A View of Customer-Centric HR

30 Aug

Most HR professionals focus their efforts on maintaining strong relationships with employees. While helping employees succeed is important to any company, HR professionals who operate solely for their workers are missing out on an opportunity to benefit an organization in other tangible ways.

One of the best ways to improve HR practices is by understanding that a company’s clients are also an HR department’s customers. By interacting with customers and improving customer relations, an HR department can create systems that help train, retain, and reward employees. Keep reading to find out how an HR department can evolve into a customer-focused department.

Change the Approach
In order to bring an entire company’s focus onto its customers, an HR department has to change its way of thinking. Rather than focusing entirely on the inner workings of an office, HR professionals should shift focus to include outside influences, particularly the customer experience.

According to Dave Ulrich, a management professor at the University of Michigan, a company can focus on not only being an organization that top candidates flock to, but also on acting as a company that employs people who draw in clients, the Society for Human Resource Management reported.

“Almost every HR practice can be filtered through the eyes of the customer,” Ulrich told SHRM.

He went on to say an integrated relationship among employees, customers, and an HR department is gaining in popularity, making it essential for companies to get on board with the trend before they get left behind.

Implement Training Programs
If a company wants to improve its client relationships, the first place to begin is with employee management strategies, particularly training employees. With sales- or customer-based companies, it’s important for managers and supervisors to train employees how to balance customer relationships with efficiency.

These training sessions should center on developing and maintaining positive client partnerships—HR staff can develop training packets and programs that show new hires the best ways to forge these relationships, as well as effective techniques to dealing with difficult clients and ways to keep companies coming back for more.

HR professionals can enlist the talents of top salespeople or employees who best exemplify customercentric traits a company is striving for. These training sessions remind employees of the importance of clients in their business and can improve sales and communication skills across an organization.

Establish a Positive Company Culture
HR professionals understand better than most how essential a positive company culture is to overall business success. When employees feel uncomfortable contacting their supervisors or have a negative opinion about their jobs, they are far less likely to succeed.

An office or employee with low morale may also be looking out for the next job opportunity. This is a huge detriment to a company—disengaged workers generally feel unattached to their jobs, and that translates onto customers as well. Although this is not an easy fix, HR staff would be wise to focus internal efforts on opening the lines of communication with workers, invite questions or concerns from employees, and encourage camaraderie between workers.

When workers feel optimistic about their jobs and engaged with the task at hand, they are more receptive to the idea of strengthening client relationships. By helping workers focus on client relationships, an HR department can greatly benefit a company. These improvements may feel like they are happening organically, as employees gain the drive to thrive in client communications on a regular basis.

Set up Rewards Programs
There are few greater ways to increase performance than through strong incentive programs. Companies can set up plans that financially reward strong sales numbers—a common practice—but can also set up systems that recognize the hard work it takes to improve client retention and satisfaction.

One way an HR department can increase client retention and happiness is by involving customers in the process. HR professionals can reach out to clients and ask them about their interactions with staff members who handled their business. If an employee receives a certain number of positive reviews, he or she can earn financial incentives such as bonuses, days off from work, gift cards, or tickets to a popular sporting event. The specifics are up to company officials, but the general rule applies that employees who have incentives to work toward excel in the workplace—including improved client relationships.

Learn More About Clients
Improving customer relationships can come from within a corporation, but HR departments that are looking to truly transform the way a company does business may want to enlist the help of current customers. According to the SHRM, HR professionals can go to sales meetings to gather information from clients.

HR teams should be clear that this is not an assessment of what clients want out of an experience and can stress to customers that a company wants to hear their input and include them in the process of improving product delivery and company practices.

Focusing on customers rather than employees can be a big adjustment for HR professionals, but implementing effective changes can help employees succeed and keep clients happy.

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