By David Glattstein, president and co-founder at Veterinary Emergency Group.
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Researching and analyzing the habits of customers is typically a top priority for organizations looking to satisfy their target market. But even with hours of surveys, test groups and various other methods, I’ve found that it’s only possible to achieve success by supporting the employees who keep the company afloat.
Understanding And Acting On Employees’ Needs
Amazon founder Jeff Bezos said, “I very frequently get the question: ‘What’s going to change in the next 10 years?’ And that is a very interesting question; it’s a very common one. I almost never get the question: ‘What’s not going to change in the next 10 years?'” He goes on to say that the second question is actually more important than the first: that leaders should focus on what’s constant and build the business around those factors.
Building a business around what people care about is essential for success—not just from a customer’s perspective but also from an employee’s. Employees who boast about their jobs to their friends, family and social media connections promote positive brand associations and affirm to customers that the business is stable and thriving. Focusing on what team members need can make them more in tune with what their customers need, which can result in a better customer experience.
How do you find out what your employees need? Talk to them. Make sure they’re fulfilled and find meaning in their jobs. Look at components that they care about, such as compensation, growth opportunities and their work environment. And most importantly, listen to their needs and take action.
In the veterinary emergency world, I’ve found that ER doctors and nurses not only want fair compensation for their hard work but also to feel valued by their organization. Companies can accomplish this through initiatives like providing equity ownership, assisting with student loan repayment and avoiding non-competes that would be detrimental to employees’ future careers. Additionally, prioritizing education opportunities and leadership trainings, especially in a field like veterinary medicine where employees tend to be passionate about their jobs, can increase retention rates and employee engagement.
The Connection Between Satisfied Employees And Satisfied Customers
When employees have what they need to feel valued, I believe they are more likely to meet the needs of their customers. In the veterinary industry, doctors and nurses can do this by providing exemplary expert emergency treatment and creating the best overall experience for their customers.
For those who operate emergency veterinary hospitals, this means ensuring customers and their sick pets see a doctor right away (no waiting or filling out paperwork first), allowing owners to stay with their pets through all stages of treatment so they, and their pets, are more comfortable, and having fully open-plan hospitals to help customers feel more connected to their pet’s care and better engage with staff. All these things are constants—people want them now and are likely to want them in 10 years.
It’s no coincidence that the most fulfilled employees are likely to provide the best experience for their customers. When employees are treated the way they want and deserve to be treated, they can do the same for their customers. By making employees happy, organizations can help ensure they have happy customers, too.
