According to Wikipedia “Customer engagement (CE) is an effect, a reaction, a connection, a response and/or an experience of customers with one another, with a company or a brand”. The key word is “connection”. It’s all about connection. You want your clients or customers to connect with your brand. In B2B, and also in B2C, you need your customers to connect with your people in order for them to connect with the brand. It doesn’t matter if the connection is made in person, via social media, or just through reading your content. The human element is always there.
So, if humans count, and customers want meaningful, authentic connections with the people within your organisation, then you need your employees to be authentic and genuinely care about the interactions they’re having. The only way this will happen is if your employees are engaged. They need to feel engaged with the work they are doing day-to-day. The more engaged they are, the more effort they will apply to the work you would like them to do (including interacting with customers). This also applies to non-customer facing staff. Whatever job they have to do within the organisation will ultimately affect the product or service, regardless of what that is.
Published studies like the Aberdeen Group’s EMPLOYEE ENGAGEMENT: PAVING THE WAY TO HAPPY CUSTOMERS go a long way to demonstrating the direct correlation between employee engagement and customer satisfaction. In the report they state,
Engaged employees positively influence the buying behaviors of customers, leading to higher customer loyalty and profitable growth.
Aberdeen concludes through the research, linking employee engagement measures with customer satisfaction levels, that,
Companies with formal employee engagement programs are indeed enjoying the fruits of their labor in fostering an environment where employees are motivated to satisfy clients.
When we take this a step further and connect customer satisfaction with brand engagement, we conclude that employee engagement is intrinsically linked to brand engagement. Satisfied, happy, engaged employees equals satisfied, happy, engaged customers. So, you can have a direct and positive affect on your brand by implementing a formal employee engagement program.
When developing a formal employee engagement program, here are a few things to consider:
Better employee satisfaction surveys
When conducting staff satisfaction surveys, or employee engagement surveys, companies often don’t ask the right questions. Surveys should be asking meaningful questions linked to drivers of engagement. They should be measuring the employee’s level of trust in management, satisfaction with their job role, and things like connection to the vision of the organisation. Surveys should be conducted frequently, annually, quarterly, or even monthly, and can be large annual surveys, covering everything, or quick snapshots in particular areas of focus. The outcomes should be quickly publicised within the organisation and areas of improvement acted upon as soon as possible, or investigated further.
It must come from the top
Even the most sophisticated engagement program will fail without the support of a company’s senior leaders. Leadership is a significant driver of employee engagement and therefore the company’s culture. Employees look to the senior leaders for guidance, so it’s crucial that leaders actively support these initiatives.
It’s all about trust
The key to a positive corporate culture is trust. Employees need to trust the leadership team and, equally, leaders need to trust employees to do the best job they can do. Employees need enough space to determine the best way to complete a task within a reasonable amount of time. The default position should be trust first, unless someone does something to lose that trust. Employees shouldn’t have to earn trust. If they are qualified, and satisfied all of the recruitment criteria, they should be allowed to get on with doing the job they were hired to do.
Ultimately, your engaged employees will deliver exceptional service to your customers, which, in turn, creates brand engagement and brand loyalty, so it’s worth spending time and money on developing and implementing employee engagement strategies and initiatives. A formal employee engagement program can create brand engagement and lead to increased company performance.