Do you know if your coworkers are happy at work? I bet your customers do.
Customer satisfaction vs Employee Engagement
Your employees are the ones who can really make a difference by creating and maintaining customer satisfaction.
Do you know how engaged and motivated your coworkers are today, this week or this month? There’s a fair chance your customers are more clued in than your C-suite.
Engaged employees care more about meeting customer needs
When dealing with an engaged employee their enthusiasm is contagious, they simply can’t help but rub off some of the enthusiasm on the customer.
And it’s a no brainer that customers are more likely to keep coming back when they are treated well.
Getting customer service from someone that puts in that “little extra” to make you feel special also contributes to growing the loyalty level of your customers towards your company and brand.
Engaged coworkers could be described as the one’s ‘going the extra mile’, or as best selling author Kevin Kruse defines it:
“Employee engagement is the emotional commitment the employee has to the organization and its goals”.
So can you optimize customer satisfaction through Employee Engagement?
In a major department store chain, customers scored higher in customer engagement measures when they were serviced in departments with employees who had high levels of employee engagement. Source: Getting Engaged, Bates.
Teams classified as “high-performance zone for engagement” had a 37% net promoter score (NPS) versus 10% NPS for teams “outside of high performance zone for engagement.” (Source: Aon Hewitt European Manager Survey).
Meanwhile, Gallup found that actively disengaged employees will not only erode your organisation’s bottom line. They will also break the spirits of their coworkers while at it.
Sharpen Customer Experience Focus With Employee Engagement
Sam Stern is a Forrester analyst who in his report, Sharpen Customer Experience Focus With Employee Engagement, shows how companies can improve employee engagement in ways that also deliver better customer satisfaction.
Stern found that companies who are succeeding follow a few crucial practices:
1. Create employee engagement roadmaps
Customer experience leaders should start by assessing the level of employee engagement at their firms today. With this data in hand, Customer Experience pros can perform gap analyses to identify areas for improvement.
2. Inspire employees by socializing customer centricity
Creating and maintaining employee engagement requires ongoing effort.
Blue Cross Blue Shield of Michigan’s customer experience team employs a variety of formats for ongoing training, including an initiative called Movie Moments, which reminds employees to use simple language by riffing off famous movie quotes.
One example paraphrases a famous line from Jerry Maguire: “You had me at hello…you lost me at Adjudicate.”
3. Build customer-centricity into employee tools and ongoing practices
Operational changes, such as giving employees a customer-focused metric, help sustain improvements.
Pitney Bowes found that instituting a new metric for all employees changed employee behavior and improved satisfaction scores.
Get it right from the beginning
If you really want great customer satisfaction by having as engaged coworkers and frontline employees as well as you possibly can, then you need to get it right from the beginning.
That means setting the bar even before the work contract is signed and your new coworker picks up the first call. It’s much harder to change behaviours that are already established and holding people back.
Get your people to understand what’s expected from the beginning.
Make sure you have a transparent approach, give them best in class training and involve them in creating a better workplace.
Drive performance through employee engagement
It’s worth it – engaged employees are 87% less likely to leave the organization than the disengaged.
And the cost of hiring, training etc a new coworker is estimated to be up to 10 times more expensive than retaining your current coworkers.
Few companies know how their coworkers feel at work this week
40-80% of customer satisfaction is affected by employee attitudes according to NBRI. Few companies pay continuous attention to employee mood however.
Do you know how happy and motivated your coworkers are today, this week or this month?
There’s a fair chance your customers are more clued in than your C-suite.
So imagine picking up the phone to call a customer service agent.
Would you notice if you’re talking to someone that is putting in the extra effort? Going that extra mile for YOU?
I know I would.
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