Every company says it’s committed to customer service, knowing it can’t survive, let alone flourish, if it doesn’t satisfy the people who provide the revenue and referrals required for success.

Many firms don’t seem to believe, however, that employee satisfaction is equally vital. In fact, nothing is more important to sustainable success than a competent and committed workforce.

So how come some companies that demand uncompromising customer service permit and perpetuate management styles and policies that alienate many employees and generate resentment, fear, frustration, and emotional and intellectual disengagement?

Yes, unhappy employees are more likely to stay attached to a company than unhappy customers, but if the organization cares about customer service, that’s a liability, not an asset.

Quality, price, and convenience are important, but the kind of customer satisfaction that builds loyalty requires listening and responding to customer needs and expectations, friendly and respectful service, and authentic caring.

How can one expect employees who think they’re not treated well to treat customers well? Why would one think employees will treat customers better than the company treats them?

Josephson Institute’s surveys have consistently revealed that a high proportion of employees are not satisfied and don’t think their company is trying hard to satisfy them. Many are unwilling to report improper conduct or even to respectfully express disagreement or alternative ideas to their bosses because they fear harmful repercussions. They say they conceal or distort negative information, ignore company policies, and distrust their leaders.

These toxic attitudes destroy morale, increase turnover and, most certainly, undermine customer service.

The antidote: Managers at every level should be hired, trained, and held accountable to treat their subordinates as if they were their customers. How? By listening and responding to their needs and expectations and by assuring that the people who represent the company are proud of their affiliation and feel valued and appreciated.

Customer satisfaction starts with employee satisfaction.

This is Michael Josephson reminding you that character counts.