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Building the business connection

Building the business connection



For GSETA 2011 Conference

For GSETA 2011 Conference



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    Building the business connection Building the business connection Presentation Transcript

      • Building the Business Connection
    • Seeing Ourselves Through the Eyes of Our Customers
      • Accurate or not, perception is reality .
      • Has the history and past performance of the workforce system influenced what business thinks of us today?
      • Do they see a seamless, integrated One Stop system designed to meet the demands of business?
      • Do they see that we continually adapt and change the way we work with business?
    • Seeing Ourselves Through the Eyes of Our Customers
      • Who does business think we are?
      • Who do they think we serve?
      • What do they think we are good at doing?
      • What makes us different from others providing similar services?
    • Seeing Ourselves Through the Eyes of Our Customers
      • Who would we like to be known as?
      • What businesses would we like to serve?
      • What would we like to be good at doing?
      • What would make us different from others providing similar services?
    • Improving the Business Connection
      • When serving business we need to . . .
        • Be aware of the challenges our business customers face.
        • Relate our services to the solutions they need.
    • An Overall Strategy for Improving the Business Connection
      • Study & understand the business environment.
      • Identify customers and identify their needs, expectations & preferences.
      • Analyze current product/service offerings.
      • Identify gaps between customer needs and current products or services.
      • Improve or create new product and service offerings.
    • Improving the Business Connection
      • How well do we know the general business environment?
      • How well do we know our local business customers, both current and future?
      • How can we learn more?
    • Improving the Business Connection
      • What issues affect businesses today?
      • Technology change & growth
      • Skills mismatches
      • Aging/retiring workforce
      • Immigration
      • Shift to the knowledge economy
      • Generational differences in the workforce
      • Globalization
      • Others . . .
    • Improving the Business Connection
      • What issues affect the industries and businesses in our local community?
        • Changing sales volume or market share?
        • New products or services?
        • Changing workforce demographics?
        • Understaffed Human Resource functions?
        • New companies or industries
        • Others?
    • Conduct an Environmental Scan
      • Identify and discuss the issues, events, gaps, circumstances, etc. that affect the general business environment .
      • Identify the issues, events, gaps, circumstances, etc. that are affecting your local business community .
    • How Can We Educate Ourselves About Business Concerns?
      • Local Business Community
      • Association and industry journals
      • Industry directories
      • Business section of newspaper
      • Feature articles and classified ads
      • Chambers of Commerce & economic development entities
      • Business and industry organizations
      • Trade shows, industry/association meetings
    • Learning More About Our Business Customers
      • Focus groups
      • Customer interviews
      • Point of service customer feedback surveys
      • Exit surveys
      • Analysis of customer inquiries, comments and complaints
      • Shared information among staff, partner agencies
    • Service/Product Inventory
          • What services/products do we offer now?
          • How well do the current products and services available to employers address the business needs and issues we just discussed?
          • Are there services needed but not offered?
    • Business Services should be…
      • Comprehensive & System-wide
      • Consultative HR Services that address:
        • Information and research needs
        • Recruitment
        • Retention
        • Training
        • Business growth
      • Engaging key business sectors and local employers in program design
    • A Portfolio of Solutions
      • Reduce recruitment costs and increase retention through screening and referral of job-ready candidates
      • Develop a more competitive workforce by connecting to customized training
      • Use real-time information about local wages and economic trends to inform your business decisions
      • Increase profitability through an analysis of available tax credits and business incentives
      • http://www.doleta.gov/business/pdf/Employers%20and%20the%20Public%20Workforce%20System_final.pdf
    • Customer Relationship Management
      • More than job development
      • Not just “selling “ product and services
      • Helping customers solve problems
      • Providing help even when there may be no immediate gain
      • Creates a long-term relationship
      • Builds credibility, confidence and trust
    • Customer Relationship Management
      • Workforce systems with very active business services operations:
        • Have a passion for resolving the employer’s need.
        • Go to great lengths to find or develop the help needed.
        • Broker a wide array of business services, even when outside the scope of job matching and training.
        • Build partner relationships with other providers (public and private) who can provide needed services.
        • Make it easy for customers to use their services!
    • Lessons Learned
      • In studies of local workforce areas, several successful key factors emerge in the design of business services:
        • Make business services a priority.
        • Embrace a “Never Say No” attitude.
        • Unified team of account representatives.
        • Strategically choosing businesses to serve.
        • Involve customers in service design.
        • Consider fee-supported services as part of service mix.
    • Lessons Learned
      • Develop knowledge base on key industries and businesses.
      • One-on-one relationships with business accounts.
      • Define your market niche in the community.
      • Solicit customer satisfaction feedback.
      • Use performance data to make changes.
      • Pay attention to what others are doing.
    • You Can’t Improve What You Don’t Measure
      • Measures of Successful Performance
        • Customer Satisfaction
        • Numbers of new customers
        • Employer Awareness
        • Business Customer Retention
        • Employee Retention Rate
        • Service cycle time
        • Retention of employees hired
        • Market share/market penetration
        • Others?
    • You Can’t Improve What You Don’t Measure
      • How do we know we are doing the right things and doing them well?
        • Measure performance at the One Stop Center level.
        • Document trends over time.
        • Measure processes as well as outcomes.
        • Differentiate results among industries and various sizes of employers.
        • Ask businesses what is most critical.
        • Use a variety of touch points and methodologies to gather feedback.
    • You Never Get a Second Chance… To Make a First Impression
      • In Person or By Phone:
      • Listen for indication of the needs of the employer.
      • Specific and descriptive language to describe business solutions.
      • Describe features, advantages, and benefits ( FAB’s ) -- Not services, programs, or funding sources.
      • Avoid acronyms & workforce jargon at all cost!
      • Professional appearance and manner, concise delivery.
      • Expedite service delivery.
    • You Never Get a Second Chance… To Make a First Impression
      • Brochures, flyers, advertisements:
      • Know who your target audience is.
      • Focus on the audience, not on your agency.
      • Choose only key points to highlight the organization.
      • If there are other important elements, list them in simple bullet points or in a chart.
      • Define and focus on key benefits of using the service. Use “You get” language, not “We offer”.
      • Promote the benefits to business, not the features of the programs.
    • You Never Get a Second Chance… To Make a First Impression
      • Brochures, flyers, advertisements:
      • Use customer quotes to demonstrate customer’s value & appreciation.
      • Don’t cram everything in; make it easy on the eye by using plenty of blank/white space.
      • Use professional photographs to enhance the look-and-feel of the brochure.
      • Include a contact name, number, and website address.
      • Don’t list every system partner. Businesses don’t care.
      • Use the language of your customers. Review brochures, ads and other marketing tools from local businesses to ensure compatible language.
    • Do these words speak “business”?
            • Dislocated
            • At-risk
            • Case Manager
            • Employer
            • Job Order
            • Support Services
      What terms would be more “business-friendly”?
    • Challenges to consider - but not hold us back!
      • Limited resources: Thousands of businesses for each Business Services Staff Person
      • Can’t be all things to all customers
      • Spread too thin without focus reduces effectiveness
      • Existing resources are divided among different organizations with different cultures and missions
        • Carol Wargo
        • Workforce Dimensions
        • 614-565-5902
        • [email_address]
      Thank you for your participation!