dispatches from the new world of work

100 Ways to Succeed #74:

C(I) > C(E)

This one waltzed into my life when I was speaking to GE Energy sales folks earlier this year. I've long said that "forming relations inside our own company is almost as important as the external ones." While it may not be a Universal, it struck me that in many cases "C(I)"—our Internal customers—are in fact ... MORE IMPORTANT ... than C(E)—our external customers. In the GE case, systems sales, often to "foreigners," the salesperson (my GE informant who's a very successful salesperson) wants "an ... UNFAIR SHARE" ... of a host of insiders' time—engineers, logistics folks, the risk-assessment staff, and even lawyers. Lots of GE dudes are selling lots of stuff—and need, yesterday, lots and lots and lots of Inside Help. I (salesperson) want to be at the front of the queue for the harried risk-assessment staffers' time & attention; I want to be head of the queue and getting an unfair share of the engineers', who must customize the product, time and imagination and attention.

Hence my full set of "internal [customer] relationships" could end up being more important, even far more important, than my "external [customer] relations." The applications of this idea range way beyond enormous GE systems sales. I, as a professional services person at the "client interface," want an unfair share—and posthaste—of the Graphics Department's attention when a hastily scheduled Presentation looms. As a junior purchasing staffer, I want an unfair share of the Legal Staff's time as I prepare even a medium-sized contract. As a White House staffer many moons ago, I wanted the various Gatekeepers to put my memo to the VP or P or Secretary of State at the front of an infinitely long cue of stuff from people who waaaaaay outranked me.

So, what have you done lately for your all-important "portfolio" of internal ... CUSTOMERS????? I(I) + C(I) > I(E) + C(E). My Investment in Internal Customers must frequently outstrip my Investment in External Customers. Think about it. Clearly. Precisely. E.g., when was the last time you took a C(I) to lunch or dinner? Or brought Flowers to the Legal Department after they'd done you even a wee favor?

(Yup, another farm picture—couldn't resist.)

Tom Peters posted this on 07/28/06.

Comments

Tom,

This is working on the assumption that you are working for a successful company that has its full quota of External Customers ...you make is sound like a birthrite.

My company is on the brink of having falling sales in 2006 for the first time in its history. For all the internal problems we have, there does come the "haha!" moment when you realise - THEY LIKE THE PRODUCT, BUT THEY ARE BUYING FROM SOMEONE ELSE.

So, we're going to focus on external sales. If engineering give undue time because of guys and girls playing a stupid game of favourite, as oppose to profits - they will get a good dressing down.

Seems like you are writing a new bible to unprofessional behaviour sometimes. It sounds very 80s, but the Japanese are putting us out of business by laser-like corporate focus, multi-channel sales and incredible co-ordination of new product projects that is NOT the result of a childish "Do ME first" intracorporate culture.

That said, having good intercompany relations can make work more satisfied, richer, and more rewarding.

How about a new book - in pursuit of US?

Posted by Guitariste at July 28, 2006 10:50 AM

Well, I agree with Tom. A major bank in the UK who is famed for its service and also has turned round its results...puts a huge amount down to turning round the internal relationships. It now does internal customer satisfaction surveys every 3 months between depts. The improvement in comms has increased morale and also cut out waste at a time when global pressures are great. I am a firm believer that strong internal brand focus gives greater competitiveness. When sales are stagnant for me that is when you need to improve internal engagement and performance to compete...just my view!

Posted by Anna Farmery at July 28, 2006 2:32 PM

And please, please, don't forget to send flowers to your lawyers! And candy! Donuts are good, too. We really appreciate it -- we work so hard for you, we often forget to eat! :)

Posted by Richard Cauley at July 28, 2006 10:14 PM

I'm all for flowers-for-lawyers, because many, I've discovered, turn out to be human beings. Quite seriously, because of the nature of the process it's easier, not to mention safer, for a lawyer to say 'No' than 'Yes.' Thence, 'working the relationship' with 'legal' may be one of your best, or even your very best, investment of time.

New bumper sticker? "Make Monday 'Cookie Day' for a lawyer near you!" (Richard, I promise I'll send my lawyer cookies, dozens of cookies, as soon as I get back from Southeast Asia!)

Posted by tom peters at July 28, 2006 11:03 PM

This coming Monday I am finishing some work in the Ophthalmology Clinic in a hospital and I am leaving biscuits (cookies) for the staff as a thank you for making me feel welcome in my short stay with them. They will of course be biscuits of a high spec 'healthy' nature(not):-)

Posted by Trevor Gay at July 29, 2006 3:53 PM