Kinēsis’ suite of customizable employee data collection and analytical services are designed to help clients increase profitability by understanding the connection between employee satisfaction, engagement, and loyalty; and customer satisfaction, loyalty and profits.
Research has determined in many retail and service environments there is a positive correlation between employee satisfaction and both employee retention and customer loyalty; employee retention and cost reduction; and customer loyalty and both cost reduction and revenue. As we all know, revenue and cost reduction directly drive profitability.
This relationship between employee loyalty and profitability is best explained by the loyalty curve, which tracks employee revenue contribution over time.
Dissatisfied employees are not likely to attract and keep satisfied and loyal customers. There are a number of reasons why this occurs. First, it takes time to build strong loyal relationships with customers. Second, loyal employees have greater opportunities to learn and increase their efficiency. Third, the money saved by an experienced and productive workforce and can be reinvested elsewhere in areas that will drive customer satisfaction and loyalty. Finally, the same business philosophy and policies that foster loyal employees create satisfied and loyal customers.
Two Sides of the Same Coin
Customer satisfaction and employee satisfaction are two sides of the same coin. They want the same things.
|To get what they are promised||The tools/systems/policies to do their job|
|Their problems resolved||Empowerment to solve problems|
|Their needs listened to/understood||More/better feedback|
|Knowledgeable employees; adequate information||More training; more/better feedback|
|Employees to take the initiative, take responsibility, represent the company||Empowerment; clear priorities; inclusion in the company's big picture|
|The company to value their business||Clear priorities; the tools/systems/policies to do their job|
Possible Research Purposes
Kinēsis helps clients understand both sides of customer-employee interface by understanding both employee engagement and the customer experience.
Employee Engagement: Our approach to employee engagement research is designed to help clients identify and measure extrinsic and intrinsic rewards that have the strongest links to employee satisfaction and engagement, helping them increase profitability by understanding the connection between employee satisfaction, engagement and loyalty; and customer satisfaction, loyalty and profits.
Intra-Organization Customer Experience: Furthermore, beyond measuring employee engagement, we help managers understand what is going on at the customer-employee interface by leveraging employees as a valuable and inexpensive resource of customer experience information. This research gathers impressions of the customer experience, evaluates the level of support within the organization, solicits recommendations, and compares perceptions by position (frontline vs. management to identify perceptual gaps, which typically exist within organizations.
Possible Research Objectives
Our approach helps clients increase profitability by identifying profitable personnel strategies. Unlike services that provide you with data and no way to use it, we deliver customized information that can inform and guide your organization.
This guidance is the result of a process that begins with questions. If you are like most Kinēsis clients, you need immediate answers to challenging employee research questions. The table below lists just some of the questions our clients ask themselves and the solutions that our research provides them. How many questions relate to your organization?
When Our Clients Want to Know…
Kinesis Helps Them…
|Generally speaking, how satisfied are our employees?||Determine the level of employee satisfaction and provide a reference point for other satisfaction-based analysis.|
|How engaged are our employees?||Determine the level of employee engagement as well as provide a reference point for other engagement-based analysis.|
|Which key factors drive satisfaction among our employees?||Identify which attributes drive satisfaction and which investments yield the greatest improvement in employee satisfaction.|
|How can we identify causes of employee dissatisfaction?||Track changes in employee satisfaction over time.
Determine if changes in satisfaction are significant.
|Which personnel strategies can most improve employee satisfaction and increase our financial returns?||Link key service attributes to specific strategies and policies.
Identify which employee relations issues maximize financial returns.
Identify which employee relations issues drive customer satisfaction.
|How can we measure the relationships between employee satisfaction or engagement and customer satisfaction, as well as customer and employee loyalty?||Identify the relationship between employee satisfaction or engagement and customer behaviors such as retention, purchase behavior, and likelihood of referral, which drive profitability.|
|What can our frontline personnel tell us about our customer experience?||Gather employee perceptions of the customer experience.
Solicit best and worst practices.
Evaluate frontline perceptions of the level of support within the organization.
Identify the presence of any intra-organizational perceptional gaps regarding the customer experience by position within the firm (management vs. frontline), department or geography.
You probably noticed that each question is answered not by data but by a business process, which can be improved. We work with each client to identify research objectives most important to their needs. Then, we use our extensive technical resources, proprietary analytical methods, and years of consulting experience to help them identify the strategies most likely to meet those objectives.
Data Collection Methods
A variety of data collection methods are available, the selection of which depends on the specifics of the program. Among the most common data collection methods are:
Web-based Surveys: We conduct this type of survey by sending respondents e-mail invitations that include embedded links that direct them to an Internet survey. We can use your list of employee names, e-mail addresses and other appropriate information. For employees without e-mail addresses data can be collected by distributing a survey URL via any other means.
Mail Surveys: Surveys are sent to respondents and returned by US mail. We use your list of employee names, addresses, and other appropriate information as well as your letterhead and envelopes to conduct the survey. We print survey forms and cover letters, merge, sort, and mail the surveys with a Kinesis postage-prepaid envelope.
In-person, In-depth Interviews: In this survey method, professional interviewers conduct detailed, face-to-face surveys. This survey is especially helpful whenever telephone number, e-mail, or address information for targeted respondents are unavailable or if the survey requires visual demonstrations.
"When companies put employees and customers first, their employees are satisfied, their customers are loyal, their profits increase, and their continued success is sustained."
“Service Profit Chain”, Heskett, Jones, Loveman, Sasser, and Schlesinger