How to Measure and Improve Staff Loyalty

Eleanor Barlow 

Staff/employee loyalty refers to employees who show their devotion to organisational success through their actions.They always work to the best interests of the business and envision themselves as part of the future of the organisation. Commitment in your staff can have an important role to play in your business, but how exactly do you go about improving your employees’ loyalty?

business team high five

As the status quo goes, non-management employees tend to have little say in business decisions of the company. Understandably, this can have a negative influence on staff loyalty, with staff members feeling like they have little or no control on the workplace and that their feelings/opinions are not valued. This can mean that a lot of employees will look at their jobs as “just a pay packet” and display little engagement when it comes to organisational success.

So, how do you stop this? Well, the first step is by listening. Give your employees opportunities to voice their feedback, opinions and ideas on business operations, both presently and in the future. As Robin S. Sharma, a Canadian Lawyer once argued, “Listening is a master skill for personal and professional greatness.”

A manager listens to concerns of employee

Creating a survey that captures rich qualitative data about employee thoughts and feelings can be utilised in finding useful insights. You may even find that your employees share some great ideas on improving your business, and by making them feel part of the bigger picture, they may begin to feel connected to the organisation.

Measuring Employee Happiness

Through surveys and data analysis, you can measure staff satisfaction, which will play a fundamental role in improving employee loyalty. It is imperative that businesses continually collate staff feedback and measure staff satisfaction, as happy employees ensure a healthy workplace culture.

Employee satisfaction surveys tend to focus on the following topics: general feedback, organisational goals, teamwork, growth opportunities, work/life balance, workplace culture and resources. From the insights derived, businesses can create action plans that can be shared with staff and will demonstrate your commitment to your workforce.

Staff member wears cape of success

If there is scope in budgets and resources, providing recognition in the form of promotions, benefits or even verbally can create a stronger sense of employee loyalty. In many cases, employees often have to ask their employer for a promotion or raise and outline their successes in order to receive the thanks they deserve.

Not all businesses can offer monetary compensation, but the value of non-monetary benefits can go a long way in improving staff happiness and loyalty to the organisation. As James Allen once stated, “No duty is more urgent than that of returning thanks”. Managers and owners simply acknowledging a job well done without employees having to initiate it can also help to grow an employee’s commitment to the business; some may even want to take on more responsibilities. It’s all about understanding the drives of your employees and rewarding them for their hard work.

Staff Reviews

Staff reviews are often a good time to target employees who feel valueless or may have issues with the management in place. Through in-depth insights, owners can discover whether management is one of the reasons for poor employee loyalty and retention rates, therefore giving you the basis to create a stronger system.

a waiter waits on a customer

The importance of satisfied employees will not only reflect on making a better workplace culture, but researchers have also shown the relationship between loyal employees and satisfied customers, indicating the importance of good workplace culture. In a study comparing bank branches, Schneider & Bowen (1985) discovered that the branches with happy employees had happier customers, who were less likely to leave to go to competing branches. Businesses should, therefore, consider encompassing employee needs as part of the Customer Experience Management (CEM) strategy because employees can greatly impact the customer journey of your brand.

But, of course, listening means nothing if actions are not taken. As David Starr Jordan once argued ‘Wisdom is knowing what to do next, skill is knowing how to do it, and virtue is doing it.’

Here at Pansensic, we guide a range of businesses in improving their employee experience with the power of qualitative data analysis. We have the skills and technology to help you implement the right changes quickly and easily, all it takes is your passion to pursue them. We don’t just summarise the data and leave you to it; we provide in-depth insights that are more granular, accurate and actionable.

Contact Pansensic today to see how we can help you encourage staff loyalty in your business.

Image credits: WOCinTech Chat

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