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Lead "Intentions" - make a statement!  Make a promise!           

With the practice we demonstrate intentions by inviting customers or beneficiaries of our group's efforts to let us know "How are we doing?"  As the practice develops, intentions are also demonstrated between associates as well as partners.  Partners are those that support daily operations both internal and external to the enterprise.

The Global Marketplace-with new ways of working and new ways of thinking-puts great emphasis on the customer. Sometimes, almost as important as expectations of customers are their perceived intentions of your organization and staff.  Also, there is a direct correlation between intentions and commitments!

In John Maxwell's recent book 25 Ways To Win With People (Thomas Nelson, Inc. 2005) a full chapter is devoted to "Mine the Gold of Good Intentions."  He points out that when people demonstrate their intentions not only does it bring out their best but it enables others to see things from their perspective.  

Demonstrating intentions is necessary to build long-term customer focus!  Specifically, intentions must be demonstrated in order to grow each of the three relationship connections needed for long-term customer focus customers, associates, and partners).  When intentions are demonstrated in ways to clarify perception, a catalyst is formed for the growth of the workplace relationships needed to grow long-term customer focus.  

But how do you demonstrate intentions?  Obviously intentions must be perceived to successfully be demonstrated.  Intentions are addressed, only to a limited extent, in many hospitality training programs.  These intentions are limited to but one of the three relationship connections, that of team members to customers.   

This practice is one of the few tools I have seen that encourages/promotes the demonstration of "intentions" not only by team members to customers but also between members themselves as well as to other support teams both internal and external to the enterprise.  A team leader can develop a career skill to lead workplace relationships and experiences in all three areas simultaneously.  

It accomplishes this as part of the "asking" and "sharing" process as team leaders coach performance.  With the practice, team members demonstrate intentions by learning to ask questions concerning customer perceptions and share the feedback to create accountability.  Team members become more responsible as the practice cycles and the coaching performance process continues of:

• demonstrating intentions through asking,

• forming opinions (assessments) with the feedback,

• making commitments as feedback is shared and measured, and

• fostering change as measurements are aligned with customer needs, expectations and perceptions.

• experiences create learning as the cycle continues.

 

We prescribe to the idea of a "Statement of Intention" as presented by Mark Samuel in his book "The Accountability Revolution", a must read as it gives you the "how-to" !  You can get the book at his website along with other resources at http://impaqcorp.com 

Four essential elements of intentions that we try to enhance through the practice as presented in this book are:

1. Responsive

2. Customer-driven

3. Action-oriented

4. Practical

One very important aspect of the customer focus practice is that you offer to let your customers let you know "How are we doing?" in a way that allows your group/team to demonstrate their intentions to all customers.  So, in an offer to participate in feedback, you would not only "thank" the customer but also very briefly let them know that you want to be better for them and for their prosperity, that you value their input and ideas, that your team strives to continually improve to be the best in your industry, and it is your teams intention to build a long-term mutually beneficial relationship with them.  

Of course this intention (statement) must be brief, simple, to the point and, depending on the circumstances, may be more or less formal.    It may also be delivered in a variety of ways but usually in writing, either on paper or electronically.  You may opt to use support from Marketing or other sources to convey the intent you, as a group/team, feel most comfortable with.

Remember to share and publicize all your efforts in creating and distributing, to customers, the "offer to participate" among group members as well as support teams .  This generates a sharing and discussion of intentions among group/team members as well as between the members and those from support teams both internal and external to your enterprise.  Again, the three relationship areas that are needed to build long-term focus - intentions are a factor in any relationship.

It begins with your asking your supervisor "Can I ask our customers to let the team know 'How are we doing?' "  and is a continuous journey as your group challenges themselves to understand who your customer is, what their needs are, and how you can be better for them.  The "what", for the most part, will come from Management through their support of your efforts but everyone will learn and benefit from the dialogue.

We try to help leaders/managers on the front-lines taking care of customers build communities of people.  Also to help these leaders, by providing a tool, to, in addition to being a Manager, to also facilitate the roles of Practitioner, Teacher, Coach, Evangelist, and Supporter.

Also see how noted psychologists outside the main stream business world view "intention" and its influence on human nature:

Intention is generally viewed as a pit-bull kind of determination propelling one to succeed at all costs by never giving up on an inner picture. In this view, an attitude that combines hard work with an indefatigable drive toward excellence is the way to succeed. However, intention is viewed very differently in this book. Dr. Wayne W. Dyer has researched intention as a force in the universe that allows the act of creation to take place. This book explores intention—not as something you do—but as an energy you’re a part of. We’re all intended here through the invisible power of intention. This is the first book to look at intention as a field of energy that you can access to begin co-creating your life with the power of intention.

©2004 George Reavis - george@thankingcustomers.com

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