Salesforce’s Tiffani Bova Discusses the Importance of Employee Experience in Achieving Growth
Tiffani Bova is a globally recognized author, speaker, and podcast host. As Salesforce’s Global Customer Growth and Innovation Evangelist, she helps tech giants like Microsoft, Cisco, Amazon, and IBM expand market share and increase revenue. In this interview, Bova talks about the critical importance of employee experience (EX) and how it is linked to customer experience (CX), as well as the potential consequences of neglecting EX.
The Impact of Poor EX on Twitter
Reflecting on Twitter’s acquisition by Elon Musk, Guy Kawasaki asks Bova if there has ever been a better example of poor EX in tech. Both customer and employee experience were impacted by Musk’s decisions to cut jobs and streamline the company. Bova notes that this strategy may have worked for his other companies, SpaceX and Tesla, but Twitter differs in that it was an established company with a unique culture. Kawasaki pushes back, arguing that Musk started those companies from scratch, making his decision to apply the same approach at Twitter questionable. Bova notes that Twitter has lost its “town square” feel, with more advertising and less relevant content, suggesting that the poor EX has had a significant impact on the company.
The Link Between CX and EX
Bova stresses that EX is critical to achieving CX. She notes that there is no shortage of leaders who understand the importance of happy employees leading to happy customers. However, organizations often fail to put that into action and forget that employees are the ones who deliver on customer promises. The pandemic has highlighted these discrepancies and the lack of investment in EX, resulting in negative consequences.
Reducing Effort for EX and CX
Bova explains that CX requires reducing customer effort, whereas EX involves making the role of an employee easier. When call center agents have to log into multiple systems and transfer calls, it increases the workload and results in longer wait times for customers. As a result, customers may not get their questions answered, and they will have a worse experience, whereas the employees experience a greater workload and negative impact on their experience.
Fixing the Key Elements of EX
Bova conducted a global study and found that outdated technology and frequent employee departures are the main obstacles to a successful company. The study revealed a significant gap between executive perspectives and employee perspectives on the most significant hurdles facing their organizations. To overcome these challenges, executives must prioritize investments in EX to ensure that employees can deliver on customer promises, leading to growth and success.