Companies should aim to create a sense of ‘brand loyalty’ among their employees in the same way that consumer businesses do with their customers, according to a new study by Interserve.
The findings come as part of a new study from Interserve ‘Designing for workplace consumers – learning from excellent customer experience’ report, which looks at how lessons from the consumer world can help businesses better meet employee needs and expectations in the workplace.
Drawing on the expertise of leading brands such as Jaguar Land Rover and Exclusive Hotels & Venues, the study looks at how these companies encourage brand loyalty and create an emotional connection with their customers. It then sets out key steps businesses need to take to emulate this approach to create engaging workplaces that attract, retain and motivate the best talent.
The report focuses on putting the needs of ‘workplace consumers’ at the heart of the workplace design and management process to help individuals and teams achieve their best. Reflecting lessons learned from consumer industries, key steps include: defining the needs of employees; personalising the work environment around these expectations; and making sure that the workplace experience is maintained at a consistently high standard through good service design and delivery.
The report is the fourth study in a five-part research series by the international support services and construction group, in collaboration with Advanced Workplace Associates (AWA), which is designed to help companies maximise the value of their working environments and create high-performance work spaces.
Jeff Flanagan, managing director - commercial at Interserve, said:
“As consumers, we expect a level of service and connection with a brand that goes beyond a simple transactional relationship. The same is increasingly true of our working environments. What this study shows us is the importance of adopting a people-centric approach to the work environment, moving beyond purely functional concerns to think about employees as workplace consumers.
“The problem we come up against is seeing the workplace as a cost rather than recognising the value it holds as a supportive and productive environment. By looking to the consumer world, we can address this imbalance, enabling businesses to create environments where employees can thrive and ultimately deliver benefits for their company’s bottom line.”
Andrew Mawson, founder of Advanced Workplace Associates, said:
“Brands like Jaguar Land Rover and Exclusive Hotels & Venues have invested a great deal of time and resource to create experiences and a level of high-quality service that keeps customers coming back time and time again.
“More and more, we’re seeing employees apply these same wants and desires to the workplace. We need to learn from best practice in consumer industries to engage employees on a human level, designing effective workplace experiences that build a strong emotional connection between a business and its teams which supports overall performance.”
Interserve’s report: Designing for workplace consumers – learning from excellent customer experience, is available to download HERE.
The findings come as part of a new study from Interserve ‘Designing for workplace consumers – learning from excellent customer experience’ report, which looks at how lessons from the consumer world can help businesses better meet employee needs and expectations in the workplace.
Drawing on the expertise of leading brands such as Jaguar Land Rover and Exclusive Hotels & Venues, the study looks at how these companies encourage brand loyalty and create an emotional connection with their customers. It then sets out key steps businesses need to take to emulate this approach to create engaging workplaces that attract, retain and motivate the best talent.
The report focuses on putting the needs of ‘workplace consumers’ at the heart of the workplace design and management process to help individuals and teams achieve their best. Reflecting lessons learned from consumer industries, key steps include: defining the needs of employees; personalising the work environment around these expectations; and making sure that the workplace experience is maintained at a consistently high standard through good service design and delivery.
The report is the fourth study in a five-part research series by the international support services and construction group, in collaboration with Advanced Workplace Associates (AWA), which is designed to help companies maximise the value of their working environments and create high-performance work spaces.
Jeff Flanagan, managing director - commercial at Interserve, said:
“As consumers, we expect a level of service and connection with a brand that goes beyond a simple transactional relationship. The same is increasingly true of our working environments. What this study shows us is the importance of adopting a people-centric approach to the work environment, moving beyond purely functional concerns to think about employees as workplace consumers.
“The problem we come up against is seeing the workplace as a cost rather than recognising the value it holds as a supportive and productive environment. By looking to the consumer world, we can address this imbalance, enabling businesses to create environments where employees can thrive and ultimately deliver benefits for their company’s bottom line.”
Andrew Mawson, founder of Advanced Workplace Associates, said:
“Brands like Jaguar Land Rover and Exclusive Hotels & Venues have invested a great deal of time and resource to create experiences and a level of high-quality service that keeps customers coming back time and time again.
“More and more, we’re seeing employees apply these same wants and desires to the workplace. We need to learn from best practice in consumer industries to engage employees on a human level, designing effective workplace experiences that build a strong emotional connection between a business and its teams which supports overall performance.”
Interserve’s report: Designing for workplace consumers – learning from excellent customer experience, is available to download HERE.