Recently I executed an employee engagement survey across a client organization. When I compared the senior executive team with the blended front-line results I discovered a very troubling outcome.

The senior executives were almost unanimous in the belief that they had done an excellent job of communicating the core values of the organization — yet results from the front-line indicated exactly the opposite.

Even worse, some of the comments indicated that the values the front-line were observing were inconsistent with the “advertised” values.

Too many organizations believe that the values are clear in their organization. However, all too often, the values that are communicated are coming via actions rather than words — or the actions speak louder than the words.

Here are few questions to ask yourself.

• Have you crystallized your values and written them down?
• Does everyone at the senior level of the organization agree and commit to live by these values?
• Did you involve your employees? Were they involved in establishing the organizational values? Do they feel ownership?
• Did you solicit buy-in across the organization and give them an opportunity to discuss them and what they mean in their daily lives?
• Do you regularly communicate the values? Do you explain your decisions in the context of your values so everyone understand how the values come to life?
• Do you live your values? Actions speak louder than words — are your values being demonstrated on a daily basis in your decision-making?

My Perspective: If you don’t have clearly defined core values, this is a missed opportunity to influence and engage employees. Too often organizations have a communications plan — but it doesn’t do a very good job of communicating internally.

Having a clear set of values also let’s people know what kind of organization is being built and they have an opportunity to decide whether they want to belong to that kind of organization. And in return, you have the evaluate people for a good fit with your team.

Clarity is key.

Are you finding that you are not hearing the fresh ideas and new thinking in your organization that you would like. Are you often faced with sitting through presentations that sound like the same ideas rehashed again and again.

Well maybe you are burying good ideas under a bad process.

Before you hear their ideas — are your teams spending time getting them “right”? Are they vetted, reviewed, revised and debated around in circles until all the edginess and excitement has been “fine-tuned” right out of existence.

Imagine if ideas for the iPhone had been fine-tuned to death before they were presented to the boss. Of if space travel had been fine-tuned before making the suggestion to president Kennedy?

My Perspective: As a leader it is your job to foster an environment where good ideas become great — not where good ideas get ground down into mundane ideas.

Instead of insisting that ideas are thoroughly vetted before your hear them, instead find ways to be part of idea generation sessions where you have the opportunity to hear raw, unfiltered ideas that need championing, not fine-tuning.

Skip the fancy presentations, remove the filters, roll up your sleeves and create idea incubation sessions where people present raw ideas and concepts that aren’t well thought out, but still hold the promise of greatness. Then embrace some of these ideas and help them grow with your support.

Just think, one of those ideas might turn into the next Google, Zappos or iPhone.

Just imagine

Many people are familiar with the expression, Start, Stop, Do Different from personal evaluation processes — those regularly scheduled reviews by our supervisor. They will often use this outline to give us feedback of our performance.

But I also think it should be used more regularly, both personally and with colleagues.

No leader improves without feedback and personal introspection.

So rather than waiting for a formal review by a supervisors, consider asking your colleagues these questions.

1. What should I start doing? What activities or behaviours should I add into my daily activities to provide more leadership to my team?
2. What should I stop doing? What behaviours are unproductive or are interfering with my ability to positively influence others?
3. What should I do differently? What can I do differently to lead my team to achieve greater success?

Lastly, don’t forget to ask what you should keep doing — what behaviours are working and should you continue to demonstrate? In your effort to improve don’t forget to reinforce the positive attributes and behaviours that are working. So be sure to confirm those as well and make sure they don’t get lost in the quest for improvement. After all growth is about building on top of versus replacing.

My Perspective: Whenever I am asked to speak, at the end of every presentation I ask the question, “Beginning tomorrow, What will you Start, Stop, Do Different, as a result of what you have heard today?”

It might be worthwhile asking yourself and others these questions on a more regular basis if you want to become the leader of your dreams.

Best Practices. Another great business term we all know and love. We love to throw out in meetings because it sounds good and rarely will anyone disagree.

It’s safe. But is it wise.

Who said that adopting best practices is right for your business? Maybe it’s the wrong thing to do in your case.

Sacrilege? Maybe, but here are few thoughts to consider before deciding whether to adopt best practices or develop your own best practices.

Are They Transferable? If the best practices are to work effectively in your business, then the businesses have to have similarities. Do you share similar strategies, customer groups, work forces, business models, margin structures. Before deciding if adopting best practices make sense, make sure you are not trying to jam a square peg into a round hole.

Is there a Downside? What happens if you are wrong? Can you respond quickly and refocus? Make sure that you have an escape plan if you don’t see the results you anticipate. However, don’t bail too early since any new initiative may initially reduce productivity. Ensure that you have a clear set of evaluation criteria, aligned with a time-line when you expect to see some deliverables that will confirm you are moving in the right direction.

Are the Best Practices the Success Factor? Companies may succeed — or not — for many reasons. Don’t be too quickly assume that the success of a company is because of their “best practices”. Some companies succeed in spite of themselves because of a host of other reasons. So before you adopt their best practices, be sure to examine other reasons for their success. If there are not evident in your business environment, dig deeper before making a decision.

My Perspective: Studying best practices is great input to your own thinking. It is always good business to look at other businesses, both inside and outside your industry. But don’t fall in love too quickly with the success of others.

