We all know that better performing businesses have more engaged employees, employees who understand the what and the why of their company’s performance. According to the Hay Group employees that are fully engaged in their work are 43% more productive. This would suggest therefore at those crucial contact points with the customer, employee engagement affects interactions and indeed impacts company performance.
What does an disengaged employee look like?
When someone is disengaged with the business they are less concerned about the outcomes of these important interactions. A customer becomes a distraction from the procrastination of the day. They are clock watching. Before the day starts they are dreading even coming in to work. It becomes evident in their appearance, their tone and their body language. When you think someone is disengaged they probably are, as humans we can pick up the signs pretty easily.
What does an engaged employee look like?
On the other hand an engaged employee is attentive. Every customer is an opportunity to grow the business. They know what their targets are, they know how far off target they are and what they need to do in order to achieve them. They look forward to getting into the office, they attack the day and make sales. They know exactly what the company is seeking to achieve and understand their role in this.
The Link Between Sales, Marketing and Engagement
Companies invest a great deal of time in understanding their customers. Through marketing activity they gain an understanding of who the customer is and where they should target their key advertising messages. This information helps to inform where sales staff should be deployed. Advertising budgets in the millions are used to build shop fronts, websites, advertising campaigns; the whole array of advertising platforms. Imagine investing all of that money for one moment of disengagement which stops the customer dead in their tracks of their journey with you. How often does this happen? How many chances are being missed?
Employee engagement isn’t a destination, its a journey. Great companies have a culture that focuses on engagement. Over the last few months I have been speaking to staff members of a particular Bank. Whenever I speak to to staff from this particular institution I’m amazed at the levels of engagement. Every staff member understands the values and principle aims of their employer. I’m sure if you are a member of the professional community you may know the people i’m referring to. However, employee engagement cannot stand still. Competitors will be looking to see how they can change to promote levels of engagement like this.
So how engaged are your teams? How do you know if they are engaged? And wouldn’t it be great if there was something out there to help us measure tangibly the levels of staff engagement in our teams and how it impacts customers?