Why customer satisfaction is HR's problem

Brand engagement is at the heart of customer loyalty.

And since engagement begins with employees, it’s time to look at what HR can do to promote staff satisfaction and, in turn, generate a healthy consumer body.

Rachel Lane, Director Voice of the Customer Analytics EMEA at Verint, explained in an interview with Executive Grapevine that boosting customer satisfaction and retention is the key to propelling client engagement. She commented: “Businesses need to look at their employees first. Customer service agents are the face and voice of the brand from the customer’s perspective.

“Therefore, their actions and skills have a direct impact on the reputation and perception of the brand they represent. HR should be at the forefront of encouraging a customer-centric approach and culture across the organisation, and it’s their role to ensure that their employees have the skills and training to achieve this.”