Letting customers lend a hand - Deepstash

Letting customers lend a hand

When employees' effort to help is visible, customers not only appreciate and value their service more but often feel an urge to reciprocate. 

They will often take on some of the work themselves if the following conditions are met:

  • They know how they can help.
  • They are able to help.
  • They believe their help is important.

For example, at the company Getaway, which rents out tiny cabins in the woods, a notice states, "You'd make our day by doing your dishes or tidying up before you go." The majority of guests clean up after themselves.

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The role employees could play in customer service

Before the pandemic, technology made it possible to automate customer interactions, causing many managers to look for ways to eliminate jobs. However, taking that approach now would be a mistake.

Managers should instead focus on elevating employees to unlock more value by allowing them to have deeper and meaningful connections with customers. When customers see how employees work to solve their problems, it leads to higher customer satisfaction, loyalty, and willingness to pay.

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Leaving customers to fend for themselves can make them less confident in their choices and the company.

Yet, when people notice that interaction is vital, employees are well-positioned to respond to customers' emergent needs. Employees can create value by reframing the service their employer provides and differentiating the business from its competitors. It can make a huge difference when customers know that someone is readily available and willing to help.

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Helping employees better connect with their customers gives them a better view of the impact their work is having.

Employees feel their work is more meaningful and appreciated, which increases their engagement.

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Instead of eliminating an employee, leaders should ask if they can tailor the job to reduce routinised, dead-end encounters with customers and allow the employee to respond to their needs.

Giving employees the time and space to focus on human tasks - connecting with other humans, and using empathy to understand problems and solving them - could cause employees to create more value.

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When employers help employees forge more meaningful connections between customers and employees, the organisation can become more profitable through higher prices, better word of mouth, increased loyalty, further purchases and cross-selling, and sales growth.

Some of that value should be invested in making the roles of employees sustainable. Increasing compensation can make employees more productive as they aren't worried about their finances.

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Customer-Centric Marketing

Customer-centric marketing is an approach to marketing that prioritizes the wants and needs of the customer over any other factor in regards to their interests.

Although their goal is to grow their business, customer-centric marketing shows us that they will be able to grow while at the same time ensure that their product or service can improve some aspect of the customers' work or life.

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A business model shift is a deliberate and systematic move toward more relevance and value for customers, and as a result growth of your organization. Business model shift can reflect bold moves into wholly new business models. 

But more often, shifts start as small moves inside an existing business model that evolve into entirely new ways of creating value and relevance.

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Business Model Shifts

by Patrick van der Pijl

DON ALDEN ADAMS

“To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity.”

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