Loyal customers and productive and loyal employees drive a company’s financial success. These truths aren’t rocket science; they just make sense. There’s even a growing body of research that supports the correlation between employee loyalty, customer loyalty, and the future profits of the business.
Feedback should be real-time—not stale reports, filtered by a third party. Waiting for customer feedback collection and analysis means that service lapses are perpetuated. Data should be collected daily and available for improvement and training immediately.
Are customers satisfied? Are they loyal? You’ll never know unless you ask them. Because customer experience happens at the unit level, that is where you’ll need to measure it. Then, let customers become your teachers. Seek their feedback (good and bad) and incorporate it into continual improvements in your operations.
Over time, satisfied customers generally become loyal customers. As they receive consistently satisfying experiences, their trust and confidence increase—they keep coming back and they tell their friends. Revenue per customer increases as they buy more products and services. Additionally, the costs to acquire a new customer declines.
The result: Loyal customers equal higher revenues, more referrals, and lower costs.
Employees become loyal because they genuinely enjoy their jobs and therefore, they stay. The longer an employee stays with a company, the better they become at their job, the better they understand their products, and the better they will be at satisfying customer needs. In shorts, the longer they stay, the more valuable they become to your business. Even more, turnover is reduced with an employee’s continued loyalty. As employee turnover is reduced, costs decline.
The result: Loyal employees equal better served customers and lower costs.
Despite the continued research on customer loyalty, many companies still don’t understand the long-term value of a loyal customer or employee. They continue to spend vast sums of money on advertising and promotions trying to attract new customers, while at the same time they neglect or spend little resources on the existing customers who are currently giving them business. Similarly, they will expend enormous resources on the hidden costs of employee turnover while they skimp on employee tools, training, and feedback.
Improve Employee Satisfaction and Productivity
Good employees want to be held accountable. Allow your customers to comment on employee performance, and give them an objective measurement of their service delivery. Managers can then fine-tune training to the individual employee. Additionally, employee satisfaction surveys can monitor how employees feel about their work environment.
The overriding consensus of all the research is that there is a direct link between creating loyal customers and employees and achieving superior profits.
The research supports common sense: if you never measure what customers and employees think, you won’t know how satisfied, loyal, and committed they are. Without continuously gathering real-time feedback, you’ll never know how to fix your deficiencies or emphasize your strengths. Consider these research statistics:
- It costs 5 to 10 times as much to acquire a new customer than to
keep an existing one.
- For every customer that complains, 20 to 30 will not complain, they
just won’t come back.
- Each dissatisfied customer will tell 8 to 10 other people about the
experience. (Or, maybe a million using the web.)
- A whopping 60–70% of customers say they took their business
elsewhere because of poor service.
Customers Should Be Your Best Source of Innovative Ideas
Often, companies overlook their best source of innovative ideas. Inviting customers into your R&D process not only provides a great source of innovation, but it also solidifies their loyalty to help you succeed.
Research has shown that customer and employee loyalty are leading indicators of future financial success.
With InMoment, you will have real-time, actionable customer and employee information at your fingertips. InMoment helps you understand and resolve problems before you lose customer loyalty and employee commitment. You’ll have a system to help you predict future unit-level financial performance as you monitor your employees’ commitment and your customers’ satisfaction and loyalty.