Staff members stay loyal to organizations with good growth prospects, and especially where they feel they can build relationships with customers and really add value for them. Conversely, staff members will leave apparently unsuccessful organizations with high customer turnover and lack of customer loyalty—it’s just not much fun or rewarding. In such an organization, there is no opportunity to really help customers in an ongoing way; so this contributing factor to job satisfaction is lacking.

Contrast the feeling you get when you are faced with these two scenarios: Scenario A: “I really enjoy going to the bank. The security guard welcomes me and phones ahead to make sure my Account Executive is ready to meet me. The receptionist brings me a cappuccino without me even having to ask. My Account Executive takes me to an office and we carry out our transactions, interspersed with gossip and friendly chitchat. She never tries to sell me anything, but suggests more profitable ways of managing my money, and tries to provide the services I need, because she knows what I need and what I don’t need. She has been there all the time I’ve been a customer. She’s very proud of me and introduces me to her team, in the inner recesses of the bank. I take her and her team a big box of chocolates at Christmas. She alerts me by personal email to any transactions within my account, which keeps me informed and saves time and effort. In the banking sector, it’s important to ‘know your customer’. But how can a bank know its customers if the bank staff are always moving on?”

Scenario B: “When I call my bank, I have to go through an elaborate security test before they will even speak with me. They have a call center where the staff members—you never get the same one twice—just want to get rid of you as fast as possible. I get snail-mail letters, advertising flyers and a diary ever year from my Account Executive, who is always different from the previous year. Sometimes, I have two different Account Executives in the same year, at least. Once or twice I have tried to phone my bank, or drop in to the bank in person, just to introduce myself, to get to know my Account Executive so that I can put a face to the name in case I need to talk to this person with any problems in the future. I’ve had an account with this bank since I graduated from university. But the new Account Executive is always too busy. And when I’ve needed to make complicated and big transactions—such as buying a house—things have gone wrong and I’ve had to make several phone calls and had to explain myself over and over again to a different person each time.

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