Measuring the Impact of Communication on Business Outcomes

Communication Skills

参与员工沟通的每个人都知道今天的员工通信的重要部分是测量。

然而，大部分测量记录员工是否可以访问工具组织用于与其进行通信。

问题：

员工打开时事通讯吗？
让员工获得公司博客？
有多少员工查看公司网站？

Not one of these measurements shows any scale of actualemployee engagement.

Have you actually communicated a clear message that has been read and understood by someone?

您不知道是因为您正在测量沟通技巧工具的接受，not衡量员工通信战略。

所以这是该做什么

市场研究

每个组织都进行市场研究调查。这些调查通常衡量跨您组织提供的服务和产品的客户满意度水平。有时他们甚至会提出关于竞争对手产品和服务的问题。然后，组织采取该信息并致力于通过引入服务，产品和信息的改进来改进他们收到的评级。

现在很多组织都有一个人力资源部门，通常每年进行员工调查。本调查通常包括关于组织内的沟通技巧的问题，了解企业愿景，对员工福利和培训的满意度等。

What I suggest is that organisations include a supplementary survey of just 10 questions at the end of this survey. And these questions should be framed by selecting key questions from the customer survey and asking staff what do you think customers think about X? These 10 questions in effect become your employee communication engagement measure.

2. What Customers Really Think

通常，结果展示了客户认为和员工认为客户认为的差异。一旦你在感知和现实之间测量的差异，那么你有机会开始与员工对话对待客户真正思考的内容。

最重要的是它允许您design employee communication skills strategies specifically to target that business issue. So now you have a business and know the key messages for your employee communication skills strategy.

3. Customer Survey

One year on when the customer survey is conducted, you ask the same questions and again do the same with the staff survey. What you seek to find is that the measure of the perception staff have of what customers think and what customers actually think have moved closer together and towards the organisations desired outcome. This becomes your business measure of whether you have engaged employees.

4.员工信仰

This information is important because your ultimate aim in employee communication skills has to be to create the "Aha Moment". The Aha Moment is based on information that challenges the employee's belief about an aspect of the business. The information that suddenly helps employees say:

“现在它有意义”

“现在我明白了”

"Now I can do something about it"

It is only once you see this gap close between what customers actually think about an issue and what employees think the customer thinks that you have a measure that demonstrates your employee communication skills engagement strategy has been successful. If the gap still exists then the design of your employee communication skills strategy is flawed in some way.