Zana Busby: Chief Psychology Officers Add Value to Every Level of Business

Many global organizations have a Chief Psychology Officer – sometimes known as a Chief Psychologist or Chief Behavioral Officer – who uses applied psychology to help improve nearly all business processes. As the role continues to expand into the mainstream, we spoke to Zana Busby, Chief Psychologist at Retail Reflections, about what CPOs bring to the table and where they fit into the organizational structure.  

Zana Busby is a Business Psychologist and Chief Psychologist at Retail Reflections. She specializes in consumer behavior, employee mental health and wellbeing, and executive coaching. Zana is also the founder of ZANA.B psychological studio – an integrated consultancy. She has been featured in various media platforms including BBC Radio.

 

Major companies like Google, Microsoft, and Uber have had some version of a Chief Psychology Officer. What value does a CPO add to an organization?

 

There are many benefits to organizations that have a Chief Psychology Officer. Firstly, these professionals can identify business goals and challenges that can be reached and resolved through the science of applied psychology. The most important value that a CPO brings is helping organizations get the best out of their people.  

There are many principles of psychology that can be applied to the workplace that help manage the challenges and obstacles of the business world. Some pertinent areas include talent management, inclusion and diversity, and employee mental health and wellbeing, which are very important nowadays. There is also change management, employee engagement, leadership, as well as coaching and development. Basically, working with individuals and teams to raise awareness of their strengths, abilities, and value. For example, you can work with a CPO to discover how people react under stress and pressure and what are their individual decision styles and resilience characteristics. You can gain a deeper understanding of your employees. Of course, all of this has to be aligned with the organization’s vision and mission.  

Psychologists are there to help your organization and people realize their full potential by applying psychological principles to influence workplace behavior.  

– Zana Busby

 

Is a CPO more effective for customer experience or employee experience? Is it better suited for an internal- or external-looking portfolio?

 

I would say a CPO is effective for both. It would depend on their expertise and area of focus. For example, any consumer-facing business certainly needs a psychologist. 

As consumers, we know that we are more driven by emotion rather than logic. Psychologists understand how emotions influence behavior and what triggers certain emotions. We can advise companies on the best possible ways to use that emotion in order to build strong customer relationships and provide a better customer experience at every touchpoint of the customer’s journey. A psychologist can help you better serve your customers by understanding how they make decisions based on internal and external psychological factors.  

That is when it comes to customer experience. Also importantly, employees have certain expectations from employers such as providing a safe working environment, recognition, career development, work-life balance, personal wellbeing, and other benefits that inspire them to become fully engaged with work. Consulting with a psychologist about all these things can bring valuable insights and strategies that greatly enhance employee experience.  

 

What are some characteristics of an effective CPO?

 

Whatever their area of specialty, they must inspire change and motivation. They must energize individuals and organizations to move forward and achieve success. So basically, you need a business psychologist who works in organizations and understands organizational cultures and workplace factors that may have an impact on the psychological health of employees. It is important to start by  having a keen interest in human behavior. Great communication skills with active listening are also very important because they create strong connections and constructive relationships with clients and colleagues.  

As a psychologist, you must have high levels of emotional intelligence and be prepared to understand the unique requirements of the organizations you work for. Often, it is a complex and personal assignment. Part of a CPO’s contribution as a psychologist is to leverage their experience about what is necessary, practical, realistic, and what is the best practice.  

No matter what you specialize in, you have to be a good diagnostician. You have to make correct judgments about key issues in the organization and offer solutions. You cannot have a solution if you have a wrong diagnosis of the problem, which can happen if you do not understand the true nature of the problem.  

I would say that there are many values, capabilities, and skills that business psychologists have, and they can specialize in different areas. For example, I specialize in employee mental health, consumer psychology, emotional intelligence, and building strong relationships between clients and organizations.   

 

What industries would benefit most from a CPO and how?  

 

I think every industry needs ongoing people and business development to remain relevant and successful in today’s competitive market. We can have sectors as diverse as hospitality, pharmaceuticals, health, financial services, and retail industry. The COVID-19 pandemic has brought so many challenges and stress. There have been financial, business, and human effects of the pandemic. Many businesses have unfortunately closed; some entered administration. One of the aspects that the CPO can do is support the mental health and wellbeing of staff.  

The latest report from Retail Trust in the UK shows that employee mental health has deteriorated during the pandemic which led to many people suffering long-lasting mental health problems and symptoms of mental illness. Retail employees also suffered the lowest mental wellbeing of any employee group covered in the research. This is really serious. A Chief Psychology Officer in an organization can help tackle the stigma and increase the degree of transparency and open communication within an organization by creating a culture of openness where people feel psychologically safe. They can also enable employees to increase their coping skills through resources like stress management, mental health awareness, and other wellbeing training.  

Nowadays, we know that looking after employees’ mental health, morale, and happiness has to be at the top of the agenda. Regardless of industry, employers have a responsibility to support the health and safety of employees including mental health and wellbeing.  

 

In terms of employee well-being, how can a CPO work with CHROs and other HR leaders in optimizing employee experience?  

 

CPOs can support HR leaders in creating and implementing agile solutions and long-term strategies for all HR challenges. We know that happy and engaged people are most profitable and productive. They sell more. There is less absenteeism, less presenteeism, and low turnover. One of the most important assets in any organization is its people. In order to create sustainable, high-performing organizations, HR and CPOs definitely need to observe high levels of collaboration.  

For example, psychologists can help plan policies, and carry out screenings and training sessions. Additionally, there is often a power dynamic at play between line managers and HR professionals – CPOs can help manage these relationships and streamline interactions and collaborations as well. They can also work in partnership with HR on different associated issues like culture, change, and individual and team development. CPOs can also create and implement a holistic employee wellbeing and mental health strategy in collaboration with HR. 

Together, they can develop a culture of psychological safety and a sense of belonging. We know that people try when they feel valued and safe in the workplace. This synergy between CPO and HR makes it easier to create and implement business- and people-focused interventions to optimize employee experience. I would say that such partnerships can systematically improve everything from performance to effectiveness of employee collaboration, engagement, and wellbeing. 

 

What are some factors organizations must consider when looking to hire a CPO?  

 

The best Chief Psychology Officers are psychologists at all stages. Their role is not restricted to advice. Instead, they should also be able to intervene and implement solutions, tools, and techniques. They should be able to deliver successful assignments.  

You also need to look for people who are the best at what they do. They also need to have the right chemistry not just with the decision-maker but with the whole organization. They should be a professional whom you and the rest of your team feel you can confide in.   

CPOs are there to help you navigate strategic shifts and challenges in your organization. So, they must be focused on inspiring positive changes in individuals and the organization. 

– Zana Busby

 

What do you want attendees to take away from your Executive Insights session, “Behavioral Analysis: Why Do Retailers Need a Chief Psychology Officer?” 

 

I would like attendees to have a clearer understanding of the role of a Chief Psychology Officer, what they can bring to the table, and how they can make organizational and individual success a reality. Psychology is critical to the workplace in that it creates a better culture. Healthy behaviors increase productivity and that increases the effectiveness of organizations. Business psychologists have the right tools, knowledge, and experience to help you get the best from people and make lives easier.  

CPOs work with sophisticated human beings and communities in a complex organized commercial world and the main aim is to deliver pragmatic business benefits. Who can be a better fit than a CPO to help you gain a decisive competitive advantage?