“Employee engagement” is a popular buzzword these days, but there is a bit of confusion around what it really means. Employee engagement is not the same as employee happiness or employee satisfaction, which are typical HR initiatives.
Rather, focusing on employee engagement levels is a strategic decision to drive employee performance and improvement year-round.
According to a Gallup study, only 32% of employees are engaged in their organizations. The same study reveals that employees who are passionate about their work lead to:
- 70% increase in customer satisfaction
- 24% boost in sales
- 16% improvement in profits
Additionally, an Aon Hewitt report claims that for every 1% increase in employee engagement, you can expect to see an additional 0.6% growth in sales for an organization.
These figures are hard to ignore. Increasingly, technology is becoming the link between employees and employers to foster engagement. Here’s how.
1. Strengthen Collaboration Between Departments
Sales and marketing teams are like Alexander Hamilton and Aaron Burr. While they work side-by-side, they often have a hard time seeing eye to eye. For example, sales might think that marketing is producing ineffective or infrequent content, and marketing may think that sales is not accessing their collateral completely or effectively.
The finger-pointing game wastes resources and deteriorates engagement, no one is effective when communication lapses.
If marketing materials go unused, the marketing team may be less driven to develop additional high-quality information. And, on the flip side, without their finger on the customer’s pulse, the sales team won’t be as productive as they could be.
Leveraging technology like a sales enablement tool allows the company, as a whole, to:
- Access new and optimized content
- Make faster decisions in the field
- Customize messaging for a smooth customer journey
Each of these capabilities improves and aligns an organization's key performance indicators. Stronger collaboration translates into improved engagement.
2. Improve Training and Development
When discussing sales enablement technology, it’s common to address its external purposes. However, there are also internal uses that are quite valuable.
When leveraged strategically, sales enablement can improve training within your organization from top to bottom. IBM, for example, uses internal facing sales enablement capabilities to learn and evolve their:
- Company culture
- New hire training
- Cross-departmental communication
- Field training
Sales enablement apps are also used to help replace lost industry knowledge when tenured teammates leave the organization.
Having access to valuable information and instant communication means better learning outcomes.
This streamlined focus on training and development translates into 62% quota attainment growth, 205% revenue growth, and 23% increase in lead conversion rate in organizations with structured sales enablement programs versus organizations without it.
3. Monitor and Reward Field Productivity
We recently worked with a valet company that relied on legacy technology for their business. For example, they used paper tickets to manually track the valet process. While the company was getting by, there was no way to track individual employee performance or KPIs that could improve their business model.
The company, FC Valet, leveraged a sales enablement app so they could digitize the valet process from drop off to pick up. Digitizing the process also allowed them to start collecting business-driving data like:
- GPS verified time
- Attendance tracking
- Point of sale revenue collection
- Real-time program activity and productivity reports
- Accounting reports
- Service survey
The data FC Valet receives from their sales enablement app allows them to directly understand engagement and productivity. They can generate reports to show patterns in the number of cars parked each day, how long it takes to retrieve a car once a customer requests it, and individual employee performance. They can then leverage the information to customize training, zero in on disengaged employees, and focus on process improvements within the organization.
When employee engagement is increased through inter-departmental collaboration, effective training programs, and rewarding those who perform in the field, employees are not the only benefactors. This is an Aristotelian case of the whole being greater than the sum of its parts: a company of engaged employees thrives exponentially.
Interested in seeing how a similar tool can help your organization? Let’s schedule a time to chat.