Stop Listening to the Customer

chapter 9 gonzo marketing 2: put the customer second

Sir Richard Branson says one of the keys to his success is a steadfast focus on staff before customers. Branson told Inc. President and Editor-in-Chief Eric Schurenberg:

It should go without saying, if the person who works at your company is 100 per cent proud of the brand and you give them the tools to do a good job and they are treated well, they're going to be happy.

When Branson is on a Virgin flight, he wanders around the cabin and chats to the staff to find out what's happening. As Branson sees it, the formula is simple: happy employees equal happy customers. Conversely, an unhappy employee can ruin the brand experience for not only one but many customers. Branson says that Virgin prioritises employees first, customers second and shareholders third.¹

‘The customer is always right' goes the ‘how to do good business' gospel. The issue is it's wrong. Yet, companies are told every day to put the customer ahead of the employee. It's a tough situation. If customers believe they're always right no matter how ridiculous their demands, it can make things worse. Customers might bully staff and make it difficult for them to defend themselves. This behaviour also happens online and on social media, where companies can be held to ransom by disgruntled customers who believe they are in the right. Companies must trust their employees and value their resourcefulness when dealing with dissatisfied customers. Inside out marketing ensures ...