Evaluate and test anything you see as a best practice against your own business model to make sure it makes sense. Selectively choose those that make sense and then adapt versus adopt to your business. That way you create your own best practices based on the best thinking that is applicable to your business model — and they will be uniquely suited to your business.

And then other companies will look at you and want to copy your best practices.

Remember, even best practices were once a new way of thinking that drove success in a business — that’s why other people copy them.

This is our final article in the series of six articles dealing with different aspects of excellent customer service and how it leads to an increase in your overall profitability. It is now available for download as a White Paper at www.BillHogg.ca.

If you have been following along, we have focused on a number of elements of the customer service experience that lead towards building stronger — more profitable — customer relationships.

Every single interaction with a customer affects your business. Whether it is positive, neutral or negative, the goal is to build a loyal relationship so they return again and again to spend their money with your business — and tell their friends. This leads to greater profitability. The loyal customer is the ideal customer and all employees should be focused on building loyalty at every opportunity.

In this article we’re going to cover a few key ways to turn customers who are satisfied into those loyal customers who are responsible for most of your company’s income. Loyal customers mean more profitability for the company and stronger job security for the employees. Customer loyalty literally pays the wages so taking active steps to turn satisfied customers into long-term loyal ones is in everyone’s best interests.

Actively solicit customer input
How many companies demonstrate an interest in what their customers want to see happening in the store? Regular customers may surprise you with ideas that are really good. Of course there are bound to be some that are impractical. But why not ask them what they would like? Tap into them as a vital resource.

There are different ways to get customer input. One method would be to have a suggestion box in a prominent place. Another would be to have a section on your website that enables customers to provide feedback for you to act upon.

Although many businesses can use a similar technique, we’ll use a restaurant as an example. As patrons get up to pay their bill, many restaurants ask “was everything okay…” only to receive a curt “yes” as the patron rushes out the door. A better way to handle this would be to ask them what you could have done to improve their dining experience.
This type of question signals that you are interested in hearing what they have to say and encourages customers to provide feedback on how you can improve — versus just hearing from customers who want to complain.

It’s essential that you take action based on the feedback provided and you could even give that customer a $10 voucher to use on their next visit so they can see for themselves that you have listened and taken action.

Treat every customer like pure gold
Every customer that walks through your door is a chance for you to make a good impression and create a loyal customer. But how do you do this? You have to “read” each customer because they’re all different. Watch their body language. Do they come in and demand immediate attention or do they want to browse first?

We all experience that salesperson that comes up and offers help and if you don’t need it, they stand there like a vulture, watching and waiting. Let them browse if that’s what they want. When they want help, they’ll ask for it. Once you have made yourself available, step back and give them space.

It’s essential that you provide the service they need without being too pushy. You can actually drive them out the door if you push too hard. Once they ask for your assistance, then it’s time to shine. You want to make their customer service experience a positive one so they’ll come back again and again.

Try to personalize each customer interaction to suit the specific customer. If they’re chatty, have a brief chat with them while helping them. If they prefer to simply pay for their goods, handle them courteously and professionally so they can get on with the rest of their day.
Anticipate and meet their needs on every level and they will have no reason to go elsewhere. If you exceed their customer service expectations, they’re well on the way to becoming loyal customers.

Look for Small Ways to Exceed Expectations
In many cases, your products or services may be similar or identical to those of your competitors. If that’s the case, you have to find the small things that will differentiate your experience and add up to an outstanding customer service experiences that not only inspires satisfaction but loyalty too.

Some examples can include: ordering in items that you may not normally stock, carrying heavy items out to the customer’s car, providing a delivery service, offering a free gift wrapping service, ensuring your store registers are always open when the queues build up and being a little flexible in your hours of operation if circumstances dictate.

Customers see these little things as big to them although they may seem insignificant to your overall business. If you’re doing all the extra things that your competitors don’t care enough to do themselves, you’re sure to stand out as a business that really cares for its customers in every possible way.

Build relationships
Everyone likes to hear their name used by other people, whether they realize it or not. Employees should get to know customers and use their name (if appropriate) whenever possible. This creates a relationship that is a little more than just an employee/customer relationship.

If your team greets people by name whenever they enter the store, the customer will feel welcomed and be more inclined to keep coming back. Obviously this isn’t always possible but it’s definitely easier to do than people think, especially if the same customers keep on coming back.

If you keep a database of your customers, you can send them promotional material and discount information on a regular basis. While this may not be a new idea, you can add another function to your database. Utilize it as a reminder service and send out birthday cards to your customers, letting them know that you do care. Make sure the card is handwritten so it’s personal. Perhaps you can include a small gift card or voucher to honour their loyalty and encourage a return visit. This sort of touch lets them know you care.

Conclusion
We have covered a lot of different aspects of customer service in this series. Everything is important when dealing with customers, even if it may not seem that way at the time. Loyalty means everything to the longevity of the company and employees must be trained to have “big picture thinking.”

Without customers, your business would cease to exist and so it’s critical you do everything in your power to ensure that every single customer gets the best treatment, no matter what they need.

It’s not enough to merely satisfy your customers — you can’t differentiate yourself by simply providing that basic level of service. You need to work smarter to build loyalty.

And remember, make them unhappy, even once, and your competition will be glad you did.