A Crisis in Frontline Employee Engagement: 68% Percent of Respondents Did Not Rank Their Employers as Doing a Good Job at Communicating or Motivating Employees

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The State of Frontline Employee Engagement Study explores how companies are doing at engaging and motivating frontline, lower-income workers, such as fast-food servers, retail associates, and call center employees.

“Our study shows a big gap in frontline employee engagement, with 68% of employees we surveyed saying their employers do poorly in motivating and communicating with them,” said Crystal Collier, CEO of AXIL Engage. “We now have a workforce that consists mostly of Millennials, and we know that group has a unique understanding of digital technologies and high interest in collaboration. Companies have a great opportunity to tap into this group, particularly to better engage frontline employees to improve the customer experience.”

Top Engagement Study Findings:

  •     Sixty-eight percent of respondents did not rank their employers as doing a good job at communicating or motivating employees. At 71%, Millennials were slightly more negative about employers than 35-plus employees at 66%.
  •     Across all age groups, communications appear to be a top opportunity to better engage employees. Only 17% felt employers did well at sending communications that relate to them and only 19% felt employers were using technology effectively to communicate.
  •     Many employers (62%) are using mobile to communicate with employees. Using mobile to send text alerts (only 36% of employers), understand customer and product issues (only 22% of employers), and reward employees (15%) is still in the early stages.
  •     Employees of all ages expressed some interest in using mobile to communicate with their employers. Topping the wish list of employer-to-employee mobile communications were text alerts for critical info (37%), accessing employee info (33%), and a mobile-friendly rewards program (31%). Millennials were more interested than older employees in a mobile rewards program for great work/service (35% vs. 28%) and to share feedback and ideas (29% vs. 25%).

Eduardo Ramos-Schubert, AXIL’s Chief Strategy Officer, believes that “this study clearly highlights the opportunity for organizations to design and implement strategies to better engage employees. Companies should be collaborating with the frontline through two-way communication, getting real-time information about issues that impact service delivery.”

The study was popular with MocoSpace members, who “really enjoy giving their opinion and interacting with brands. I am not surprised to learn that our community members need better ways to communicate with and interact with their employers. As we have learned first hand, compelling content and mobile is critical for reaching Millennials and the working class,” said Tom Dorf, VP, Advertising and Sales, MocoSpace

“Frontline employees are the closest to the customer, they know what’s working and not working. Now with mobile technology, you can have a direct communications with and be in the moment with employees as they handle service and product issues. The study highlights important opportunities to engage employees in creating a better customer experience,” noted Julie Diaz-Asper, Chief Product Officer at AXIL Engage.

Employers will need to close the frontline employee engagement gap to handle the increasingly complex customer experience brought on by increased touch points and the emergence and adoption of mobile. Companies who engage the frontline in understanding customer needs and addressing service issues will have a clear advantage in the marketplace.

AXIL surveyed 2,015 members of the MocoSpace community – a top mobile gaming community with more than 45 million users. The research focused on lower income employees, with more than 83% of respondents earning less than $50,000 annually. Forty-four percent of the respondents were Millennials. AXIL Engage offered employee engagement and customer experience expertise for the study.

MocoSpace is a leading social media destination on the mobile Internet, with over forty-five million members. Every day, users spend more than one million hours finding new friends, chatting, listening to music, watching videos, joining Fan pages and playing games from all web enabled devices. For a trendy, multicultural, on-the-go generation, MocoSpace is the mobile community of choice. See MocoSpace on the web and in the app stores, Moco - Chat, Meet People on Google Play and iOS. Launched in 2005, the company is based in Boston, Mass., and is backed by General Catalyst and Softbank Capital. For more information, visit http://www.jnjmobile.com

AXIL Engage, based in Washington DC, is a customer experience transformation company which engages frontline employees to increase satisfaction, loyalty, and revenue. We diagnose problems with communication and experience design to make frontline performance more consistent, effective, and efficient. Using our AXIL platform, we specialize in using compelling content, social, and mobile marketing best practices to reach and engage employees. Our experienced employee engagement and social marketing team is transforming how companies engage employees. For more information and a beta invite, visit http://www.AXILEngage.com

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julie diaz-asper
axil engage
+1 (202) 550-8099
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crystal collier
since: 06/2015
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