A Q&A with Gregg Lederman
We asked Gregg Lederman, CEO of Brand Integrity Inc. and author of Engaged! Outbehave Your Competition to Create Customers for Life, to weigh in on why what happens on the inside of a company, with employees, is so crucial to what happens outside of it, with customers. Lederman helps senior management teams to grow their business by getting employees to really believe in and live the brand. He will be presenting the keynote address “Engaged! Creating lifelong customers” at IABC’s 2014 World Conference in Toronto, 8–11 June.
Jessica Burnette-Lemon: A lot of research that says we are in the midst of an engagement crisis; a Gartner study claims that in the U.S. alone, nearly 70 percent of employees are actively disengaged from their jobs. Why is that such a problem for companies? What is the financial cost of this level of disengagement?
Gregg Lederman: If an employee is disengaged, it means there is a high likelihood that they are not motivated or committed to consistently act in the best interest of the organization. When a high percentage of employees are either not engaged or worse, are actively disengaged, the results are easy to see and feel, and difficult to refute.
Week after week, I hear from company leaders about how the lack of engagement in their workforce leads to poor morale, lost productivity, high turnover, absenteeism, and other costly, employee-driven expenses that could be avoided by a happier, more motivated and committed workforce.
On the other hand, an engaged workforce has exactly the opposite effect on all of the metrics I just mentioned. In addition, they tend to help facilitate a more consistent customer experience, which leads to less price-sensitive customers who clearly define yourself:
Learn more from Gregg about a “Living the Brand” System in this CW Radio interview.