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社長日記

NO.37:「顧客志向」

2009年03月16日 【社長日記】

 

最近、クライアントの社長から、部下についての不満をよく聞きます。
 
中小企業社長の不満で圧倒的に多いのが、部下が期待していた成果
(稼ぎといってもいいでしょう)を上げてくれないというものです。
 
入社当初は、「○○という仕事について期待しているよ」「君には○○の仕事をして欲しい」
というふうに双方合意したつもりが、なかなか社長が期待する成果があがってこない場合に、
社長の大きな不満の種になります。私の経験上、中途採用では、入社6ヶ月、新卒だと2年
くらいです。
 
一時的な不満で終ればよいですが、大概は辞めてもらいたいというふうになります。
私は労務顧問として、社長の悩みを多く聴きますが、同時に社長が不満に思う従業員にも
話を聞くことにしています。
 
従業員が言うには、「社長が役割と責任・権限を明確にしてくれないから動けない」
「社長が言う(売上)目標は分かるが、指示が漠然としていてどう動いてよいか分からない」
ということが大半です。
 
双方に問題はあると思いますが、やはり雇用した責任や従業員を活かしきれていない
ということを考えますと、やはり社長から具体的にアクション(部下に指示・命令・話し合い)
すべきであると考えます。
 
結局、社長の不満の種は、社長自身が作っていることが多いということです。
社長が指示・命令しても、部下が成果を上げられないということであれば、
最終的に、社長も堂々と部下に今後の進退を選択させる話をすればよいと思います。
 
社長は部下としっかり向き合って、話し合いをすることが大切です。
社長が部下に遠慮したり、辞められるのを怖がっていたら、会社は絶対に発展しません。
 
それでは、持ち味カード第37号は、「顧客志向」についてです。
●「顧客志向」
定義) 常に顧客の立場に立って物事を考え、行動をする。
●行動例でチェック)
1.顧客のことを研究し、その特性を把握している。
2.顧客のために新しい提案、情報提供をしている。
3.顧客が「何を欲しているか」または「何に困っているか」を汲み取っている。
4.長期的な視点から顧客にとって耳の痛い話もしている。
 
顧客満足がなければ、仕事のリピートはこないでしょう。
仕事のリピートがあるということは、顧客は満足しているという証でもあります。            
 
ただし、どこまでのことをすれば、顧客が満足してくれるのか、
対価に見合った顧客満足とは、どの程度のものを言うのかが難しいところです。
 
サービスに時間を多くかけたり、懇切丁寧すぎるくらいキメ細かな対応をすることは
ビジネス上では必ずしも良いとは限らないと思います。
 
一つには、人件費がかかり過ぎ、企業が利益を稼ぎ出すことができなくなって
しまったら、本末転倒です。
また、相手も仕事や生活がありますので、よかれと思い余りかかわり過ぎるのも
顧客の負担になったり、消化不良をおこすことがあります。
 
したがって、顧客の状態や求めていることをしっかり把握し、顧客の満足+α
(20%?)くらいの満足が一番好ましいのではないかと思います。
 
最初から感働をしてもらおうと思って、いろいろ試行錯誤してもサービスの
本質から離れたところの企画では意味がありません。
サービス自体の質の高いかかわり、これこそが感動の源だと考えます。
 
企業それぞれの顧客満足について、今一度再考すると同時に、
感働してもらえるサービスの商品化も企業にとって大変重要な課題と思います。
 
 
次回は、「チームワーク」についてです。
 
 
 
 
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【Data】2010年12月22日 12:50

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【Data】2010年12月22日 19:18

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【Data】2010年12月23日 00:37

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【Data】2011年1月13日 00:18

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