Employees Are Your Most Important Customers

I recently read “The Responsibility Revolution: How the Next Generation of Businesses Will Win” by Jeffrey Hollender and Bill Breen. The premise of the book is that companies are starting to (and should be) focused on the social aspect of their business rather than just selling more products.  The social aspect includes doing good for your community as well as the environment.  Throughout the book, case studies are given on companies such as Seventh Generation, Threadless.com, Southwest Airlines and Marks & Spencer to name a few. 

I found the book very interesting and it made me realize how important it is for companies (of all sizes) to be good to its employees, customers, community and environment.  So often companies are too worried about their bottom line.  Although it’s absolutely understandable, especially when you’re a public company and Wall Street is breathing down your neck, it’s still our responsibility to be good to all.

My favorite (and most relevant based on my customer reference and loyalty background) part of the book was chapter three which is called “Not a Company, but a Community – a Blueprint for Summoning People’s Potential”.  Former Southwest Airlines chairman Herb Kelleher is quoted saying “When you treat [your employees] right, they will treat your customers right. This has been a powerful competitive weapon for us.”  How powerful and true of a quote is that?!  If you have happy employees, it’ll be passed on to your customers.  Happy customers also lead to repeat business and increased referrals which then leads to increased profits and a reduced amount of spending on gaining new customers. 

Another section of the chapter refers to a 2008 Towers Perrin study which stated “71 percent of the respondents said they were ‘disengaged’ or ‘disenchanted’ at work.  The study reported that employees ‘care a lot about their work’ and they want to ‘learn and grow.’”  Eye opening huh?  What if we actually treated employees like our customers?  Not a bad idea.

I Love You, but I’m Not IN LOVE With You!

We’ve all seen the movie where the girl or guy turns to their significant other and says “I love you, but I’m not in love with you.” Sometimes it’s hard to believe while other times you want to yell at the TV and say “Duh!!!!!” Shouldn’t the recipient of the news have known? You can tell when someone loves you compared to being in love with you right?! Most of the time I think it’s pretty obvious.

Companies often fall into the same situation when you change the first “love” to “satisfaction” and the second to “loyal”. Companies tend to think that satisfied customers are enough, but it’s not. You want loyal customers! Companies also tend to think that satisfaction and loyalty are the same.  They are very different!

To read more, please visit my guest blog for The Insight Advantage.

“Things to Think About” for the Reference Professional

#crlp WOMM can be as powerful as your sales team.

“Things to Think About” for the Reference Professional is a weekly blurb to get you thinking. You can find content here on this blog or at Twitter under the hashtag for Customer Reference and Loyalty Professionals #crlp.