The people value which organizations and associations bring to customers’ tables influences whether customers will stick with you. Or not.
Your people, and their understanding of the intrinsic value they provide to stakeholders and customers, are your “secret sauce.”
Yet, my work with employee stakeholders often showcases how they struggle to define and describe their purpose. Rather than their job function or title. Because many hiring practices and business models are not set up to encourage employees to think bigger.
As a result, not only do employees short sell their value when working with internal and external customers. Overall, the organization sells itself short, both collaboratively and competitively.
Retain customers by focusing on people value instead of just on products and services.
When customer experience is on the receiving end of increased employee churn rates, the only constant customers rely on is product and service performance integrity. In spite of the “current” sales rep handling their account. Or, the “current” customer service rep taking their call, when performance integrity falls short.
That scenario creates skeptical customers. Consider the factors influencing why customers “buy into” doing business with your organization or association in the first place. And I am talking about more complex performance scenarios, rather than acquiring customers only because you offer the lowest price for commodity products.
Regardless of the size of your business, how do you measure the people value behind the products and services you provide?
And then what happens? This often-ignored next step is critical to business growth.
- If your organization or association equates people value with customer satisfaction scores, how do you communicate these outcomes to internal stakeholders?
- Do you only share negative findings? When customers complain about products and/or your people?
- Or, do you focus on doing the positive things which grow the people value that underpins product and service performance? Even when customers do not write up any employee kudos. And even when customers do not have any complaints, because they are happily humming along.
The big guns like Deloitte and Gallup continuously issue large-scale findings on the value of continuously identifying factors which positively impact the client value of your human capital value strategy.
If you even know about, let alone read, these reports: what are the small things you do that can make a big impact on each employee’s perception of their value? Because employee self-perception of their intrinsic self-worth has a huge impact on their performance. You know that. I know that too.
Yes, this process seems so obvious. Yet, continuously reinforcing this people value dynamic continuously seems to fall through corporate cultural cracks, doesn’t it?
Instead of wondering “what just happened” when customers are lost, why not capture the people-process-outcomes value equation that retains customers?
If customer and employee churn still come as a surprise to your planning and strategy processes, consider the value of focusing on the people value in your organization. When internal and external stakeholders know they are valued and appreciated, product and service delivery is enhanced.
What are your next steps towards reinforcing people value in order to retain customers and stakeholders?
- Planning your next corporate or association meeting? Engage me to deliver one of my speaking programs or workshops for a refreshing change from the same-old stuff. Catalyze your mindset and skill sets!
- Book a 45-minute strategy session with me. Gain clarity, focus and tactics to better serve yourself, so you can better serve your customers.
- Subscribe to my blog. Never miss another insightful post.
Babette Ten Haken brings her One Millimeter Mindset™ speaking programs and workshops to organizations and associations, like yours, who want to leverage collaborative business models and profitable workforces to retain the customers you work so hard to win. Her programs catalyze communication and collaboration between disparate or siloed groups, especially in industries with technically-focused stakeholders.
She is a member of SME, ASQ, SHRM and the National Speakers Association. Her playbook of communication hacks, Do YOU Mean Business? is available on Amazon.com.
Image source: Fotolia