E-couragement: People Trump Policy

“I wonder if the people who make the ‘Policy’ ever have to deal with a ‘Customer’ it affects. I doubt it!” Brian Parsley January 28, 2014 was a big day for the Schlentz family. It was the culmination of a year’s worth of planning for my youngest daughter, Carley. This was her departure day for a five-month study abroad adventure. She was three flights and twenty-four hours away from living with her host family in Freeling, South Australia. Yet what happened at 9:20 a.m. caught us both by surprise.

It occurred moments after we had parked at Target. With a startled tone in her voice, Carley said, “Dad, it’s as if everyone at school is texting me. They keep coming, one after the other.” She held up her phone, and sure enough, a stream of texts were cascading across her phone. Carley has attended Caldwell Academy in Greensboro, NC since kindergarten. Like most schools, they have a clear no-texting policy. Students found texting during class have their phones confiscated.

Carley and I sat mesmerized by the abundance of posts proclaiming, “good luck Carley—we’re gonna miss you—we love you—have a great experience—can’t wait to hear about your adventure, etc.” Our hearts were warmed. That’s when it hit me. Bravo Caldwell Academy! In this critical instance you made an intentional decision to communicate love to my daughter in spite of a clearly defined policy. Your focus was on the intent, not the letter of the law. What a powerful message you sent to Carley and her classmates. A smile spread across my face thinking it must have been the headmaster, Mr. Guthrie, the principal, Mr. Greer, and Ms. Roberts, Carley’s second period teacher, who apparently led the uprising.

There’s a clear business lesson embedded in this experience. Carley is Caldwell’s “customer.” In that moment, they made the right choice to choose people over policy. Your business policies may be important, but they’re not sacred. Resist treating them like the Holy Grail. In order to engage your customers and create unwavering, long-term, loyal buyers, know when to make the right choice. That choice is people. People trump policy. Just ask Caldwell Academy.

Leave your comments: What policy should your organization change in order to be more people /customer focused?