Today’s companies have a couple of big problems: they struggle to interpret what customers say, and they are unsuccessful in understanding what employees want.
Recent research shows that only 13% of employees around the world are actively engaged at work. This number is terrible and perfectly describes the situation where the vast majority of companies lie today. So why is this happening?
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Additional video – Customer Feedback Is A Continuous Loop: https://youtu.be/hQGYRFVF2Bo
Most companies fall in the trap of having unfocused annual surveys, which eventually have the goal to measure some metrics, but they hardly produce any actionable insight. Technology makes it easy to create an “employee survey” and call it an engagement program, but let’s be honest. You can engage with someone only if you keep the conversation going continuously, which is not happening if the company collects feedback once or twice a year.
It is proven that if the brand focuses on learning from employees throughout the year, the whole company will increase its profitability, as a consequence of a more satisfied and developed workforce. If this is not happening, it’s usually because of the following reasons:
- Brands view employee feedback as a one-time project and not as a continuous process
- Brands sink into long and unfocused surveys and don’t focus on personal development instead
- Brands try to satisfy employees in the short term, instead of treating them as stakeholders and use their feedback to design the future strategy
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