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05 People are your most important source... > Internal: every employee is a spokes... - Pg. 89

People are Your Most Important Source of Conversations 89 During conversations, your staff and your customers will often come into contact with each other, which narrows the gap between the internal and the external world. This makes your company much more `human' for your customers. Your anonymous organization suddenly acquires a face (or a voice, at least). This makes the company easier to approach. It also strengthens the emotional bond between your employees and your customers. In this way, the outside world will gradually gain more trust and confidence in you. This gives your own conversations even greater impact. And the most important advantage? A McKinsey study has shown conclusively that companies whose internal and external worlds are closely linked grow fastest of all. 78 Internal: every employee is a spokesperson Each and every one of your employees is a potential source of con- versations. Everybody talks offline about their job, whether at home or in the pub. But by allowing them to talk about their work online, you can reduce your unused conversation potential still further. There are plenty of your staff who would like to do this. Most people are proud of their jobs. And that pride forms the basis for their willing- ness to talk about their work. The Maslow Pyramid has proved this. 79 Nowadays, the majority of us have all we need in terms of basic necessities. We have enough to eat and drink. During the winter we are seldom cold. We also have few fears with regard to our safety, the second basic need. Similarly, the third need, for social contact, is also not normally a problem. All that remains are the fourth and fifth basic needs: recognition or appreciation and self-development. Our daily jobs help to satisfy these final two needs. And if people talk about their job, in part it is because they hope to get the recogni- tion for which they crave. To a certain degree, companies take advantage of this fact; for ex- ample, through their internal company magazines. You know the kind of thing we mean ­ the magazines that are produced monthly, quarterly or annually to keep staff in the picture and, when neces- sary, put them in the spotlight. These magazines do their job well. If