Though they are often considered as two separate entities, the link between customer and employee satisfaction is undeniable. Companies aim to increase customer satisfaction to combat declining customer loyalty but staff shortages and high fluctuation rates also mean companies are more interested in employee satisfaction than ever before. In most cases, customer experience (CX) and employee experience (EX) are strongly linked.
Essentially, the connection between employee satisfaction and economic success is quite clear: Happy employees make for happy customers! We know from our own experience that we immediately feel at home when restaurant staff serve us in a friendly and respectful manner. And of course, then we order a glass or two more of wine – because it just feels so splendid here!
But this typical service in restaurants applies to every other industry. A Gallup study proves this quite clearly. In conclusion: ultra-successful companies have both high employee and customer satisfaction.
And these companies boast impressive metrics compared to their competitors:
- They have more engaged employees than average, who are up to 18% more productive and show lower turnover rates
- Their sales figures are 18% higher than average and show higher customer satisfaction.
- And, companies with high employee engagement are also 23% more profitable than comparable companies.
This means that even if spending on employee engagement and satisfaction appears to be a ‘cost’ at first glance, it is actually an investment in the company’s growth strength and profitability.
Employee engagement as a decisive factor
However, an important factor in this regard is the distinction between employee satisfaction and employee engagement. It is true that satisfaction is a prerequisite for commitment. However, great economic success only comes about through committed employees who actively engage in their respective activities. While companies and HR managers always desire engagement, it can only be achieved through interplay of the four levels:
- Direct supervisor
How to measure customer satisfaction and employee engagement in your company
If employee engagement and customer satisfaction are so closely related, why are both ‘drivers’ often viewed in such isolation? Technically and organisationally, a joint view of CX and EX is possible, and can offer deep insights. The key to this is the systematic collection of feedback, for example, through the survey platform Netigate:
- To do this, first, define a common feedback journey for both employee engagement and customer satisfaction. Write down when and where you want to launch each survey. Clarify the questions and make sure to select appropriate metrics (e.g., NPS or eNPS software) to measure your success.
- Then, launch the surveys in the survey tool Netigate. The distribution capabilities and logics are ideal for both external and internal stakeholders and can even safely handle highly sensitive data.
- Finally, receive meaningful reports, with data that you can easily correlate e.g. via Excel or with the help of the Netigate consulting team.
So for lasting business success:
Pay attention to employee and customer satisfaction simultaneously. The first step is to systematically collect and use feedback.