On Wednesday I’ll be leading a panel at The Conference Board’s Customer Experience Management Conference. One of my panel participants is Vince Burks, a Senior Vice President at Amica Mutual Insurance Company. With Vince’s permission, here is an piece he wrote about what I describe in my work as the “Chain of Connection” that runs from the CEO to Customers. It is necessary to maximize strategic alignment, employee engagement and achieve sustainable superior performance in every organization, especially now when according to Gallup Research only 18 percent of people trust business leaders.
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Lagniappe.
Its origin is Spanish. Its meaning is special. And for companies striving to make a difference – or merely to survive – its value is enormous. As Mark Twain explained during his travels to New Orleans, “It is the equivalent of the thirteenth roll in a ‘baker’s dozen’ … something thrown in, gratis, for good measure.”
In other words, lagniappe (pronounced “LAN– yap”) is about making an extra effort … about going the extra mile … about doing something extra special. It is a gift. It is a courtesy. It is a way to stand out in a positive way.
And for companies like Ben & Jerry’s, Zales, Starbucks and Sodexho … it is a way of life.
Successful companies know how to run successful businesses. They know how to win over and keep customers. They know how to hire and inspire their workforces. They know the importance of giving 110 percent. They know lagniappe.
For their clients, this means an added emphasis on customer service. Extra courteous. Extra responsive. Always available. They proactively reach out to our clients. They listen to them carefully, patiently, and thoroughly. They treat them well. They build trust.
Like all successful companies, they place a premium on customer relations and recognize that it is not just about the extra “roll” but also the extra call, the extra time, the extra attention.
But that’s not the full story.
At companies like the ones above – as well as my own, Amica Insurance – the concept of lagniappe is not just a part of our brand ethos; it is ingrained in everything we do. It therefore extends to our most valued resource – our employees. In fact, that is the secret to our success.