The hypothesis (our approach)
Aligning people, brands and experiences around a common purpose, values and idea ensures the brand consistently delivers against its promise to customers, employees and stakeholders.
The reality (our survey)
Our pulse survey indicates what the situation really looks like:
- There is a gap of 50 percentage points between aligned and not aligned employees for companies delivering against their promises to customers
- There is a gap of 50 percentage points between aligned and not aligned employees for companies delivering against their promises to employees
- There is a gap of 14 percentage points between companies delivering against their promises to customers vs employees
- This gap widens to 19 percentage points for companies where employees are not aligned to their company’s purpose and values
What does all this mean?
There is a positive relationship between aligned employees and companies delivering against their promises.
From this research, we don’t know whether its chicken or egg – employees feel more aligned when company delivers against their promises to customer and employees or employees deliver against their promises to customers when they feel aligned – or a combination of both, which is likely.
Any which way, it’s a desirable outcome and indicates that alignment of people, brands and experiences is key to success.
Even amongst companies where employees are aligned, there is a gap between companies delivering against their promises to customer vs employees.
For an organisation to build a reputation as a “great place to work” that attracts, retains and engages the best talent for your organisation, organisations need to build an employer brand – that is aligned to the corporate and customers brands – that delivers against its promises at every touch-points.
Furthermore, Robert Tas, CMO Pegasystems , highlights that a common barrier to delivering a better customer experience is when the company is seen to treat customers better than employees.
Our research indicates that there is a significant improvement to be made in building, aligning and activating the employer brand and experience to ensure delivery against the promise that will, in turn, have a positive impact on employee retention, recruitment and engagement, as well as the customer experience.