REWARD
The customer is always right
Ian Hodson MSc ChFCIPPdip, director of people and culture, Housing 21 explains the importance of understanding the rising significance of exceptional customer service in payroll departments, as we see a shift in the perception of the industry
I n the evolving landscape of its reach beyond frontline interactions to permeate into specialist areas such as payroll departments. Over the past decade, we have seen competition drive forward the necessity of offering a great consumer experience to maintain loyalty. This has materialised in the world of retail as free coffee while you shop, the ability to scan goods as you go, online chatbots to resolve business operations, the role of customer service has transcended traditional boundaries, extending issues 24/7 and, of course, rewards for your loyalty. All of these initiatives are aimed at achieving one goal and that is to maintain your interaction as a customer. Now, although in the past we have spoken about employee experience, there wasn’t always the true landscape for it to be a necessity; it was more of a ‘nice to have’. But now things are changing and due to several factors, the need to deliver a great experience really does matter and payroll departments, as service departments, need to be leading the way – but what has changed?
● use technologies that, although unable to match large online retailers and their investments, at least don’t leave them disappointed. Work culture A positive customer experience often stems from a company culture which values employees. When an organisation prioritises creating great experiences for customers, they often invest in creating a supportive and engaging work environment for their employees as well. For payroll departments, there can often be a negative starting point as we’re aware that interactions often only arrive when something isn’t right, and we all understand the emotive nature of pay. So often payroll functions are trying to turn a negative situation towards a more positive outcome. This can mean the choice of language, speed of response and a sense of being in control are imperative to resolving a challenging situation while still delivering a good experience. Employee satisfaction Employees who feel supported, valued and empowered in their roles tend to perform better and have higher job satisfaction. A positive customer experience can be tied aimed at achieving one goal and that is to maintain your interaction as a customer” “All of these initiatives are
directly to employee satisfaction when they feel they have the tools, support and autonomy to deliver excellent service. At the end of the day, most colleagues are working for the reward of their pay and benefits so if the delivery of the reward dips under expected standards, then so does the feeling towards the organisation and everything attached to it. Retention and loyalty When employees believe in the services provided, and they witness the positive impacts they have on customers, it can increase their loyalty and commitment to the organisation. Feeling like an integral part of delivering a great customer experience can enhance an employee’s connection to their work. We now have a multigenerational workforce and the emergence in teams of the millennial generation means there’s a real drive towards technology-driven solutions, and employees who don’t fear changing their role if they’re unhappy with the experience provided by their current employer. Competitive advantage In today’s competitive market, where employers are often promoting a very similar employee package, the quality of customer experience can be a key differentiator. Employees who understand the importance of their role in delivering exceptional experiences are more likely to remain committed to the organisation, knowing their contributions matter.
Expectation alignment With the rise of technology and
interconnectedness, employees have become accustomed to seamless and user-friendly experiences in their personal lives. This now also means that they expect similar experiences in their work environments. So, when thinking about interactions with the payroll department, colleagues would reasonably be expecting to be able to: ● solve, or at least log, issues out of hours ● have tools and information at their fingertips
Impact on brand reputation Employees are often the frontline
ambassadors of a brand. When they’re satisfied and engaged, they’re more likely
| Professional in Payroll, Pensions and Reward | March 2024 | Issue 98 42
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