Let’s take business as a world governed by three powerful forces. The First is the entrepreneur with the power to solve and create. Then there’s the employee with the talent to execute, and the customers with the money to buy. Each force must act to sustain this world.
We will not oppose the position that the ultimate power rests with the customer. Look around. For business managers, the “customer is king” mantra is not up for debate. However, when we speak of profit and growth, many human dynamics overwhelm this mantra. It’s crucial to understand the powers of these three forces (entrepreneur, employee, customers). Doing so will help you focus your efforts on what and whom it takes to build a successful business and keep customers happy.
- Understand How Powerful Customers Can Be
“How is it that some powerful businesses with great following defy customers and never get canceled? Why are customers not using “this power” to cut ties with such companies?”
Employees help these businesses build customer trust and loyalty. Perhaps, these companies have figured a way to influence how employees and customers use their powers. They know precisely how to keep customers loyal and happy. (Sometimes, they impose products on us, and well, we buy). So what’s the catch?
In their profit-focused business model, a team of Harvard professors discovered the factors that drive profitability today are mostly internal events.
In their theory, employees’ ability and attitude to service delivery shapes customer loyalty. It can also impact the continual growth of market share. Perhaps, this accounts for why disgruntled staff may not be the right people to deliver the value you seek for customers.
2. Recognize the Power of Employees
“At the center of value is seated the happy employee whose outstanding delivery and performance abilities rest on enabling organizational support systems and HR policies.”
The Harvard team’s position suggests continual profit and business growth are results of customer loyalty. But those two success indicators are not presented as the individual efforts of customer’s choice. They’re outcomes of internal events spurred by the employees.
Thus, customer loyalty wouldn’t happen without the satisfaction derived from the service or product value. At the center of this value is seated the happy employee. His and her outstanding delivery and performance abilities are mostly shaped by enabling and frustrating organizational structures.
3. Make Employees Matter in Branding & Marketing Strategies
Marketing begins with treating your customers right. Your customer represents an unending chain in brand reputation and influence. Your brand iswhat people say about you when you’re not in the room. Think of what will happen in a room with employees and customers. Employees can be powerful passive initiators and influencers too. They’re the courtiers of the customer who is king. Their passive communication forms may not be vocal. But they can send subtle messages in powerful ways.
4. Learn How to Build Employee Loyalty and Keep Customers Happy
“Respecting your customers means paying more attention to employee wellbeing. Employees are the very face of your brand.”
Employees mirror the organization. Through their conduct and service, customers can tell if the company respects them. A disgruntled employee may not be verbal about dissatisfaction. But actions they say speak louder. Respecting your customers means paying attention to employee wellbeing.
Employees are the very face of your brand. What they show the customers is the law. This message travels to other potential customers. It creates a brand reputation that’ll make you or cost you more to repair.
Additionally, there’s organizational culture and employee feedback. Including employees in the creative and decision-making processes can build employee loyalty. But this is not the end. Online marketing strategies, social listening, and emotional intelligence are impactful tools for all, especially managers heading sales operations and customer service, and other critical teams.
Similarly, HR teams must continually recommend investments in people. This suggestion may vary from compensation to HR practices focused on driving performance. By being pro-employee, companies are also on the path to employee satisfaction and retention. Yes, because the inevitable can be only customer loyalty.