A study* by the Temkin Group found that companies that excel in both employee experience and customer experience are 1.5 times more likely to outperform their competitors.
How might CX teams begin to bring these 2 experiences closer?
When companies align their employee satisfaction (ESAT) and customer satisfaction (CSAT) survey questions, they are able to gain a more comprehensive view of their customer experience. Other benefits include: it is easier to identify root causes and link EX and CX to business outcomes.
For example, putting in the effort to align these 2 surveys can result in the following business performance results:
- Increased customer loyalty. When employees are satisfied, they are more likely to provide better customer service, leading to higher customer satisfaction and loyalty.
- Improved employee engagement. By aligning CSAT and ESAT questions, employees can see how their work impacts customer satisfaction. This can help them feel more engaged and motivated to provide excellent service.
- Increased revenue. Higher customer satisfaction and loyalty leads to increased sales and revenue.
- Reduced employee attrition. Engaged employees are less likely to leave, reducing turnover and the costs associated with hiring and training new employees.
“Take care of your employees, and they’ll take care of your business.”
Richard Branson
How to Sync Up Your ESAT & CSAT Surveys
At first blush, it appears straightforward to align employee to customer questions like the comfort and safety of the physical environment. But what about trickier topics like employee recognition, work/life balance, and employee compensation?
As you look at these 2 surveys side-by-side, think about how to include your frontline employees in the planning and implementation of the revised questions as well as how the results will be communicated and activated. This extra step will help to create a sense of ownership and buy-in among your employees.
Below are some ideas of how you might tackle 2 sides of the same coin and bring the EX and CX in closer alignment within your experience measurement program.
Overall Satisfaction
ESAT: On a scale of 1 to 7, how satisfied are you with your ability to provide excellent service to customers?
CSAT: On a scale of 1 to 7, how satisfied are you with the service that you received from our employees?
Recognition & Feedback
ESAT: On a scale of 1 to 7, how satisfied are you with the recognition you receive for your work?
CSAT: On a scale of 1 to 7, how courteous and professional were employees?
Work Environment
ESAT: Satisfaction with safety and comfort of physical work environment.
CSAT: Satisfaction with safety and comfort of the company’s physical environment.
Communication
ESAT: Satisfaction with clarity, frequency, and timing of communication.
CSAT: Satisfaction with clarity, frequency, and timing of communication.
Leadership
ESAT: Satisfaction with company leadership.
CSAT: Satisfaction with leadership of employees.
Teamwork
ESAT: Satisfaction with collaboration and coordination with colleagues.
CSAT: Satisfaction with employee coordination with other employees.
Compensation
ESAT: Satisfaction with their compensation package.
CSAT: Satisfaction with value exchange.
Work/Life Balance
ESAT: Satisfaction with ability to maintain a healthy work-life balance.
CSAT: Satisfaction with responsiveness and availability of employees.
Career Development
ESAT: Satisfaction with opportunities for growth and professional development.
CSAT: Satisfaction with level of expertise of employee.
Company Culture
ESAT: Satisfaction with company culture.
CSAT: Satisfaction with company’s values and mission.
*Source:
Employee Engagement Competency & Maturity, 2018, The Temkin Group
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