Tag: strategy

Categories
Engagement

Low Unemployment – What It Means for Employee Engagement

“Companies are in a talent war. It’s a race to get the best candidates quickly since unemployment rates are lower than they’ve been in years.”

“The days of employees being thankful just to have a job are over and likely will not return for a while. Instead, the onus is on employers to cultivate and appreciate talent.”

“With the labor market as tight as it is, employers would be wise to do everything in their power to retain exceptional employees while simultaneously recruiting strong candidates.”

Business media contain similar quotes on today’s low unemployment situation. As an employee engagement advocate, you’d think I’d be excited about the flurry of attention given to employee recruitment and retention. But I’m not.

Reactive engagement

In the current economy, company execs concerned with repositioning their employer brands to be more attractive for recruiting purposes and/or seeking to hold on to their employees have re-discovered employee engagement. “We need qualified employees who want to work here and not jump ship for other opportunities. So what can we do now to engage them given the tight labor market?”

Here’s what bothers me about this situational response. Reactive engagement isn’t sustainable — particularly when applied as a short-term solution by short-sighted executives. Because what happens when the economy cycles back to high unemployment? That’s when these same execs revert to treating their employees as commodities, and management’s message changes from “What can we do to keep you here?” to “You’re lucky to have a job!”

Engagement matters regardless of the unemployment situation

Even when unemployment rates go up, companies need to invest in employee engagement, development, and retention. Because high unemployment also means reduced consumer spending; i.e., when fewer people are working, they tend to spend less. So even though companies might enjoy a “buyers market” when it comes to employees, they have to work harder to compete for customers. And to effectively attract and retain customers, you need highly engaged employees.

“If your employees don’t feel valued, neither will your customers.”  Sybil F. Stershic

Categories
Engagement Training & Development

Engaging Advice for Graduates

I am reminded in this graduation season of the time my husband and I spoke at an honors convocation at our alma mater, Lehigh University. It was back in 1987 when we were “young professionals.” It was also a time when making a lot of money was considered an indicator of success.

But financial success was not what we spoke about. Instead we focused on the importance of getting involved in both community and professional life to “give back” in positive ways — a message that’s still relevant. Here’s an excerpt of our speech adapted for this post.

What we said then 

Being in school is like being in a cocoon — you’re in a relatively insulated environment in which you grow and develop. But what happens when you graduate and enter the “real world?” The difference is your growth doesn’t just “happen” anymore. You’re solely responsible for your own development at that point. It’s kind of scary, but the good news is there are lots of opportunities out there for you.

I’m talking about “continuing education” — the personal and professional development you get through involvement in professional, civic, and community organizations. The contacts you make in these groups provide a valuable source of continued education and professional growth. They provide the opportunity to share ideas with and learn from others: to find out whether you’re on the right track with a project you’re working on … where to go if you’re having problems … or just to know you’re not alone with the challenges and frustrations you face. Besides serving as support networks, these organizations also provide opportunities for you to develop and exercise your leadership potential.

I know from my own experience that the opportunities and rewards are invaluable. From my involvement with the American Marketing Association [I served on the national board of directors at the time], I’ve traveled throughout the U.S. and Canada to meet with marketing professionals in different industries. I’ve also gotten to know many academics well known in the field. Working together with them I’ve been able to broaden my knowledge of marketing and gain insight into the different career paths that are available.

But professional development is not limited to organizations like the AMA. Through involvement in community groups such as the local Chamber of Commerce and United Way, I’ve met and worked with top executives in various capacities. Whether serving on or chairing a committee, I’ve had the chance to observe their leadership skills while exercising mine.

In a broader context, why is continuing education through this kind of involvement so important? Because it’s characteristic of the social environment in which people are looking for self-fulfillment. According to noted social observer Daniel Yankelovich, “Seekers of self-fulfillment are determined to prove that life can be more than a grim economic chore. They are eager to give more meaning to their lives, find fuller self-expression, and add a touch of adventure and grace to their own lives and those of others.”

Another reason so many professionals get involved is based on their need to be part of something, to belong. These groups serve as a valuable network; they provide an ideal opportunity to share ideas and discuss common problems. More importantly, they convert strangers into colleagues and colleagues into friends.

My husband, Michael, also spoke about his experience as a student volunteer and later as a community volunteer and leader.

