With social media leading the communication pathway companies have never been more influenced by consumer opinion and advocacy. Customers now comment, "like" and tweet about their experiences with your brand and your staff. It has allowed consumers to give real-time feedback about their experiences with the brand/service. However there is a missing link, the one that allows the consumer to provide direct feedback to the employees who are delivering the customer experience and ultimately driving business success. This is the third dimension of employee engagement and implementing this missing link will ultimatley create engaged employees which results in loyal and satisfied customers.

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