Employee satisfaction is customer satisfaction: technology could help a lot

Employee satisfaction is one of the essential prerequisites that companies need to achieve in order to give continuity to their organization, preventing top talent from going in other directions. Many factors indicate that employee satisfaction almost always equals appreciable customer satisfaction.

In general, in a company with a good level of happiness people work more willingly, develop an effective teamwork, which results in a better overall quality, which customers are able to appreciate through the brand's products and services.

The great resignation: poor internal communication is one of the main causes

A recent Gartner workforce survey (Q4 2021) revealed that in Europe only 40% of employees say they are highly motivated to keep their current job. While this figure is among the highest globally, it is incredibly low in an absolute sense, confirming that the Covid-19 pandemic and disruptive digital transformation have sounded the alarm bells on workers' ambitions. Time spent at home while working remotely has enabled people to reflect on various aspects of their lives and discover values that had previously been on the back burner.

Remuneration remains the priority in a professional relationship, but it is no longer the only discriminating factor. Employees have become more aware of the fact that they are first and foremost people, and that quality of life is also an essential value in the time spent at work.

Lack of internal communication is one of the most frustrating aspects for those who work in the same environment every day. Very often, the various divisions of the company do not communicate with each other, as if they were working for different realities. In the worst cases, they even compete, creating a toxic environment.

Dullness in relationships also contributes to a lack of inclusiveness, which sees some people continually under stress in dealing with colleagues and customers themselves.

When an organization decides to value diversity, adopting a policy of respect for the qualities of everyone, it takes the fundamental step of valuing a talent that can make a real difference, with positive spin-offs for the business. This feeling is intrinsically reflected in the customer experience and is also perceived by the customer who interacts with the brand's products and services.

Companies that satisfy their workers therefore gain benefits that go beyond employee retention to create added value in terms of brand experience. Technology offers the ideal tools to shape concrete team building strategies that truly improve the way people work together.

CRM increases enthusiasm and participation across business lines

Savvy companies have started to improve the working conditions of their employees in order to retain and acquire the best available talent. The best weapons to play are a high basic salary and true smart working conditions, which allow workers to be people at the same time, combining work commitments with the possibility to spend more time with their families.

Another essential aspect, as we have seen, is team building. In this context, technology can contribute greatly to improving internal communication, encouraging the development of synergies between the various lines of business. A conscious use of CRM allows marketing, for example, to know what its sales colleagues are doing. Two departments that have probably never worked together before can join forces to make their strategies more efficient and improve their results.

This is made possible by the visibility that an advanced CRM provides into the relationships that all LoBs have with their customers. Business intelligence and business analytics tools support data analysis to enable all departments to make informed decisions based on increasingly accurate forecasts. Technology brings people together and makes teamwork much more stimulating, provided you have the humility and open-mindedness to continually challenge yourself to achieve new and more important goals.

Companies today face a complex challenge that cannot be postponed any longer. On the one hand, there is the modernization of processes, which is essential to achieve greater competitiveness at global level. To achieve this, it is essential to use the most appropriate emerging technologies to enhance the action of human talent. Employee satisfaction is an extremely powerful resource in generating that decisive added value to trigger the proverbial extra gear to the business and satisfy the customer at the same time.