This real world experience put my classroom experiences in perspective, and I was hooked. As a result, there has rarely been a period of time in which I have not been involved in some community-based voluntary activity. I learn a lot. It provides a challenge different than the challenges that I face on a daily basis. I can choose to get involved in areas in which I believe I need more experience or understanding. Everyone wins because the more and the brighter the heads there are to solve a problem, the better the solutions.

I also believe that a better understanding of the problems which affect our communities make us better citizens, more intelligent voters, and more complete human beings. The skills you gain by performing your duties as volunteers can give you confidence to do your job better or help you expand your horizons and learn more diversified skills.

Our communities need us more than ever … Use your energy and your minds creatively. Get into your community. Don’t try to escape it; invest in it. You stand to gain personally as well as professionally.

And now
As we plan for retirement in the future, we will continue to seek opportunities to learn, grow, and give back as volunteers. It’s a fulfilling form of “engagement” that we still strongly recommend.

Best of luck to all graduates in your professional and community engagements!

 

Categories
Customer service Engagement

You Can Forget the Customer Experience

Not that it doesn’t matter, because it does. But you can forget the customer experience IF you neglect to take care of the employee experience.

Here are several favorite quotes that capture the essence of the employee-customer experience connection.

“Paradoxically, to achieve an emotionally connecting customer experience, employees come first, ahead of the customer.”  Tom Peters

“When you improve your employees’ lives, they work harder and ultimately improve your customers’ lives.”  Jeanne Bliss

“The only reason your business is successful is because every interaction between employees and customers is positive. This only happens when employees are treated super well.”  Ann Rhoades

“Always treat your employees exactly as you want them to treat your best customers.”  Stephen R. Covey

“We can’t expect to win in the marketplace until we’re winning in the workplace … That means employee engagement is job one.”  Douglas Conant

“There is no way to deliver a great Customer Experience with miserable employees.”  Steve Cannon

As McKinsey & Company’s Sylvie Bardaune, Sebastien Lacroix, and Nicolas Maechler write in their article, When the Customer Experience Starts at Home:

“The closer a company can align its commitment to customer-centricity with the interests of its employees, the closer it will get to achieving its customer-strategy goals.” 

 

 

Categories
Engagement

3 Questions that Determine Whether Employees Choose to Engage

Workplace engagement is a both a responsibility and choice shared by employees and employers:

  • Employees are responsible for their own engagement in that they choose to show up in their jobs ready, willing, and able to do their best work, and
  • Employers are responsible for choosing to foster an engaging workplace where employees are enabled to do their best work.

What drives an employee’s decision to be engaged at work is based on how that person answers these three questions:

  1. What’s in it for me besides a paycheck?
    This is a primary consideration that gets to the heart of why an employee chooses to stay with an employer based on the nature of the work involved, how meaningful it is, quality of organizational culture, and benefits.
  2. What difference do I make?
    Employees want to know how their efforts contribute to the organization’s mission and goals. This involves having a clear line-of-sight as to how their work impacts the people they serve (customers, clients, patients, members, guests, etc.) co-workers, stakeholders, the community where the organization is located, and the organization’s overall success. Think of the NASA janitor who wasn’t just cleaning floors — he was helping to put a man on the moon.
  3. Does my employer care about me and my work?
    Employees also want their employers to recognize and respect their roles within the organization and support them with the tools necessary to do the best job possible.

Takeaway questions for managers
What are you currently doing to positively or negatively impact your employees’ choice to stay engaged?

And what will you do about it?

Categories
Marketing

3 Customer Questions That Belong in Every Marketer’s Toolkit

Working on new product/service development or re-positioning an existing offering? Then you can’t afford to ignore what your customers and prospects are thinking.

“It’s very easy to think you are the expert on your own product. But in many ways, that’s a myth. The true experts are your customers.” Jamie Wong

That’s why you need to consider your customers’ perspective. Answering these inter-related questions are crucial to your success because they’re what your customers and prospects are asking as they decide whether to purchase from you or your competitors:

  1. “Who cares?” What, if anything, about this product/service offering appeals to me?
  2. “What difference does it make?” Does this offering solve a problem or meet a need (physical, emotional, social, financial, etc.) that I have or anticipate having?
  3.  “What’s in it for me?” Based on real and perceived benefits, is this offering worth paying for in terms of money, time, and convenience; i.e., is it of value to me?

