Much of what I talk about and what we
teach at Denny Training, is to ensure that at all times, the customer is
at the forefront of every decision we make.

Mahatma Gandhi said, ‘
A
customer is the most important visitor on our premises; he is not
dependent on us. We are dependent on him. He is not an interruption in
our work. He is the purpose of it. He is not an outsider in our
business. He is part of it. We are not doing him a favour by serving
him. He is doing us a favour by giving us an opportunity to do so’.
Surely then, in times of economic downturn and recession, it is vital
that we remain in tune with this philosophy by being at one with our
customers needs as well as being in touch with their ‘mood’. We, as
providers of a service must understand enough and be sensitive to the
challenges faced by our consumers. We hear a great deal about the impact
of the failing economy on businesses, but how often do we as business
owners take a step back to think about how it is affecting individual
customers? I am not talking about other corporations. I am referring to
the every day hard working individuals charged with the responsibility
of keeping a roof over their head and food on the table; the ongoing
need to provide for their families. The pensioner who has suffered a
loss in savings and faces the fear of outliving their financial
capacity. The young person who has never had a job since leaving school,
is laden with debt and has little if any prospect of securing one in
the short term. These are the people we need to be ‘connected’ too, not
literally, but metaphorically. It is surely in all our best interests,
that we allow our customers to act as a barometer in our decision making
process, whether that be the products and services we provide, the
price points for our goods or the amounts of money we pay our top
executives.
It is in this context and against this principle that I felt
compelled to comment on what I believe will become a trend in the coming
months and years if we do not step back and test the temperature.
On
April 27, 2012 despite openly stating they had had ‘an unacceptable
year’, Bob Diamond, Chief Executive of Barclays PLC was perfectly
content to receive a £17.7 million pound paycheck in a year when Shareholders
received £700m in dividends while the banks’ staff received £1.2bn in
bonuses. It is no surprise then that 31.5% of the shareholders voted
against the remuneration packages. Whilst this was not enough to prevent
the payments being made to the executives, it did send a loud message
of dissatisfaction.

On
May 3, 2012, Aviva, the insurance giant took a kicking from its
Shareholders, 54% of whom decided that the remuneration packages for its
executives, including now departed Chief Executive Andrew Moss, were
way out of proportion given the performance of the company. Whilst the
amounts were perhaps mere pocket change by comparison to the banks’
bonuses, what we are seeing is a trend towards excessive reward for poor
performance in a climate where the division between rich and poor
throughout the world is becoming chasm like.
I am not naive, I acknowledge and believe that there must be fair and
appropriate remuneration for workers and executives alike. Good work
and performance must be recognized and rewarded, but such rewards must
be aligned to ‘reality’ and sensitive to current economic conditions and
public perception.
My challenge with these obscene pay awards is two fold;
Firstly, how can anyone be worth those kinds of sums?
Secondly, we can only assume that the ‘fat cats’ who recommend and
approve these grotesque amounts, are so far removed from ‘real life’ as
to make them the least appropriate or prudent people to be handling our
money, our insurance or indeed any sensitive and volatile aspect of our
lives.
Ask yourself this:
Did the people involved in agreeing these reckless pay awards
consider me, the customer, the shareholder at any point in their
decision making process?

Is the trust we invested in these companies valued?
The answer must be a resounding ‘NO’!
The Barclays website states, ‘
As a responsible global citizen,
Barclays is committed to ensuring the sustainability of the communities
in which the business operates, and strives for sustainable
relationships with customers and clients worldwide’
I am at a loss to understand how £1.2bn worth of staff bonuses,
including one single award of £17.7m to the Chief Executive, in the
current global economic climate could ever be described as ‘responsible’
or an act that would ensure a sustainable relationship with customers.
Speaking of irony, in 2009 Aviva won the Market Research Society
Award in the Financial Services category, for its approach to generating
insight, putting customer needs at the heart of the business. What
changed?
What is clear, is that despite their rhetoric, these institutions
were so far removed from the needs and expectations of their customers,
so out of touch with the mood of their stakeholders that they made
decisions which will forever haunt their careers and tarnish their
brands reputation. ‘U’ turns on financial packages and resignations
resulting from the embarrassment of shareholder revolts, have all
followed the events of April and early May and simply endorse the
customer response to these executive pay awards.
In order to differentiate and really mean what we say about customer
care, we must take to heart and really comprehend the last couple of
lines of the earlier quote, ‘
He (the customer) is not an outsider in
our business. He is part of it. We are not doing him a favour by
serving him. He is doing us a favour by giving us an opportunity to do
so’.