a word from the editor
Steve Hurst,
Editorial Director,
Engage Customer
@engagecustomer
WHY ENGAGING YOUR PEOPLE IS THE
BEST WAY TO ENGAGE YOUR CUSTOMERS
In a recent Financial Times survey of chief execs they identified human capital and customer
relationships as the two most critical challenges they face in their quest for long term business
success. The only surprise to me is that it has taken this long for our business leaders to realise
that the key to success revolves around our employee and our customers.
Still better late than never and it’s gratifying to know that those who
hold the purse strings and the power when it comes to our customer
and employee relationships are finally on board with the thinking that
sparked our launch of Engage Customer more than five years ago.
Benefits straight to the bottom line
Of course the evidence is plain for all to see. The improved business
performance and market capitalisation of organisations who deliver
great service through their people is now a given – and even those who
improve their service from non-existent to just about OK (take a bow
Ryanair) see benefits go straight to their bottom line.
My concern is that while CEOs are putting their people and their
customer relationships at the top of their business agenda – are
enough of them really drawing a causal link between the two, and
making it part of an overarching business strategy? My fear is that this
is not yet the case – although the signs are that businesses are moving
in the right direction, and those who do are enjoying a clear
competitive advantage.
3
Our Cover Story in this issue of Engage Customer is a case in point. It
refers to the latest Customer Experience Excellence research from
Nunwood that identifies each year the top 100 organisations for service
excellence in the eyes of their customers. Our story is based on an
exclusive webinar that Engage Customer ran with Nunwood to
coincide with the release of the results of that consumer research.
First direct first among equals
Interestingly the research identifies as a unifying factor among the Top
10 of that Top 100, the best of the best, that they put their employees
first. In doing so their people work within a culture that lends itself to
delivering high level and consistent customer experience. Nowhere is
that better exemplified than in the case of first direct, who deservedly
top the Nunwood league table for the first time.
This virtuous circle formed by highly engaged, motivated and well
directed employees interacting across departments with increasingly
sophisticated and demanding digital age customers is the only
sustainable way forward and will remain a focal point for our activities.
ISSUE SEVENTEEN • NOVEMBER 2014