Customer Engagement Begins with Employee Engagement

“To win in the marketplace, you must first win in the workplace,” said Doug Conant, former CEO of Campbell Soup.

We have known about the importance of employee engagement since 2001 and understood that it is essential to customer satisfaction. Employee engagement refers to an employee’s emotional commitment to the organization and its goals. It involves the extent to which employees feel passionate about their jobs, are committed to the organization, and put discretionary effort into their work. However, too often, we have viewed them as separate and distinct issues. In the quote above, Doug Conant suggests a definite connection between the two.

I can guarantee that a company is successful and profitable when it does right by its employees and customers. Delivering a positive customer experience is vital to your business. Studies have shown that 80% of U.S. consumers would pay more for a product or service to ensure an excellent customer experience.

So, with this in mind, let’s review some thoughts on this critical and often overlooked way to ensure positive customer experiences: employee engagement. One effective strategy is to foster a culture of open communication and exchange, where employees feel comfortable sharing their ideas and concerns. Another tip is to provide opportunities for growth and development, as this can increase employee satisfaction and engagement.

Happy Employees = Happy Customers

It’s not just speculation; these two elements are deeply connected. Take a few minutes to search on Amazon, and you will find more than 200 books with this topic at the core of their knowledge. It is not a new concept.

Here are a couple of studies that support this conclusion:

· Companies in the top quartile of employee engagement experience 10% higher customer ratings. (Gallup State of the American Workplace)

· Employee engagement influences your bottom line. Employee satisfaction is directly linked to customer satisfaction — and customer satisfaction is directly related to financial performance. (Washington State University)

Loyal and Satisfied Customers Also Increase Employee Engagement

It’s a win-win. While engaged employees lead to loyal and satisfied customers, the opposite is true. Satisfied customers also contribute to employee engagement.

Positive customer experiences are not just about satisfying your customers, they also play a crucial role in motivating your employees. When they see the value and purpose of their work reflected in these experiences, it inspires them to continue delivering excellent service and find more meaning in their work.

Takeaway: Learn from negative customer experiences and highlight the positives to motivate employees and drive engagement. To do this, managers and supervisors should highlight and recognize customer satisfaction success stories.

Leadership Question: How does your culture support positive employee interaction and respect so the work environment is healthy and vibrant? What ensures the same attitude is allowed to reach your customers?

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Keys: |Application: Leaders |Status: Stratactical |Duration: DNA Embed |Impact: High