Customer-focused. It is one of the most commonly used terms by organizations, especially in the service industry, when describing themselves. But how important is it to be customer-centric? Does it really deliver the best results for the customer? More and more companies believe in an employee focus as the optimal strategy for customer satisfaction.
Why put employees before customers?
"Not customers, but employees come first. When you take good care of your employees, they take good care of customers."
It's a famous quote from successful entrepreneur Richard Branson. The idea behind it is that employees who feel valued and respected are happy to devote themselves fully to the customer. Satisfied employees then make for satisfied customers who purchase more products and services, which makes for satisfied shareholders.
"The employee-centric approach brings you success faster than the customer-centric approach."
The employee-centered approach
A few guidelines to ensure happy employees:
- Make employees feel safe and enjoy going to work:
Employees should enjoy working for your company. Make sure they work in a pleasant environment and feel safe and respected. Not only the physical work environment, but also the company culture is important in this.
- Reward and value employees:
This goes beyond salary. Motivate people, compliment them on their choices and efforts, and let them know how important they are to the organization. Make employees realize that they actually have an important contribution to the organization and how happy you are about that.
- Give employees the space and mandate to make decisions:
Trust your employees. Give them space to come up with ideas and initiatives and implement them. Even if that sometimes goes wrong. Employees who make their own decisions and take responsibility grow in their roles, are involved in the company and proud of the successes achieved.
The shortest path to success
The employee-centric approach will bring you success faster than the customer-centric approach. After all, when you put the customer first you go for the best products/services, great service and optimal customer experience. That's very ambitious in a competitive market. A much faster, more enjoyable and successful path to success is making sure your employees are happy. Then they will do the rest. This takes time and attention, but it will pay you a lot in the end. Moreover, it will make a lot of people happy and you get to work every day in an enjoyable, positive, successful organization!
Philip van Kemenade is marketing manager at Dysel and has daily contact with end users of software.
