Approaches to diversity have changed, but there is one constant: a desire to know whether training really changes people. So, we decided to initiate a landmark study to find out with help from two clients—a major health system and a prominent university.
When customers are asked to rate the service they receive (on a scale of 1 to 5), have you ever wondered what they base their decision on? You may be thinking of factors like cost, quality, variety, timeliness, or other things particular to your products or services. If you do a good job on those fronts, you’ll likely have a satisfied customer (they’ll give you a 4). But what researchers have learned is that customer satisfaction isn’t enough if you want a successful business—because a satisfied customer is not necessarily a loyal customer. Someone who gives you a 4 is six times more likely to go somewhere else, compared to someone who gives you a 5. What does it take to earn a 5?
Oftentimes when training leaders how to develop trust, I’ll ask if they think it’s important to be liked. Occasionally someone blurts out: “I don’t care if people like me, as long as they respect me” (and you can tell by the way they say it—no one likes them!). But let’s be honest, it’s hard to respect someone you don’t like, and it’s hard to like someone you don’t respect.