Those "Other" Customers

We all try desperately to retain good customers. We talk about "lifetime value" and their worth to us. If necessary, "serve 'em to death", as the old sales trainers used to say.

But there are people who you pay to do that. They are in your business, day in and day out. You pay them day in and day out, and they are your most important customers.

You call them staff, your "other" customers. If they don't provide the essential service levels for your external customers your whole organization may be in jeopardy.

Disgruntled Customers

How do you treat disgruntled external customers? Calm them? Apologize? Try to find out what's upset them? Try to restore their confidence in you? Offer restitution or compensation?

How do you treat disgruntled staff? Do you show them the same courtesy as the disgruntled external customer? Or do you counsel them about inappropriate behaviour, remind them of their obligations and threaten dire consequences if they continue to show their feelings.

A Matter of Money

The disgruntled external customer can damage you by taking their business elsewhere and telling others. That's about all.

You have to continue to pay the salary and taxes for the disgruntled staff. They can damage you far more than an angry external customer. If they continue to do you damage, you'll dismiss them. By then the damage is done.

In Australia salary service costs average about 40%. That means you pay a total of $70,000 p.a. to retain an employee you pay $50,000 p.a.

Conclusion

Staff constitute a huge investment. Treat them as you would a major external customer. By doing so, you're far more likely to retain the external customers. Do the sums!