Branding Through Resourcing - Summary

Steve Downton, Downton Service Management Consultants Ltd, Noventum Group

CRM processes, and software, receive much criticism for a variety of reasons, but there is no denying that running a successful service operation requires a high degree of skill at all levels of the business, and effective use of the many applications available to businesses. In addition, companies are beginning to realise that when they are considering who are their customers, and how these customers should be satisfied, the concept of an extended enterprise helps to ensure that recognition is given to all the groups that make up the extended enterprise.

The concept of the single enterprise has been well documented, and effectively highlights the many facets within a business where relationship management needs to be applied. The areas normally considered in the first layer of the extended enterprise are customers, shareholders, suppliers, and, last but not least, the employees.

One of the key capabilities in delivering great service, is to have excellent employees with both the right skills and right attitude. One recruitment guru has been quoted as saying, “ in today’s market place the secret to effective recruitment is to hire for attitude and train for skill, as attitude is not an attribute that can be easily trained, if at all”.

Having the right calibre employees, at all levels in the organization is therefore one important aspect in the total business picture, but it receives little attention. Many highly successful services companies are beginning to realise that overall quality and satisfaction of staff has a fundamental impact on the levels of customer satisfaction that can be achieved. Some companies have taken this issue to heart and now consider them as the most important customer of the business, now recognising the true brand value of being able to boast about the quality and skill of their staff.

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