Defining Stakeholder Satisfaction
As the first of the Four Pillars of Fleet Success, we define Stakeholder Satisfaction as “Living up to the expectations of those who depend on the job you do.”
This can include more than your customers. It can be your customers’ customers, or your employees and their families, and even your community.
Why Does Stakeholder Satisfaction Matter?
It’s essential to achieve Stakeholder Satisfaction, because if you do your job well, then others can achieve their own goals and objectives. If you don’t, then it can have a ripple effect through your stakeholders, and their stakeholders, and so on.
When a company focuses on its stakeholders, good things happen.
Identify Your Stakeholders
Before you can achieve Stakeholder Satisfaction at your fleet operation, you first need to identify who your stakeholders are – your primary, secondary, and even tertiary.
Start by drawing two circles on a piece of paper.
Then, think about your organization and brainstorm a list of people who are immediately impacted by the job you do. Put them in the first circle and note what job they are in and what role they serve.
Next, in the second circle, list the people who depend on those in the first circle to do their job.
These are your primary and secondary stakeholders.
It could also be beneficial to think about your tertiary stakeholders. This could include your employees’ spouses and families, other drivers on the roadways, and countless others who can have an impact on your operation.
Learn What Matters To Your Stakeholders
To achieve Stakeholder Satisfaction, you need to understand what is important to them. While it can be difficult to meet each individual’s needs, you can start by looking at each group of stakeholders.
- Employees: Have conversations with your employees to learn about what’s important to them – both at work and at home. Learn their spouse’s name, and their kids. Ask what hobbies and interests they have outside of work. This will help them feel more valued – and more satisfied – on the job.
- Customers: Meet your customers proactively – and not just when there’s an issue – to talk about if your fleet operation is meeting or exceeding expectations. This will help you get ahead of issues before they become too big to overcome.
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