Employee engagement has become a distinctive trait of successful companies in today’s age of the customer. It has proven effective, too, when measured in the workforce with clear links to positive business results and performance outcomes such as customer ratings, profitability, productivity, and turnover.

The opposite is also true. According to a 2012 Global Workforce Study conducted by Towers Watson, “When engagement starts to decline, companies become vulnerable not only to a measurable drop in productivity, but also to poorer customer service and greater rates of absenteeism and turnover.” This drop in productivity and customer service invariably appears downstream in company profit and growth numbers, which makes finding ways to improve engagement levels within a group, location, and organization critical to success.

Forbes identified several key commonalities among the best companies to work for. While a few of the traits naturally extend beyond the scope of customer interaction, the majority of them can easily be centered on the customer and served through an integrated VoC approach. Here at InMoment, we’ve identified four VoC-supported characteristics of high-engagement companies. We proudly use these ourselves and encourage you to do so too:


  1. They understand what employees are thinking
    Rather than centering VoC feedback technologies only on the customer, many organizations have turned the focus of their feedback programs inwardly by leveraging their VoC technology and using it with employees to collect useful feedback through anonymous surveys.
  2. They demonstrate appreciation for contributions big and small
    There are tons of ways employees can contribute to a company, but no contribution is more valuable than the one that directly affects a customer. And customers are great at noticing what, or who, has made an impact on their experience. So, instead of showing appreciation only for task-oriented actions, strengthen your employee engagement by focusing praise around customer results. Take time to share positive customer comments that mention outstanding employees by name for something they did.
  3. They commit to open, honest communication
    Employees who are kept informed have a greater opportunity to engage than those who are left in the dark. Employees want to know what is happening in the places they work, and, more importantly to engagement, they want to know why. Company decisions—from the top down to the location—are now being informed by customer data. Share the customer-based rationale behind company decisions with your employees. Even better, base individual training conversations on the words of customers your employees serve locally.
  4. They know how to communicate the organization’s success
    Make sure your organization’s story is centered on the customer or you might be missing the full story. Make your stories powerful and relevant by tying in the customer perspective, so employees know whose lives they are improving through their work.

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