Can employee engagement affect customer satisfaction?

Engaged employees can capture customers’ attention and drive profits

Most retail bosses will say that the customer is at the heart of their strategy. However, these strategies are not always being realised, and chief executives sometimes struggle to measure the effects of their approach to customers.

In particular, there can be inconsistency between intentions and the real-life execution of customer strategies.

Chris Mills, managing director at customer experience consultancy Strativity, says store employees are the ones who can make the difference by building and maintaining customer satisfaction and loyalty.

He says: “A retailer’s employees must understand what is needed to remain relevant and interesting to the customer. They all have the ability to deliver exceptional experiences that will retain customers.”

Some training is required, he adds – retailers need to make sure employees know who their customers are. “This will enable some clear guidelines on behaviours and values that need to be developed for better practice when face-to-face with a customer.”

It’s also important to remember that it is not just those who sit front of house who can deliver customer satisfaction.

“From board-level executives to floor staff, everybody should share the belief that only outstanding customer experience will differentiate the company and help deliver better results,” Mills says.

An engaged employee is likely to deliver better customer satisfaction and higher profits. Mills says: “Your employees are the heart and soul of the organisation, and their passion is infectious. The more you can instil this in all parts of your company, the more the customer’s attention will be captured.” Investing in employees will enable them to deliver better service, he adds.