Improving CX through an employees-as-stakeholders approach

Ocado and Gousto are transforming the way employees and customers interact with a strong EX focus

Food delivery companies Ocado and Gousto recognize the value of enhancing the employee experience (EX) for better CX due to bottom-line benefits such as improved customer retention. Speaking at CX Network Live: Employee Experience 2022, Aaron McCarter, former global learning lead – culture and inclusion at Ocado Group, and current learning manager at Gousto, explained how the Covid-19 pandemic changed the way companies viewed employees.

McCarter said that during the pandemic, Ocado shifted the focus away from viewing “people as resources” to viewing “people as key stakeholders”. While brands have long feared poor customer reviews on platforms such as Tripadvisor, McCarter said that employer review websites such as Glassdoor can be as much of a reputational risk for businesses.

He highlighted how making employees stakeholders translated into better experiences for customers, especially when dealing with frontline service teams. To make improvements, Carter emphasized strategies, such as appropriate learning solutions for different employees, inspiring learning and development content, and leveraging tools to support diversity and inclusion.