Worker Experience > Customer Experience?

In a recent article on the American Marketing Association website, Nick Romano, a marketing news writer, discussed how "worker experience" is becoming increasingly important within companies. In class, we are constantly talking about the consumer experience. Even yesterday, my group determined that if we could say one thing about marketing in today's society and how it's evolving, we would say, "consumer". It is so drilled in our minds that as marketers, we must constantly cater to our consumers. What are their wants, needs, and desires? Now, this article is making me question that thinking, and wonder if the worker's experience is just as, or even more important.

So, what exactly is the "worker experience"? The article discusses how millennials are taking over the workforce, accounting for the largest percentage of the U.S. workforce. In addition, "research shows that the majority of millennials want to work in a place where they can make a difference, and that they prefer a collaborative work culture". This is really interesting to me, but not extremely surprising. As a millennial, I agree that a company's work culture is extremely important. At my internship last semester, I worked with individuals who were hardworking, passionate, and enthusiastic about their jobs. Their positive energy made working in the office even better, and inspired me to always do my best work. They also try to do an "office fun night" every few months, to get together with one another and enjoy drinks and appetizers. This company culture is really important because it improves relationships among co-workers and makes working at the company more enjoyable.

I agree with the article regarding the importance of the worker experience. Although the consumer experience has an overwhelming affect on brand equity and value, I can see why worker experience also does. Think about Google. Google is not only a well-known, well-respected brand because of what it offers consumers. Google is also known to be one of the top places in the world to work, having great programs and opportunities for their employees. If a brand pleases both its workers and its consumers, it seems to have it all. This ties back to our discussions about a brand's inner and outer layer matching up with consumers'. In order for a brand to successfully target their consumers and understand their inner and outer layer, they need to improve and understand their own. And, what better way to do so than improving company culture and their work environment.

I found it interesting when the article mentioned the influence that the worker experience has on customer communication. Giving employees more freedom and leeway when it comes to customer communications could in fact lead to positive results. I think that this article was a good read, and it opened my eyes to the fact that there is a lot more to a brand's evaluation than just their ability to provide a memorable and valuable consumer experience. As a soon to be college graduate looking to enter the marketing field, I am happy to see that there is also a strong emphasis on the worker experience as well!