Many companies measure employee and customer satisfaction without much to show for it. That’s because their surveys—whether one magic question for customers or 100-plus-item monstrosities for employees—often focus on the rational and exclude the emotional. However, it’s vital to measure emotional factors because with customers and employees, feelings are facts.

You can significantly boost your company's performance by measuring, managing, and focusing on your customers’ and employees’ emotional engagement, Gallup’s research shows. We call it the “engagement premium” because that boost in performance is extremely lucrative.

Engagement premium = higher business performance

Recently, a large Asia-Pacific financial services company asked Gallup to survey its employees and customers in 80 of its retail banking branches, using Gallup’s HumanSigma framework. This approach works by measuring the rational and emotional drivers, needs, and perceptions of employees and customers, enabling managers and staff to apply learnings and insights from this measurement to maximize performance.

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