Putting The Honor Principle To Work
To Build Customer Loyalty
by Randy G. Pennington
Businesses are rewarded with loyalty only after they honor customers with
consistent quality service. Likewise, individuals are recognized by others
after they have given honor through their personal efforts. Most of us will
never have the opportunity to be a hero to millions. Each of us, however,
can achieve tremendous success by applying the principle of honor.
The principle of honor is traditionally associated with either one's character
or with being held in high regard. The linkage between the two is not accidental.
Integrity is a constant trait in those who achieve greatness over time.
There is another definition of the word "honor," however -- to
treat with great respect and importance. This interpretation implies performance
in pursuit of a goal. Taken together, we have the Honor Principle: The honors
of long-term success follow the consistent honoring of others through integrity
and personal performance. Applied to the important task of buidling customer
relationships, it means that the the trust, loyalty and commitment we desire
are the result of going beyond good customer service to truly honor others
through integrity and performance.
Three Concepts
The Honor Principle is realized by the consistent application of alignment,
admiration and assurance.
Alignment between actions and priorities creates a sense of
urgency and generates energy to sustain their efforts. Values aligned with
natural laws provide a foundation for making good and honorable decisions.
The alignment between words and actions builds trusting relationships and
personal credibility. Most important, alignment enables individuals to be
their best and focus their efforts toward achieving goals honorably.
Admiration is demonstrated in the quality of our products, services and
relationships. Admiring ourselves and others means we build on positive
attributes and create the expectation for success. Admiration leads us to
give the best we have to offer out of personal desire rather than mandated
compliance.
Assurance provides the guarantee of both word and deed. True assurance comes
from a deep senses of integrity, accountability and a personal commitment
to doing whatever it takes to honor promises, priorities and purpose. It
is the desire to assure quality in products, services and relationships
that drives individuals and organizations to perfect their performance.
This same commitment that makes them do what ever it takes to correct the
errors which occur.
How To Apply The Principle
Lasting success is always built on an internal foundation of integrity,
purpose and commitment. Honoring oneself comes before honoring and being
honored by others. The following ideas provide a practical approach for
putting the principle into practice.
Develop a clear sense of purpose and values based on natural
laws and an individual picture of success. A sense of purpose provides
the road map and principle-centered values provide the compass for navigating
the often treacherous road of achievement.
Focus on strengths and approach areas where growth is needed as challenges
rather than permanent defects. Comfort with who we are is a critical
component of admiration and builds self-respect, self-esteem and confidence.
Learn, grow and improve continuously. The most important lessons
we learn usually come from mistakes. Honoring the self includes acknowledging
our humanness and recognizing that learning comes from trying. Occasional
failure should be expected and accepted as a valuable learning tool.
Make daily choices about decisions and actions that are consistent with
both purpose and values. An old adage states that successful people
are willing to do the things unsuccessful people are unwilling to do. Successful
people consistently do is make choices about how the use their time, energy
and resources.
Celebrate success. A stadium full of cheering people is a nice but
unnecessary thought to the person who lives by the honor principle. The
quiet acknowledgement of a job well done can be a powerful source of alignment,
admiration and assurance.
Become integrity-driven. The reliability of words and actions sends
the message that others are important enough to deserve your best and it
generates trust because of your character and your competence.
Create win/win opportunities. Sharing the honor of winning is impossible
without personal alignment. I cannot allow you to win if I feel I might
lose. Alignment allows individuals to create the partnerships necessary
for long-term success. In today's world of interdependence, honoring others
through personal performance has become almost a necessity.
Make others feel important. Ralph Waldo Emerson once observed, "Society
is always taken by surprise at any new example of common sense." The
value of making others feel important is but another case in point. Individual
needs may vary, but everyone shares the desire to be understood. Understanding
is the essence of effective communication.
Focus on positive attributes. Expectation is a powerful tool for
generating outcomes. Focusing on the positive attributes of any relationship
sets in motion a chain of events that dramatically increases the opportunity
for success.
Do important things first and do them well. Time management techniques
have long emphasized the importance of doing first things first. The individual
who lives by the Honor Principle goes beyond traditional time management
to determine what is important and then do it well. The following three
questions will help: (1) What areas of my performance are not aligned? (2)
What can I legitimately and ethically do to show my admiration? (3) How
can I assure the quality of my products, services and relationships?
A line from William Shakespeare's King Henry VI, says, "In thy face
I see the map of honor, truth and loyalty." The same can be said of
those who lead truly exemplary lives.
© 1996 by Pennington Performance Group; Dallas, TX. All rights
reserved. This article may be downloaded for personal or professional use
and may be duplicated to share within the individual's organization. Any
other use is strictly prohibited without written permission from the author.
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