How to get the answers 

Finding the answers is simple: intentionally listen to your customers. Pay attention to a combination of listening posts such as customer surveys, feedback from front-line employees and other employee-customer interactions, call center analysis, complaint tracking, social media, etc., and any additional “voice-of-the-customer” market research that addresses these questions.

Most customers are eager to will tell you what they think, and they’ll tell others as well. Successful marketers respectfully listen.

“Listening is a commitment and a compliment.” Omar Khateeb

 

 

Categories
Customer service Marketing

How Careful are You with Your Brand?

Your brand is conveyed in everything you do to communicate and deliver your product/service offerings; i.e., what and how people think about your brand is based on the experiences they have with your business.

This story illustrates how a business manager formed her impression of a company’s brand when seeking a new payroll processing firm.

“I created a short list of companies and decided to do a bit of research before contacting any of them. My research was to simply visit each applicable website.

Turns out one of them had so many typos I immediately deleted them from the shortlist. Perhaps I should have contacted someone to tell them about the numerous errors, but I suspected they probably wouldn’t care. After all, if they cared there wouldn’t have been any typos, especially on their home page.

My thought process was this: if their website is so grammatically messed up, what will they do with our payroll?”

Organizations in all sectors — B2B, B2C, and nonprofits — need to be vigilant with their brands. In a study of mobile customers, 55% agreed with the statement “A frustrating experience on a website hurts my opinion of the brand overall.” That’s just one segment of customers, and it’s just one channel of brand communication.

Details, details, details …

While a brand is an intangible concept, its impact on the company’s bottom line is tangible. A spectrum of even minor product problems, customer service missteps, and communication errors can impact people’s perceptions of a company’s brand and its ultimate ability to attract or lose customers.

“The most successful people know that you either pay attention to the details now or you will absolutely pay the consequences later.” — Steve Keating, The Wisdom of Brown M&M’s

Can you afford to be careless with your brand?

 

 

 

 

Categories
Engagement

Keep This in Mind When You’re Planning to Restructure

The Reorganization
by David Zinger

They moved us,
yet we were not moved.

They changed us,
yet we remained the same.

Boxes on pyramidal charts
yanked off the shelf
like Cheerios from a grocery store.

They morphed us
into a matrix.
Duties reassigned as we searched
for our coffee mug that failed to move with us.

They pushed.
We stiffened.
Memos menaced as washroom whispers hissed.

Bounce back.
Start over.
Invite us.
Involve us.
Trust us.

We move together,
not chess pieces at war
checking each other into corners,
we play on the same board.

– From David Zinger’s book of poems on workplace engagement, Assorted Zingers, illustrated by cartoonist John Junson.

 

 

 

Categories
Engagement

Random Acts of Acknowledgment

“What a good helper you are!” my mother would say to a young child carefully handing boxes of cereal from the grocery shopping cart to be placed on the check-out counter. I’ll never forget the smiles on the child’s and parents’ faces when my mother would compliment them.

Similarly, smiling at the cashier and fellow customers while standing in line at the drug store … making polite conversation in an office lobby … sincerely complimenting a person’s hairstyle or shoes … these efforts take little time and energy, yet have tremendous impact.

According to research, engaging with and acknowledging others can actually benefit our health.

“People who engaged in simple pro-social behaviors with ‘weak ties’ — coworkers they didn’t know well, people in their fitness class, and so on — reported less loneliness and isolation and a higher level of happiness and well-being than people who avoided unnecessary conversation.” Scott Berinato, excerpt from a special HBR series about connecting at work.

We need such random acts of acknowledgment more than ever.

“At a time of vast and troubling uncertainty, in a world that is being reshaped by technology, small acts of connection take on outsized importance. It’s strange to think that a winning smile from a cashier or a flight attendant, or a nod of recognition from an employee who has seen you three times that week, might matter to the person receiving it — or to the person doing it. But … it does matter, both in terms of creating better human experiences and building more valuable organizations.” William C. Taylor, excerpt from an HBR article.

Positively acknowledging/connecting/engaging others – what a simple, powerful way to make a better workplace, community, and world.

 

 

Categories
Engagement Marketing

Can You Treat Customers Like Employees and Employees Like Customers?

Curiosity. A hunger to explore what works and what doesn’t. Respectively challenging others’ ideas. These are among the many reasons I enjoy speaking with groups of young adults preparing for leadership roles.

