Would Your Customers Work for Your Company?


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Content and satisfied associates make happy customers. When I shop, it’s easy to know if employees are being treated well.

An article was written in the Wall Street Journal by Eric Morath, detailing that many retailers are using their Twitter feeds to find prospective hires.  According to Kelly Purves, VP of Human Resources at BevMo, the strategy is helping to attract customers that “have the passion for the products” and that passion is wanted in employees as well.  Kevin Knapp, Container Store’s head of recruiting, says, ”Our customers are huge proponents of our brand.  If they’re not looking for an opportunity (to work) they might pass it on to someone who is.”  Carter’s Inc., began advertising seasonal jobs this year through an email blast, asking customers to be a “holiday helper.”

With the understanding that it is the holiday season and additional employees are required for the short-term, it is important to recognize the underlying theme of hiring people who have a passion for your product.  Passion produces engagement, which in turn creates satisfied customers.  Years ago, my wife was working for a large company that sold fabric to the Garment Industry.  She travelled a great deal and used National Car Rental because she loved the service and the people at the counter who helped her.  When a position for an Account Manager became available at National Car Rental, she immediately applied and was offered the job on the spot.  If a customer wants to work for a company they do business with, that’s a real feather in that company’s hat.

My son started a successful business called Peace Love Tacos. He sells tacos at large music festivals such as Bonnaroo, Coachella and Electric Forest.  This September he was a vendor at the Maker Faire in Flushing Meadow in New York so we had the opportunity to see his operation up close.  The tacos were delicious!  His staff worked hard and they all were lively, happy, singing.  Almost tasted like the food was infused with their enthusiasm.   I knew his frontline associates were a strong, satisfied team and I was very proud of my son for creating such a positive working environment. His long line of customers were glad, too.

Executives should ask themselves the question: “would our customers want to work for us? “ The answer should be yes, during the busy holiday season and every other day of the year, too.

Republished with author's permission from original post.

Richard Shapiro
Richard R. Shapiro is Founder and President of The Center For Client Retention (TCFCR) and a leading authority in the area of customer satisfaction and loyalty. For 28 years, Richard has spearheaded the research conducted with thousands of customers from Fortune 100 and 500 companies compiling the ingredients of customer loyalty and what drives repeat business. His first book was The Welcomer Edge: Unlocking the Secrets to Repeat Business and The Endangered Customer: 8 Steps to Guarantee Repeat Business was released February, 2016.


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