When asked, almost all companies and organizations will claim they are customer focused – and you can see it in their advertising and promotions. But, how many really are?
Leaders must “walk the talk” if their organization is going to truly have a culture of customer focus. Leaders themselves must get out of the office and spend time with customers. Leaders set the example. A company can say all day that they are customer focused but if the leaders do not demonstrate it, others will not demonstrate it either.
Over the years while working with university leaders we often sense that they are out of touch with students (and staff, for that matter). It is understandable, they are very busy people with many activities filling their schedule. But, a university cannot say they are “student-focused” or “in touch with today’s students,” if this is not truly the case with leadership.
We have advised university presidents, and other leaders, to schedule an hour a week (or more if possible) to connect with students and staff. We recommend that they walk out of their building onto the campus, choose left or right and start walking. Then, we tell them, talk to the first person you meet, whether a student or staff member. Ask them how they are doing, encourage them, learn what problems they have, and ask other open-ended questions. Then, change direction and walk to the first building along the way. Go to first office they come to and knock on the door…and then start learning what is really going on.
We also encourage leaders to go to places where students hang out or go to athletic events (not just big football or basketball games, but swimming meets, lacrosse matches, and so on).
This is all very simple and many have written about “management by walking around.” But, it must be put into practice and not simply be a show. If a student tells the leader that the food is terrible on campus, the leader should talk to other students to get their opinion and, if all feel the food is terrible, do something about it. Faculty are also “customers” of the university in that they are sought after and need to be retained. A university leader who does not listen to and communicate with faculty will probably not be around long.
Leaders who actively seek out their customers, listen to them, and take action on their concerns will be able to say that they have created a customer-focused culture in their organization.
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