Employee Perceptions About Customer
Satisfaction Are Inaccurate.
Senior managers are often perplexed when they
learn that 40 to 50 percent or more of their employees rate the quality of
their products and services as poor. In these organizations management has data
that convincingly demonstrates a high level of repeat business, low customer
turnover, and high levels of customer satisfaction.
Employees Can Easily Lose Site of Reality
Quality has become the sacred organizational cow.
However, many employees have actually become too critical of their
organizations. In the frenzy to improve quality and achieve perfection,
employees have become so focused on identifying and solving problems that they
have lost sight of the fact that their customers are, for the most part,
Perhaps this is because they have little actual
personal contact with customers and thus don't know how they really feel. Since
they spend the majority of their time solving problems and putting out fires,
they distort the reality that the overwhelming majority of their customers are
satisfied and will continue to do business with the firm.
The Organization Suffers When Perceptions of
Quality Are Low.
When employees feel the quality of the products
and services provided to customers is low, their commitment to the organization
weakens, internal conflicts proliferate, and trust in management declines.
Also, organizational pride, that thin glue that holds many organizations
together, begins to lose its grip.
The Self-fulfilling Prophecy Can Decrease
If employees believe that management, their
coworkers, or people in other departments are not committed to quality, they
may lose their own personal commitment to quality as well. This could result in
a downward spiral of declining quality, poor customer service, and lost