At this stage, many of us have bought into the concept that we need to redesign HR’s services from the perspective of our customers. In the snapshot below, you can see that we have been working on a candidate journey template for our ‘inspiring sales manager’ Pedro.
The design tool (profiled in the image) gives companies the ability to map out a journey’s component parts and critically, identify the touchpoints between customer (Pedro) and service (in this example recruitment and onboarding).
For companies who have just embarked on their quest to apply CX principles to HR’s services, this is an important step. However, while mapping out the journey from Pedro’s perspective gives us the ‘story board’, it doesn’t tell us the story.
To tell the story, we need to capture real time, experience data from Pedro and other key personas at the touchpoint level. With that in mind, let us turn to our measurement dashboard. To make it more tangible for you, please take a few minutes and watch our demo video. As highlighted in the video, the dashboard is designed to visualise our real time CX data, captured via our measurement tool. There are three available views;
1/3 Executive Summary View
In the next snapshot, we have loaded the measurement data for the survey version of our candidate journey. You will notice that we have focussed on a smaller number of touchpoints. While there are 50+ in the overall candidate journey, we want to prioritise those which have the ability to differentiate our service.
In the snapshot, we have our aggregated or ‘journey level’ experience data in the form of NPS (Net Promoter Score) and CSAT (Customer Satisfaction) scores. The ability of a HR leader to easily review the health of a given journey is valuable, as it allows for a relative understanding of HR performance across services. However, the journey level view alone is limited, as it fails to inform us about the specific elements of our service that we need to target for improvement.
This is where touchpoint specific experience data comes in. In our dashboard, HR leaders have the ability to click into specific touchpoints (such as the first interview) to understand relative touchpoint performance. This functionality is a clear differentiator to traditional journey level experience metrics, as it allows HR leaders to drive targeted touchpoint level innovation across key services.
2/3 Internal Benchmark, External Benchmark & Free Text View
The second layer of dashboarding is where we will configure ‘dashlets’ to create internal benchmarks and external benchmarks. For example, we may want to compare our first interview touchpoint experienced between China and Canada. Or perhaps we want to see how our senior managers rate the experience relative to front line managers? The same approach applies from an external benchmark standpoint – how does our first interview experience compare against other companies in the region or across industry?
Here we also have the ability to review our free text data, in the snapshot, it is currently sorted according to NPS score, with a free text word cloud pulling out key themes.
3/3 Participant Statistics View
The final dashboard shows our participant statistics. Here we can review the health of our measurement strategy, with the existing ‘dashlets’ showing a weekly breakdown of responses by level, a daily response tracker and location heat map.
The measurement dashboard arms us with the insight that we need to tell the customer experience story, to refine our services for the likes of Pedro. The ability to compare internally across demographics such as geography and seniority, or externally against talent competitors, enables us to drive the continuous improvement and innovation culture that HR needs today.