The Link Between Employee Engagement and Customer Engagement

Henry Ford once said, “A business that makes nothing but money is a poor business.” Here at PeopleMetrics, we state that maxim a little differently: A business that focuses on nothing but customer sales will under-perform. That may sound counter-intuitive, but it’s true because your customer doesn’t operate in a vacuum. Consciously or subconsciously, your customer decides how much to spend and whether or not to return to your brand. Our research shows that this decision is often based on the customer’s emotional experience with your employees.

It stands to reason that positive emotional interactions with your employees will cause customers to return. And the opposite is also true: if an employee is poorly trained, or generally apathetic, the customer is unlikely to return. In this way, each of your front-line employees is a spokesperson for your company. They are the “touch points” that influence future customer purchasing decisions. Employees’ passion and enthusiasm rubs off on customers.

But how does one measure such abstract qualities as passion and enthusiasm? At PeopleMetrics, we do what our name implies—we deliver reliable data on the people that make your company go. We define engagement according to four metrics:

For the rest of the article see: Customer Engagement Metrics