I got the opportunity to meet a CEO of a big organization, he said
that, my HR person is not able to connect and extend support to the core
business and for him HR means Recruitment, Statutory Regulations, Canteen and
House Keeping. He limited his HR scope within this limit. This CEO further
added that this kind of work anyone can do, even a commerce graduate can do
easily. Being an HR everyone must be well aware about his 9 Roles and
Responsibilities. Yes, it was not a complaint, but a pain he put forward to me.
Today also, it is relevant in many organizations. This article is dedicated to
all the members of HR fraternity to bring an inspiration within as we Proud of
our profession “HR “which can bring a profitable and sustainable business in
any industry.
Once upon a time a person belonging to a middle-class family started a
business of selling rice and succeeded very well. Seeing his success, another
man from the same village slipped into the same business of selling rice. This
man used to open the shop daily and sit there till the evening, waiting for the
customer and would come back after 7.00 pm. This almost continued for 2/3
months, he had not sold even a single kg of rice. Still he religiously
continued the act, but in vain. When asked by his close partners and relatives
about the business, he would tell that don’t doubt his skills and knowledge?
This Business is not like any other business in the globe, market itself is
down, many rice sellers are sitting idle. This person was not aware about the
changed scenario and was unaware about the purpose of putting a shop or
enterprise. What is the purpose of putting a shop or enterprise? We HR people
must know about it.
The purpose of putting a shop or enterprise is to create and keep
customers. Similarly, when you think yourselves and interlink your professional
qualification ( capability) with your work - in the terms of 2nd rice seller;
even if you believe that you are having 100% knowledge and skill to do certain
job, Mind it that it will not bring growth in your career and will not help the
organization to grow in business. Why? Read on..
Yes, in the same village a third shop started the business of selling
rice. Now, there were three rice shops in parallel. One was old – (family
traditions) being old, they had created a brand. The Second – shop keeper was
good, having 100% skill and 100% knowledge of business, even materials were in
stock for sale, but no customer.
Now, in between them a third shop popped-up. What do you think? is this
shop going to do any miracles? Yes, he did! - Here is the key, this is the key
that controls your future, your promotion, your greatness in life. This is the
key which enable you to reach your destination. [If you don’t change your-self,
you will be obsolete. This is the warning for every one of us wherever we work
as HR Professional] we need to enhance our level of responsibilities, care to
work force, all stake holders, customers, satisfy them with our supreme
services. In this situation, you might be jealous, even threatened. But, what
would you need to be a layer in this scenario? You would need completely new
skill set and tool set. More importantly you would need a new mind set – a new
way of thinking. Mantra is “Keep your aspirations high”.
Back to the story - NOW the third shop keeper wants to make something
different in his market
Performance. He created a “passion within himself (passion means -
those things that naturally energize, exercise, motivate & inspire you to
serve) that always drove him as a guiding principle. He believed that, ‘’a
rising tide lifts all boats.. or.. in a tornado, even a turkey can fly..’’ By
keeping this phrase in mind, he deeply thought about the changing scenario and
imagined market performance. He knew imagination is much more important than
knowledge. Initially, he started off with capturing data from each house of the
entire area which was; a) how many members were there in each household? b) The
quantity of rice, they cooked in any given day c) the size of the rice jar in
each house to hold the stock.
Why he captured data? Thus, he met every customer at their place,
generated knowledge about their need and their requirement and made a strong
retain strategy.
Then he offered (1) Free home delivery of rice. (2) A good service —-to
replenish the house hold’s rice jar automatically at regular intervals.
Customer becomes so happy because they got rice at their house with regular
intervals, without spending extra money and efforts (here customer saved
travelling expenses and time, they got quality, quantity with less price).
Everyone in the village agreed his offer and he captured full business in one
night. He became the King overnight. He became the Business Leader. Till
yesterday, the first rice seller (family traditions) was the Business Leader.
Today his business is no more. Obsolete from the business. Today, only few may
reach him. The New Business Leader replaced many within one day. He used -
Three tactical elements of Value Generating Relationship strategy which are;
(a) To seek direct contacts with the customers.
(b) To build a data base
(c) To develop a customer oriented service.
Now, he captured complete business of the entire area. The new level of
his marketing performance completely threatened to other two shops. The old
shop who believed that they are the market leaders became the member of the
market overnight. This new changes in the market place forced them to believe that ‘’Customer was Supreme’’
.Whoever gives value to the price can stay in the market. Today, wherever you
work – you need to understand: What does customer want? Customer want;
(a) Relationship, (b) Accessibility, (c) Promptness, (d) Follow-up, (e)
Responsiveness, (f) Promises kept,(g) No Surprises, (h) knowledgeable people, (j) Kept informed, (k) Do
it right.
Now, let us work out being an HR - what would be our strategy to become
an important of Business. How we are going to create a difference in the
organization through HR.
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