Posted on 2014-12-11 00:00:00 +0000

It strikes me that a rather basic need we all have is to be witnessed and acknowledged. This realization came to me when reflecting on that phrase I hear repeatedly from my children, “Dad, look! Dad, look!” When I’m with them, I hear those words many times throughout the day. What they require from me in those moments is quite simple. They want me to pay attention to them. Their transactional need is satisfied when they feel confident that I am watching them. At that point, the request stops and they’re satisfied knowing that their father has witnessed them.

I know that when I’m acknowledged, it makes a difference for my sense of self. When someone tells me I’ve done a good job or that they’re appreciative of what I mean to them, it is deeply meaningful. When I’m recognized as being a contributor at work, it increases my confidence and whets my desire to do an even better job. When a person reaches out to me to express their feelings for me, it deepens my connection to them. These reactions are not mutually exclusive either; they occur in both business and interpersonal relationships.

This is where customer experience initiatives and employee acknowledgment can play a huge role for any business. There are always two customers to be served: The external customers upon whose patronage the company is dependent and the internal customers, the employees, whose work services the paying public. What those two vitally important groups require, as do we all, is being acknowledged.

There is growing awareness for businesses in the power of creating year round employee and customer appreciation initiatives. We see that when our favorite coffee shop sends us a birthday email offering us a free drink. Other firms use print cards and e greetings that are designed to reach internal and external customers for birthdays, work anniversaries, thank you messages, and job recognition. The power of acknowledging others powerfully creates bonds that lead to happier, more engaged employees and satisfied customers who keep coming back. While those we work with and those we work for may not demand our attention as readily as our children will, it doesn’t mean that we should forget to witness them.