Does employee satisfaction within a company play a part in customer satisfaction? This article by Glassdoor (a popular website where employees and customers can review and rate companies) highlights this question, and the results are interesting, to say the least.
Researchers within Glassdoor decided to compare Glassdoor’s data with data from the American Customer Satisfaction Index (ACSI). The ACSI measures customer satisfaction across all facets of the United States’ economy.
What the researchers found was intriguing and should prove to be useful for any companies looking to improve customer satisfaction. Before we dive into the results, we want to clarify that Glassdoor uses a “star” system to rate companies. One star is bad, while five stars are the highest rating that can be received.
The researchers found that as companies gain an additional “star” (two stars to three or four stars to five), they also have an increase in customer satisfaction by 1.3 percent (out of one hundred). This increase is considered “statistically significant” by the researchers involved in this study.
What is particularly interesting about this data is that the customer satisfaction percentage increase jumps from 1.3 percent to 3.2 percent for every additional “star” rating if the company has a lot of direct customer contact (for example, restaurant chains, financial services, and clothing companies).
How Does This Help?
If a company is struggling with customer satisfaction, taking a look at employee satisfaction is a good place to start. If employees within the company are burnt-out, unfulfilled, or otherwise focused on conflict, it’s time to figure out how to transform the workplace culture and resolve any outstanding conflict.
The data from this study shows that companies could experience around a 5 percent shift in customer satisfaction from the lowest-rated companies for employee satisfaction to the highest. This means higher employee satisfaction could transmute into higher customer satisfaction without there ever being any specific focus on improving the customers’ experience.
This is good news for companies struggling with customer satisfaction because there are professionals who devote their time to helping companies resolve conflict and improve their company culture. Reach out to Pollack Peacebuilding Systems today to get started on your path to happier employees, and in turn, happier customers.