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Headline Verdana BoldBecoming Customer-Centric Starts with Our PeopleDaria Dolnycky
National Human Capital Leader, Consumer | Retail Sector
2Becoming Customer-Centric Starts with Our People
We Invest in Designing the Best Customer Strategy but Fall Short in
Investing in Those Who Deliver it - Our PeopleTo develop customer-centricity today, a majority of retail investments are occurring outside the physical store.
82% of retail sales happen within the four walls of a store and limited
investments are made to better front-line employees.
Improving
Retail
Offering
Expanding
E-Commerce
Capability
Remodel
Brick and
Mortar
Expanding
Omni-
Channels
Bigger,
Better
Digital
Assets
Retail IT spending has
increased by 5.6% globally
82% of customers are more likely to purchase
from a brand with multiple delivery options
Global omni-channel retail commerce
platform market is expected to grow
from USD 2.99 – 11.01 billion by 2023
Customer-
Centric
Billions of dollars in increased capital
expenditures to remodel storesBy 2021, worldwide, retail e-commerce
sales growth will be at 18%
3Becoming Customer-Centric Starts with Our People
Winning with an Employee-Focused Culture
4Becoming Customer-Centric Starts with Our People
Employee-
Centric
People Are the Un-Ignorable Link to Customer-Centricity
Un-Ignorable Link!
Results show that organizations with strong employee-centricity naturally become customer-centric.
2x customer satisfaction
Enterprises with a top-quartile
employee experience achieve
and 25% higher profits
Consumers spend
as much in-store when
they have been assisted
by an associate
2x
2.3x
Organizations with highly
engaged employees had an
average 3 year revenue
growth
greater than average
Customer-
Centric
5Becoming Customer-Centric Starts with Our People
Investing in Employee-Centricity Means Going Beyond Wages & Benefits
What employees are up against…
Automation
Alternative
Workforce
The Gig
Economy
Talent
Disruption
A New Social
Contract
Increasing
Pace of Change
Technology
Disruption
Talent
Mobility
As employees face new challenges in their day-to-day and their expected roles, they long for more support.
6Becoming Customer-Centric Starts with Our People
The best part of retail culture
is the people and having an
environment to constantly
learn
Don’t Just Take Our Word for It! Here’s What Employees Said…
To build employee-centricity, employers should focus on cultivating relationships with workers through
CULTURE (a Simply Irresistible Experience).
40% of survey respondents don't
know what their customer strategy is
Employees believe their
organization only focuses on
45% of their needs
60% of survey
respondents graded
themselves as not very
motivated or neutral
to be at their work
Of the top ten factors (e.g., money, convenience),
employees selected
peopleas the #3 reason why they work
7Becoming Customer-Centric Starts with Our People
Employee-Centricity Has Evolved from Work/Life Balance to Human Experience
Employee Engagement Human Experience
Work/life Balance Employee Experience
Personal
(the individual)
Professional
(the work)
Employee-led
(bottom up)
Organization-led
(top-down)
Focus of
Culture
Drivers of Culture
8Becoming Customer-Centric Starts with Our People
Creating the Human Experience Employees Crave
Positive Work
EnvironmentMeaningful Work Growth Opportunity
Trust in
Leadership
Supportive
Management
Flexible work environment AutonomyTraining and
support on the job
Mission and
purpose
Clear and
transparent goals
Humanistic
workplaceSelect-to-fit
Facilitated
talent mobility
Continuous
investment in peopleCoaching
Culture of
recognition
Small,
empowered teams
Self-directed,
dynamic learning
Transparency
and honesty
Investment in development
of managers
Fair, inclusive, diverse work
environment
Unstructured
time
High-impact
learning cultureInspiration
Agile performance
management
Cross-Organization Collaboration & Communication
9© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
Positive Environment
Humanistic WorkplaceFlexible Work EnvironmentFair, Inclusive, Diverse Work
EnvironmentCulture of Recognition
Who’s Winning?
PATAGONIA
Clothing
‘Let my people go surfing’
policy
Free yoga, an organic café,
free scooters and skateboards
26 three day weekends per
year
84% of Consumer Business organizations
ranked having a positive environment
as important or very important.
