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James Dodkins on Putting the Employee First, the Customer Second

It is common belief that the customer’s needs should always come first, but what if employees’ needs were put first in order to ensure customer satisfaction?

Shep Hyken interviews James Dodkins who shares his ideas on what a company looks like when the employees are made top priority, so that in return they can be best prepared to treat customers as their main focus.

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Top Takeaways:

  • Seven components to creating a culture of outstanding customer experience:
    1. Vision: Have a core understanding of who your customer is, what their needs are, and what a successful outcome would be.
    2. Align: Align the vision around the delivery of those specific things.
    3. Capability: Make sure the people within the company are skilled enough to make the vision come to life.
    4. Workplace: Have the right environment for the right employees, to ensure the best work is being done.
    5. Incentive: Make sure workers are getting paid for doing the right and important things, not just doing mundane tasks.
    6. Resources: People within the company must have the budget to be able to make the right things happen for the customer.
    7. Empowerment: Without this key component, the rest doesn’t work. Workers must feel confident that their decisions will be supported by leadership within the company.


James Dodkins is the author of Foundations for Customer Centricity. He helps companies create outstanding and unforgettable customer experiences, and travels the globe learning the secrets of the world’s best-performing companies, and uses that information to help organizations replicate that success. He specializes in customer experience and customer centricity.

Shep Hyken is a customer service and experience expert, “New York Times” best-selling author, award-winning keynote speaker, and your host of Amazing Business Radio.

“If you pay people for doing stupid things, they’ll become very smart at doing them.” – James Dodkins


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This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. How can understand what my customer needs?
  2. How can I equip my employees with the proper skills to deliver excellent customer service?
  3. How can I create happy employees?
  4. What can I do to create a more conducive workplace for employees?
  5. How can I create a better customer experience?
  6. How can I create a better employee experience?

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