About the EEA

About the EEA

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The Only Organization and Academy for the Practical Implementation of Stakeholder Engagement, Impact Measurement and Reporting: Total Quality Management for People

The Enterprise Engagement Alliance (EEA) and its Impact Academy equip professionals and organizations with the knowledge and tools to design, implement, and measure the real impact of enterprise engagement strategies—including incentive and recognition programs, customer and channel engagement, motivational events, promotions, and other initiatives.

Founded in 2009, the EEA was one of the first organizations to recognize and address the strategic connection between customer and employee engagement and financial results through a formal operating system.

Join the world’s only organization dedicated to helping leaders and businesses enhance performance by fostering the proactive involvement of all stakeholders in the purpose, goals, objectives, and values of the enterprise or team.

Click here for complete details on the curriculum, faculty, a sample certification test and organizational assessment. Get started with the free EEXadvisors program to learn the basics and test your knowledge.

Summary of Benefits

Our tools enable organizations and teams to achieve their purpose, goals, and objectives—aligned with their values—by effectively engaging employees, customers, distribution and supply chain partners, and communities. We apply the proven principles of Total Quality Management (TQM) to people management: a holistic, measurable approach that aligns the interests of all stakeholders toward a shared purpose and common goals.

The EEA’s Chief Academic Advisor is Gary Rhoads, Professor Emeritus of Integrated Marketing and Entrepreneurship at the Marriott School of Business at Brigham Young University. He was also Co-Founder of Allegiance, one of the first companies connecting employee and customer engagement, which was later sold to Maritz, and of Xvoyant, a sales engagement company. The faculty includes over three dozen academics, experts in all areas of engagement and human capital analytics, and investors.

Stakeholder engagement is the practical pathway to stakeholder capitalism—the application of the Golden Rule to enterprise: delivering returns to investors by creating value for customers, employees, partners, communities, and the environment. This approach addresses why engagement levels remain low despite heavy investment—because most organizations fail to align stakeholder interests around a unifying purpose and measurable outcomes.

In essence, stakeholder (or enterprise) engagement is the application of TQM principles to organizational strategy and performance. It involves identifying key stakeholders and performance drivers, then building a simple operating system with clear metrics to achieve defined goals.

A certification that stands out. The EEA Academy is the world’s only education and certification program that systematically teaches how to design, implement, measure, and continuously improve people engagement practices across the enterprise using the proven principles of Total Quality Management (TQM). Unlike other courses that focus on isolated tactics, the EEA curriculum provides a standards-based operating system that aligns purpose, goals, values, and measurable outcomes for employees, customers, partners, and other stakeholders. These are processes for people management taught in almost no school, human resources, or marketing programs anywhere, making this certification unique among all others for its focus on value creation.

TQM is a systematic, holistic approach to achieving any type of organizational, team, professional or personal purpose, goals, objectives, and values.

Sales

  • Align sales activity to clearly defined customer value and purpose
  • Standardize best-practice sales processes while enabling continuous improvement
  • Use measures beyond revenue (cycle time, win consistency, customer trust)
  • Improve forecast accuracy and reduce variability in performance

Marketing

  • Clarify purpose, target audiences, and value propositions before tactics
  • Treat campaigns as systems with feedback loops, not one-off initiatives
  • Align stakeholders (sales, partners, customers) around shared outcomes
  • Measure what matters: impact, not just impressions or clicks

Leadership

  • Create clarity of purpose and priorities across teams
  • Align strategy, execution, and measurement into a single operating system
  • Reduce risk by replacing ad-hoc decisions with predictable processes
  • Build a culture of learning, accountability, and continuous improvement

Human Resources / People Management

  • Align talent, incentives, development, and engagement to organizational purpose
  • Define roles, expectations, and success measures clearly
  • Improve onboarding, performance management, and retention through systems thinking
  • Shift from programs to sustained capability building

Personal Life

  • Clarify purpose, values, and success criteria for major life decisions
  • Align family or personal stakeholders around shared goals
  • Reduce stress and conflict through clear roles, routines, and communication
  • Learn from experience and make better decisions over time

