The Tribe Report 5. The Non-Desk Worker Issue - Page 12

which the brand is based, these employees are poorly equipped to deliver the customer experience promised by the brand. The good news is that this presents a fantastic opportunity to improve your customer experience, just by keeping these frontline employees in the loop. 7 INSIGHTS FROM TRIBE’S RESEARCH The aha moment of this research was a realization that’s fairly obvious at face value: the customer experience could be dramatically improved by increasing communication with, and thereby the engagement of, non-desk employees. Frontline employees are the ones having those customer interactions, day in and day out, but even the folks in the distribution center or on the manufacturing line impact customers. The guys flipping burgers in the back of the QSR and the housekeepers making the beds in hotels are affecting that customer experience. Why would any company not make it a business priority to engage these people? Along the way to that conclusion, the research findings pointed to seven insights, most of which build on each other: 1. NON-DESK EMPLOYEES WANT MORE COMMUNICATION FROM THE TOP When asked if they receive too much or too little communication while on the job, 84 percent said “not enough.” In response to a question asking about the value of consistent information from corporate, 72 percent said that it is important to them. Only 22 percent of respondents feel their job is seen as an important element of the company vision. In interviews, respondents said things like “Treat employees like grownups” and “Have more respect for people.” 12 | TRIBE REPORT 2. DEPENDING SOLELY ON SUPERVISORS TO COMMUNICATE IS A FLAWED SYSTEM Especially with sensitive news or major changes, non-desk employees dislike the fact that some divisions or groups in the company might know the scoop before they do, and that individuals on their own team are not even informed simultaneously. They also mention issues with consistency. Advice for top management included “Be consistent in the message communicated through managers,” and “Make sure that managers communicate changes to others in a timely manner and not leave anyone out.” 3. LACK OF COMMUNICATION INTERPRETED AS LACK OF RESPECT The tragedy is that lack of communication from top management is seen as evidence that corporate doesn’t respect them or value the roles they play. With no ill intent, corporate management is alienating non-desk employees simply by delegating all their communication to the direct managers of this population. 4. THEY SEE CORPORATE EMAIL ADDRESSES AS ONE OF THE BEST SOLUTIONS When asked what advice they would give their employers on the best ways to communicate with them, email was mentioned more than any other method. The challenge, of course, is that assigning company email addresses to all non-desk employees can be a cumbersome endeavor, rife with issues of turnover, security and limited access, not to mention expense. 5. THEY WANT CORPORATE TO UNDERSTAND THEIR REALITY One interview subject said, “Quit living in your own fantasy world and come see what it’s like on the actual sales floor.” Another: “Get to know the little person better, since they’re the ones interacting with your customers.”