However, 33% of these
organizations are not yet effectively
managing the challenge.
Bringing the Human Experience to Life
10© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
11© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
Meaningful Work
Unstructured TimeAutonomySelect-to-fitSmall, Empowered Teams
84%of Consumer Business organizations
view meaningful work as a critical
enabler to elevate the human
experience.
Who’s Enabling?
Allows employees to view
most up-to-date schedule,
request time off and chat with
management and co-workers
However, only 40%of
these organizations effectively empower employees to
manage their careers.
When I Work
Scheduling Platform
Bringing the Human Experience to Life
12© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
WHEN I WORK
25%
Because employees have better and
more up-to-date access to their
schedules, using ‘When I Work’ has
reduced employee no-shows by
• Receive notifications when schedules are posted or changed
• Sync app with Google, iCal and Outlook
• Manage multiple jobs using the same app*
• Use “WorkChat” to contact managers and other staff
• Virtually manage vacation and sick day allowances
• Request shift trades and change availability
Who’s Using It?
Bringing the Human Experience to Life
13© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
Growth Opportunity
High-impact Learning CultureTraining and Support on the JobFacilitated Talent MobilitySelf-direct Dynamic Learning
SHINOLA
Luxury Goods
Online Adaptive Learning
Intervention and Feedback
in Real-time
Real-world Learning
Who’s Winning?
However, 40% of these
organizations are not yet effectively
managing the challenge.
Shinola University was implemented
to provide:
83%of Consumer Business organization
ranked growth opportunity as
important or very important.
Bringing the Human Experience to Life
14© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
15© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
Trust in Leadership
Continuous Investment in People Mission and PurposeTransparency and HonestyInspiration
18%of organizations believe they have a
transparent and open model.
37% of leaders are worried about their
ability to create trust in their
organization.
27%of organizations believe that a lack of
transparency is creating a
competitive disadvantage.
Bringing the Human Experience to Life
16© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
Trust in Leadership
Continuous Investment in People Mission and PurposeTransparency and HonestyInspiration
Total Health Immersions and
Volunteer Programs:
Who’s Winning?
Employees now want to work for
socially responsible organizations. As a
result,
55%of Consumer Business organizations
have increased the impact of social
responsibility programs in the last 5
years.
WHOLE FOODS MARKET
Grocery
Health getaways 4 times per
year
Provide Biometric screenings to
see results
Led by experts in the
healthcare industry
Bringing the Human Experience to Life
17© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
Supportive Management
Clear and Transparent GoalsAgile Performance ManagementCoachingInvestment in Development of
Managers
86%of Consumer Business organizations
ranked having supportive management
as Important or Very Important.
CULTURE AMP
People & Culture Platform
Who’s Enabling?
However, 42% are not yet
effectively managing the challenge.“Our employees now connect with Culture Amp
Performance without thinking about it as a
performance management tool.”
“People were asking for the reviews, not asking
how to get out of them. That felt like success.”
Bringing the Human Experience to Life
18© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
Collaboration & Communication
Cross-organizational CollaborationInvestment in Resources, Tools & TimeConstant CommunicationOpen Culture
85%of employees feel that collaboration and
communication is a critical enabler to
elevate the human experience.
THE CONTAINER STORE
General Merchandiser
Who’s Winning? The Container Store implemented
Theatro that:
Checks inventory and
customer orders on-demand
Sends real-time updates or
messages
Increased communication across
employees by 30%
However, only 26% of our
survey respondents feel supported
with tools and technology to stay
connected.
Bringing the Human Experience to Life
19© 2019. For information, contact Deloitte Touche Tohmatsu Limited Becoming Customer-Centric Starts with Our People
20Becoming Customer-Centric Starts with Our People
To Satisfy the Crave for Human Experience, We Ask…
What will you do
differently
tomorrow
Daria DolnyckyNational Human Capital Leader
Consumer | Retail Sector
ddolnycky@deloitte.ca
M: 416 565 7414
Thank you!
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