So how can companies tap into this value? By focusing on a set of activities that we call the Five I’s of Employee Engagement:

• Inform. Provide employees the information they need to understand the organization’s vision and brand values. Ad hoc, inconsistent communications are not effective in engaging employees. Instead, organizations should develop a thorough communication plan and deliver key experience management (XM) messages through multiple channels on a regular basis. XM leaders we have interviewed stress the importance of persistent and consistent communications to ensure messages are heard, understood, and internalized by employees.
• Inspire. Help employees understand the organization’s vision and values, and to recognize how their role contributes to them. Leaders play a key role in inspiring employees to embrace the company’s vision and values. Whether that’s meeting directly with employees to share organizational stories or demonstrating commitment by holding leaders and managers accountable for changing behaviors to support XM goals, successful organizations identify specific ways to tap into the positive influence of the senior executive team.
• Instruct. Support employees with the training, coaching, and feedback they need to be successful. Employees first need to know what to do and then be enabled to do it with the necessary knowledge and skills. This happens through activities like formal training, on-the-job coaching, and peer reinforcement, to name a few. Organizations also need to make sure they are making it easy for employees to put what they are learning into action. If employees are constrained by things like out-of-date systems that require workarounds or frustrating policies they have to enforce with customers, then neither employees nor customers will have a positive experience.
• Involve. Take action with employees when designing their jobs, improving work processes, and solving problems identified through customer or employee feedback. Raising engagement isn’t a one-sided effort. Successful organizations find ways to involve employees whether that’s through a formal voice of employee process, journey mapping, employee-driven process improvement or innovation processes, or other ways. Even if early efforts are informal and simple, take action to raise employee engagement from the ground up, not only top down.
• Incent. Deploy the appropriate systems to measure, reward, and reinforce desired employee behaviors and motivate employees to give their best. Employees and teams that deliver excellent experiences – to customers, fellow employees, partners, or others – should be celebrated with meaningful gestures of appreciation along with formal awards and incentives. And if engagement is truly important, then organizations should establish and measure employee engagement levels as a management metric with defined goals, action plans, and progress tracking on a regular basis.

Putting the Five I’s into action isn’t solely on the shoulders of the Human Resources (HR) or EX team. Executing on the Five I’s involves stakeholders from across the organization, including:

• Senior executives: The leaders of an organization need to be visible and accessible to employees as they reinforce the importance of XM as a company priority. Their daily actions including how they help overcome internal resistance and hold others in the organization accountable can be very valuable when bringing the Five I’s to life.
• Middle managers: This group of people is an important leverage point as they help their teams understand and apply the organization’s vision and values into daily work. They can be particularly helpful in providing coaching and feedback to employees following training and fostering an environment that encourages feedback and recognizes people for doing the right things.
• Marketing: This function is a key collaborator when it comes to supporting communication plans, promoting employee involvement opportunities, and incorporating employee recognition into internal messages.
• Finance, IT: In their own way, each of these internal functions may be asked to support the Five I’s through policy, process, system, or tool changes. For Finance, it may be systems and budgeting for employee rewards and recognition programs. For IT, it could be updating internal social networks to allow for easier employee connection-building and collaboration.
• CX core team: As an important part of the XM machine inside an organization, the CX team does have a role when it comes to raising employee engagement. It can contribute starting points for organizational success stories, curate customer feedback to spur employee innovation or recognition initiatives, and help translate organizational values into a clear set of customer promises employees help to keep through their roles.
• Human Resources: While they don’t take whole responsibility for employee engagement, the HR team is the de facto leader of strategic engagement initiatives from the start. Many functions native to HR are key enablers of the Five I’s, including training/development, performance management, employee feedback oversight, and compensation (to support rewards and incentives).