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The engaged workforce: an endangered species?

This is Kali, a 12-year-old polar bear living at the St. Louis Zoo. Orphaned as a cub when a hunter accidentally killed his mom in 2013 in Kali, Alaska, from which Kali gets his name, Kali now weighs 1300 pounds and stands 9 feet tall. In the summer, Kali cools down with "lollipops" made of big blocks of ice with fish frozen in them. Kali is an early riser, usually swimming in the early morning and napping through the mid-day. If you want to see Kali active, you probably want to head to the zoo early.

So, how do I know all of this about Kali? Easy, a zoo docent shared all these interesting facts with me. She also told me that children frequently ask if they can swim with Kali. The answer: "Maybe you should ask your parents first."

Would I have enjoyed my chilly February visit to the St. Louis Zoo had I not spoken to the zoo staff? Of course. However, the staff engagement added a special touch to the experience, giving me a deeper appreciation of the animals and encouraging me to return. Next time, I will probably come early to catch Kali in his pool.

My experience at the zoo-having a personal interaction with a knowledgeable and enthusiastic staff member-is an example of what IMPACTS Experience calls a "Personal Facilitated Experience" or PFE. PFEs are memorable one-to-one or one-to-few interactions between an onsite organization representative and a visitor. Other examples of PFEs could include an usher showing you to your seat at the theater, a gift shop employee recommending a book, a ride operator assisting you to get in a go-kart, or a docent explaining a piece of art. PFEs differ from talks or tours as they are spontaneous, often unexpected, and personal. They go beyond a generic greeting or remark; they are something the guest recalls long after their visit, which enhances the visit. According to research by IMPACTS Experience, a PFE can increase guest satisfaction by as much as 18% for performing arts organizations.

Unfortunately, staff not only have the power to increase guest satisfaction but also to decrease it. According to another IMPACTS Experience survey, customer service issues-like rude staff-were the highest contributing factor to a less-than-satisfactory experience at exhibit-based organizations. In performing arts organizations, rude patrons or guests ranked as the number one issue, with rude staff coming in second.

The staff at your location-based entertainment venue (LBE) holds the key to shaping your guests ' positive and negative experiences. If you want your staff to provide your guests with the kind of experience I had with Kali, they need to feel engaged and supported in their roles. The problem? Many don't.

Research by Gallup on what they have termed the "Great Detachment" reveals a worrying trend: more employees are becoming disengaged in their work. This is due to a general lack of job satisfaction coupled with a cooling job market that prevents employees from seeking new opportunities, causing many to stay in place but mentally check out.

For your employees to be motivated to provide your guests with the level of customer interaction and PFE that drives increased guest satisfaction, and therefore increased length-of-stay, repeat visits, and positive word of mouth, they need to feel pride in your business and its services. According to a recent Gallup poll, only 28% of employees feel this way about their employer, the lowest rate since Gallup started tracking this in 2008.

So, how can you facilitate engaged employees who feel empowered and aligned with your LBE business?

Let them know who you are:The first step in creating an environment where your staff feels empowered to enforce your mission is letting them know what that mission is. Be clear about your priorities, your expectations, and your corporate culture. Your employees can't feel they are part of the company if they don't understand who the company is.

Empower your employees: Giving your staff the freedom to engage with guests and help resolve any customer issues allows them to feel that they are an integral part of your business and that you respect and trust them. The type of experience I had at the zoo with Kali won't happen if a business doesn't allow their employees the freedom to talk to guests, to give their thoughts and recommendations, even if it means taking a few minutes from another assigned duty.

Two-way communication: Don't just talk to your employees - listen to them. After all, your employees interact with your guests all day and can provide valuable feedback on their likes and dislikes.

Fair pay, recognition, and growth opportunities: Providing competitive wages and the opportunity for education, promotion, and employee recognition can help combat job hopping and encourage long-term employee satisfaction, especially when combined with the above recommendations.

The bottom line: Your employees are one of the most crucial components in creating a memorable experience for your guests, which in turn drives repeat business, positive word-of-mouth, and increased profits. To promote that kind of engagement, it is imperative to invest in your employees-offering them purpose, trust, and growth opportunities. When your staff feels valued, they'll pass that energy on to your guests. By giving them clear guidelines, listening to feedback, and working with them to provide guests with the best possible experience, you set your business and your employees up to succeed.

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