How Customers Can Rally Your Troops

Reprint: R1106G

A growing body of research shows that end users—customers, clients, patients, and others who benefit from a company’s offerings—can be important allies for leaders. By serving as tangible proof of the consequences and purpose of employees’ efforts, end users motivate people to work harder, smarter, and more effectively.

In his research, the author invited a scholarship recipient to spend five minutes visiting with university fundraising callers, who generally had no contact with the beneficiaries of their efforts. One month later, callers showed, on average, 142% increases in weekly time spent on the phone and 171% increases in money raised.

Leaders are not lone heroes who must rally their employees to do great things. They need partners who can enhance the meaning employees derive from their jobs. End users can inspire workers by demonstrating the impact of their efforts, showing appreciation for their work, and eliciting employees’ empathy for them.

To outsource inspiration effectively, leaders must identify end users (both past and present), collect their stories, introduce them to employees across the organization, and recognize workers’ impact on customers’ lives.