4 Ways Leadership Coaching Can Affect Customer Satisfaction
Most of us have probably been influenced by a coach or a mentor that had a positive and lasting impact on our life. Chances are, that great coach didn’t just help you learn to land that triple toe loop or run an option offense—he or she probably instilled in you the value of setting and achieving goals, delaying gratification and realizing your potential. Leadership coaching works the same way, but in business, it not only benefits leaders themselves; employees and customers also reap the positive rewards of leadership coaching.
The most important benefit of leadership coaching is that the benefits do not stay contained within that leader’s office, but radiate outward. When leaders raise their performance levels, their colleagues follow suit and companies see better business results, build better relationships among employees and with customer and report that their work is more enjoyable. When your commitment to excellence permeates all layers of the corporate structure, including customer-facing employees, the result is improved customer satisfaction, and better revenues and market share. And when your customer-facing employees are passionate about their work, your customers are passionate about your company.
In this post, I’ll highlight four ways leadership coaching can positively impact your customer satisfaction.
- By Creating an Engaged Workforce
Effective leadership coaching makes for effective leaders, and effective leaders produce engaged employees who care about what they’re doing. Studies have found that companies with engaged employees have higher net-profit margins, and they produce significantly higher long-term shareholder value than companies where employees don’t feel engaged in their work. And with engaged employees come satisfied and loyal customers. Therefore, when you make leadership coaching accessible, you set up conditions that lead to happier customers, giving you a positive return on your coaching investment.
- By Demonstrating That Leaders “Walk the Talk” About Customer Service
It’s easy for company leaders to say, “employees are our number one asset!” or “customer needs come first.” But making these statements and actually living them are two different things. When a company invests in leadership coaching, it shows everyone––from leaders down to the newest hires––that the company has certain expectations employees should meet. When a company clearly communicates, “We invest in leadership coaching so we can put action behind our verbal commitment to customers,” employees see the effects in their leaders and in turn share their increased faith in the company with customers.
- By Reinforcing Critical Leadership Training
Training your employees on how to be effective leaders is, of course, crucial and can come in many forms, including shadowing, workshops and webinars. But leadership coaching solidifies skills learned in leadership training and teaches employees how to put them into practice. Suppose a new team manager goes through training on how to help team members work more effectively together. That’s terrific, but when that same team leader is also coached on how to assimilate those skills into his or her work style, leadership skills can be developed to their fullest potential. Great leaders helm great teams, and great teams throughout an organization make the customer experience measurably better.
- By Improving Organizational Market Performance
A survey commissioned by the American Management Association found that organizations that used more coaching were more likely to report higher success rates for coaching. They were also more likely to say that their organizations were performing well in the market based on revenue growth, market share, profitability and customer satisfaction. Nearly 60 percent of both North American and international respondents reported that over five years coaching had delivered either “better” market position or “all-time high” market position, and that doesn’t happen without satisfied customers.
So what does this mean for companies? It means that the value of leadership coaching is measurable. If you want to see revenue growth and increase your market share, leadership coaching acts as a contributing factor and shouldn’t be ignored.
The Effects of Leadership Coaching Radiate Outward
After seeing the benefits of leadership coaching first-hand I decided to make it the focus of my career. And now with many years of experience in leadership coaching, I can personally attest to the value that coaching brings to an entire organization––not just the person being coached. Done well, coaching produces benefits that flow throughout a company and results in engaged employees and happy and loyal customers.
Like this post? Check out John’s second guest post, “How to Practice Intelligent Leadership.”