CHAPTER 6
CUSTOMER AND EMPLOYEE SATISFACTION
MARK JOSEPH B. BEA
DONGIE R. GONZALES
WORKPLACE TEAM
- A workplace team means a group of employees who are working together on
either a temporary or permanent basis to achieve a common objective.
TYPES OF WORKPLACE TEAM
• Project team
- A project team is pretty much what it sounds like – a group of people brought together to
accomplish a particular project. (Sometimes project teams are referred to as steering committees
or task force). Typically, when project ends, the team ends.
- Not every task demands that you put together a team. For a project team to succeed, you need
to make sure that the task is appropriate for a group of people to work on together.
• Cross-functional team
- A cross-functional team is made up of employees from different departments or areas of the
business.
• Self-directed work team
- Like a project team, a self-directed work team is just what is sounds like – a team that
determines how it will get a job done and has the authority, and often the budget, to carry
out decisions.
- The phrase self-directed work team – or self-managed team – doesn’t mean that the
team doesn’t need a leader or manager.
- It just means that the team is responsible and accountable for it’s decisions, as opposed
to proposing action that will be approved or denied by someone outside the team.
CUSTOMER SATISFACTION IS A
REFLECTION OF EMPLOYEE
SATISFACTION
- There was a cause and effect relationship between the two, that it was
impossible to maintain a loyal customer base without a base of loyal employees, and
that the best employees prefer to work for companies that deliver the kind of superior
value that builds customer loyalty – building loyalty has in fact become the acid test
of leadership. Frederick Reichheld, The loyalty effect and loyalty rules.
- For most organization, the goal of improving customer service levels is an
article of faith. And so it should be, because there’s an overwhelming body of
research to show that building customer loyalty has a major impact on profitability.
EMPLOYEE SATISFACTION, THE KEY TO
HAPPY CUSTOMERS?
- Customer satisfaction have become commonplace among most companies
through most industries. Nearly every company seeks customer feedback in one
form to another. Better yet, more companies are acting on the survey feedback
they’re actually working to fix the problems so their satisfaction scores will rise in
the future.
- that’s significant progress. Companies realize that good service pays. But in the
rush to take care of the customer, many companies are overlooking one critical
element – their employees.
WHAT DO HAPPY EMPLOYEES HAVE TO
DO WITH RETAINING CUSTOMERS?
- over the years, there have been numerous articles in the business press about the link
between customer satisfaction and employee satisfaction. Empirical studies customer
satisfaction will rise as well
- In a 2000 study in the journal for quality and participation, researcher randy brooks
reported on the relationship between financial success, customer satisfaction and
employee satisfaction. He found that “ depending on market segment and industry,
between 40 and 80 percent of customer satisfaction and customer loyalty was accounted
for by the relationship between employee attitudes and customer-related variables.
HOW DO YOU GET EMPLOYEES TO TREAT
YOUR CUSTOMERS BETTER?
- In my work with clients,. I’m reminded of this phenomenon nearly every
week, especially when I work with companies with low Net Promoter Scores
(NPS). Company leaders want to understand and address customer
dissatisfaction. But they often look for answers in all the wrong places. They
command their employees to better serve customers, “return every phone call
within two hours”, “smile more “, “the customer is always right”, but they
are overlooking the most critical link to a better customer experience.
HOW CAN YOU MAKE MEANINGFUL
IMPROVEMENTS?
- First ask yourself two basic question:
1. Does your company conduct employee engagement surveys?
2. Does your company apply as much zeal to improve those scores as your
NPS rating?
- If your company runs employee engagement surveys, be sure to communicate the results to
your employees! And be brutally honest. Employees need to feel like they’ve been heard and that
their thoughts and feelings are valued.
- Commit to making your company a better place work. Respond to your employees top
complaints with actions that are both concrete and highly visible, not just feel good talk. Enforce
accountability with both follow-up employee surveys and management incentives directly linked
to improved scores.
YES, IT MAY BE THAT SIMPLE
- Sound intuitive? Maybe even obvious? Even so, few long-scoring NPS companies
seem to understand the importance of acting decisively to improve employee
happiness. Skipping this critical steps undermines a company’s effort to raise
customer NPS scores – which in turn stifles revenue gains and market share increases.
Treat your employee like you’d like to be treated. It is, after all, the Golden Rule.
Take better care of employees. Customer satisfaction will follow.
THAT’S ALL, THANK YOU…
“The only way to do great work is to love what you do”…
“Work hard, have fun, make history.” – jeff bezos.
