Humanetrics LLC

Enter the Value Zone

By Jay Forte, Humanetrics, LLC

Employees are continually reminded to provide “value” for their customers. We use the word everyday but how many employees or managers really understand what it means and moreover, how to consistently and successfully provide it?

We know customer loyalty has changed. Customers do not consistently buy from the same supplier just because of name or buying history. We know that the supplier must prove his worth to the customer at every contact and with transaction. In other words, he must provide the proper value to the customer every time to earn his respect and maintain his business. That requires us to define value in a way that can be universally understood and then properly and professionally responded to. This can be done using the following three value concepts; together they define the term value and offer insight how to consistently provide it:

The first value concept defines value: Value is doing the right thing for the right person, everyday, all the time. This is a universal and intuitive approach to defining the word that is in everyone’s lexicon. Value is perceived when the right thing is done for the person under consideration, every time, all the time. When a customer values excellent pricing, next day delivery, personal service, and they receive it every time, all the time, the customer is constantly satisfied and feels no need to direct his business elsewhere. Value has been provided. If the services that a company provides are not of value to a customer, the right thing has not been done and value has not been provided. If next day delivery is not a value of the customer and we provide it, we have not done the right thing for this customer.

The second value concept supports the first and addresses what we mean by the “right thing”: Value is personal and must seen through the eyes of the customer. That briefly means that value from one customer’s perspective is not necessarily value from another’s. If value is doing the right thing for each customer, we must be aware that a “one size fits all” approach or mentality does not work with customer value. Each customer defines the things that he/she considers as value and our job will be to provide this value, consistently, every day, all the time. Our job is to understand that each customer may have a completely different set of service and personal values. Establishing what these values are leads us to our third and final value concept: Build a relationship with your customer so that he will be comfortable enough to tell you the things that he needs and values. Only when a high quality relationship exists, will the customer be open to tell you the critical things that he values, the things that are important in dealing with the company and in the personal interactions with him. Relationships that are founded in honesty and trust, interest and effort, allow for this critical dialog. When servicing customers, get them to talk and then listen for details that indicate what they need and value – be sure to see it from their perspective and then do your best to provide it everyday, all the time.

The combination of the three value concepts creates the foundation of exceptional customer service and long-term customer relationships. Companies that truly understand their customers, who can see what is important to them and then inspire their organization to provide this value in every encounter with the customer will continually out perform its competition.

What is most interesting about these value concepts is that they are universal in their definition of and their way of responding to value – they can be used when discussing value for employees, suppliers, stockholders, the community. For example, to keep an employee, spend time with him to understand him. See what he values then work to provide it in every contact with the employee. This will encourage his performance and retention.

The company creates the “Value Zone” when it educates and requires all employees to enter the workplace with a mandate to understand the customer’s perception of value and a commitment to provide it in every customer encounter. Service is not complete until the customer is satisfied and has been treated in the way that makes sense for him.

Employees who are in the Value Zone focus on the specific needs and values of each customer, every time. Employees who are in the Value Zone take the time to understand the different perspectives that customers have and try to respond in ways that support each customer. Employees who are in the Value Zone are good listeners and good relationship builders as they use their skills to gather critical information about the customer. Employees who are in the Value Zone commit to knowing their customers, and then personally value every contact with them. Employees who are in the Value Zone encourage company excellence and add significantly to profits.

Gone are the days of where a good employee makes enough of a difference in a company. What we need now are employees who work in the Value Zone – employees who are good value creators – who understand their customers, then give them what they value, every day, all the time.

Humanetrics LLC. All rights reserved 2007.

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