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1. Every interaction creates a personal reaction. Individuals have experiences, not segments or markets. How can we make experiences relevant to the individual?
2. People are instinctively self-centered. Whether customers or employees, everyone views the world through their own perceptual filters. They care about meeting their needs, not your business is organized and operates. You have to give them ways to satisfy their needs. See #4.
3. Customer familiarity breeds alignment. Share customer knowledge with your employees so they can be effective in meeting customer needs.
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4. Unengaged employees don't create engaged customers. Enough said. The real question is how to engage your employees. See #5.
5. Employees do what is measured, incented, and celebrated. One of Bruce’s posts led me to a page on Tesco’s website; Tesco is my absolute favorite CRM example. Their “steering wheel” is a powerful summary of what they measure—and they are good at measurement!
6. You can’t fake it. And many of us should take a lesson from discredited politicians and remember that you can’t hide it either.
Openness and transparency rule! And thanks to Bruce for the reminder that building trust with our employees is just as important as building trust with our customers. Building trust in both areas should be Job 1!
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