The ROI From Doing The Right Thing

Some days I just don’t understand how companies let business slip through their fingers because they manage their business with a transactional mindset rather than focusing on creating strong customer relationships to last over the long haul. Maybe it’s the chase for a quick sale, denying a discount or refund when it’s requested,?or refusing to bend on company policies where it might make sense. Thankfully, we don’t have to look far for examples of strong corporate leadership that recognize the true ROI gained by putting the client first.?

A few weeks ago, as I scrolled my LinkedIn feed in the days leading up to 9/11, I stopped to read a post by Northwestern Mutual Chairman, President and CEO John Schlifske. He shared some prominent memories from that tragic day and acknowledged the company’s 157 clients who lost their lives. Growing up in Milwaukee, where the company is headquartered, I saw Northwestern Mutual’s positive impact in the community all the time.?

What struck a chord most was John’s explanation of how the company assisted shareholder families in their time of greatest need. Knowing the circumstances they faced, the company acted in ways to get help to affected families as quickly as possible, perhaps worrying less about strict adherence to policy and focusing more on getting people prepared and mobilized to help clients whose lives were turned upside down. They paid claims quickly and developed revised guidelines for necessary documentation to make it simpler for their clients. They deployed a team to New York to support their advisors, connected families with care and counseling services, and more. Perhaps most importantly, they listened.

The post reminded me of the words of Admiral Mike Mullen in a 2009 Foreign Policy article about strategic communication. In the article, Mullen essentially outlined how the process of strategic communication shouldn’t get in the way of the real intention behind the concept. He said,?“To put it simply, we need to worry a lot less about how to communicate our actions and much more about what our actions communicate.” Using historical examples such as humanitarian aid missions, which the military has done countless times, Americans did the right thing because it was simply the right thing to do.

In my role at Seabourn, I’ve seen many examples of an organization and its people who have put a “client focused” mindset at the center of many things we do. Our Call Center and Guest Relations teams are as apt to resolve the thorniest of situations as they are to take a new booking. Every team member on our ships has a mission to deliver the finest service to everyone onboard. Sometimes a successful resolution requires flexibility rather than standing firmly on company policies to the letter of the law. Doing the right thing as it were. I know if I am asked for help, I respond when I can or I get people connected with someone who has answers. It's not someone else's job; it's my job to uphold our brand service values.

One of the stories cited most often of what we call “Seabourn Moments” is a woman who lost her wedding ring walking off the ship one day. Somehow it fell from her finger and ended up in the deep water directly below. She was heartbroken, feeling it was lost forever. While she was off the ship, the captain brought in some local divers to retrieve the ring, presenting it to the stunned woman later that evening. The situation required some quick thinking. Our captain didn’t think about how long it would take or how much it might cost. The goodwill earned that day has paid off exponentially in ways that the best brands exude every day. I'm curious how many people have traveled with us because they heard that story.

Every part of an organization can benefit when they embrace these ideals of building relationships with real meaning. The business benefits are certainly clear, from increased sales to customer retention to positive Google reviews and many things in between. As a communications pro, of course it makes our job easier, but not for the reasons you might think. Like John Schlifske and Adm. Mullen, the pride you feel from simply doing the right thing might just be the best part of all. Pure gold for a PR professional like me.?