Definition of Consideration Symmetry
By positing that the quality of a company’s relationship with its clients is equal to the quality of the relationship between that company and its employees, Consideration Symmetry places people at the heart of the company’s project.
Making the employee experience the condition for the client experience means creating the conditions for a united, committed company which aligns all management onto a single concern: the client.
Paying attention to your employees as you would like them to pay attention to your clients means showing by example what to aim for, what can be achieved and what can be felt. It simply means being consistent.
The genesis of Consideration Symmetry
Conceived in the service world, and more specifically in the hotel industry, Consideration Symmetry is an acknowledgement of the ever-increasing importance of service and people as opposed to products alone. Accompanying the tertiarization of the economy, Consideration Symmetry has made it possible to put people at the heart of the company’s concerns by making them the actor and the recipient of collective action.
As an actor, they are in the front line vis-à-vis the client as a representative of their company and as such, “solely responsible” for customer satisfaction, whether it is achieved in a physical, remote or online sales outlet.
As a recipient, because the entire organization must be committed to the pursuit of a remarkable and unique interaction, in order to encourage an equally remarkable attachment and loyalty to the brand.
By reinventing the employee experience in order to reinvent the client experience, Consideration Symmetry aims to obtain customer satisfaction such that the customer becomes an ambassador and promoter of the brand or company.
Because beyond the purchase, the emotion felt, the attention perceived and the sincerity shown create an emotional attachment, sometimes even irrational, which leads to recommendations to friends and family and/or on social networks, as well as increased loyalty.
The methodology applied
Consideration Symmetry is a structuring but also a demanding belief, which requires certain conditions to be met in order to be successful:
The success of Consideration Symmetry depends on the mobilization of the whole company. This implies strong and powerful statements from the organization’s management bodies.
The definition and deployment of a relational signature is necessary. Without a reference framework of the client experience to be achieved, it is impossible to align the efforts that each person will have to make. Achieveing a remarkable client experience means knowing where to go and what to aim for.
A commitment from everyone, both front and back office, so that the transformation is profound and aims at a real cultural change.
Investment in customer-facing positions is another subject entirely. Because it is still often under-qualified or subject to high turnover, they are neglected although they are the ones who interact with clients.
The materialization of Consideration Symmetry, abstract in nature, through multiple and varied pieces of evidence (working conditions, internal communication, voice of the customer, label…) reassures and materializes the process.
The Consideration Symmetry barometer
Since 2020, it can be mobilized within a single company. It can be used to certify the reality of Consideration Symmetry within an organization and to gain its label “Happy Team, Happy Clients” according to its results.