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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
https://www.linkedin.com/pulse/whyemployeeengagementcrucialbettercustomerdariomelpignano?trkInfo=VSRPsearchId%3A5211648614615686645... 1/22
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Why Employee Engagement is Crucial For a BetterCustomer ExperienceFeb 4, 2015 2,100 views 282 Likes 22 Comments
Is your employee crucial to deliver a better customer experience? Many
companies still think that client satisfaction is a mere result of their outward
facing strategy. Sure, engaged and loyal customers are essential to ensure
profitability, but if you forget inner areas of improvement, then you miss a piece
of the puzzle. That piece is employee engagement, a key element to enhance
the overall performance of your company, customer experience included.
In a recent article, Brian Solis proclaimed that you should stop focusing on the
customer only, if you really want to deliver great customer experiences. Of course
the customer is still the core of every marketing strategy, even more so in the Age
of the Customer. That is a provocative statement, to point out that successful
digital transformation is multifaceted and requires a deep change in all aspects of
your organization. Back to the opening question: how much is employee
engagement relevant to improve digital customer experience?
To say it with Solis, “the entire serviceprofit chain begins with, and absolutely
depends on, engaged employees”. If employees aren’t truly engaged, that
dissatisfaction impacts on the outcome, namely the customer experience. When
☁ Dario MelpignanoI Help You Engage And Monetize Your Digital Customers 10X Founder & CEO ofNeosperience
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
https://www.linkedin.com/pulse/whyemployeeengagementcrucialbettercustomerdariomelpignano?trkInfo=VSRPsearchId%3A5211648614615686645... 2/22
that happens, no matter how much effort you put into your client engagement
campaign and customer journey improvement, the whole experience is likely to
be unsatisfying and inadequate.
One figure gives us an idea of how much this topic is considered crucial by
managers and entrepreneurs. According to a report by Bersin & Associates, today
companies spend over 720 million dollars each year on employee engagement
programs, a total that’s projected to rise to over $1.5 billion in the next few years.
And yet, according to a second research by Gallup, actual engagement is now at
record lows, falling down to a mere 13%. How is this mismatch possible? Even
though digital leaders know that engaged employees would benefit their
organizations, often than not they simply don’t know how to get their workforce
to buy in and take part in the change. So, probably, they’re putting their money in
the wrong places.
Truth is, sometimes there is no even agreement on what ‘employee engagement’
really means. We can define it as the approach designed to ensure that employees
are fully committed to their company’s core values, and motivated to contribute
to organizational success. In the digital era, your employee is your first
customer: loyalty and engagement become priority for an holistic marketing
strategy.
How to reach this goal, that’s the question. It’s clear that relying just on a
traditional surveys is not the answer. Here are few suggestions on how to build an
integrated approach, capable to measure realtime and give you insights to drive
high levels of commitment.
Share brand purpose a recent survey found out that only 40% of
workforce knows their company's goals, tactics and strategies. Employees
will never be engaged if they don’t know what they’re working for. Start by
discovering your true why, find your archetype, include people into your
brand identity and narrate your company storytelling internally.
Empower your people 75% of people voluntarily leaving jobs don't quit
their jobs, they quit their bosses. Traditional engagement must be replaced
with a new approach, aimed at empowering employees. Be sure that you are
always able to inspire and support them, enable them to learn and constantly
grow, and offer the opportunity to develop their strengths.
Adopt new tools: a new approach means new tools to support your
strategy. Surveys are not going away anytime soon, but they are being slowly
replaced by techniques that measure commitment and satisfaction in real
time. An analytics dashboard can guide you through this amount of data to
shape a powerful daily engagement routine.
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
https://www.linkedin.com/pulse/whyemployeeengagementcrucialbettercustomerdariomelpignano?trkInfo=VSRPsearchId%3A5211648614615686645... 3/22
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Written by☁ Dario Melpignano
22 comments
Use Gamification: 70% of Forbes Global 2000 companies already use
gamification to boost engagement, retention and revenues. The importance
of games to improve customer loyalty is now undeniable, but game dynamics
can be also used internally to motivate employees, inspire right behaviors
and reward success. B2B gamification, of course, must be tailored to your
specific business and supported by a platform to analyze all information
gathered.
Involvement, commitment, productivity: these are the key takeaways of a well
designed employee engagement approach. Ultimately you must understand that
employees are the essence of the products and services you sell, and they develop
and deliver your customer experience every day.
If you find this article interesting, like it and subscribe to
blog.neosperience.com to stay up to date. Also, I'd love it if you'd hit the
"follow" button at the top of the page so I can continue to write and share with
you on digital customer experience ideas and insights in this exciting new year!
SEE ALSO: All Play And No Work Makes Jack a Zippy Boy
APPLY TO JOIN: The Digital Customer Experience Group on LinkedIn
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Like Comment 282 likes
Tiffany BradfordProvider and Contract Configuration Specialist at Capital Health Plan
Agreed, the customer can tell when a business treats their employees well.For example, Publix Super Markets. I can't remember a time that I havehad bad customer service.
Like(2) Reply February 4, 2015
Jamie Sapp and Jim Washok
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
https://www.linkedin.com/pulse/whyemployeeengagementcrucialbettercustomerdariomelpignano?trkInfo=VSRPsearchId%3A5211648614615686645... 4/22
PepperTap’s collapse shows everything that iswrong with India’s young internet companiesApr 25, 2016 64 Likes 11 Comments
Low margins and technical glitches mar online grocers' plans.
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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25/04/2016 Why Employee Engagement is Crucial For a Better Customer Experience | ☁ Dario Melpignano | LinkedIn
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