For decades I have seen stories about how customers need to come first for the success of a business. I actually bought into this theory for a number of years (blush). But, after observing a number of companies up close and how this goal is implemented, I realize there is a significant problem with that approach.
It sounds good to put the people that pay you money should have the first priority. Fawning over the customer as they give you their business is very compelling. Watch movies about hotels or fancy restaurants and you can see how the customers are treated exceptionally well.
I am not saying that customers should not get any attention – they need to get your full attention. They just should not be the first priority. In the priorities of the company, customers should come second.
First Priority
The first priority should always be the employees. That is right, the people you boss around and force them to do things they don’t want to do should come first. You should treat employees almost like customers, make them feel special, back them up when there is a problem (even with a customer), give them schedules that help them live a balanced life, make sure their skills fit their role in the company and gush over them on a regular basis.
There is a management trick that is so easy yet performed so rarely that it is stunning. Take extensive care of the employees and reminding them how much you value their work and how they contribute to the success of the company will do wonders for your productivity. I will be writing in the future about how employees are starved for attention from their management.
I wrote earlier about the management style of Pete Carroll and I think he has taken that methodology of making his players come first. Ultimately, the fans are the customers of a football team but if the team does not win, the team is failing its customers (the fans). Absolutle fanatical focus on the players brings out good results and a strong support from the fans.
The company that focuses on its employees putting them first, will ultimately satisfy their customers above and beyond any other company.
A customer at a store where the employees have fantastic support from management will get great service. I can walk into a store and, in a short time, tell how well management is taking care of its employees. Especially if I have a difficult purchase or return.
Recently I visited stores looking for a new bed. The old bed had given its life for my comfort but it was entering the Social Security phase of its life and causing me to be crankier than normal. I like shopping for a new bed about as much as I like getting a boil lanced. Important to do but a major annoyance.
The first store was a large national company that had many beds and the salesperson was unemotional. He answered my questions but didn’t exert himself any further. Clearly, he was mailing in his job.
Second store was worse. It was a mattress only store but the salesperson informed us the company was going through an ownership change…that was a great confidence builder. When I found a bed that was close to what I wanted, he started the big sales squeeze and wanted to know where to deliver the bed. That was enough for me to do a speedy exit. To make it worse, he took my phone number to look up some information and said he would call in the next few hours – never heard from him again.
Third store was an amazing difference. It was a family owned dedicated mattress location where the daughter of the owner first discussed the options. The difference was electric. A little later, I spoke with the owner and several days later I ended up buying a bed at this store. We checked online and found rave reviews for that company.
The difference between the three stores was astonishing. The large national chain probably had a bad middle manager, the dedicated mattress store had a guy about to lose his job with the ownership change. The last location was fully engaged and very interested in the business of selling a bed. They even threw in sheets, a fancy pillow and future discounts on products. Amazing.
Employees are the most critical element of a business. Take good care of them.