Tag: human resources

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Customer service Engagement Marketing

Employee Satisfaction: Happiness Pays

“Dispirited, unmotivated, unappreciated workers cannot compete in a highly competitive world.”  It’s one of my favorite quotes from nonprofit leader Frances Hesselbein, and it’s an important reminder for all organizations.

To all those reading this blog: how many people do you know who are truly happy in their workplace?  Most of my friends in this situation are the ones who are self-employed; i.e., spared the BS of inane office politics and the incompetents in charge.  (As I’ve explained to friends & family over the years, the reason I’m happily self-employed is because I work for someone I respect.)

Why should management care about how its people feel?  The benefits of a positive workplace go beyond the warm & fuzzy directly to the bottom line.  According to the Customer Loyalty Research Center, which specializes in measuring both employee and customer satisfaction & loyalty, employees who have better relationships with their companies are more likely to:

  • Stay with the company, reducing turnover costs.  (You want sticker shock? Ask Human Resources what this really costs.)
  • Recommend the company to other potential employees, reducing search expense (which also makes HR folks happy)
  • Be more productive on the job
  • Provide higher service levels, ultimately increasing customer satisfaction & loyalty (which should make everyone happy).

What does the Customer Loyalty Research Center use to measure employee satisfaction & loyalty? They look at variables that contribute to overall job satisfaction including:

  • Relationships with managers and co-workers
  • Customer-focus
  • Organizational improvement
  • Rewards & recognition
  • Communication.

How do you tell if your organization needs to get serious about employee satisfaction?  Here’s the magic question — just ask employees “Would you refer a friend to work here?”  It’s a loaded question, but one that will give you tremendous insight into your organization.

Categories
Customer service Engagement Marketing

Internal Marketing Fundamentals – Gaining Employee Commitment (Part 3 of 3)

Welcome to the last in this series on the 3 Rs of gaining employee commitment as the foundation of internal marketing:

  • Respect – give people the tools to do their jobs [see post 3-14-05]
  • Recognition – catch them doing something right [see last post]
  • Reinforcement – continually support a customer-focused culture.

3rd R: Reinforcement

This involves supporting the importance of customer-care in both word & deed.  Consider the opportunities you have to share this message in verbal, print, and electronic communications — internal memos, staff meetings, intranet, special events, etc.  For example, you can publish success stories of staff who go “above & beyond” when it comes to taking care of customers, recognizing employees as roles models or organizational heroes.

Unlikely media

Financial services giant MBNA has the words “Think like the customer” printed above the doorways in its offices to reinforce customer empathy.

QVC, the shopping channel, has an expression of its values inlaid in the floor of its headquarters: “Customer focus: exceeding the expectations of every customer.”

And a growing number of companies now include their mission statements and/or corporate values on the back of employee ID badges.

Special events

You can also reinforce customer importance through customer appreciation-type events.  Such activities aren’t limited to for-profits — the U.S. Census Bureau celebrates Customer Service Week each October.  Census Bureau marketing staff & employee committees explore creative ways to honor the Customer Service Week event with special activities.  For example, field offices participate by creating customer-focused displays that are peer-judged on the Bureau’s intranet.  Customer Service Week program books are published & distributed featuring service success stories submitted by customers and staff.

It just keeps going & going …

Organizations that successfully cultivate a customer-focused culture know it takes continual effort beyond just using internal media or special events.  It also means management’s actions need to be consistent with its customer-focused message, whether on a daily basis or during extraordinary times.

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How does your organization reinforce a customer-focused culture?  Let me know.

Gaining & maintaining employee commitment to serving customers involves an ongoing demonstration of respecting employees, recognizing their efforts, and continually reinforcement a customer-care orientation.  This is the foundation of internal marketing.

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Engagement Marketing Training & Development

Internal Marketing Fundamentals – Gaining Employee Commitment (Part 1 of 3)

In my initial post, I promised to share what’s involved in internal marketing, a concept focused on employee & customer care.  Remember, if your employees don’t feel valued, neither will your customers.

The foundation of internal marketing is based on what I call the ‘3 Rs’ of gaining employee commitment:

  • Respect – give people the tools to do their jobs
  • Recognition – catch them do something right
  • Reinforcement – continually support a customer-focused culture.

This week I’ll start a series on each of the 3 Rs & how they underscore internal marketing.

1st R: R-E-S-P-E-C-T

An organization respects its employees when it gives them the tools & info they need to do their jobs.  This involves communication, training, and empowerment.

Communication – people need to know what their organization stands for & what it’s all about (= mission), what its goals & objectives area, and what’s expected of them in helping to achieve these goals; i.e., how they fit in “the big picture.”

How can people be expected to contribute to an organization if they don’t know where it’s going and what’s expected of them in helping it get there?

Unfortunately, this type of communication is overlooked — it gets mentioned a few times and is assumed to be understood. So managers need to find ways to constantly reinforce employees’ fit in the organization, including explaining how their works contributes to customer satisfaction & the bottom line.  (Substitute “stakeholder satisfaction & mission fulfillment” here for nonprofits.)

Training – respect also means helping employees develop/enhance relevant job skills.  This includes:

  • training on how to do a specific job;
  • orientation to your organization and industry (it’s surprising how often the latter is ignored);
  • product knowledge training (features & benefits of your firm’s offerings);
  • interpersonal communications skills + customer relations skills training (also assumed);
  • and other ‘soft’ but important training like supervisory & management development.

And finally, respect means Empowerment – giving staff the latitude & authority to take care of customers (as well as other employees) without having to stop to ask permission every step of the way.

An easy way to remember Respect in this context is “explaining, training, and refraining” — explaining where employees fit in the organization & what’s expected of them … training them to do their jobs … then refraining from getting in their way.

It’s a no-brainer: employees who are properly equipped to do their jobs can better serve customers.

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How does your organization demonstrate respect for employees?  Feel free to share your comments in response to this post.

And stay tuned for my next post on Recognition.

 

Categories
Engagement Marketing

Art Imitating Life

Check out AirTran Airways ad: “Fired” created by Cramer-Krasselt advertising about an employee who gets a phone call from his boss telling him he’s fired. The boss is living it up at a conference when he makes the call. Then you see the fired-employee getting on an AirTran flight to the conference. Just as the boss is making his speech about how important employees are and how profits are up (yadda … yadda … ), the employee rushes across the stage to tackle the guy. (Right on!)

Unfortunately, too many organizations claim employees as their number one asset, but it’s only lip service.

According to Dilbert creator Scott Adams in The Dilbert Principle, guess what line holds the #1 spot on the list of “Great Lies of Management?” It’s none other than “Our employees are our most valuable asset.”

Human capital … don’t you just love that term? Living, breathing “assets” or pure overhead? … What’s more important than what an organization calls its people is how it treats them. The truly smart, successful organizations are those who value both their customers AND their employees, and they demonstrate their commitment to both groups in their culture and operations. It’s what internal marketing is all about.