Efficient employees are the pride of any organisation. Their performance and attitude is a big contributing factor for the success of an organisation. It becomes the brand’s responsibility to drive strategy down to the employees in order for them to put out their best and deliver to their full optimum. An employee’s performance is based on the fact on how well can he or she keep the customer engaged. Keeping this in mind, a question arises – Are employee engagement and customer engagement related?
A recent research done by Gallops, reveals that only 13% of the employees worldwide are engaged. An engaged employee is always motivated. These individuals are the ones who are ready to work beyond their call of duty, they are innovative and think out of the box. They are probably the best evangelists for the company. When a customer talks to them, the impression they get would definitely be a positive one, besides it would take no time to engage him or her. Making the customer feel important, would result in increased loyalty and adding to the brand value and image of the organisation.
Customer retention and brand loyalty are the top priorities for businesses across all sectors. With so many digital advances and having technology at our finger tips (literally!!!) these become a mammoth task for any customer service unit within an organisation. The presence of Social Media adds to this pressure as well but it also works as a positive – as more customers have started using digital platforms and social media, their preferences and behaviour patterns have transparent. thus giving employees options to retain them and as we have already established, more customers retained, the more brownie points to the employee!
It has been observed that organisations deploy a large part of their funds towards efforts based directed towards customer retention and customer loyalty, but what goes un-noticed is there aren’t any proper employee engagement policies, hence efforts result in negligible outcome.
Empowering employees with product knowledge, product usage training is the start of engaging them, but what is also more important is to keep them motivated and allowing them to be creative. When they are allowed to be innovative within their work space, they feel a part of the organisation and its growth – these individuals down the line play a great role in the build of the brand.