|
The Verde Employee Engagement & Customer Loyalty Linkage Path
Employees exist to serve customers. But traditional engagement studies don’t define and prioritize the linkages between employee engagement and customer satisfaction, loyalty and profitability.
Without these links, companies are flying blind. They can’t know which employee engagement issues are most damaging to the business, and can’t concentrate their resources where they’ll have the biggest return. E@R explicitly links employee engagement and customer profitability, providing clients with a ROI prioritized list of the employee problems that represent the greatest financial upside when addressed.
The Verde Group has addressed these issues by developing a proprietary employee engagement research process that leverages its own unique brand of customer loyalty research and incorporates The Conference Board’s proven, standardized engagement questions. The process has been designed to measure employee engagement and then link it to customer experiences and resulting attitudes and spending behaviors.
The Verde process gathers input from all key stakeholders with measures of employee engagement, disengagement and what drives employee performance and retention. The process then links feedback from customers who provide unique insight into their relationship with the company and its employees. And finally, it helps builds the platform for change management initiatives across the entire company that will result in significant improvements in human capital management, customer retention and organizational performance.
KEY OUTPUTS OF THE EMPLOYEE CUSTOMER LINKAGE RESEARCH
Verde’s approach provides a 360 degree assessment of key stakeholder’s experiences, attitudes and behaviors that are impacting organizational effectiveness, brand loyalty, revenue and profitability. Specifically the following metrics are produced:
Quantifying the Employee/Customer Linkage
E@R creates a detailed and actionable roadmap on what action an organization should take to improve employee and customer retention, loyalty and value. A typical study will provide:
Employee Engagement & Disengagement Metrics
This analysis measures employee engagement levels throughout the organization, along with the drivers of engagement and the key issues creating disengagement. It also assesses factors critical to creating competitive advantage and identifies the most significant issues impacting organizational effectiveness.
Customer Problem Analysis
A key differentiator of E@R is the incorporation of Verde’s proprietary Revenue@Risk research as a component of the employee engagement research. This creates insight into the problems customers are experiencing with the organization to link the customer loyalty data with the employee engagement data.
Mirror/Gap Analysis
Employees have a unique line of sight into the service and relationship attributes most important to sustaining and growing the loyalty of the customers. This analysis examines the employee view of the most serious problems customers experience and the organizational issues that impact customer loyalty and employee retention.
Benchmarking
Using the Conference Board’s Norms Database, Verde will benchmark a company’s engagement results against those of the companies already assessed, including category peers and best-in-class leaders.
Economic Impact Analysis
So that a company can take confident action secure in the knowledge that it is addressing the problem areas with the greatest upside, E@R quantifies both the economic impact of specific drivers of employee engagement/disengagement and the summary impact of disengagement to an organization. This analysis explains the ROI impact on organizational metrics (productivity and retention) and customer loyalty (lifetime customer value and average revenue per customer.)
Verde’s E@R process breaks through the limitations of traditional employee research to deliver actionable guidance on how to improve employee engagement and organizational performance. It clearly explains how employee attitudes and behaviors impact customer satisfaction, loyalty and profitability.
 |
