NBRI: Integration of Employee, Customer, and Financial Data

It is well known that high employee satisfaction contributes significantly to high customer satisfaction, which drives intent to return, and therefore, financial results.  High employee satisfaction expresses itself as enthusiasm in one´s work, which directly impacts the experience of the customer.  Likewise, high customer satisfaction expresses itself as enthusiasm toward a particular organization, which directly impacts the intent to return rate.  It is a short leap, then, to understand how a high intent to return rate among customers impacts financial results.  But with so many variables affecting employee and customer satisfaction, how does one determine those of greatest importance, so that interventions aimed at increasing satisfaction are of maximum effectiveness?  The answer is in the NBRI Root Cause Analysis.

We begin by acknowledging the fact that we are assessing ´human perceptions´ when we conduct employee and customer surveys, and that to each person, perceptions of the way things are creates a personal reality.  Right or wrong, Perception = Reality.  In addition, some perceptions dominate and propel (´drive´) other perceptions, and all perceptions taken as a whole determine human behavior.  The NBRI Employee Root Cause Analysis is designed to identify those perceptions in the employee population that drive the greatest number of other perceptions to the greatest extents, because it is those core, or root, perceptions that are driving employee behavior.  With appropriate interventions to the root perceptions, or root causes of employee behavior, we can change the perceptions and therefore, the behaviors.

How is this done?  The NBRI Root Cause Analysis involves high-level statistical analyses, such as correlations, (modified, proprietary) stepwise linear regression analyses, and psychological path analyses.  We require a confidence level of 99.99% and a sampling error of less than 1% in these analyses, realizing of course, that a 100% confidence level and 0% sampling error does not exist in this world.  From this process, we are able to identify the one, two, or three overriding perceptions commonly held by each population that are driving their behavior, and with appropriate interventions to just these one to three issues, Clients experience increases in 40% to 80% of all issues addressed by the survey.  It is therefore of great importance to include all issues of importance in the survey(s) (as with the NBRI Organizational Assessment - a Best Practice Instrument among Fortune 500 Companies), and to reach a representative sample in the participation rate.

Likewise, the same is true of Customer Surveys.  The NBRI Customer Root Cause Analysis can assess the perceptions of customers and identify those that drive their behavior.  From this process, we are able to identify the one, two, or three overriding perceptions commonly held by each customer population that are driving their behavior.  With appropriate interventions to just these one to three issues, Clients experience increases in 40% to 80% of all issues addressed by the customer survey.  It is also of great importance to include all issues of importance in the customer survey (as with the NBRI Standard Customer Service Survey - a Best Practice Instrument among Fortune 500 Companies), and to reach a representative sample in the participation rate.

Last, but most importantly, NBRI can identify those issues (perceptions) in the employee population that drive customer satisfaction and/or customer intent to return.  This analysis process is similar, although all employee data relating to all possible issues is used, and only the data relating to ´overall satisfaction´ and/or ´intent to return´ is used from the customer survey.  This tells us indisputably which root causes (employee perceptions) in the employee population drive customer satisfaction and/or intent to return.  These are typically not the same root causes that will increase employee satisfaction.

So, Clients are now armed with three weapons:  root causes of employee perceptions that will increase employee satisfaction (and indirectly increase customer satisfaction), root causes of customer perceptions that will increase customer satisfaction, and root causes of employee perceptions that will increase customer satisfaction.

When these analyses are conducted, and NBRI recommendations are followed, the financial impact is evident in the Average Gross Revenue Per Customer Per Organization, as this will increase, despite seasonality, marketing campaigns, etc. when our recommendations, based on our analyses, are followed.  Typically, NBRI recommendations result in Employee Survey Total Organization Score increases of 4 to 10 normative percentiles within 6 months of an employee survey when our recommendations are followed; Customer Survey Total Organization Score increases of 4 to 10 normative percentiles within 3 months of a customer survey when our recommendations are followed; and Average Gross Revenue Per Customer Per Organization (financial) score increases of 1% to 5% within the 6 months following the increase in both employee and customer scores.

In order to track our mutual success, we only ask to be privy to the financial information relative to the Average Gross Revenue Per Customer Per Organization.  NBRI will track and report the changes to you.  This is indeed an exciting endeavor, and typically returns the research costs to the organization many times over.

National Business Research Institute, Inc. (NBRI) specializes in psychological research for business, commonly referred to as employee surveys and customer surveys.  Our Project Leaders possess Ph.D. degrees in psychological research, and have assisted thousands of firms around the world since 1982.  NBRI is renowned for its databases of scientifically pure survey questions and normative (benchmarking) data, as well as its reputation for high-quality, professional customer care.  NBRI Surveys are widely recognized as the employee and customer metrics of choice for many Fortune 500 companies.  Clients save time and manpower with the use of NBRI´s exclusive Normative Database and the Root Cause Analysis, and are able to confidently implement action plans that provide the greatest amount of improvement possible with the least amount of time and manpower. 

For more information or pricing, call 800-756-6168, visit www.NBRII.com, or email info@nbrii.com.