Profiting & Growing

Nearly all organizations are continuously striving for sustained profit and growth. The primary difference among these organizations is not their objectives — but the course of action they take to achieve these objectives. This raises the question as to which is the best approach. As one would imagine, there has been abundant research to answer this question.

The best managed and most extensive research conducted by the Strategic Planning Organization and other think tanks does arrive at a common conclusion ... the business variable that most consistently correlates with profit and sustained growth is Customer Loyalty. Those organizations with the highest levels of Customer Loyalty have the highest ROI and ROS.

The opportunity to maximize sustained profit and growth is not to aim at these objectives themselves but to enhance your organization’s level of Customer Loyalty. While Customer Satisfaction and Loyalty are impacted by virtually every business initiative and process, most customers when asked how satisfied they are with a supplier’s performance will inevitably discuss what an employee did or failed to do for them.

So maybe this Customer Loyalty challenge is not much of a challenge at all – we will just tell our employees how important they are to the retention of customers and ask them to meet each customer’s needs and expectations with new vigor. We’ll provide them all with “smile” training.

Nope, that approach has been tried, tried, and retried with little sustained employee behavior modification.

Instead, the organizations that have the highest Customer Loyalty — Disney, FedEx, L.L. Bean, Nordstrom — realized some while ago that there is no short cut like “smile” training. However, with the significance of the impact of employee behavior on Customer Loyalty, they have developed a set of initiatives and processes that result in enhanced Customer Loyalty via customer pleasing employee behavior.

After extensive research, benchmarking these Customer Loyalty-focused organizations and years of consulting experience, TFG has develooped a proven, effective, and practical series of processes that result in enhanced customer focused employee behavior and Customer Loyalty.

The Focused Employee Service Matrix® reengineers many of the human resource processes used in nearly every organization. However, the Focused Employee Service Matrix® results in processes designed for enhanced Customer Loyalty via:

> Designing customer desired behaviors into the recruiting, interviewing, and selection processes.
> Bringing to life the significance of Customer Loyalty to both the employees and the organization during new employee orientation programs
> Rewarding customer satisfying employee behavior with a series of non-monetary recognition
programs
> Sustaining desired employee performance through the organization’s merit, bonus, promotional and other compensation tools
> Educating employees and allowing them to experience the most significant service expectations for their jobs via developmental workshops

Also utilizing standards of performance, organizational communication, performance management, coaching and counseling, service leadership initiatives, etc.

Summary

You can attain greater levels of profit and growth by orienting, developing, recognizing, and rewarding your employees to meet your customers’ needs and expectations.

Your employees will welcome these initiatives and associated processes. Your customers will certainly appreciate the results and stay with you.

And you will enjoy the ever increasing cash flow.

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