Read “The Constant Customer” (http://businessjournal.gallup.com/content/745/cons
ID: 2251144 • Letter: R
Question
Read “The Constant Customer” (http://businessjournal.gallup.com/content/745/constant-customer.aspx (Links to an external site.)Links to an external site.). Now think of your favorite product. Build a Gallup’s CE11 questionnaire to measure customer engagement for your favorite product. Take the survey and write about how you scored. Does the survey work the way it was intended? Are you an engaged consumer? (How many points does a respondent have to score to be "fully engaged", "engaged", "not engaged", or "actively disengaged"?) Are you emotionally attached to your product? Do you think Gallup's 11-question metric of "customer engagement," the CE11 score, which was designed over 15 years ago, is still a good predictor of customer loyalty? Discuss your reasoning and tell me why. Finally, answer the question of why customer engagement and customer satisfaction important to product success.
Explanation / Answer
yes, gallup's 11- question matrix is still a good predictor of customer loyalty.
Employee behavior and attitude is one of the most significant drivers of customer satisfaction. These employees spread their enthusiasm to customers and are more dedicated to providing the best possible service.
Positive customer experiences can reinforce how employees feel about the value and purpose of their work. It motivated them to repeat their behavior, to see even more value and purpose in their work.
While it’s important to learn from negative customer experiences, positive ones should also be highlighted to motivate employees and drive engagement. Therefore, managers and supervisors should highlight and recognize customer satisfaction success stories.
It’s easy to understand the connection between engagement in customer-facing positions (like sales and customer service) and customer satisfaction. However, it’s also important that those behind the scenes are engaged and dedicated to providing the best experience for customers. This starts with your people managers.
According to a Tower Watson study, managers are a crucial driver for the culture and engagement in a company. Therefore, it’s necessary that they themselves are engaged and empowered to bring about positive behaviors.
This creates a ripple effect in the organization: when managers are engaged, those reporting to them are more likely to be engaged, and the customers interacting with these employees are more likely to be satisfied.
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