Recently, I was lucky enough to be a voluntary participant for a customer experience study at a cafe. (The things one can do when one is between contracts.)
I hadn’t been to a STREAT cafe before, so I was the ultimate “potential customer”—able to play the role of the person who was walking in for the first time. STREAT want their customers to understand how every mouthful helps youth homelessness and disadvantage, but they also want their customers to keep coming back and to know about their other services. As a first-time customer, there’s a lot of information STREAT would like me to take in—the difference I could make to a young person’s life by buying my coffee there, the locations of other stores, where the food is sourced, how the program works, how I can contribute more, catering services, the cook book I could buy, and the menu.
The customer experience team had a small group of us consider two different scenarios and talk about the customer journey from the street, to the counter, to the table, and back out again. Where would the opportunities be to show customers what they need to know? What changes could be made to improve turnover for the management team? And how would any of these changes improve the experience of the trainees the program actually benefits?
It’s the kind of journey we don’t often, if ever, take in the corporate world and it’s impacting employee engagement.
Next time you feel like doing a little management-oriented research, walk out of your building and go and get your coffee, (from STREAT, if there’s one nearby. 😉) Then, retrace your steps with open eyes and a fresh perspective. What does it feel like to walk in the front door—is it welcoming or intimidating? If you’re the hiring manager, do you make sure you’re there to show your new team member around? After all, your face will be familiar from the interview. What’s your process for explaining the logistics of a role to new staff—is the information all in one place and easy to find and navigate? Do you have buddies/mentors/senseis to smooth out that awkward new employee phase? Do all your employees feel connected to the purpose of your organisation? Because if they don’t, they’ll move on.