Measuring Engagement with a Balanced Approach

balancedGary Rhoads, Professor of Marketing at Brigham Young University, was one of the Keynote speakers at the recent RPI Conference/R&R Expo in New Orleans. Professor Rhoads was talking about the critical link between the voice of the customer and the voice of the employee as it pertains to enterprise engagement.

In discussing measurement, he noted:

“I don’t differentiate between a ‘brand champion’ who’s a customer and a ‘brand champion’ who’s an employee. And companies shouldn’t ask different questions about engagement to employees than they ask to customers – the measures and the terminology should be the same. If you’re going to start linking customer data to employee data, you have to compare apples to apples. Make sure that what you’re measuring is consistent. If you use a 10-point scale on the employee side, then use a 10-point scale on the customer side. When we ask questions of brand champions who are employees, we ask things like ‘How highly do you recommend your products and services?’ And when we measure on the customer side we ask the same question.”


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