Engaged Employees Differentiate Your Customer Experience

Posted On January 24, 2018
By Ed Murphy

JIM TIERNEY, LOYALTY360, JANUARY 24, 2018

The value and importance of an engaged workforce is imperative now for any brand. Engaged employees understand the company’s goals and customer base, which can have a great impact on customer experience and brand loyalty.

Last year, Strativity Group published an insightful report called, “National IMCO Employee Engagement Study,” that examines the challenge of a disengaged workforce and what brands can do to transform that paradigm.

Loyalty360 talked to Ed Murphy, Principal, Research, Measurement and Metrics, Strativity Group, about this compelling report.

Disengaged employees seem to be a fairly common problem in the U.S. Can you talk about this reality and what companies can do or should be doing to increase levels of positive employee engagement?
Murphy: There are many factors impacting engagement levels within organizations. From generational conflicts between Baby Boomers and Millennials, who each have very different work styles and expectations, to the disruptions caused by new technologies and digitization, keeping employees motivated and engaged can be challenging. Complicating the issue for employers is the tighter-than-ever job market. Disengaged employees are quick to jump ship without giving employers an opportunity to course correct when they are unhappy.

The business implications of disengaged workers are serious. At a time when products and services are increasingly becoming commoditized, employees and the experience they deliver to your customers is often the key differentiator of your brand. Disengaged employees do not care about delighting the customer or delivering a good brand experience.

The engaged workers on the other hand, are the building blocks of your company. How can an organization increase levels of engagement?  
Murphy:
Empower: Engaged Employees are empowered to make decisions. Are yours empowered or do they need to constantly get approval from their manager?
Recognize: Reward and recognize employees (both publicly and privately) to help bring out the best the employee has to offer and to provide examples of the right behaviors / actions to others.
Connect to a Higher Purpose: It’s critical, even for non-customer facing employees to understand their role and the impact they have on customers.  It connects them to a purpose greater than a paycheck.
Inspire: Your employees joined your organization because they believed in your mission and/or your brand. When managers and leaders communicate the organization’s mission and values, and live those values, it serves to inspire employee, again connecting them to their purpose.

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Read more about the IMCO Report, click here.