How to Motivate Your People to Deliver the Highest Standards of Member Service Excellence

The best managed CRM system, leading edge telecommunications and state of the art facilities count for virtually nothing if your people are not happy at work. This causes problems with members and internal issues that high tech alone cannot resolve.

Let’s start by contradicting the above headline. In reality, no one can actually motivate another person to do a thing! You can influence people, you can persuade people, you can manipulate people but – simply – put – motivation means ‘provide someone with a motive’ to lift or change their behaviour to a desired level of performance.

The trade off for this is – there must be some level of satisfaction gained or need fulfilled by the person you are attempting to ‘motivate’. Otherwise the person will not be driven by the positive forces needed to deliver excellent member sales and service.

Assuming that people are different and have different needs, let’s examine a number of factors that will drive the performance of your people and lead to increased satisfaction and loyalty from your members.

First of all, it is impossible to have motivated people if there is not a reasonable degree of job satisfaction. This covers the areas of:

  • Job security – from unwarranted dismissal and demotion.
  • The job itself – interesting work, within the person’s capabilities.
  • Work environment – knowledge of company policies, happy fellow workers, leadership.
  • A safe workplace, free of intimidation of any kind.
  • Compensation – wages and benefits comparable to similar organisations in the industry.

If these five factors are in place, you have laid the ground work for employee motivation and can set in motion the plans needed to change behaviour and drive your people to new heights of membership sales and service excellence!

Detailed below are proven motivational factors. Remember – people are different, so it is worthwhile testing what works best with different individuals.

(i)            Instil a sense of achievement and aspiration in your people. Encourage them to make decisions and back them in those decisions – even if they are occasionally wrong. Discuss outcomes with them and give them the confidence to think for themselves. Talk to them about their values and what they aspire to and help them to achieve their work goals.

Finally, let people see the results of what they have achieved.

(ii)           Recognise and reward effort. Most of us, as kids, were constantly ‘caught doing something wrong’. How about ‘catching’ your employees doing something RIGHT? Give them a private pat on the back or make it more public, if you hold team meetings for example.

(iii)          Delegate responsibility. Whatever the size of your organisation, if you have one or more staff who can handle extra, challenging work – give it to them. Explain fully what you want done, ensure they understand the process and give them a fair go. Many people thrive on extra responsibility.

(iv)         Advancement. This depends entirely on the size of your organisation/association and, also, not everyone can become a ‘chief’. However, if you can set a career path for your people and they can see where they are headed and what career opportunities there are, then you will see a stronger motivation and desire in those who want to advance.

(v)          Feedback. This is one of the most important contributing factors to employee motivation. It destroys the ‘we’re treated like mushrooms’ syndrome prevalent in organisations of all sizes. Tell them what is happening in the company, the industry, new recruitment promotion, new renewals campaign, and whatever else they should know about. Also, seek their feedback – continuously. Your employees are probably your best source of information gathering relating to what your customers’ want and need.

(vi)         Financial incentives. What do we pay incentives for and how much should we pay? These are extremely difficult questions to answer as it depends on the industry, how much base salary and benefits the employee already receives, profit margin requirements and turnover.

(vii)        Personal growth and development opportunities such as attendance at workshops and seminars that will benefit them; give them access to books and tapes that will help them grow and develop; subsidise further education for them; allow them time off to pursue agreed personal development opportunities; look after their health and welfare e.g. a gym membership.

The final factor in employee motivation is YOU...providing quality leadership.

“A good leader inspires their people to have confidence in him/her ... A great leader inspires people to have confidence in themselves”

Contact Kevin Cahalane today for a frank discussion on your membership growth needs in key areas such as membership sales training, team building, member service excellence training, telemarketing training and coaching your team to success: kevin@membershipgrowth.com.au or 03 5976 8966 (Australia)