Data Links CX With Employee Engagement

We’re woking on a research report for early next year that examines the connection between employee engagement and employees’ attitudes and behaviors. The research is based on a study of more than 2,400 US consumers that are employed in for-profit organizations.The research also looks at the connection between employee engagement and customer experience.

Employee Engagement is one of the four customer experience core competencies. And in research earlier this year, we found that employee engagement was the lowest scoring competency. I’m excited by what we are finding in the initial analysis of the data. Hopefully this research will raise the awareness of the importance of this area.

One part of our analysis examines the link between employees attitudes and behaviors and their perception of how well their company serves customers. Here are some of the early results:

As you can see in this graphic, employees that think their company is doing well in customer experience are more likely to go out of their way to help the company, recruit new employees, help improve the company and less likely to look for a new job. All good things!

Look for even richer analysis in the report next year.

The bottom line: Put employee engagement on your 2012 improvement plans

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

4 thoughts on “Data Links CX With Employee Engagement”

  1. Bruce, I am very excited about your upcoming report on the links between the customer experience and employee engagement. I too believe that employee engagement is a crucial component to building a great customer experience. I recently wrote a related blog post on the importance of internal branding that provides 8 tips on how to increase employee engagement. Here is a link to that post: I think your readers will find this post useful as they put together their 2012 plan and update their customer experience strategies for the New Year.

  2. It’s interesting to see how your research points to that conclusion, considering the critical role that employees play in interfacing with customers. Even an automated process that does not have direct contact between the customer and a “live person” can be improved if the people setting up the process are focused on what the actual customer would experience. That is all the more impactful if those employees are engaged through efforts at internal alignment because it completes the circle in a way that meets the needs of all parties – the customer, the employee and the company.


  3. Hi everyone: Thanks for your comments. Sorry it took so long for me to respond, but things have been a bit crazy. I appreciate the support for the research stream and the sharing of links. I’m totally excited about this research and hope that you will find it valuable. Employee engagement is an area that many customer experience efforts under-invest. Often, its because they feel like the HR organization should own this work. But, all too often, HR is not on-board or does not have the skill for this work. I am hopeful that my research will help propel more HR orgs to think of employee engagement as a key part of their responsibility.

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