The Secret to Delighting Customers: Putting Employees First

Monday, July 4, 2016

Happy CustomerSo we all agree that happy customers not only return, but share their positive experience. Consequently, organisations looking to thrive are constantly looking for ways to keep customers happy.

Recent research by McKinsey&Company, through Dilip Bhattacharjee, Jesus Moreno and Francisco Ortega (Read it here), has found that a major contributor to keeping customers happy is to empower employees. While most companies understand the need for engaging customers, and have made it a strategic priority, many struggle with the implementation simply because it falls down at the front line. The reality is that the front line staff are the ones who engage with customers, and unless they are on board then all the best strategic intentions in the world are not going to do the job.

Bhattacharjee et al found that there were four key approaches to developing workers that were consistent amongst those companies that were successful in keeping customers happy and engaged. These are:

  1. Listen to employees and deal with the problems and needs as a priority
  2. Hire with attitude, not aptitude, in mind, and build on this attitudinal strength
  3. Instil frontline workers with purpose, not rules
  4. Tap into their creativity by assigning autonomy and responsibility

The article, well worth a read, illustrates these points through an actual case study of an organisation that has implemented these and found the associated success that goes with it. It concludes by pointing out just how much easier it is for customers to shift loyalties, which has increased the need for companies to ensure the frontline workers who interact with their customers are engaged and valued.

The Avondale Business School can help you and your team develop these customer service and employee management skills – find out how by contacting Warrick Long at the Avondale Business School.

E: [email protected]

P: 02 4980 2168