Direct marketing has had a profound impact on organisations becoming customer focused. Being able to reach customers in a more intimate and relevant way has accelerated brands and transformed many industries.
However even in some of the top performing organisations, this focus on ‘the customer’ has not translated to one of the most important assets in business – its employees. Happy, engaged and inspired employees will result in a better customer experience and a more powerful brand.
In 2016, Air New Zealand focused on delivering an Employee Experience to make Air New Zealanders feel as valued as their customers. There was a real ‘experience gap’ between what people expected from an employer like Air New Zealand and reality.
Air New Zealand embarked on a data driven journey to understand what motivates staff and develop unique experiences for their diverse global workforce of over 11,000. The process blended advanced employee analytics, behaviours and interviews to identify their needs and pain points.
Air New Zealand has an extremely diverse workforce. From remote workers and shift workers, through to global offices, making sense of these differences in a meaningful way was a challenge. Air New Zealand has a strong belief that diversity is about recognising what actually motivates employees and connecting with them in a relevant way.
It is an evolving journey, but the results already speak for themselves.
Air New Zealand’s workforce showed an increase in how they felt the brand was open to and accepting of individual differences in its people. The company began to use tailored communications designed to connect with the range of employees across its base. Air New Zealand has also shifted from the same core employee incentives to flexibility and options, driving an overall engagement score two points higher, saving the business in reoccurring costs.