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Re: 顾客第一还是员工第一？
最初由 qerty88 发布
[B]
前瞻思维——《顾客第一还是员工第一？》
摘自<哈佛商业评论>
作者： 加里・戴维斯（Gary Davies）
罗莎・春（Rosa Chun）
员工对公司的评价越是高于顾客对公司的评价，公司的销售增长就会越快。这是本文作者对63家企业的4,700名顾客和员工进行访谈后发现的一个道理。这个道理虽然看似简单，但多数企业却极少关注。
作者的研究表明了两点：一是员工和顾客的看法存在很大的相关性，这说明员工的看法会影响到顾客的看法；二是年销售额增长与员工和顾客看法之间的差距大小存在显著的正相关。而员工对公司的看法之所以会影响到顾客，是因为在面对顾客的过程中，员工往往会通过情绪感染机制，如肢体语言、面部表情、对顾客的时间投入等，将自己对公司的看法转移给顾客。
某家连锁百货公司对旗下商场进行重新整修时，只是在门面上翻新了一下，没有采取任何举措来改善员工的工作条件。结果，虽然商场修葺一新，但顾客明显感受到员工的工作态度还是老样子。这就是情绪感染的作用所在。
根据作者最近的研究，员工对企业的正面评价受到两个方面的影响：一是他们对培训和管理质量的感受，二是他们获得的自主权。只要企业对这些方面加大投入，就能调动员工的工作积极性，改善员工对公司的看法，进而提高顾客对公司的评价，促进销售增长。 [/B]
To Thine Own Staff Be Agreeable
by Gary Davies and Rosa Chun
Source: www.HBR.com
If you invest in improving your employees’ views of your firm’s corporate character, those positive attitudes will rub off and boost customers’ opinions of the company. That will drive growth.
It sounds simple, but too many organizations focus on what customers think—to the exclusion of what employees think. In field interviews with 4,700 customers and employees of 63 businesses, we discovered that service companies (or business units within them) are on average more likely to be growing (in terms of sales) if employees’ opinions of the company are better than customers’. Similarly, sales are more likely to be falling if customers think better of the firm than workers do.
When we study employees and customers, we use a technique that’s designed to get to the heart of how people feel about businesses: We ask them to imagine that the organization they work for or patronize has come to life as a human being and to rate its corporate character on a number of qualities, such as friendly, pleasant, open, straightforward, and concerned. We then group those characteristics into different categories. The qualities we’ve just listed make up the agreeable category. (Some of the other categories are enterprising, chic, and ruthless, but we won’t get into those in this article.) The characteristics and categories are derived from earlier work that we and others have conducted on corporate culture, reputation, and branding.
Our research shows two things: Employee and customer views strongly correlate, indicating that the former influences the latter; and year-on-year sales growth positively and significantly correlates with the size of the gaps between employee and customer views. The more the staff’s view outshines the customers’, the greater the sales growth, because, we believe, employee views tend to transfer to customers through the aptly termed process of emotional contagion. (Think of body language, facial expression, and the time it takes for an employee to notice the patron.)
The apparent effects of this contagion were brought home to us when we helped a department store chain determine why, after one of its stores had been refurbished at great cost, sales growth wasn’t meeting expectations. We found that the renovation had done nothing for staff members; their restrooms remained drab, and the stockrooms were even smaller than before. The employees’ attitude affected shoppers. A customer we interviewed explained perceptively, “The refurbishment has been a face-lift. The spirit remains unchanged.”
Our research focuses on service businesses, but other types of companies should take heed, too. Internet sites where disaffected employees and annoyed customers gripe about corporations have become vectors for spreading ill will. Moreover, reports of corporate crises leak quickly into the media, often revealing a company’s true character and giving the lie to years of slick marketing and corporate communications.
So how do you create a corporate character that employees will respond to positively? Our recent study of people working for four companies shows that employee ratings of a firm’s agreeableness are influenced by the perceived quality of both training and management and by how much autonomy workers have. Investing in these areas makes sense not just because employee motivation is important but also because improving how workers see your corporate character is key to improving how your customers see you. |
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楼主: qerty88
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狗仔卡
发表于 2007-10-2 15:49
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发表于 2007-10-20 16:46
