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Workplace Engagement InsightsLatest Employee Engagement NewsCustomer Loyalty and Employee Engagement Share Critical Traits

Customer Loyalty and Employee Engagement Share Critical Traits


I am often in dialogue with potential clients and folks who call to ask about measuring employee engagement or customer loyalty. My constant and common response is this: “It is not about the numbers. This is a journey, not a destination.”

I also hasten to add that both forms of survey (employee engagement and customer loyalty surveys) give us permission to engage in dialogue with our survey base and begin to make changes that will cause either our customers or our employees to engage with us.

This article about customer loyalty demonstrates what I mean using the Net Promoter Score (NPS) as an example. The article aptly captures the essence of why we measure loyalty. It isn’t about whether we use NPS or some other scale; it is the conversations we undertake with our customers after the survey that are important.

A customer giving us a score on a survey opens up a rich dialogue: “What we would need to do in order to have you give us a 10 on this survey?” From that, we can begin to make those changes in how we provide our services/products that will delight the customer. It is about bringing into sharp focus how customers want to be treated – even if it is a one-off change for just one repeat customer.

Several years ago, a major hotel chain became a great example of success with one-to-one marketing and mass customization. They were cited for how they would make a note on a guest’s file when they asked for a special amenity such as a non-allergenic pillow without feathers. Their source of pride was in being able to put that request on the guest file and no matter which of their hotels in the world the guest checked into, they could proudly say at check-in, “sir/madam we have put a non-allergenic pillow in your room. Is there anything else we can do to make your stay with us better?”

A number of experts and clients gewoodland-656969_1280t all hung up on the “science” of the employee engagement measurement tool. The benchmarking. The scale being used. Look, I get it, all of this matters… to a point! However, what truly matters is the dialogue you now have permission to have with either your employees or your clients. 

Building a company culture where the leadership truly listens to what they are saying, and making changes to benefit them, is just good business.

Want to know what employees are really thinking? Do an engagement survey and follow clear steps in rolling out the results. Contact me for a complimentary initial consultation!

Start engaging your employees right away. Download my FREE cheatsheet for improving employee engagement in just 10 minutes!

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Written by Dwight Lacey

Dwight Lacey

Dwight is the President at Workplace Engagement Insights. He leads Workplace Engagement Insights with a clear understanding of the latest employee engagement research, survey best practices, and leadership styles that create successful businesses.

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