Systemic / Cultural Enablers—> Employee Engagement—> Customer Engagement—> Business Goals
As simple as it gets. In order to attain business goals like profitability, growth etc. organically, organizations need to engage customers effectively – deliver great products / services and delight them in every interaction they have with the organization. And, that’s where employee engagement comes in. Engaged employees create positive interactions and create customer engagement. Customer engagement cannot be created by locking-in customers through contracts or by offering the lowest price, but it is created by “positive emotions”. The employee-customer interaction should be a very critical part of your business strategy.
How do you execute the change in how you run your teams? If we outsource our thinking and believe that the real responsibility of bringing about transformation really belongs to the CEO, I think we’re making a mistake. Each and every manager can bring about a fundamental change in the way he runs his company and teams, and I think he will succeed significantly more than if he looks up to somebody else to bring about a change.
If you look at the control pyramid, which is very critical in running your organization, I think you have to leave it intact for governance reasons. But if the value pyramid could be inverted, we have to ask three questions of ourselves. Where is the value of the company being created? In the interface of the employee and the customer. So, what is the business of the company? To maximize the creation of the value in that value zone. So, therefore, what should be the business of the management of the company? To maximize the value created in the value zone. If all companies focus on that, they can maximize the value that is being created in the value zone and the management will be infusing, encouraging, enabling, rather than controlling and reviewing.
Focus on Employees First, and a lot will follow. You can read the full text of the Vineet’s talk here.