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EX meets CX: The rising partnership between HR and Marketing

Customer centricity has long been a mantra for support teams, marketers, salespeople, and even product teams devoted to improving customer experience. But it turns out the benefits of a customer-focused culture extend beyond keeping your buyers happy:

SurveyMonkey CMO Leela Srinivasan shares our latest research which found companies that prioritize customer centricity are likely to have significantly better employee engagement.

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EX meets CX: The rising partnership between HR and Marketing

  1. 1. Leela Srinivasan CMO, SurveyMonkey @leelasrin @SMforHR
  2. 2. EX meets CX (HR Marketing)
  3. 3. 3 1977 1987 1997 2007 2017 10% 20% 30% 50% 60% The pace of disruption is accelerating % of companies that are new relative to the list 10 years prior Fortune 10 CONFIDENTIAL Failure to keep employees actively engaged is costly Customer loyalty is harder than ever of online consumers are less likely to return to a site after a bad experience Source: The Gomez report published in 2010, Why Web Performance Matters 88% Cost of lost productivity in the United States each year $483B - $605B Source: Gallup 2016 State of America Workplace report
  4. 4. 4 Precise insights driven from people’s voices, ideas, and sentiments Measure Benchmark Act SurveyMonkey delivers People Powered Data @SMforHR @leelasrin
  5. 5. Trusted by 98% of the Fortune 500 60M Registered customers 2.5M Survey takers every day 20M Questions answered every day 300K+ Organization domains
  6. 6. @SMforHR @leelasrin Shameless customer groupie... ...who is super-passionate about work
  7. 7. Anecdotally, what did the best employees have in common? @SMforHR @leelasrin
  8. 8. They’d walked a mile (or 200) in their customers’ shoes
  9. 9. We were curious...
  10. 10. we surveyed 1,000+ people in the US who work for customer- serving companies
  11. 11. 11 Customer connection is correlated with finding work meaningful @SMforHR @leelasrin Finding #1
  12. 12. Employee empathy for customers Perceived impact on customers
  13. 13. Thinking about customers Making CSAT is a priority
  14. 14. 14 Customer-centric cultures are associated with less employee attrition @SMforHR @leelasrin Finding #2
  15. 15. 15 Companies lose 33% of a worker’s annual salary each time they leave Source: Employee Benefit News research @SMforHR @leelasrin
  16. 16. Perception on company empathy Perception on customer-facing
  17. 17. CSAT is a priority for company
  18. 18. 18 Want to engage your employees? Get them closer to your customers @SMforHR @leelasrin
  19. 19. 19 Three ways we establish customer centricity at SurveyMonkey Quarterly all-hands speakers NPS and customer feedback Customer interaction reports @SMforHR @leelasrinCONFIDENTIAL
  20. 20. CIRs in action
  21. 21. CONFIDENTIAL AND ATTORNEY-CLIENT PRIVILEGED Do you have a culture of customer centricity? Use our free survey template to find out! @SMforHR @leelasrin
  22. 22. CX + EX 3 golden rules that apply to HR and marketing alike
  23. 23. 23 #1 Listen throughout the lifecycle @SMforHR @leelasrin
  24. 24. Customer and employee lifecycles share a lot in common Acquisition SuccessOnboarding Loyalty Churn Mkg HR
  25. 25. How employee feedback drives decisions at SurveyMonkey @SMforHR @leelasrin Office environment1 |
  26. 26. @SMforHR @leelasrin Vendor benefits2 | How employee feedback drives decisions at SurveyMonkey
  27. 27. @SMforHR @leelasrin Growth * Impact * Goals GIGs are: ● Meaningful conversations ● Informal, quarterly ● Focused on impact ● Facilitated with a growth mindset Quarterly GIGs3 | How employee feedback drives decisions at SurveyMonkey
  28. 28. For more ideas, see Employee feedback for the win
  29. 29. 29 #2 Unlock advocacy to accelerate your [hiring / acquiring] @SMforHR @leelasrin
  30. 30. CONFIDENTIAL AND ATTORNEY-CLIENT PRIVILEGED Customer advocates in action @SMforHR @leelasrin
  31. 31. CONFIDENTIAL AND ATTORNEY-CLIENT PRIVILEGED @SMforHR @leelasrin Employee advocates in action
  32. 32. 32 #3 Make culture your top priority
  33. 33. 33 Company culture is now front page news @SMforHR @leelasrin
  34. 34. 34 ● Get it here: survey-template/ ● Understand what drives inclusion by measuring: ○ Growth mindset ○ Belonging ○ Objectivity ● Developed in partnership with Paradigm Free Belonging and Inclusion template
  35. 35. CX + EX How to partner with marketing to create a compelling employer brand
  36. 36. 36 Our mission: To power the curious Our EVP: Where the curious come to grow @SMforHR @leelasrin
  37. 37. At SurveyMonkey, we're devoted to supporting the curious and inspiring their growth. We welcome the world's innovators, soft-spoken thinkers, and change agents. Our company is where forward- thinking individuals, who are looking for more than just a job, can make a lasting impact. Our workplace is collaborative and inclusive, a place where curiosity is celebrated. We move with the agility of a startup, but enjoy the perks of being an industry leader. And we carefully design our benefits and programs to support the wellbeing of everyone in our troop. We're not a company where paths are dictated, but one where they're discussed. At SurveyMonkey, it's easy to speak up, share your opinion, and work as a team to turn good ideas into amazing ones. As an organization, we want to make a positive impact that extends far beyond our office doors. From fundraising for global charities to helping our local communities, we know the easiest way to live in a better world is to start building it. And we take that idea to work with us every day. We've built an environment where the curious are inspired and energized, and each and every person is given unique and varied opportunities for professional and personal growth. Statement of Belief
  38. 38. @SMforHR @leelasrin ● Bring data to the table! ● Be clear about your target audience ● Think about your unique selling proposition (USP) ● Give us a little creative license ● Leverage our expertise (social, demand gen, creative, channel strategy & more) Keys to a successful employer brand partnership
  39. 39. 40 Powerful survey platform Improve employee engagement Streamline applicant selection From recruitment to retention, get the expertise, speed, and scale you need to understand the entire employee lifecycle with SurveyMonkey. Create a happier, healthier, more productive workforce. Get a user- friendly experience and a modern engagement methodology with SurveyMonkey Engage. Easily manage employee and community scholarships, innovation awards, research grants, sponsorships, and more with SurveyMonkey Apply. Questions? @SMforHR