High employee motivation produces superior customer satisfaction

The director of a company I once worked for refused to implement staff incentive programs of any kind, because she felt that staff were already getting paid and that should be enough to keep them motivated.

Well. If you want a mediocre company, by all means.

Pay your staff and expect them to do their jobs.

And at their very best, that’s just what they’ll do. Their jobs. But there’s so much more value they could add than just doing their jobs, isn’t there?

There’s a reason Google, voted the world’s best company to work for, attracts the most sought after people.

Google – and other top class companies to work for, make work a fun place to be. They experience tremendous employee motivation from some of the most skilled people in the world.

Customer satisfaction improvement initiatives cannot be successfully implemented or maintained if you don’t start with your employees. Customer satisfaction needs to be built from the inside out.

Disney’s Chain of Excellence shows that Disney (also listed as a top company to work for, and famous for their awesome customer experiences), realised a long time ago that employee motivation drives customer satisfaction.

The majority of employees are not motivated to perform at their best

According to BHEngagement, chances are that your employees are not highly motivated.

Why care about high employee motivation?

When your staff are not motivated to produce excellence, it’s reflected through customer satisfaction levels.

According to Great Place to Work Institute who have conducted more than 20 years of research, a high-motivating workplace is high-performing because employees are passionate about their work, the company they work for, and feel inspired to contribute to their company’s vision and goals.

Research by Russell Investments found that the best workplaces outperform others in the stock market.

In fact, Fortune’s “Best 100 Companies to Work For”, confirm that companies with highly motivated employees averaged a whopping 200.6% return over the past decade.

High employee motivation leads to high customer satisfaction which results in profitability.


In this article, Entrepreneur provides instant help for managers to create motivating workspaces.

Foster a culture that values employees

But what really makes the difference across the entire organisation is instituting a culture that values its employees.

And culture starts from the top.

From the research they’ve conducted, Gallup goes so far as to say:

“Concentrating on employee engagement can help companies withstand,

and possibly even thrive, in tough economic times.”

It’s that powerful.

How to cultivate a high engagement culture

• Creating a high engagement culture needs to be part of the CEO’s growth strategy. The CEO needs to understand the value of it first, so that he can drive it down throughout the company.

• Communication of the vision and mission of the company needs to be clearly communicated to all staff, and staff need to understand how to translate the company’s goals into their daily duties. This gives them a sense of purpose and job fulfillment, as they are able to work towards something bigger than themselves.

• Pay your staff fairly. Having said that, studies show that money does not motivate employees.

• Decide on what type of people will contribute positively to the desired culture of the company, and only recruit those. Select candidates based on personality and character tests.

• Make it easy for employees to do their jobs and go over and above their call of duty. Give them the tools they need. Minimize the red tape. Commerce Bank, fanatical about making their customer’s experience amazing, even initiated a “Kill a Stupid Rule” incentive, where staff get paid to bring any company stupid rules or policies to the table, so that they might be killed (the rules, not the staff that is).

• Invest in staff by providing training to make them better at what they do.

• Make work a fun place to be.

• Check up on bosses. Implement employee surveys. Generally speaking, an employee doesn’t leave their job. They leave a bad boss. Bad bosses are toxic to a desired high engagement culture.

• Encourage ideas from employees. Make sure they know the CEO values their opinions. Make it easy for them to speak out.

• Surprise employees. It can be in the form of a lunch, hotdogs on a Friday or movie vouchers for all.


If you want to build a culture that is conducive to high customer satisfaction levels, you need to work on methods so that employees will become highly engaged. From the top down.

Author: Claire
Not just a writer, Claire specialises in increasing your website traffic and online sales through the use of smart, search engine optimised content that is targeted towards a certain audience. She specialises in compiling online content for SaaS, Telecoms, small business and marketing. Claire comes from a background in marketing and service operations analytics focusing on the customer experience.