Apply Principles of Customer Experience Design to HR Practices

Applying customer experience strategy to employee experience begins with needs-based segmentation, grouping employees into clusters based on their wants and needs.  Most companies organize employees in standard groupings like job title, rank, department, business unit, or geography. But just as customer experience design requires a more nuanced understanding of customers than simple demographics or economic value, employee experience design should be based on employees’ drivers and desires.

It isn’t news that employees don’t all want the same development opportunities, rewards, and schedules. They differ in their level of interest in communicating and participating and in the kind of compensation and rewards they value. Companies should be able to provide experiences designed to appeal to these different segments.

Another tool HR can borrow from customer experience is the journey map, which outlines the steps customers go through in engaging with a company. This approach can be applied to employees through the employment life cycle as well.

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