TQM is not about bureaucracy—it’s about clarity, alignment, flow, and learning, whether in business or life

How We Create Value

We help leaders across the C-suite, boardrooms, and functional teams in sales, marketing, HR, and beyond apply stakeholder management as a generational shift in value creation for business, government, and nonprofits. The framework scales seamlessly—from enterprise-wide strategies to specific teams or divisions—and supports efforts such as:

  • Cost savings and sales growth initiatives
  • Customer loyalty and referral programs
  • Performance measurement for engagement and marketing campaigns
  • Evaluation of motivational events and permission-based marketing

About the Enterprise Engagement Alliance

Officially founded on Jan. 2,  2009, the EEA is a non-partisan, secular education and outreach organization advancing practical systems for stakeholder engagement—built on the same disciplined, measurable principles that transformed quality management in manufacturing and services.

Who Benefits

The EEA serves professionals in sales, marketing, HR, and finance; investment firms, solution providers, nonprofits, and academics committed to moving from talk to tangible action in fulfilling organizational purpose and stakeholder value.

Have a complete look at all our services below or: click here to join the Enterprise Engagement Alliance or contact Bruce Bolger, Founder, for more information at 914-591-7600, ext. 230; Bolger@TheEEA.org.

Free Information

Learning and Certification

  • Start learning about stakeholder management and enterprise engagement by joining the free EEXAdvisors program, designed for professionals or educators who prefer to learn on their own.
  • Demonstrate your commitment to purpose-based, stakeholder engagement and impact measurement by joining the Enterprise Engagement Alliance Impact Academy for complete training, support services and certification, offering five books and nine training videos with dozens of experts on all aspects of stakeholder management, metrics, reporting, and optional certification on measurable impact evaluation. Click here for a practice CEEP examination.
  • Master stakeholder engagement design and impact processes and/or sales through two training and certification that come with but do not require EEA membership. Certified members can become authorized agents for program impact measurement.
  • Enterprise Engagement for CEOs. The only how-to book specifically designed for CEOs, boards, and investors seeking a quick introduction the implementation of stakeholder engagement to harmonize the interests of all stakeholders toward a common purpose.
  • Enterprise Engagement: The Roadmap. A detailed implementation textbook for management in sales, marketing, human resources, administration, or anyone who manages a team. It provides a detailed implementation roadmap as well as information on how to integrate all the tools of engagement to achieve your organization’s purpose, goals, and objectives.
  • Free help desk on all aspects of stakeholder engagement implementation, program effectiveness measurement, and to find engagement solution providers.

Services

  • Independent impact analysis on engagement impacts and ROI in your organization of incentive, recognition, loyalty, motivational event, including stakeholder alignment surveys, meta-analyses of other research, and white papers related to people engagement.
  • Corporate sustainability reporting advisory services for all types of organizations and solution providers seeking to benefit from a more sustainable path to value creation and to publish meaningful corporate sustainability reports.
  • Permission-based content marketing. Take advantage of business development services in the marketing and human capital management using permission-based social, email, and video content marketing designed for solution providers seeking to help organizations enhance performance through people.

Tools

  • Assess the maturity and alignment of an organization’s stakeholder engagement practices. Fill out this free 10-minute confidential Stakeholder Management Assessment Calculator and access a low-cost version to conduct a thorough analysis of any size or type of organization to identify risks and opportunities.
  • Measure the impact of purpose and people management with the EEA People Value Impact Calculator software to track the impact of people investments in human resources, marketing, distribution and supply chain management, communities, and more, available as an EEA member benefit.
  • Promote meaningful charitable contributions with a free CharityChoice co-branded web site for your organization to support charitable giving by employees, customers and other stakeholders only to charities your organization chooses that help address the health, welfare, and safety of people.

Click here for our mission, vision, and values and everything there is to know about the Enterprise Engagement Alliance. Or, contact Bruce Bolger, EEA Founder, 914-591-7600, ext. 230; Bolger@TheEEA.org.