Employee is the most important customer
T. Karekalan Department of Management Eastern
University
The Sri Lankan market comprises many small- to medium-sized "service"
businesses. I look at these organizations and wonder if they are a
product of their product. To be truly successful, a business really has
to serve two customer bases. The customer base most focused on is
typically the revenue-generating one.
However, considering cause and effect, the internal customer (the
employee) should be on at least an equal footing with the external
customer. This leads me to a question to those of you who lead or manage
people:
The longer people work together, the more familiar and
comfortable things get |
If you consider the people that worked for you as your largest and
most important customers, would you behave or see them any differently
than you do today?
For those who have a tendency to lean on authority to motivate their
employees, let me give you something to think about. Reporting to you on
a daily basis means that we have a customer relationship.
I say this because if I do not keep you satisfied you are going to
help me move my career in a new direction. However, if I am not
satisfied with you, I have two options. I can resign or go on silent
strike.
If I choose the latter, I will give you only the minimal performance
to keep my job, but you are never going to be able to get spectacular
results from me. While this is scary for any business, it can be
devastating in a service business.
Let us consider internal customers from three different perspectives:
external customer, other internal customers, and bottom-line impact.
From the external customer standpoint, they are going to be most
comfortable dealing with familiar faces that know exactly what, when,
where, and how they like to receive their service. Given that most of us
are creatures of habit and routine, every time that routine is broken I
believe you put your customer relationship at risk.
From the other internal customer standpoint, things work the same
way. The longer people work together, the more familiar and comfortable
things get. We really can build a strong enduring team as long as we do
not get complacent and employ proper leadership and management
techniques.
However, the rules change dramatically every time someone leaves or
someone new is introduced to the team. Even if things do not get that
dire, it is likely that morale will decline as people have to take on
extra workload. If it goes on long enough you can rest assured that the
external customers are going to see quality, service, and customer
satisfaction decline.
Let us not forget about the bottom-line impact of internal customers.
I have read all kinds of statistics that range as high as
25-times-salary for turnover of a key management position.While I cannot
validate that number, I can point out that you will potentially incur
recruiting costs, lost sales, overtime pay, and other costs as a result
of employee turnover.
This has to add up to a minimum of three-times-salary. On the upside,
think about the results accomplished by your most highly motivated
employees, particularly with regard to attracting, servicing, and
keeping internal and external customers. Keeping these individuals gives
your business a tremendous competitive advantage.
Consider your internal organization as your best and most important
customer and ask yourself the following questions: * What is my strategy
for customer retention? * How well do we communicate "with" employees
rather than "at" employees? * What is our interdepartmental strategy? *
Does it take an act of Congress to get something done around here or are
we fast on our feet? * How are we going to identify and nurture talent?
* How do we create career opportunity even though we are a small
business? * What types of leadership, management, and customer service
development do you offer your people on an ongoing basis?The decision is
up to you! Find and polish your gems today, or spend lots of your
organization's valuable time and money salvaging and finding new
internal and external customers. |