Here’s and interesting paper by my partner Bill Todor.
All too often companies have reacted to changing business conditions at the expense of employee relationships. The consequences are less committed, less engaged and less effective employees. The economic impact of the ensuing turnover and lost productivity is huge. But this is not the only financial consideration. Disengaged employees undermine customer relationships and this, in turn, erodes profits, customer loyalty and it accelerates commoditization.
Recently, interest the customer experience has been building. Why? Because in an era of abundance and overwhelming choice, customer put more value in their experience with products than in the products per se. Products are increasingly seen as undifferentiated commodities. Several highly successful companies have focused on enriching the customer experience and clear benefited from their efforts. Starbucks has built a billion dollar business selling expensive coffee because customers get more than just a coffee - they enjoy the experience. Apple has created the fastest growing retail business by catering to the customer experience.
There are other examples of companies using the customer experience to build meaningful relationships and long term customer loyalty. However, one of the commonly overlooked factors is the role the employee plays in creating the customer experience. In every case the employee is critical.
To get the complete paper go to: www.thewhetstoneedge.com/papers/engagement.pdf.
