"Employees will treat customers the way they themselves are treated”
It’s commonly agreed that satisfied employees lead to satisfied customers, which leads to improved business performance, completing the circle of success. So why don't companies devote the same effort to intranets that they devote to their external websites?
Companies tend to focus all their efforts on satisfying their customers first, especially when it comes to website experience. While public-facing websites are moving from Web Content Management Systems (Web CMS) to Customer Experience Management (CXM) solutions to better satisfy the needs of each individual customer, intranets are excluded from these trends as the ROI of improving the way employees work, communicate and collaborate isn't as visible.
Understanding the link between customer and employee satisfaction -- shouldn't we dedicate the same efforts to our internal sites as we do to our external ones?
Don’t our internal customers deserve a similarly improved experience? How might sophisticated customer experience features -- until now applied only to public websites -- enhance the modern intranet?
8 CXM Features in the Intranet World
1. Personalization and Segmentation
Poor user adoption is cited as the most common reason for the failure of an intranet project. Why not increase user experience by tailoring content to user needs, communicating in a more personal way?
While the obvious place to start is with site search, this is just the tip of the iceberg. Why not personalize content according to department or office location, job role or type, specific personal or professional interests, or even how active they are on social media sites? Making your employees’ experience of your intranet more personal boosts engagement and can strengthen company culture.
2. A/B and MVT Testing
The main purpose of any website is to sell, whether it be products, services or information. Intranets are no different in this regard, so continued tweaking of a page with a goal to increase conversion rates (e.g., reading or sharing information) sells the information to a higher percentage of your employees. After all, what is known to be the most common cause of frustration for your customers? Uninformed employees!
3. Web Analytics
Among other things, this basic feature monitors the performance of your intranet. Though it may reveal that your top page is the one containing the lunch menu, this doesn’t have to be bad news, as you now know the best place to display key company communication for maximum visibility. With a “Company News” box next to the menu, you expose your least active users to your most important messages.
4. Lead Scoring
By scoring employee activities such as adding comments to blogs, viewing particular pages, answering FAQs or writing new blog posts, you can leverage gamification to engage your employees and encourage them to use and contribute to your intranet. A public reward such as rank or reward charts or badges can increase adoption further.
5. Email Marketing
While email content personalization, mobile device friendliness and even A/B testing of your internal email messages will undoubtedly come in handy here, the key advantage of email marketing on your intranet is in the ability to track email opening and click-through rates. This gives you insight into the topics your employees really care about. It also affords the opportunity of resending crucial messages to those who didn't read them the first time.
6. Mobile Devices
As mobile continues on its path to overtake desktop traffic for public websites, companies should consider adding mobile support to their intranets for employee convenience and deeper engagement, though security implications may be a huge constraint for internal sites.
7. Campaign Management
Campaign management will get its play too, especially in situations where your intranet represents a quasi-extranet. If your company is made up of affiliates or members, campaigns can be a great way to produce segmented results of the success of each campaign.
8. Marketing Automation
Training and certification are excellent examples of how to leverage marketing automation for intranets. By automating training schedules for employees and adding tests to be triggered after particular parts of the training have been completed, you can maintain a clear view of the training progress of all your employees.
This might be used for new employees, but also when educating current employees about industry trends, new company policies, etc. Triggers, waiting steps, conditional steps and multiple choices can all be used in your marketing automation workflow, making the process smooth and eliminating the need for manual management. Another scenario in which marketing automation can be used to excellent effect is for employee satisfaction surveys and their follow up program based on given responses.
The path to optimized business performance doesn't necessarily start with improving your external customers’ experience, but could start with improving the experience of your internal customers -- your employees. Your intranet deserves the same attention as your public website.
Do you use any of the mentioned features on your Intranet? What other CXM features might be used for Intranets that are missing from this list?
Tell us in the comments below!
Title image courtesy of Dooder (Shutterstock)
Editor's Note: Read more from Petr in his The 5 Most Common Lead Scoring Mistakes