Your employees who are dissatisfied with their positions are a tremendous obstacle to developing customer loyalty. Let us be honest, as you are walking into or calling a place of business, what would you want to experience as customer or potential customer:
- Happy Campers that being happy employees who are satisfied with their positions?
- Unhappy Campers that being unhappy employees who are unsatisfied with their positions?
Now with some recent research, conducted by ExecuNet that surveyed 1,597 employed executives, revealed two interesting facts:
- At least 1 of 3 executives are dissatisfied with their positions or in more simple terms ready to jump ship. If the executive is in sales, that dissatisfaction translates into almost 1 in 2.
- The further away the executive is from the external customers the higher their job satisfaction.
This second statistic reminds me of a quote by Charles Schultz:
“I love mankind. It is people that I cannot stand.”
Since business is all about people, this second statistic reveals a lot of people truly do not understand the purpose of business that being to attract and maintain customers.
When internal customers (employees), be they executives or front line workers, become dissatisfied with their positions, the end result is that their interactions with others both internal customers (fellow co-workers) to external customers (clients) become unauthentic. In other words, there is a whole lot of negative energy flowing through the organization. The goal to become a high performance organization, if that is one of the goals, will never happen.
Additionally, these negative feelings are both conscious and subconscious. As human beings, our emotional feelings and being unsatisfied has emotional connections. We need to remember that ALL feelings can be heard, seen and most importantly felt by many around us.
Bottom line is that all businesses have some very real challenges to overcome these very revealing statistics especially when coupled with existing research specific to:
- Improving customer loyalty both external and internal
- Increasing highly engaged measurable productivity for all internal customers
Now is the time to determine why your executives are unhappy especially those in sales who have first contact with your external customers. Your organization many need to engage in both an organizational assessment that should be aligned to some national quality criteria such as Baldrige as well as individual assessments that look beyond the “How” of behaviors to the “Whys” of behavior.
Then developing your executives to those front line individuals based upon the results of these assessments is the next step. Finally, reassessing your actions to determine the impact of the business coaching training is the final step. For what gets measured gets managed. By failing to take these corrective actions will only ensure higher customer turnover rates and will negatively affect profitability.