The employee customer (team) is the single most important customer to understand. This is why attracting the top people is so important to your business. When companies get this right, they get it all. In other words, if you have the right employees and they are reaching their potential; the consumers are getting the experience they desire. This leads consumers to enjoy your company and tell their friends about your wonderful company.

When companies get aligned from the inside out, the owners get the best possible returns. How well do you think leaders understand their people? I bet you would agree that leaders can get caught up in chasing results, shareholder returns. If people are the company’s most important asset, this should be a focus. Results are outcomes. Just like sports teams. It’s all about the teams, that’s how they win games. The employees should be your most important customer and if you invest in them, you will improve your consumer experience and drive financial results to your shareholders. Everyone wins. The employee, shareholders and consumers.

 

HIGHLIGHTS

Patrick Antrim discusses the 3 Customer Rule, which all businesses have and need to understand in order to provide the highest level of service possible for all 3 customers.

SUMMARY

SECTION 1 (1:12)

The 3 Customer Rule

Solves ALL business challenges in any situation

Who are the customers?

Customer experience is evolving and changing

Most CEOs only recognize and understand one type of customer

SECTION 2 (4:54)

Customer 1

People that buy your products and services (clients, consumers)

Customer 2

The owner/shareholder – leader, boss, manager

Customer 3

The employee customer (could also be a consumer and/or shareholder)

Most important and most misunderstood customer

SECTION 3 (7:14)

How this relates to professional sports/baseball, specifically the Yankee organization

Known world-wide

Strategic business moves in order to attract top talent

Fan Experience

Team owner creates outcomes for “fans” by focusing on the teams

Best players on the field

Long-term view of players and how they fit with the culture of the team

Committed to creating a winning tradition

In business, customers want you to win also

When you are winning for your business and your employees, your customers will feel the benefit of that and pay a higher value

Shift away from sales and marketing to a long-term view of investing in the culture you’re creating

Joe Torre and George Steinbrenner as customers

SECTION 4 (13:57)

Customer service being disrupted

Social Media Platforms

Empowers people to have a voice

Empowers employees to have a voice

No More Crappy People

Get clear about the type of company you want to be

Win where you are

Get “called up to the big leagues”

Differentiate your brand

SECTION 5 (16:28)

Making customers happy

Giving away free products to consumer customer does not make owner customer happy

Only pleasing owner customer by charging higher prices for example, may not be making consumer customer happy

By focusing on EMPLOYEE customer, both consumer and owner customers will be happy

Commitment

Owner customer must be committed to employee customer who will then be committed to both consumer customer and owner customer