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Employee Experience Research with EEQA

January 14th 2017

EEQA, our new employee experience research framework, pinpoints individual and employee group issues, so you can build a productive, employee-centric culture.

Many organisations set themselves steep objectives to enhance their customer experience, which is predominantly driven by their employees.

Research continues to show that engaged employees focused on delivering meaningful, positive customer experiences not only differentiate a company from its competitors but drive higher levels of customer satisfaction and loyalty.

The Price of Poor Customer Experience

A recent customer service report1 shows that 58% of consumers expressed feelings of being underappreciated with the companies they do business with. Whilst almost half (49%) said that they stopped doing business in the past year with at least with one company because of poor customer service.

In today’s connected society, negative news travels fast as consumers increasingly turn to social media to share poor customer experiences. Research2 findings on the impact of poor customer experience show that 45% of customers shared their negative customer experience on social media and a further 88% of customers are influenced by online customer reviews before making a purchase.

Satisfied Employees Deliver Better Customer Service

Employees are an integral part of an organisation’s brand. To build a truly successful company and reputation for consistently delivering quality customer experience and service promises, it is important employees feel fulfilled in their role, understand the company’s objectives and how they personally add value to the customer experience.

Latest statistics by Gallup3 show that only 32% of employees are ‘engaged’ at work – meaning they are involved in and committed to their work and workplace.

While few employees go to work with the deliberate intention of giving a poor performance there are several factors which can lead to employee disengagement, including:

  • Unfulfilled job expectations
  • Poor line management
  • Distrust of management and leadership processes 
  • Unsatisfactory pay and benefit schemes
  • Unsatisfactory appraisal and recognition and reward processes
  • Inadequate technology to perform tasks
  • Poor work environment
  • Poor work/life balance
  • Limited career development opportunities
  • Lack of opportunities to provide feedback and involvement in decision making
  • Lack of understanding of the company’s purpose and how an employee’s role contributes to its success

As well as more likely to take time off, disengaged employees impact upon company productivity, customer retention and overall profitability. According to CEB, one unhappy employee costs an organisation £16,0004.

Advances in the scope, diversity and sophistication of employee engagement research methodologies has made the task of gauging staff satisfaction increasingly complex.

Several factors are required to deploy a successful employee research survey including, defining the research objectives, identifying and implementing an effective research methodology, developing the right questions to elicit the most insightful response, ensuring a high response rate and interpreting the results to deliver an actionable improvement strategy.

The Solution – Employee Experience Research

TTi Global Research’s Employee Experience Quality Analysis (EEQA) simplifies the process by placing employees at the centre of the research framework. This focus allows company leaders to pinpoint individual and employee group issues, equipping them with the actionable intelligence they need to build a productive, employee-centric culture.

The EEQA difference:

A fully customised employee survey: Every organisation is unique. What constitutes a great employee experience will differ greatly depending on the nature of the company – whether its service, merchandising or manufacturing – and the wider industry in which it operates. Unlike generic employee surveys, EEQA is tailored for an individual organisation, its employees, its area functions and the specific actions employees undertake.

Unlocking Employee Experience and Employee Engagement: ‘Employee experience’ and ‘employee engagement’ are common terms that are inextricably linked. HR best practice describes employee experience as the combination of the cultural environment, the physical environment, and the technological environment of the workplace. While employee engagement is a characteristic of the relationship between an organisation and its employees.

Establishing a satisfied workforce relies on developing an employee experience which in turn stimulates employee engagement. This involves finding out what employees really value and want from their employer. EEQA unlocks employees’ actual requirements and expectations to satisfy both features in the workplace.

3 Employee Experience Environments

Achieve wider company goals: EEQA not only measures performance in terms of ‘employee experience’ or ‘employee engagement’, but delivers against a raft of company objectives and goals, including generating stronger employee relationships, amending and/or automating processes for greater efficiency and increasing business growth.

EEQA research works for you by:

  • Not only measuring employee perception or agreement with something you do, but enabling you to get closer to your employees by understanding their specific requirements.
  • Providing understanding of your employees’ expectations and how important they are in the context of your organisation and your engagement and experience attributes.
  • Highlighting what factors in the employee/employer relationship will become more important in the future, what is likely to disrupt the relationship and what will cause staff engagement, experience and staff loyalty to decline.
  • Identifying what you do well, areas for improvement and what your business could do less of if it isn’t adding to the employee experience.
  • Delivering a comprehensive staff research framework focussed entirely on your employees and mapping every interaction point with you.   
  • Providing actionable intelligence so you can shape your employees’ experience in line with their changing expectations, helping you retain the best people and stay one step ahead.

EEQA Background

The EEQA framework is the only employee experience research methodology to offer complete validation and tracking of employee experience.

Its innovative framework combines the robust Parasuraman, Zeithaml and Berry (PZB) instrument with techniques TTi Global Research has honed delivering end-to-end employee experience and engagement research programmes for many blue-chip organisations.

The outcome is a unique research application defined by the employee, embracing their requirements, values and engagement criteria that enables differentiation, adds value and provides accurate understanding of the positive work environment employees want to sustain motivation and, importantly, deliver a memorable customer experience. 

To find out more contact our EEQA experts at TTi Global Research on 01753 214000 or email us.

Sources:

  1. Aspect Consumer Experience Index 2016, https://www.aspect.com/globalassets/2016-aspect-consumer-experience-index-survey_index-results-final.pdf
  2. Zendesk, The Impact of Customer Service, https://www.zendesk.com/resources/the-impact-of-customer-service/
  3. Gallup, The Worldwide Employee Engagement Crisis, https://www.officevibe.com/blog/disturbing-employee-engagement-infographic
  4. People Management, 17th November 2015, http://www2.cipd.co.uk/pm/peoplemanagement/b/weblog/archive/2015/11/17/one-unhappy-staff-member-can-cost-an-organisation-163-16-000-finds-ceb.aspx