<I>“Strategy only exists in the behavior of the company’s leaders.” Len Schlesinger, Professor, Harvard Business School</I>

Customer satisfaction is no longer enough. Satisfied customers are no longer as loyal as they used to be. Even if they may like you, they will not resist the temptation of shopping around and testing your competitors’ products and services.

However, truly loyal customers cannot imagine doing business with anyone else. They are your best advertising because they have become advocates of your company. Companies, which have such customers, have managed to create a customer experience that is consistent, intentional, differentiated and valuable.

A few years back, I met Paul Jones, the then chief executive officer (CEO) of Sun International and we were talking about his “mari service all the time”. (The slogan of Sun International is “Our aim is to make our guests “mari content” all the time)”. We shared our feelings and experience on how his people made the difference.

Looking back, I think we were both on the same wavelength as Tim Hoeksema, CEO of Midwest Airlines, who once said, “We have about 3,500 secrets to success and they are the terrific people who make up our team.” The people and how they are led make the difference.

In fact, central to unleashing this employee power is the leader who can point the way to the targets of his company and do it in a way that enrolls the troops. To build this culture, leaders must LEAD BY EXAMPLE.

When Lord Marshall, the then CEO of British Airways, wanted the culture to change, he was the one who changed first. He was the one seen numerous times greeting the arriving flight at 5:00 a.m. and asking customers how their flight was. Do you think employees might have got the message of what was important?

Leaders will not discover what customers really value by sitting in their plush offices. At Pizza Express, executives are put through the same training as everyone else in the company. UK managing director, James Parsons, went through this training even though he had already been in the catering industry for 16 years.

Too often, leaders expect the world from their customer service staff whilst they have an attitude that spells out: “Well, no, sorry. That is not my job”.

So next time you see lousy attitude from front liners, think twice, you may be one of the causes after all.

<B>Mystery shopping exercise for this month</B>

The STAR of the month goes to:

Registrar of Companies: I am indeed impressed by the new customer approach for Government services. Check out the Registrar of Companies. Barring some staff who has forgotten how to smile over the counter, the rapidity of execution is worth noting.

Sofitel Imperial: The launch of Vanilla Coke amidst the Japanese garden of Sofitel Imperial was a dream. Massage, sauna/steam bath, shiatsu and staff who decided that they were going to make my day.

The cabbage of the month goes to:

Debonnairs Grand Bay on Friday nights: Check your delivery time; I wonder whether your mother company in South Africa is aware of your KPIs.

Mauritius Telecom Call Centre (150 service) on any day: That is not a call centre but a laughing stock. Patience recommended!