Yahoo! was once the poster child of the Internet age, but the company has lost ground over the last several years. How does the company hope to turn things around? Customer Experience. According to an article in the Technology Spectator, CEO Marissa Mayer said that Yahoo’s new strategy will focus solely on customer experience. Here’s an excerpt from the article:
Ms Mayer is also set to make two internal reforms at Yahoo!. The first is a new employee goal setting system that will align goals and targets throughout the company and its various departments. The second is a pledge from Ms Mayer that the company will be more transparent in divulging board decisions on the company’s strategy to its employees.
My take: I’m not sure that Yahoo! can succeed with a single-minded focus on customer experience. As I’ve said over-and-over again, you need to deliver the customer experience that supports your business and brand strategy. I think that Yahoo! probably needs to redefine its business and brand strategy. What does it want to be?!? After that is sorted out, customer experience can likely play an important role.
While the sequence may be off, I want to applaud Mayer for how she is attacking customer experience: employees first. Our employee engagement benchmark study shows that customer experience leaders have 2.5x the number of engaged employees. As our employee engagement virtuous cycle shows, engaged employees are an important starting point.
Hopefully Mayer will get her HR department to be actively involved. As our recent report shows, customer experience leaders have stronger support from their HR groups.
The bottom line: Engage employees to deliver the CX that will achieve your strategy