I recall one such gathering that involved an open discussion on marketing. We talked about dealing with difficult customers (it’s OK to terminate a relationship with customers when there’s no longer a good fit) and engaging employees with internal marketing (how to apply marketing inside a company to educate, motivate, and engage employees to deliver the brand promise).

“Excuse me,” asked one of the attendees, “but I think you have it backwards. You talk about ‘firing’ customers as if they are employees, and you also talk about ‘marketing’ to employees as if they are customers? How can this be?”

An excellent question … and one whose answer is based on understanding customers’ and employees’ respective roles and their value to a business and each other.

Customers pay for a firm’s products/services, which means they contribute the revenue that helps pay employee salaries. No customers =  no operating income = no business = no employees.

Employees serve customers by providing the products/services offered by the firm. No employees = no business to compete in the market = no customers.

A company needs to apply both marketing and management strategies to developing positive, loyal relationships with employees and customers so it can:

  1. attract, engage, and retain the right employees who are competent and committed to serving customers, and
  2. attract, engage, and retain the right customers whose needs will be best and profitably served by employees.

The takeaway: Yes, you can market to employees and you can manage customers. Done effectively, you’ll be able to work with the best of both.

Categories
Customer service Marketing Training & Development

What Do You Notice About These Three Customer Service Stories?

In honor of National Customer Service Week (observed the first week in October), here are three amazing stories told by customers — all marketing professionals — who experienced and analyzed them. They represent different situations that share a common theme.

Customer experience #1:

“I walked into an Eckerd Drug Store to buy a sympathy card. Before the clerk even rang up the purchase, he took a silk rose from a display at the counter, presented it to me, and said, ‘I’m sorry for your loss. I hope this will cheer you up a little.'” Toby Bloomberg

Toby’s takeaway: “There were no dramatic gestures, no casts of thousands, no high cost involved. Simply an elegant approach to ‘service’ between two people. And when you get right down to basics, isn’t that what “legendary service” is all about — people who go the extra mile to connect to the customer?”

Customer experience #2:

“It was a Saturday around noon at the Hyatt Woodfield hotel in Chicago for an American Marketing Association chapter leadership meeting. Just as our people were sitting down to lunch, the first alarm went off. We were quickly hustled outside by the staff and stayed outdoors for the better part of an hour due to a water emergency.

“A couple of weddings were scheduled to take place at the hotel later that day. One of the brides arrived that morning and, not finding a closet hook high enough to hold her wedding gown off the floor, she hung it on a fire system water sprinkler. The weight eventually broke the sprinkler head, spewing rusty water all over the gown in her room and other rooms on the floor that were linked on that sprinkler water line. The water also leaked through to rooms below the bride’s floor. The hotel could have easily blamed the bride for her misfortune and the inconvenience caused to everyone else in the hotel. But instead they summoned a limousine, took the bride and her mother across to the Nordstrom’s at Woodfield Mall to buy a new dress.” Chris Bonney

Chris’s takeaway: “I don’t know if the hotel was insured for this kind of thing or not. But they knew that it was cheaper for the bride to get a new dress so that her wedding could proceed and worry about the details later. They recovered the situation without embarrassing the bride and her family.”

Customer experience #3:

“My husband and I were traveling to Boston to attend a conference for his work when I had a medical emergency on the plane. Upon landing at the airport, I was immediately taken off the plane in a special ambulance gurney and transported to the hospital. While filling out our medical forms in the ER, my husband and I suddenly looked at each other to ask, “What happened to our luggage?!” since we left the plane in such a hurry.

“While I was in surgery, my husband took a taxi to the conference hotel and explained our situation. The Marriott Copley Hotel front desk clerk called the airport to find and hold our luggage. The hotel also arranged for a staff member to drive my husband back to the airport to collect the luggage, drop him off at the hospital to be with me after surgery, and place our luggage in the hotel room for when my husband returned.” This is my customer service story.

Here’s my takeaway: “In our situation, we were guests who arrived at the hotel with a problem that had nothing to do with the hotel itself. Yet the front desk staff showed their compassion and concern by going the extra step take care of us.”

What these stories share

My colleagues and I had different customer experiences with a common theme: demonstrations of exemplary service by employees who were empathetic and responsive to their customers — all in situations where the service provider did nothing wrong. Nonetheless, front line employees went “above and beyond” to do everything right.

What’s equally impressive is that these experiences took place more than 25 years ago. Extraordinary customer service — good and bad — leaves a lasting impression.