At PeopleMetrics, we include one question that often strikes new clients as being rather odd, especially clients in the B2B space: “I love working with [company].” Respondents are asked to rate their level of agreement with this statement. Why do we include it? Because it adds a depth to the client/provider relationship that cannot be attained through a simple NPS score. This question cuts through all the usual business jargon, formalities, and contracts and asks a completely emotional human question – how does the company make you feel?
Why It Matters
In our Most Engaged Customers Study, it became quite clear that while clients are willing to continue working (68%) and recommend their supplier (65%), they are much less likely to report loving the experience of working with them (55%). This love question raises the bar on what makes an engaging experience, and by including it we have found that “Fully Engaged” becomes a strong indicator of client spend. Clients in the Accounting industry who Strongly Agreed with all four engagement measures* spent, on average, 50% more with their preferred vendor than the Actively Disengaged, proving that when a client loves the experience of working with you, they will show it.
How to Make Them Love You
In our research we have found six drivers of Engagement. Each of these drivers is vital in creating an engaging client experience; for the accounting client, Extra Effort is most important (when employees go above and beyond for clients). In our Most Engaged Customers study we went on to analyze open ended responses to further identify what “extra effort” means to accounting clients. We boiled it down to three employee behaviors:
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Employee provides proactive advice, expertise, and guidance. Notice how it is impossible to deliver this without knowing your client’s industry. Making Extra Effort to understand the environment in which your client is working means that you will move from being an easily replaceable commodity to a valued partner.
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Employee demonstrates an understanding of the client’s unique culture. Many of the stories talked about how people at the accounting firm stepped in and helped deliver when coworkers became sick or clients were particularly demanding. This kind of “above and beyond” service can only happen if a partner is willing to put in the time to learn not only what their client does but also what their processes are for getting it done.
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Employee has a positive attitude towards the organization for which they work. Speaking well of your employer is associated with employee engagement, and this simple act is perceived by the client important in creating a positive experience.
Going above and beyond in these areas shows that your client’s problems are your problems, and that you are committed to making them successful. And really, isn’t that what love is all about?
~Janessa Lantz
*Engagement is measured based upon the responses to the following four questions: 1.) Given the choice I would do business with [Company] again 2.) I would go out of my way to do business with [Company] again 3.) I would recommend [Company] to a colleague or business partner 4.) I love doing business with [Company]. A Fully Engaged Client Strongly Agrees with each of these statements.
Topics: Employee Experience, Customer Experience
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