The relationship between employee involvement and satisfied customer
This report by the Temkin Group shows a link between employee involvement and a good customer experience. The Benchmark Survey Employee Involvement 2016 by Gallup demonstrates that companies that offer an excellent customer experience have one and a half times the number of involved employees as companies that lag behind in this field. According to Gallup, no less than 87 percent of all employees worldwide are not involved in their own organisation, while companies with highly committed employees see that their performance rate is 147% higher in terms of profit per share than that of their competitors. The two inextricably linked.
Who pays, decides
I think that companies know perfectly well that they can improve the experience of their employees: All they need to do is apply the same principles to their staff policy as the one their marketing and operational teams probably already use to optimise the customer experience. But, especially in the Netherlands, this is a rather unconventional approach if you’re not called Google or Facebook, but simply Inter IT OR Buiter Beton. The marketing budget goes to the person who pays the invoice. In other words, the customer. It’s that simple.
Segment like a marketeer
The application of the ‘customer comes first’ principle to your employee experience starts with a segmentation on the basis of your needs, clustering employees on the basis of their wishes and requirements. Most companies classify their employees, but apply the standard categories, such as job position, management level, department, business unit or geographical location. But, just like you need a more nuanced insight into customers than just a demographic or economic value to optimise the customer experience, you should also look at what drives your colleagues, and what their dreams, motivations and wishes are.
“In marketing, an ancient principle applies, which is more topical now than ever before: Who knows most about his target group and collects the most data, wins. Simple as that.”