For jobs that come face to face with a consumer, it’s not uncommon to try to focus your hiring efforts on those that seem like they offer the best customer service. Certainly, that is important, as customer service is a skill that not everybody has.
But you may also want to take a look at the candidates who are likely to enjoy working for you – those that are more likely to have greater levels of employee satisfaction.
How Employee and Customer Satisfaction Are Linked
Employee satisfaction is a distinct measurement, and it is often related to how you’ve developed your company culture, your pay, your services, the work itself, the people you’ve hired, and more. The customers play a role (especially if they have frequent contact with the employee), but most of employee satisfaction is dependent on you as a company.
Customer satisfaction, however, is dependent on essentially two things: the quality of your products/service, and the employees that handle their needs. There may be other, minor factors that play a role, but the primary drivers are your products/services, and your employees.
Now, hiring for skilled customer service staff members is a great start. But you should also pay attention to how likely the employee is to be satisfied in your workplace. That is because satisfied employees will be:
- Happier – Customers want to buy from happier people. Employees that are satisfied with their job are more likely to be able to feel happy at work, and in turn, pass that happiness onto the customer in ways that improve their experience.
- Harder Working – What many businesses forget is that, while customer service matters, so too does skill and talent. An employee with only moderate customer service skills that excels at getting their job done (for example, a cashier that is bad at small talk but gets people through the line quickly) is going to make for happier customers, who will find that they are better able to get what they need.
- Stronger Relationships – Regular customers create relationships with staff members. They recognise them. In many ways, it is a part of branding. A satisfied employee is less likely to leave, which in turn means that they are able to create relationships with your customers that helps attract them back to your store.
These are just some of the many different direct and indirect ways that employee satisfaction is directly related to the satisfaction of your customers.
Hiring for Employee Satisfaction
You should already try to hire for customer service talents. But pay attention to who you think will be more satisfied in the workplace. A large component of customer service is employee satisfaction, so hiring someone that is more likely to love their job can help make up for some small deficiencies in customer service.