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One telltale sign of a high-performance organization is the engagement and focus of its front line. Those vital employees include sales, customer service and delivery personnel-people who can turn a first meeting with a customer into a lifelong relationship. They also include the people who play crucial roles in bringing the right product to market at the right time-people involved in a company's R&D, marketing, production and supply chain. In order to execute well, the front line needs the right back-office support, another area where effective organizations excel.
When the front line fumbles, the company is weakened-through poor service, poor quality or unnecessary cost. Ultimately, a company's ability to execute is impaired, and customers suffer. The key is to view the front line as a source of competitive advantage, applying the same rigor in setting it up that a company's leaders apply to the rest of the organization. Strong leadership is important, along with constant communication of the company's vision and priorities. Clear rules for making decisions, with reinforcing measures and incentives, also are vital. Finally, frontline employees must be equipped with the right tools, working practices and technology to do their job effectively.
Bain helps clients put customers at the heart of their organizations. We help them understand their customers better, and help equip their front lines with the tools and skills needed to best serve them. We also assist companies by designing the right corporate and functional support for front line employees.
To find out more about Bain's work in this capability area, please contact the practice.
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