Overall their research highlighted that employers who invest in staff satisfaction and a positive workplace culture, usually enjoy benefits that go beyond recruiting and keeping top talent. Ensuring a satisfied and happy work environment should be seen as a prerequisite to delivering a great customer experience.
Not just happy customers ...
Customer satisfaction also had a strong correlation with financial performance. Previous research cited by Glassdoor showed higher customer satisfaction scores were linked to higher company valuations. "Based on one estimate, each one-star improvement in Glassdoor company ratings translates into between 7.8 per cent and 18.9 per cent higher stock market valuations through the channel of improved customer satisfaction." If there was ever a reason for the "money people" in a business to invest in positive and engaging HR programmes, tools and systems, this surely is it.
Not rocket science
When we go out to buy a laptop or mobile phone, our perception of the quality of the product or service is usually heavily influenced by the personal interaction we have with the representative of the company. Therefore, we can buy a perfectly good product, but through a negative customer experience, be left with a sour taste in our mouth, which then negatively impacts the brand in our mind for years to come.
While many organisations focus on developing a strong "customer-first" business philosophy, Glassdoor's research suggests that maintaining a healthy, positive and engaged workforce (especially for those who regularly work with customers) is critical to delivering great experiences to customers.
In summary, their findings were "If you genuinely like both your staff and customers, they will probably like you back." As employers, let's get out there and ensure those most dear to us know they matter.
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