourcing approaches to  types of candidates  Generation Y prefers network  referrals as first source of job  opportunities 5.  5. 1.  1. Onboarding Awareness Be creativeAttractive advertisement 4.  65% 2.  “Silent”  Exploration Career site zone 46% Recommendation 27% 3 3.  Intera action Contact on job fair 11% Social media 10%
  • 31. 5.  5. 1.  1. Onboarding Awareness Over 90% of candidates  f dd 4.  who reach a career site do  2. “Silent”  not apply  Exploration zone (Dr. John Sullivan &  (Dr John Sullivan & Associates, 2010) 3 3.  Intera action 33% of senior management  candidates do not rate the  recruitment process as easy and  recruitment process as easy and intuitive (The candidate experience,  Vacature & 4C Consulting, 2011)
  • 32. Source: The candidate experience, november 2011, n=3.200 46% is said it to be (very) ea asy  to reach someone for additional informat tion 1. 2. 3. 4. Consistent Emotional Interactive Functional Does your career site Is your career site  Is your career site a  evoke the desired Is your career site  aligned with your g y communication emotions of your ti f functional? f ti l?brand positioning? vehicle? candidate experience? 71% is satisfied with the information on the organisation 51% is sa atisfied with the information on the job
  • 33. 5.  5. 1.  1. Onboarding Awareness 4.  2.  “Silent”  Exploration zone 3 3.  Intera actionDelays at any stage of the  Lack of quality information recruitment negatively  about selection steps and impact candidate  methodology leads to rapid reactions (CareerXroads, reactions (CareerXroads abandonment  abandonment2011) (CareerXroads, 2011)
  • 34. Source: The candidate experience, november 2011, n=2.458GOOD Genuine interest Personal Friendly At ease Time Co ompetences Warm Well‐prepared Info on job Info on job Ho onest feedback Info on organisation CapabilitiesIMPORTANCE 36% Usefull feedback Keeps promises Information in  Clear view lin ne with jobdescription On time Privacy issuesBAD BAD PERFORMANCE 4                                  GOOD
  • 35. 5.  5. 1.  1. Onboarding AwarenessOnly 3% of companies breaks the silence i th “ il t” il in the “silent” zone in a structured 4.  2. way (Bissell, 2010) “Silent”  Exploration zone Best practice: A new‐ hire onboarding site  3 3.  Intera action Best practice: a new‐ hire package
  • 36. 22% of staff turnover  occurs in the first 45 days  occurs in the first 45 days of employment (The  Wynhurst Group 2011)New employees with  structured onboardingprogram were 58% more program were 58% more 5.  5. 1.  1.likely to be with the  Onboarding Awarenessorganization after three yyears. (The Wynhurst ( yGroup 2011) 4.  2.  “Silent”  Exploration zone 3 3.  Intera action
  • 37. A candidate e experience is em jou jo orga g otio rn n nizati ns ey on How a candidate a journ of  ney with and aboutfeels and remembers interac ctions an organization he seeks to work for
  • 38. Best practices est practices e
  • 39. People will forget what you s said, people will forget what you dpeople will forget what you d did,  did,but people will never forget how you made them feel. Maya Angelou

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