Human Capital Management Meets Wall Street
Hiring Top Talent for UX/CX
Interview with Dr. Solange Charas and Debbie Levitt
Segment One – Solange Charas, Ph.D. – Founder and CEO of HCMoneyball
Companies spend more on people than any other asset. If companies are not measuring the return they are getting on this tremendous expense/asset, they are not doing good business. People should be thought of as an investment, not just an expense. If human capital is not appropriately invested in, then a wave will crash down upon every aspect of the business. Data Analytics should be used to make informed Human Resource decisions. Using Human Capital Analytics helps determine what is best for the company as a whole and what will benefit most people.
Segment Two – Debbie Levitt – Chief Experience Officer at Delta CX
Companies must learn how to properly define, hire, and utilize Customer Experience and User Experience employees. While this is to the betterment of the company, very few companies know how to do these things appropriately, nor do they see the need for them at all. It is the goal of Levitt to make sure that every company sees how important these positions are.
LISTEN, WATCH, SUBSCRIBE
- “A good handle on the landscape and challenges companies are facing today” (9:17).
- “How do we optimize what we’re spending on people to make sure the company is sustainable” (12:20)?
- “Every company needs to find their ‘special sauce’” (27:05).
- “If the organization determines that human capital is material, [the HR review] needs to be displayed” (29:47).
- “Create user-friendliness and usability and test these things before they get to the public” (39:53).
- “Hiring a marketing company rather than a certified CX/UX person is akin to “hiring a dentist to look at that weird thing on your foot” (42:53).
- CX/UX personnel [are] low-ego action heroes” because they do such a massive job, but they are overlooked and forgotten.” (48:49)
NOTE: Quote times may be +/- 30-60 seconds different for the audio version.
A Finger on the Pulse of HR in Business Today (9:17)
Dr. Charas professes she “really [has] a good handle on the landscape and challenges companies are facing today” (9:17). Because companies are spending more on human resources than other expenses, there are economic and operational reasons to understand if those expenses are giving out the most significant return possible. Not doing that is bad business.
A Tsunami of Human Capital is About to Crash on Businesses (12:20)
This tsunami of human capital is going to :
- Crash on existing business models
- Change how disclosures are made
- Crash down on investors – primarily those INSIDE the organization
“How do we optimize what we’re spending on people to make sure the company is sustainable” (12:20)? This is achieved via human resource data analytics. While many feel this will dehumanize employees, Charas argues it will do the opposite. It will allow companies to make the best decisions available for ALL employees and the business as a whole rather than just the “squeaky wheel” that tends to get the most attention.
Shifting From a Consumer-Centric to Employee-Centric Business Model (27:05)
Because people do make up a company’s most significant expense, they must shift from a consumer-centric to an employee-centric business model to make sure that their greatest asset is being used to its fullest potential. The only way to achieve that is through data analytics. The days of a “one-size-fits-all” approach to business are a thing of the past if they want to be successful. Instead, Charas says, “every company needs to find their ‘special sauce’” (27:05). Because there are currently five generations making up the workforce, companies must understand one set of rules for everyone no longer applies to ensure diversity for employees. Instead, they have to be personalized to meet the needs of these five generations. Data is the only way to get the information needed to make these changes.
The Need for Disclosure (29:47)
Boards must understand that a human capital review is just as critical as a financial review. Currently, “if the organization determines that human capital is material, [the HR review] needs to be displayed” (29:47). However, this disclosure needs to be made regardless. The organization owes this information to all stakeholders.
From Small Businesses to Mega-Corporations, They All Miss the Mark in CX/UX (39:53)
Customer Experience and User Experience jobs are supposed to be an asset to all companies, helping them to “create user-friendliness and usability” and test these things before they get to the public (39:53). The hope is to prevent errors with these things before they happen. Unfortunately, companies, regardless of size, just do not understand the depth and breadth of these jobs. Levitt feels so passionately about companies garnering a proper understanding of what these jobs entail, she has created a course to train companies. The training is entirely free. She doesn’t even ask for an email address.
Why Not Hire A Marketing Company to Perform These Jobs? (42:53)
Levitt’s answer is very tongue in cheek. She says hiring a marketing company rather than a certified CX/UX person is akin to “hiring a dentist to look at that weird thing on your foot” (42:53). CX/UX are specialized jobs that should only be trusted to individuals who are trained to do that particular job.
CX/UX Personnel: “Low-Ego Action Heroes”(48:49)
CX/UX Personnel are trained to help companies provide a better customer experience, so the company cannot lose by hiring these specialists. The customers will be happier; the employees will be more satisfied. It’s a “no brainer.” Levitt calls CX/UX personnel “low-ego action heroes” because they do such a massive job, but they are overlooked and forgotten. It is her mission to change the way companies view these vital employees.
WHERE TO WATCH OR LISTEN
The Geeks, Geezers & Googlization TV Show is live every Wednesday at 1 PM ET on Facebook, YouTube, Talk 4 TV, and broadcast on W4CY Radio, part of Talk 4 Radio on the Talk 4 Media Network. The podcast is also available on Talk 4 Podcasting.
Following the broadcast, the replay will be available at the same links for YouTube and Facebook, our podcast website Geeks Geezers Googlization, and on most podcasts including Apple Podcast, iHeart, Spotify, Amazon, Stitcher and more.