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The Spillover Effect – Driving Customer Loyalty through Employee Engagement

Presenters

Dr. Gary Rhoads, Professor of Marketing - BYU
Barbara Porter, Vice President, Customer Service & Business Development - Nicor National

Session Overview

In a slowing economy, companies are missing a huge opportunity by not focusing on employees as a way to increase customer loyalty and engagement. The Spillover Effect shows how increasing employee engagement has a direct effect on customer engagement, which leads to increased sales and profits. Companies with high levels of engagement for both employees and customers are roughly twice as effective financially as those that excel in only one form of engagement, as measured by total sales and revenue.

Dr. Gary Rhoads, loyalty expert and co-founder of Allegiance, will present the benefits and drivers of engagement and the specific employee characteristics that connect with customers. Barbara Porter of Nicor National will share her experience in implementing a system to monitor and measure employee engagement and correlate it with customer engagement. She will also share how she was able to document results, including an increase in sales revenue and a reduction in cost of sales due to increased employee loyalty and productivity.

In this presentation, you will learn:

• Why employee engagement is critical to improving customer loyalty
• The drivers of employee engagement and how it influences customer behavior
• How Nicor National’s positive internal culture directly impacted customer satisfaction
• Methods to track and measure employee and customer engagement trends
• Using customer, employee, and operational data to drive revenues and profitability