What is employee satisfaction?

Find out more about this frequently used marketing term.

 

At the end of the day, running a successful operation all comes down to one thing: employee satisfaction. Surprisingly enough, few business owners and marketers ask themselves what employee satisfaction actually is. This while knowing what defines employee satisfaction is paramount to any operation. Not only to adequately gauge the satisfaction of its target audience, but also to improve its organizational practice - and hence the loyalty of the target audience as well - on a continuous basis. Continue reading to find out more about the meaning of this frequently used marketing term.

 

What is employee satisfaction
Trusted by companies of all sizes
  • T-Mobile
  • BBDO
  • iAmerica
  • Accor hotels

Looking at the complete picture

Organizations need to take a step back and look at their operations through their target audience’s eyes to fully understand what employee satisfaction is. Simply asking stakeholders if they are ‘unsatisfied – moderately satisfied – extremely pleased’ with the product they purchased from you will not provide meaningful insight into a person’s overall experience – which is what employee satisfaction comes down to in the end.

‘Delivering happiness’

While most retailers tend to see employee satisfaction as not much more than the number of returns subtracted from the number of sales, online retailer Zappos purposely uses a refreshingly different approach. To Tony Hshieh, founder and CEO of Zappos, employee satisfaction is about “delivering happiness” first and great quality products second. Indeed, the Internet is full of reviews that illustrate how Zappos always tries to establish an emotional connection with their customers.

One time, Zappos staff even physically visited a rival shoe store to purchase a pair of shoes for a woman staying at a hotel nearby when Zappos didn’t have the pair she wanted in stock. No sale was made. Not by Zappos, anyway. But you can bet your sweet bippy on it that customer will check out Zappos the next time she’s in the market for a new pair of shoes.

Improving employee satisfaction

Can’t wait to start improving your employee satisfaction rates? Create your online survey to start measuring today!

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