Key Capability: Engagement

At CRG, we believe an organization must view engagement through the lens of the employee and customer. Both must be emotionally connected for a company to realize sustained benefits and competitive advantage from a motivated workforce and committed customer base.

That is easier said than done in today’s environment. The Gallup 2024 State of the Global Workplace Report indicates only a third of employees are engaged and 49% are watching for or actively seeking a new job. Research by Insider Intelligence suggests consumers want to be treated as individuals and 73% expect companies to understand their unique needs and expectations.

Therefore, it is our opinion employees in many organizations have not developed a mindset that prepares them to meet consumer expectations. Some employees may be coffee badging because of failure to adapt to return to work mandates or quiet quitting due to their disinterest in the company purpose or the team around them. Other employees may be struggling with childcare or commuting issues to the point these problems remain top of mind. In this type of environment, making an emotional connection with the consumer is almost impossible.

Organizations faced with the circumstances mentioned above cannot take advantage of consumer behavior such as 60% of consumers report they will become repeat buyers if they have a personalized experience. Another behavior offering opportunity that was identified by the Zendesk research is 70% of customers expect anyone they interact with to have full context of their situation. 

Leveraging the above consumer behaviors for sustained profitable growth requires an organization engaged to the extent of creating an emotional connection at each consumer point of contact. It also requires the organization to work as a team to share information across organization boundaries to deliver an experience that will demonstrate to the consumer “We know you”.

Building an engaged culture is a must to competing for customer loyalty and expansion of relationships. We at the Culture Resilience Group are ready to help you emotionally connect employees and customers.