WHAT DRIVES PROFITABLE
ENGAGEMENT
Confidential: Do Not Forwa
Version 1.0 | February 6, 20

Many define CX as ‘Customer Experience’ but this is measuring or focusing on the wrong
thing. Instead, let’s focus on Engagement. What drives engagement? You can have a
perfect experience but if the customer isn’t engaged it doesn’t matter very much, does
it?
● Customers choose to do business with companies, such as yours. This choice
begins with awareness and hopefully ends in trust.
● Why? Expectations and Experience are aligned. Consistently.
● Customers stop doing business with companies because they lose trust and they
stop believing in you what you say and what you do.
● Why? Expectations and Experience are not aligned. Consistently.
WHAT DRIVES CUSTOMER ENGAGEMENT [CX]
Gallup Study 2019

Many define EX as ‘Employee Experience’ but this is measuring or focusing on the wrong
thing. Instead, let’s focus on Engagement. What drives engagement? You can have a
perfect experience but if the employee isn’t engaged it doesn’t matter very much, does
it?
● Employees choose to do work for companies, such as yours. This choice begins
with awareness and hopefully ends in trust.
● Why? Expectations and Experience are aligned. Consistently.
● Employees leave companies because they lose trust and they stop believing in
what you what you say and what you do.
● Why? Expectations and Experience are not aligned. Consistently.
WHAT DRIVES EMPLOYEE ENGAGEMENT [EX]
Gallup Study 2019

NOTICE ANY SIMILARITIES BETWEEN CX & EX?
Gallup Study 2019

LINKING CUSTOMER EXPERIENCE [CX] & EMPLOYEE
EXPERIENCE [EX] DRIVES GROWTH
Axonify 2020 Customer Study

87%
A recent Gallup survey found that a
staggering 87% of employees are not
engaged at work. And it’s costing
organizations big bucks in lost
productivity.
4x
Companies that invest in linking CX & EX
are 4x more profitable than those that do
not.
OPTIMIZING ENGAGEMENT DRIVES INCREASED
PROFITABILITY
2.5x
Companies with solid CX & EX programs
have 2.5x higher levels of customer
satisfaction.
Gallup Study 2019

WHAT FUELS IMPROVED ENGAGEMENT?
56% indicate word of
Mouth/Recommendations are
very important to the decision
process
59%say effective customer
service & support is very
important to their purchase
decision
51%of respondents say they
trust company websites and
related content
23%indicate they trust sales people to
help them effectively and proactively
solve problems (they are seen as go-to
problem solvers not salespeople or order
takers).
87%of respondents consider
word-of-mouth and a company’s
website to be 2 of the 3 most
important channels informing a
purchase decision. The third being
independent 3rd party content on the
product or brand.
Axonify Customer Study, 2020 | ARM Treasure Data 2019 | Gallup Study 2019

● SILOS HURT. In a recent study, 54% of employees had no idea what the optimal customer
journey components consisted of for their customers.
● Putting the Me before the We. Organizations populated with self-interest seekers (whether
the CEO or the Salesperson) rarely if ever succeed long term. They get stuck. They get in their
own way. They don’t build trust or collaboration. Look at any professional sporting team
populated with egocentric superstars. On paper these teams should win but rarely do.
● JOURNEYS ARE FRAGMENTED AND CONFUSING. Nearly half (48%) of study respondents
indicated their company had no formal customer journey mapping and attribution
measurement strategy in place.
● FRICTION COMPLICATES THE PROCESS. Forty percent (40%) of employees involved in
customer engagement roles indicated they had no clear idea of what an optimal time to
purchase period was for high value customers.
WHAT IS HOLDING MOST COMPANIES BACK FROM
BETTER ENGAGEMENT?
ARM Treasure Data Study 2019

WHAT ROLE DOES DATA PLAY IN DRIVING ENGAGEMENT?
ARM Treasure Data Study 2019
Businesses often suffer from an
inability to convert data into
intelligence capable of identifying
unseen opportunities.
Collecting the data isn’t the issue.
Organizing it in a way that
provides clear and actionable
insights is.
Today on average, only about
12% of the data collected by a
company is monetized.

5 STEPS TO ACQUIRING LOW HANGING ENGAGEMENT FRUIT
Align all activities & initiatives to vision, mission and values. Every shift represents a fresh opportunity to
reinforce what your organization stands for and how the employee fits in. Whether through daily reinforcement
questions or targeted broadcast messages, connect your people to that bigger picture they crave.
Make employees part of the process. Employees often have a better view of where friction points exist that
does management. While your vision and mission sets the tone, employees identify the direction.
Go on a listening & experience tour. Most companies have gaps in their understanding of what is a priority to
customers and to their employees. Often these gaps in knowledge are filled with belief and is based on a what
customers and employees should or might be thinking or doing. ‘Might be’ is very different from ‘is’.
Understand the ‘is’, get rid of the ‘might’. Start with the quietest ones.
Deliver the goods. Balancing Expectation and Experience is everything. Across all touchpoints and channels.
Measure only what is important. Metrics and dashboards are not deliverables. Measure what is actionable.
What is the information trying to tell you and exactly what should be done about it and by whom? If you can’t
answer these simple questions, what you are measuring may be wrong.

WHAT SHOULD YOU EXPECT FROM HARVESTING LOW
HANGING ENGAGEMENT FRUIT?
1. An increase in high value customer retention
2. A decrease in high value employee churn
3. An increase in revenue
4. An increase in profitability
5. An improvement in organizational intelligence

WE DRIVE IMPROVED ENGAGEMENT
Westminster Bridge Partners exists to help mid-market companies grow faster, more
efficiently and profitably.
We use data and data science tools in concert with creative engagement strategies and
tactics to turn interest into sales and convert prospects into High Value Customers and loyal
Brand Advocates.
Our proprietary AMPLIFY | Customer Engagement process provides a systematic and proven
methodology based on industry best practices melded with proprietary tools which drive
predictable and measurable growth.
Learn more at www.westminsterbridgepartners.com

www.westminsterbridgepartners.com
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