Employee Satisfaction: How to Measure Employee Attitudes and Reduce Turnover

Employee Satisfaction:  How to Measure Employee Attitudes and Reduce Turnover

Most employers know that employee turnover is one of the highest costs they will incur. Hiring and training staff, service disruption, and customer service all end up suffering. Measuring employee attitudes and listening to their opinions can lead to lower turnover and increase your bottom line.

Here are some steps you can take to start exploring employee research.

1. Identify the key issues. What issues are most critical related to employee retention? Talk to upper and middle managers and uncover what is causing the most concern. These issues serve as the starting point for constructing the questions you'll be asking employees. 

2. Start talking to employees. Work with a cross-section of employees to learn what are the drivers of employee satisfaction. A focus group is a useful method for gathering this information.

What If You Could Predict the Future?

It may sound like the plot of a science fiction novel, but what if you could predict the future? Better yet, what if you could read people’s minds? While you’re developing a new product or service wouldn’t it be incredible to know whether it will succeed or not? Getting inside your customer’s head and determining whether they will buy your product or service might seem like an impossible task but the creation of a customer scorecard, paired with marketing research, can yield the answers to your questions.  

Five Reasons You Should Take Surveys

You probably just got one in your e-mail inbox; or maybe the last time you stayed in a hotel; and that shopping site keeps asking you to do it now. I'm talking about taking a survey.

Why should you take time out of your busy day to respond to a survey? Here are a few great reasons:

Surveys Matter 

Surveys are used to make critical business decisions, improve customer service, and guide strategic direction. Your input is a valuable part of this process.

People Read Your Responses 

When you are asked to provide a response someone is typically taking the time to read that response. Open-ended questions are especially useful to marketers and research staff because we read your direct comments.

They Can't Change What They Don't Know 

A company can't make quality or customer service improvements if they don't know there is a problem. Your input (and those of anyone surveyed) help identify customer service issues that need addressing.

Good News Helps Too 

It's also helpful for companies to hear the good news as well as the bad. Offer praise when it's deserved so that extra efforts can be rewarded.

We Need Your Input 

Marketing researchers need your input. The more responses we have, the more conclusions we can draw. Your opinions really do matter!

Can You Spot the Bias in These Popular Survey Questions?

One of the biggest pitfalls in survey design is the inclusion of biased questions. When your survey is biased, the data you gather will be flawed and nearly useless, meaning that you've wasted your time and money.

Bias can extend beyond the way a question is written. It can also be found in formatting, word choice, scales, question ordering, and question type.

Here are just a few examples of surveys that contain bias. Keep in mind, these are actual real-world survey questions from large, multi-national corporations representing a variety of industries. Let's see if you can spot the bias!
1. How satisfied are you with the quality of the final product?
Very Satisfied    Satisfied    Neutral    Dissatisfied    Very Dissatisfied
Did you spot the bias? By using a bold font for the "Very Satisfied" response, it immediately creates a bias. The eye automatically focuses on the bold text and makes the respondent more likely to choose that answer.

2. What best describes you? (Please select one only.)
A. I like to cook, but need quick, easy recipes.
B. Cooking is my passion and I love to experiment.
This one is easier. Not everyone likes to cook. There need to be more options for the respondent including "I don't like to cook."

3. Credit union hours are conducive to conducting your business?
Excellent        Good       Fair        Poor

This question assumes that the hours of the credit union are conducive. A better question would be: "How would you rate the credit union's hours of operation?"

4. And here are a few more statements describing (Company Name).
Empowers my workforce to be more collaborative         
Offers solutions to improve productivity  
Is a company that delivers on its promises
Enables my business to be more agile

Strongly Agree      Somewhat Agree     Neither Agree Nor Disagree  

Somewhat Disagree     Strongly Disagree

In this case these questions make another assumption, that the person taking the survey has a favorable attitude towards the company and has enough familiarity to rate it.

And my personal favorite (not so much biased, but just plain odd):
Have you been on an underwater submarine tour in the past 12 months?                 YES                 NO
Survey bias can sneak in when you least expect it. If you design a survey on your own you may be inserting bias without even knowing it. Remaining neutral may be difficult or even impossible. That's where an outside expert comes in. If you want to ensure that your survey isn't biased, contact us today and we'll help make your marketing project a success.

If you'd like your survey to be unbiased, contact us now.