Taking Care of the People Who Matter Most
A Guide to Employee-Customer Care
By: Sybil F. Stershic
Published: October 15, 2007
Format: Perfect Paperback, 160 pages
ISBN-10: 1934229040
ISBN-13: 978-1934229040
Publisher: WME Books
"Given the complexity of dealing with rising customer expectations and greater workplace demands, managers are challenged with the need to continually motivate employees to sustain high levels of customer satisfaction", writes internal marketing expert, and Founder and CEO of Quality service marketing, Sybil F. Stershic, in her insightful and landmark book Taking Care of the People Who Matter Most: A Guide to Employee-Customer Care. The author describes the critical importance of employee engagement to nurture and build the crucial employee-customer connection.
Sybil F. Stershic recognizes that companies who focus only on the customer are not achieving the organization's fullest potential. This outward marketing approach is just one piece of the overall marketing puzzle. Missing from the total marketing picture is what the author calls internal marketing within the company itself. The target of internal marketing is the organization's employees. Sybil Stershic guides the way to increasing employee engagement levels, through low cost and effective techniques, that translate directly to increased customer service and customer satisfaction. This inside-out marketing concept, serves as a powerful means to differentiate a company, in today's highly competitive marketplace.
Sybil F. Stershic (photo left) understands that companies face difficult challenges in the current business environment. Instead of the all too frequent approach of cutting back on staff as well as employee engagement efforts, the author suggests a practical and low cost alternative solution. Through the strategies presented in the book, a manager can leverage the marketing and brand building power of the entire organization. The concept of internal marketing builds in the existing strengths of the staff, as well as their existing relationships with customers. Engaged employees are far more likely to present the brand in a positive light, resulting in greater sales and more profitability. Rather than set their sights on only the customers, Sybil Stershic shares the common sense means to engage employees, who then pass that enthusiasm along to the customers. Engaged employees are not only more motivated to excel in their jobs, but will also be more loyal to the company, and more willing to go that extra mile to achieve greater customer satisfaction.
For me, the power of the book is how Sybil F. Stershic presents a very logical and practical approach to strengthening the employee-customer relationship. The author provides a holistic concept that considers both internal marketing and external marketing to exist in a symbiotic relationship. Without the blending of employee engagement with customer service, the result will be much lower customer brand loyalty and reduced profitability. The building of relationships between employees, as a renewing force in the company culture, is reflected outside of the business as well. More engaged employees are not only more loyal to the company, but are also important brand ambassadors to build stronger connections with customers.
Sybil F. Stershic bolsters the theoretical aspect of internal marketing with a step by step manual to integrate the concepts into the company DNA. The book is packed with ready to apply advice, including questionnaires and forms for conducting internal company employee engagement audits. These techniques enable a company to obtain objective analysis of how well employees are really being engaged. The internal audit will uncover where employee engagement strengths and weaknesses are found. Armed with this information, the human resource professionals can work with other managers to develop an effective internal marketing plan. The result of the internal marketing program will be more engaged staff members, who will in turn, pass their enthusiasm along to the their customers.
I highly recommend the seminal internal marketing book Taking Care of the People Who Matter Most: A Guide to Employee-Customer Care by Sybil F. Stershic, to any business people who are serious about having truly engaged employees to strengthen their employee-customer connections. Through the internal marketing principles outlined in this fine book, any company can boost its existing employee engagement levels to new heights.
Read the essential and organizational transforming book Taking Care of the People Who Matter Most: A Guide to Employee-Customer Care by Sybil F. Stershic, and unleash the power of engaged employees as never before. The more engaged workforce will better represent the company's brands, and strengthen ties with customers, creating a powerful employee-customer connection. The hidden power of internal marketing and engaged employees provides a critical competitive advantage in any economy.
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