The old tools for reaching and building relationships with customers aren’t working as effectively anymore. Traditional markets have become so fragmented that mass marketing is often no longer as efficient as it once was. And the Internet – while a valuable new avenue for communication – has put consumers in the driver’s seat when it comes to determining who they want to listen to or do business with. Today, a growing body of research suggests that by engaging employees in their jobs and work, companies can build a more skilled, creative, and loyal workforce. That, in turn, can go a long way toward building customer satisfaction, customer loyalty, and company profits.

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