1. Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology A Critically Appraised Topic on Customer Orientation Cédric Velghe Ghent University Belgium Cedric.velghe@ugent.be

2. What will the review answer? “What are the success factors to implement in order to stimulate employee customer orientation (and eventually customer satisfaction) among all employees of a distribution firm?” Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

3. PICOC, what is the focus of the evidence search? P = employee, worker I = (what can managers do to get O?) C = / O = customer orientation (CO), customer satisfaction, customer service, service quality C = distribution, logistic, ageing workforce, complex organization Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

4. Search Strategy, how was the research evidence sought? 3 Scientific Databases 16 search queries 307 titles and abstracts screened Search threshold: 100 Focus on Meta-analyses and Systematic Reviews Individual level measurement of outcome only No sales Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

5. Search Strategy, how was the research evidence sought? QueryResults Web of Science Custom* AND orient*8.053 “employee customer orientation”10 “custom* orient*” AND meta-anal*16 “customer satisfaction”3.728 “customer satisfaction” AND meta-anal* 38 … AND “systematic review”9 Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

6. Critical Appraisal and Classification, what was found? 15 relevant studies 1 Level C-study, a meta-analysis 14 Level D-studies, 4 of them D+, given multi-source data Overall, this research is of weak internal validity. Selection-bias However, a representative sample of studies on employee CO Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

7. Conclusions and recommendation (1) CO is a work value shaping thoughts and behaviour, a psychological resource CO is not a behavioural script or following favourable work conditions Stress-reduction, satisfaction or engagement interventions may have no impact Formalizing or curtailing CO may have adverse impact Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

8. Conclusions and recommendation (2) Support for socialization efforts to achieve value- congruence in CO : Attrition, selection and retention of CO employees Organizational climate and leadership communicate, encourage and support CO. Mentoring, coaching, by role-models Value-oriented training Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

9. Conclusions and recommendation (3) CO interventions beneficial for employees with less (meaningful) interactions with customers High-persuasion jobs (e.g. tele-marketing) benefit less from CO Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology

10. Thank you for your attention! Do you have any questions? cedric.velghe@ugent.be @cedricvelghe @centerforebmgt Evidence-Based Management Live !– Cédric Velghe - London, 25 th of September 2013 FPPW – Personnel management, Work and Organizational Psychology