From customer experience to cFrom customer experience to c@geert_martens, competence leader customer experience

Brussels, 30th November 2011Prepared for the Vacature Candidate Experience Workshopp f p p

candidate experiencecandidate experience

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k us for experience inspiration:k us for experience inspiration:Conference speaking

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d dCandidate experience statement

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Moments of Truth transformation

Training & coaching

rt Martens, competence leader customer experienceMobile: +32 477 365 166

mail: geert.martens@4cconsulting.com

Twitter: @geert_martensg _

inkedin: http://be.linkedin.com/in/martensgeert

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3

Content

01 Welcome to the age of the01 Welcome to the age of the 

02 What is a customer experiep

03 What is a great customer e

04 What is a candidate experie

Best practices05

customercustomer

ence?

experience?

ence?

TTthethe

The age ofThe age ofe customere customer

92 9394

9596

979798

9900

010202

03

Empowered customersEmpowered customersEmpowered customersEmpowered customers

0405

0607

080909

1011

12

13

Organizations

M di l d1.0 2.0

Medialandscape

123%

1

Individuals

0 3.0

19%73%

19%

exex

What is aWhat is acustomer

xperience?xperience?

A customer eA customer e

jornemotio jrneotions ensHow a customer

feels and remembersa journinterac

experience isexperience is

organizatioun gnizationny onyney of ctions

with and aboutan organization

Reason Conclus

EmotionEmotion

The essential difference between emotion and reasothat emotion leads to action while reason leads to coDonald Calne

sions

ActionAction

on is onclusions

“Emotions color“Emotions colorEmotions color the experience and,Emotions color the experience and,pmore importantly, how the experience

pmore importantly, how the experiencehow the experiencewill be remembered”D ld A N

how the experiencewill be remembered”D ld A NDonald A. NormanDonald A. Norman

Source: http://www.slideshare.net/koenatclaes/on-why-we-should-not-focus-on-ux

A customer eA customer e

emotio jornotionsjrnens e

How a customerfeels and remembers

a journinterac

experience isexperience is

organizatioun gnizationny onyney of ctions

with and aboutan organization

AffectionAngerAnnoyanceAnxietyApathyArousalAweCared forContemptCuriosityBoredomDepressionDesireDespairDisappointment At

iDisappointmentDisgustDreadEcstasyEmbarrassmentEmpathyEnergizedEnvyEuphoria

At eachinteraction, emotions

i

jornEuphoriaFearFocusedFretfulFrustrationGratitudeGriefGuilt

emotionsare evoked

i jrneHappinessHatredHopeHorrorHostilityHurriedHysteriaIndifference

i

eIndifferenceInterestIrritationJealousyLoathingLonelinessLoveLustMisery

i

MiseryNeglectedPamperedPityPleasedPrideRageRegretgRemorseSadnessSatisfactionShameShockShynessSorrowSufferingSufferingSurpriseStressedTrustValuedWonderWorrySource: xprnc.be

Impactingthe way you feel

ii

the way you feelabout

The company

The brand

i

The products

company

ouni

The service

nyi

Value

The peopley

i

Othercustomers

Valuereceived

Yourself

customers

What is the end?

Outside

Outside‐from the custom

What is the start?

in vision

in vision:mer’s perspective

Make or Bre

Make or Bre“Moments

ak moments

ak momentss of Truth”

“Break” moments

An  interaction within the customer journey at which you risk to strongly trigger value‐

destroying emotions that will ruin the entire experience

Objective: AVOID

One time: nothing, Repeatedly: trust, secure, safe

Emotional disconnect

“Make” moments

An  interaction within the customer journey at which you have the opportunity to strongly 

trigger value‐driving emotions that will boost the entire experience

Objective: GRASP

O ti thi

Emotional engagement

One time: nothing, Repeatedly: unappreciated, not valued, taken for granted

A customer eA customer e

emotio jornotionsjrnens e

How a customerfeels and remembers

a journinterac

experience isexperience is

oun organizatinygnizationy on

ney of ctions

with and aboutan organization

greatgexex

What is aWhat is at customerxperience?xperience?

DeliberateDeliberate& valued

on a emotional level

Great custoexperienc

Great custoexperienc

Perfect performance on all Moments of 

Truth ppTruth

Consistentacross touchpointsacross touchpoints

& customer lifecycle

omercesomerces

EMOTIONALLY ENGAGEDCUSTOMERS

What’s the DNA What’s the DNA of your customer experof your customer experrience?rience?

great

g1

great

g2

Potential over‐investment in less crucial interactions:customer experience is not about trying to delightall your customers all the time

Consiacroacro

touchp& life

stentossosspointscycle

exex

What is aWhat is adidcandidate

xperience?xperience?

