These numbers are hard to ignore. So what are the actions that should be on the top of every organization's list in trying to achieve employee and customer engagement?
1. Management and employees must realize that EVERY employee plays a role.
Whether an employee works directly with customers or not, they MUST understand how their specific responsibility piece fits into the customer puzzle.
2. Every employee should understand how they can be a brand ambassador.
In order to be effective brand ambassadors employees must:
- know what the organization stands for and what differentiates it in the marketplace
- understand the brand promise and be able to explain it
- be empowered to deliver on the brand promise
Gallup found that only just over 40% of employees knew what their company stood for and what made its brand different from competitors. While many executives and managers did know this, only a little over a third of front-line employees responsible for most customer service interactions did. If customer service representatives don't have this knowledge, they obviously cannot be expected to communicate the points of differentiation to customers.
When planning your customer service training strategy, don't forget that 240% number mentioned earlier. Make sure that your customer service training includes fundamental information on what you are about, what makes you different, and how each individual fits into the game plan. And don't look at that training as an expense but rather a guaranteed investment in business growth.
Not many coaches would put their team on the bus without telling them about who they were going to play, strategic competitive advantages and disadvantages, and who was playing what position. It's only common sense to make sure those three things are clearly identified! If you are looking for a customer service training or keynote sure to include these important points, give me a call. I'd love to help bring that additional 240% to your bottom line!
Let's share strategies on this topic... post a comment on YOUR organization's engagement strategy!
Links: Gallup Study on the State of the American Workplace: