Customer Surveys: Valuing our people, Valuing their feedback
Bobby Singh, Manager of Research and Evaluation Services
Following last months E-bulletin on External Customers this month as promised we bring you the second part, focusing on our internal customers – our employees and the importance of understanding and acting upon how they think and feel.
Valuing our people, valuing their feedback
People are the life-blood of our organisations, their attitudes can drive companies forward and their performance underpins organisational success. As one of QED’s favourite quotes summarises:
“People are the only element with the inherent power to generate value” (Jac Fitz-enz)
Given our employees importance we should be taking a genuine interest. As with our external customers, if we don’t know what they think or feel about the organisation or when they are unhappy with something, how can we possibly make things right? In particular we want to understand what motivates an employee to do their best and what their concerns, barriers or issues are, the things which can negatively affect their performance and productivity.
Legislation Communicating with employees
The European Information and Consultation Directive (http://www.delni.gov.uk/i_csummaryguidance.pdf) established new minimum standards for workforce communication and involvement. From April 2007 employees in organisations with 100 or more employees, can exercise a right to be informed and consulted about issues in the business they work for. From April 2008 the Regulations will apply to organisations with 50 or more employees. Previously, from April 2005, the Regulations only affected businesses with 150 or more employees.
Why survey your employees?
Even if we have only a few employees, employee surveys are a perfect way of finding of what people feel and think. Surveys are also much more effective than asking for feedback in other situations (i.e. appraisals or reviews) because they are anonymous. Employees can say what they think and give us honest feedback, safe in the knowledge that it is strictly confidential. As with external customer surveys, we must acknowledge and act upon this feedback as part of a continuous improvement process.
It is widely recognised that if you get this right and bridge the “knowing and doing gap”, then you will see a positive impact in many areas:
- increased productivity - as happier employees will tend to "go the extra mile,"
- increased employee retention - avoiding the costs involved in the recruitment and development of new staff
- reduced absenteeism - when survey results have been acted upon employees are likely to be energetic, motivated and feel better about coming to work
- higher quality products and services, due to a more competent, energised workforce and improved processes. This in turn will improve (external) customer satisfaction.
- provide an advance warning of any potential issues
When to survey employees?
If we want to know how our employees feel at any given time, then we need to conduct an employee satisfaction survey. Annual surveys are generally a good idea, so that we can minimise the impact of potential emerging issues and strive to maintain a happy and motivated workforce. However when one or more of the following factors are present within your organisation, it is a sure sign that an employee survey is urgently needed:
- If your organisation is growing rapidly - it is critical to find out how employees feel about their jobs, the present changes and how they may fit in the future.
- If excessive rumours and unrest exist– this is symptomatic of other organisational problems. Only a survey can uncover the extent to which any of these issues exists.
- If any changes have recently occurred, or have been planned for the future - change can be difficult for many people and so it is important to understand what needs to be done to ensure it is handled properly.
- If changes in pay and benefits are expected - you must know what needs to be "fixed" and how much "fixing" it needs to maximise return on invested money and people resources.
How to survey and what to ask?
A number of methods can be used to consult employees including
- Focus Groups
- Questionnaires (Email/ Online, Postal or Paper based)
- Interviewing (Face to face and by telephone)
Surveys can be used to gauge feelings on management – employee relation, morale, turnover and productivity, organisation culture, career development, teamwork & processes, working conditions, training, work content and fulfilment recognition and rewards.
Once surveyed, what next?
The information collected through consultation exercise has to be analysed and transformed into meaningful information, interpreted through charts, tables and comparisons made by sub groups, time period etc.
Similar to the customer survey process, getting this feedback is only half the job. What are we going to do with it once we have it? Failing to reveal the results of the survey and to take action can prove detrimental to how the employees feel.
We do not suggest distribution of the complete survey report but we do recommend that the findings as a whole and the areas identified requiring improvements are communicated to the Employees. Which to make real should be followed up with an action plan and implemental process to ensure the areas of improvement are addressed.
As part of the continuous improvement circle, as mentioned previously the survey should be conducted at least once a year as way monitor changes in employee perceptions.
Why ask QED Consulting to carry out an Employee survey on your behalf?
- Time – a properly managed employee survey demands significant time and attention. We have got the time to manage the survey process from start to finish - maybe you haven't?
- Expertise – we have much experience in undertaking employees surveys and have access to appropriate personnel, innovative tools and solutions.
- Objectivity and Confidentiality – being independent and adhering to the standards of the Market Research Society, we can provide assurances of confidentiality which helps in eliciting honest and candid feedback, particular around sensitive issues. This will also help in increasing response rates.
An employee Survey is an effective tool to help us understand our employees and when they are acted upon efficiently an effectively will not only benefit your internal customers fostering better working environments, improved management – employee relations and team working relations. In turn for your external customers - improved services and products leading to greater customer satisfaction and retention.
If you would be interested in talking to us about carrying out an employee survey please contact Bobby Singh on 01302 761222.