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Your Customer’s Experience is Directly Related To Employee Engagement

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Question: What does my customer’s experience have to do with employee engagement?

Answer: It is impossible to have extraordinary levels of positive, loyalty-creating customer experiences if your employees are not highly engaged.

Why? Because customer satisfaction, by itself, is not predictive of loyalty or repeat business. Research has shown that it is only when a customer’s satisfaction is linked to a relationship at an emotional level – some point of connection with a strong emotional component (trust, self-image, connection) – that it delivers the kind of passionate commitment every brand dreams of having. Nothing devastates the customer experience faster than disengaged employees serving up lukewarm commitment and lackluster service. When you look at truly passionate customers, there is always some point of human connection at an emotional level (either actual or felt) behind it.  So if any part of your business proposition involves creating exceptional customer experiences, the best place to begin is with your staff.

BEST PRACTICE — If customer loyalty and passion are important to you, there is no more effective way to improve that relationship than increasing the level of employee engagement in your organization.  No other factor (including expensive CRM programs) comes close.

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Don Rheem’s presentation on Employee Engagement gets underneath the real “whys” on the behavior of discretionary effort. I found his examples to be relative and understandable. I see how our leaders are making better connections with the hearts of our people, so everyone better understands the goals of the enterprise.

--Peter Rittenhouse, Director of Supply Chain
Nestle Waters
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