He also suggests hiring people who like people, constantly educating them about customers and service, and in general, creating an environment that engages and supports employees in serving customers and makes them feel good and enthusiastic about constantly doing so. He even suggests treating employees and yourself like customers. If we walk in our customer's shoes all the time, he asserts, we'll have a better understanding and feel for what they value and how we can really deliver. Whiteley then goes on to describe the rigorous self-examination that must go on inside the organization to allow those enthusiastic employees to serve customers. Internal rules and procedures and policies that are not customer-friendly often frustrate employees and customers alike, keeping the goal out of reach.
Constant measurement is the key to understanding and action.
Satisfaction data and customer complaints alike must be embraced to know exactly how you're doing. In short, if you really want to be the best in the eyes of your customer, you'll have to make satisfaction your absolute obsession. Redirecting a company's culture to be customer-obsessive is no easy matter and requires a comprehensive approach, but Whiteley makes the task seem doable. Indeed, he's devised this book from the customer's point of view and needs, and written the book to satisfy and delight those who read it. Reviewed by Susan Hess, affiliated with Beckett Consulting Inc., has over 25 years of human resources and consulting experience in both government and private industry.