As I was catching up on my reading, I ran across an article in BusinessWeek that discusses research from Gallup showing that less than 30% of the corporate workforce is truly engaged in its work. Why does this matter? The article points to some findings at Best Buy:
For every one-tenth-of-a-point increase in employee engagement, each Best Buy store increased profits by $100,000 a year.
My take: Less than one-third of employees are engaged in their work. Wow, that’s a huge opportunity! Companies that are looking to build more loyal customers need to look at their employees first. As I discuss in my eBook The 6 Laws Of Customer Experience: Unengaged employees don’t create engaged customers. Companies trying to improve the customer experience without figuring out how to engage the other 70% of their workers will likely fail.
That’s why I like what Alaska Airlines did with its North Of Expected campaign. Even with the backdrop of a difficult economic environment, the airline seized the opportunity to energize its workforce. Prior to rolling out its external marketing campaign, the company spent 10 weeks on an internal campaign called “Be North Of Expected” that engaged employees in Alaska Airline’s heritage of good customer service.
The bottom line: Employee engagement is a required path to customer loyalty