This is a guest post by Dr. Tracy Maylett, Ed.D.. Dr. Maylett is the Chief Executive Officer of DecisionWise, an HR management and consulting firm specializing in employee engagement. He offers an intriguing viewpoint on providing great customer experience.
Want a Great Customer Experience?
Is your organization’s success dependent upon creating an extraordinary Customer Experience? Then start by ignoring your customer. No, really.
“If you want a successful customer experience, start by ignoring your customer.” -Tracy Maylett
Throwing resources at your customer experience does not guarantee a transformative one. You can redesign stores, roll out cool new products, and engage customers on social media. You can implement every form of customer satisfaction measurement known to man. There’s nothing wrong with those steps. But without employees who care, a beautiful store is just a pretty shell. A sparkly new product is just another new release with a limited lifespan—if it even makes it out of the production room.
Without people engaged in their work, where are those cool innovations coming from? Where are the people who care about the superlative customer experience? Don’t get me started on the dangers of having jaded staffers interacting with customers on social media.
“Throwing resources at your customer experience does not guarantee a transformative one.” -Tracy Maylett
Creating a strong customer experience is like gardening: hoping and measuring won’t give you the results you want. Gardening requires tending to the components that create the desired outcome: using soil amendments, watering, and weeding. The gardener can’t do much more than that. But, assuming it’s done well, the odds of a solid harvest are high.
Growing a successful organization works in the same way. Success comes through quality products, stellar customer support, prudent financial decisions, great leadership, and employees who personally care about delivering an extraordinary customer experience. When an organization can create a top-notch Employee Experience, the likelihood of delivering a superior customer experience increases exponentially.
The opposite is also true: When employee experience is poor, the customer experience will reflect it. We call this the “Law of Congruent Experience.”
“When employee experience is poor, the customer experience will reflect it.” -Tracy Maylett
Every day there is a war for talent. When the economy is roaring, the war gets a lot of attention. Human Resource departments will circulate reports about the hot market. Reporters jump into the fray with articles warning executives about the market. Managers quickly realize that the market is hot, not only because of the articles, but also because recruiters start calling more often.
“A great person attracts great people and knows how to hold them together.” Johann Wolfgan von Goethe
No company wants to see the best people leave for other opportunities no matter what the economy is like.
Winning the talent war is a complex goal combining leadership, culture, opportunity and other intangibles.
The war for talent happens every day, in every economy, and inside of every organization. It doesn’t just happen when the economy is expanding, nor in the hot sectors like technology. It rages on everywhere, in every organization, continuously.
Instead of looking at companies battling for talent, look at it from a different perspective. Consider the talent wars raging INSIDE the organization.
Step back from it all, and be on the alert inside of your company:
Watch the leaders who attract talent.
Yes, leaders who attract outside candidates are worthwhile to watch. More interesting is to see if a leader attracts talent from within the company. That means that the manager has created a unique environment, a culture that is worth watching.
Watch the leaders who send the talent.
Some managers are especially good at sending leaders. This means the person or group may be especially good at developing next generation leaders. As a result, the manager ends up with raving fans throughout the organization. Study this person’s methods and replicate the success. Leadership is not about direct control but about influence. This manager’s influence is likely growing faster than others.