The secret to happy customers is happy employees, and the secret to happy employees is matching employees to your company’s values, says Terry Kabachnick in an essay.
The founder of The Kabachnick Group explains her theory in the “Retailing Issues Letter,” which is published by the Center for Retailing Studies of the Mays Business School at Texas A&M University.
Loving what you do, Kabachnick says, is about values, about passions, about connectivity, about the emotional connection an employee has to the company. And, she adds, “Emotional connections only happen at their best when there are shared values — shared standards — shared ethics. When these things are shared, that’s when a bond develops.”
Interestingly, Kabachnick says that retailers already know about these bonds because they use this strategy when capturing customers.
“Retail companies spend millions on marketing campaigns which attempt to convince customers that their company should be that customer’s choice . . . the one location where they will encounter an unforgettable experience,” she says, “Many companies can not only tell you the market segmentation they are aiming for, but most even have detailed information on customer preferences, shopping and buying habits — right down to which direction customers head when they enter the store.”
“But,” Kabachnick continues, “how many companies have even a fraction of this information about their employees? How many know about their employee’s standards, values, ethics, beliefs, preferred behaviors. And how many even know which of these to look for when hiring?”