As leaders, we often hear—and perhaps regularly use—the phrase, “the customer is always right.” Behind this saying is often a genuine desire to make your customers happy, because without them, your business would not exist.
I don’t think any of us can argue that customers are pretty important people. According to one forecast, “By the year 2020, customer experience will overtake price and product as the key brand differentiator.” This means that if you expect to run a successful company and drive brand engagement and brand loyalty, “customer experience” should be more than just a buzzword. It should be at the top of your list of priorities.
Right underneath employee experience, that is . . .
It may seem counterintuitive, but when it comes to building a profitable organization, employees are the only people who should be regarded as highly as and treated with as much importance as—if not more importance than—your customers.
Why? Because employees are the driving force behind the actions you want your customers to take. They are the ones who influence those actions on a daily basis. Your employees are on the front line of customer experience. If you expect your customers to have a positive connection with your brand and to become loyal, repeat customers, then you must create positive employee-customer interactions. This requires a happy, engaged workforce.
We’ll discuss how to increase employee engagement in another post, but for now, it’s critical to be aware of its importance.
Research shows that engaged employees are more productive than non-engaged employees. They are more motivated to give better customer service and want to ensure a better overall experience for your customers.
Disengaged employees will do the bare minimum required to stay employed. On the other hand, engaged employees will go above and beyond for the people they service, because they want to—not because they’re told to and are afraid of losing their jobs.
Bottom line: the only people more important than your customers are the people who influence customer behavior – your employees.
Not sure how to build a more engaged workforce? We can help. We believe in creating unparalleled customer experiences by unlocking the power of the people who are the driving force behind your success. Contact us today to learn more.
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