Four words to boost employee engagement.

• Author: Robinson, Susan

When I was the second car in a four car accident several months ago, I made three phone calls within the first 15 minutes. I called 911, my husband, and my car insurance company, in that order. Ironically, I had just read the 1 to 1 Weekly article about how Nationwide Insurance had improved customer engagement with just three words. So even though I wasn't surprised by the GEICO Car Insurance operator's first question, I still heard myself exhale a sigh of relief. He asked me: "Are you okay?"

The article, based on a presentation by Nationwide's Doug Stafford at the Frost and Sullivan Customer Contact Executive MindXchange in April 2008, explained how Nationwide raised customer satisfaction without raising costs, simply by training customer service employees to make an emotional connection with customers who call to report a claim or occurrence. By asking, "Are you okay?" Nationwide sought to demonstrate that it lives up to its slogan, "Nationwide is on your side." (1) The company certainly tapped a need.

My relief at the scene of the accident turned to frustration as soon as my GEICO operator read the prepared legal script on subrogation, but I have to admit I was more forgiving because he'd asked so sincerely about my well being. He had built up a little trust reserve, on which I drew in the days of unsuccessful telephone tag and voice messages to my adjuster. The trust reserve was quickly replenished when I received a phone message keeping me updated about GEICO's efforts to recover my deductible from the driver who was at fault for the accident.

How does this apply to employee engagement? My experience taught me three important lessons:

* Give people a voice.

* Meet an emotional need.

* Manage by relief.

Think of employees as internal customers. Their input is critical to your success because front-line employees know firsthand what customers want and how operations can be improved. Self-interest compels them to ask, "Is there a better way to do this?" Hopefully, self-preservation doesn't keep them from telling you what that better way is.

Give People a Voice

Jack Welch talks about "collaborative innovation." (2) Innovation built on user input is a revolution in progress, and employees have the other user-generated content. To provide that content, people have to feel safe in speaking up. Too often, suggestions for change are viewed as an indictment of the way things are, triggering the survival instincts of those who made them that way...