NFIB

Focus on the Customers
02/ 25/ 2004

by Jeffrey Moses

Sales staff and receptionists deal directly with customers, but many small companies have key employees who work completely behind the scenes, never having direct contact with the people who purchase the company's products or services. Too often, these employees work in a "customer vacuum," meaning that their work is performed without an ongoing awareness of the fact that everything they do is ultimately pointed toward satisfying customers.

The result may be that tasks are performed without the attention to detail or innovation that produces true excellence. For example, a clerk who assists in the accounting department may be directly involved with sending invoices and receiving payments. These tasks can become so repetitive that the employee's work becomes automatic, with all personal, human touches removed. Customers' names may be misspelled, addresses not updated in a timely way, late notices sent out by mistake or call-in questions not answered, which all make the company appear not to care about customers as individuals.

Another example is an employee who works in the manufacturing of a product. Usually, such an employee has a daily or weekly quota, and may, over time, begin to do nothing more than is required to get the job done. Imagine how much more attention and care might be given to an item that the employee knew was for a family member or close friend. Suddenly, they might start examining each detail and creatively looking for ways to improve the product.

When all employees behind the scenes work as though each thing they do is to give the best product or service possible, true customer awareness emerges. This can reduce customer complaints and warranty returns, greatly enhance word-of-mouth and transform a company's image.

Some of the best ways to encourage a customer focus are:

Don't allow behind-the-scenes employees to become isolated from front-line staff. Bring them together with the sales team or with service technicians in meetings or even company-sponsored social events.

Have behind-the-scenes employees accompany sales or service staff when visiting customers. This gets employees out of their routine, allows them to learn what customers are thinking, and fosters an awareness that everything done by the company is ultimately to address the needs of individual customers.

Encourage customers to visit your offices or facility and take them on a tour. Introduce them to back office staff, describing what each employee does. Always emphasize how each employee contributes to the overall company effort.

Encourage employees to personalize their work as much as possible. Customers appreciate little notes on invoices, sales material or memos from staff they talked with on the phone or met while at the facility. Just saying "Nice to meet you" can mean a lot -- and in so doing, employees will take the extra care that comes with knowing their every effort is for customer satisfaction.

Recognize and reward innovation and attention to detail. "Employee of the Month" awards and other employee recognition programs should be partially based on excellence in customer awareness. When an employee discovers a better way to do something for customers, share that information with other employees and give recognition to the innovative employee.

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