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TRI*M methodology says: "happy employees = satisfied customers". Meet the man behind it: Joachim Schariot. By Kushan Mitra
Joachim Schariot plays an integral role for market research organisation TNS. His TRI*M methodologies are used by TNS offices across the world to advise companies about their stakeholders, employees, shareholders and customers. "It is important for companies to keep everybody in the chain happy. Companies are very customer focussed but often forget their employees. Our research has shown that companies which ignore their employees do so at their own peril, because unhappy employees, especially those on the customer facing side, can lead to customer issues," says Schariot. If a customer has a bad incident with a call-centre operator, he or she might actively think about stopping using that particular company's product or services. "Unless you keep the employees involved and satisfied, they won't be bothered and this can come back to haunt companies. Just look at airliners in the US." And companies would do well to keep customers as happy as possible. "If you take a scale with the X-axis showing satisfaction and the Y-axis loyalty, companies should strive to get people to be both loyal and satisfied, because these sort of people become 'apostles' and speak highly of the company. And word-of-mouth publicity is crucial, because it is the most effective. However, if companies cannot satisfy their customers, they might end up with 'terrorists' in the third quadrant who can damage a company far more than apostles can repair it. One terrorist can undo the work of three apostles; these are people that companies should avoid creating at all costs." With that Schariot said that the TRI*M methodology (what else?) could help companies identify potential problems with both customers and employees before they become cancerous. "In an increasingly commoditised world, the only way for companies to stay ahead of the curve is to know their stakeholders well," he signs off.
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