12345Top 10  5

67

pdumbest things

8

9recruiters can do

Source: http://www.ere.net/2011/10/31/help‐identify‐the‐dumbest‐things‐recruiters‐do/

Not managing the candidate experience1

2. Expecting dull position descriptions to attract 3. Not taking advantage of employee referrals 4. Not learning the business 5. Using the same recruiting process for different level5. Using the same recruiting process for different level 

jobs 6. Making slow hiring decisions 7. Assuming interviews are accurate g8. Using active sourcing approaches for passive 

candidates 9. Not prioritizing jobs 10. Not identifying job acceptance criteria

A candidate eA candidate e

jornemotio jrneotions ensHow a candidate

feels and remembersa journinterac

experience isexperience is

organizatioun gnizationny onyney of ctions

with and aboutan organizationhe seeks to work for

74%Low

CCur

C

Source: The candidate experience, november 2011, n=3.200

refused a job offer, not because of job content or remuneration but because it % did not feel OK.

wer management

tl l d

80%

rrently employed

35‐44 years

79%

79%

hanged jobs <6m 79%

Flanders 78%

Top5pInterviewer shows

B i t t dBeing treated

Being treated 

Ma

Welcome

Source: The candidate experience, november 2011, n=3.200

drivers for satisfaction with adrivers for satisfaction with a recruitment interview are purely emotion based5 purely emotion based.

s genuine interest

d i f i dld in a friendly way

in a personal way

ade to feel at ease

ed in a warm way

A candidate eA candidate e

emotio jornotionsjrnens e

How a candidatefeels and remembers

a journinterac

experience isexperience is

organizatioun gnizationny onyney of ctions

with and aboutan organizationhe seeks to work for

5.

5. 

Onboarding

4. “Silent” zone

3

zone

Intera

1.

1. 

Awareness

2. Exploration

3. 

action

5.5. Onboarding

4. “Silent” zone

Attractive advertisement

3

zone 46%

27%

Career site

Recommendation

Intera11%Contact on job fair

10%Social media

Source: The candidate experience, november 2011, n=3.200

About the customer experience

Adjust sourcing approaches to types of candidates 

experience

1.

Generation Y prefers network referrals as first source of job opportunities

1. Awareness Be creative

2. Exploration

65%

3. action

5.5. Onboarding

4. “Silent” zone

3

zone

Intera

1.1. Awareness

f d d

2. Exploration

Over 90% of candidates who reach a career site do not apply (Dr John Sullivan &

3. 

(Dr. John Sullivan & Associates, 2010)

action33% of senior management candidates do not rate the recruitment process as easy andrecruitment process as easy and intuitive(The candidate experience, Vacature & 4C Consulting, 2011)

46% is said it to be (very) eato reach someone for additional informat

1. Consistent

2.Emotional

Is your career site aligned with your

Does your career site evoke the desired

ti fg ybrand positioning? emotions of your

candidate experience?

71% is 

51% is sa

Source: The candidate experience, november 2011, n=3.200

asy tion

3.Interactive

4.Functional

Is your career site f ti l?

Is your career site a communication functional?vehicle?

satisfied with the information on the organisation

atisfied with the information on the job

5.5. Onboarding

4. “Silent” zone

3

zone

Intera

Delays at any stage of the recruitment negatively impact candidate reactions (CareerXroadsreactions (CareerXroads, 2011)

1.1. Awareness

2. Exploration

3. action

Lack of quality information about selection steps and methodology leads to rapid abandonmentabandonment (CareerXroads, 2011)

GOOD

CoWell‐prepared

HoCapabilitiesKeeps promises

linUsefull feedback

CE36%

IMPO

RTAN

Privacy issues

BAD PERFORMANCEBAD

Source: The candidate experience, november 2011, n=2.458

Genuine interest

FriendlyPersonal At ease

WarmTime

ompetences

Info on jobInfo on jobonest feedback Info on organisation

Information in ne with jobdescription

Clear view

On time

4                                  GOOD

5.5. Onboarding

Only 3% of companies breaks the il i th “ il t”

4. “Silent” zone

silence in the “silent” zone in a structuredway (Bissell, 2010)

3

zoneBest practice: A new‐hire onboarding site 

InteraBest practice: a new‐hire package

1.1. Awareness

2. Exploration

3. action

22% of staff turnover occurs in the first 45 daysoccurs in the first 45 days of employment (The Wynhurst Group 2011)

5.

New employees with  structured onboardingprogram were 58% more 5. 

Onboardingprogram were 58% more likely to be with the organization after three years. (The Wynhurst

4. “Silent” zone

y ( yGroup 2011)

3

zone

Intera

1.1. Awareness

2. Exploration

3. action

A candidate eA candidate e

emotio jornotionsjrnens e

How a candidatefeels and remembers

a journinterac

experience isexperience is

oun organizatinygnizationy on

ney of ctions

with and aboutan organizationhe seeks to work for

BeBeest practicesest practices

People will forget what you speople will forget what you dPeople will forget what you speople will forget what you dpeople will forget what you dbut people will never forget Maya Angelou

people will forget what you dbut people will never forget Maya Angelou

said, did,said, did,did, how you made them feel. did, how you made them feel.