A new report from The Forum: Business Results Through People draws on lessons learned from Northwestern University’s study on the link between organizational characteristics and employee attitudes and behavior, to show clear ways to reduce employee turnover, attract talent and become an employer of choice.
The Forum’s paper, Employee Engagement, Customer Satisfaction & Profitability: A Research Summary for Human Resources Leaders, is the first in a series of reports from the organization targeting human resources professionals. Its author, Dr. James Oakley of Purdue University, says: “Organizations with satisfied and engaged employees have customers who use their products more, and increased customer usage leads to higher levels of customer satisfaction. … It is an organization’s employees who influence the behavior and attitudes of customers, even when those employees don’t have direct customer contact.”
Included in the study’s research summary are a number of ideas for HR leaders to apply at their companies, all built around the idea that “engaged employees directly impact corporate, sales and marketing objectives for building customer loyalty and brand strength.” It also looks at how communication and recognition and incentive programs improve employee engagement.
To read the entire research summary, click here.
The Forum: Business Results Through People is an organization affiliated with Northwestern University in Evanston, Illinois. It advocates that the most effective way business leaders create and sustain organizational value is through a partnership with the people in their companies. PPAI President and CEO Paul Bellantone, CAE, is a member of The Forum’s board of directors.