Somewhere in our lifetime, most of us have run across Maslows’ hierarchical theory on human motivation (physiological, safety, belongingness and love, esteem, and self-actualization). It is within this framework that Maslow introduced the concepts of people asking Am I safe? before asking Am I loved? Chip Conley in his book Peak took a deep dive into how Maslow’s theory applies to the modern day work environment but does it also apply to the overall customer experience? And what comes first; the experience of the customer or the one your employees are having?
Imagine the relationship between a Starbucks customer and employee. Customer/Employee relationships evolve a lot like the dance that builds an intimate relationship: there is the courting process, followed by steady dating and finally a real commitment to each other. The same happens when a customer chooses your product or service over another. The customer shops around until he/she finds what they are looking for (courting), then stops in several times to really explore the overall experience your company brings (dating) and then finally commits to a lifetime of double espresso shots and protein packs (cheap Starbucks plug, I know.)
Now, this relationship could have ended in the courting process if your employee did not nurture it. A rude tone of voice or lack of effort to pull an excellent espresso shot could send a customer to an alternative little coffee shop down the street, ending the relationship before it even began. What am I getting at? Not only do your customers have to feel safe before they feel loved, but your employees have to experience the same emotions in order to become great employees. I spend a significant amount of time unpacking the dimensions necessary to leverage up to customer engagement and consumer love in my book Leading the Starbucks Way. In a nutshell, however, you know that an employee is not going to feel the need to nurture and maintain a steady relationship with a customer if they don’t share the same relationship with your organization. The steps taken with the customer (courting, dating and then committing) need to also happen with your employees. Benefits, scholarship opportunities, exciting corporate culture and the ability to grow are all things that will guarantee a healthy developing relationship. If your employee feels loved by your company, imagine the possibilities it will open with your customers. Go steady with your employees and watch the customer love blossom! Figuratively speaking of course.
