"One way to create meaning is give people a clear sense of how their work directly affects the end customer. We all serve someone. Too often in business, that someone can be remote and out of sight, which dilutes the meaning we can get from our work.
In his book Give and Take, Professor Adam Grant, of Wharton Management University of Pennsylvania, writes about the power of purpose. He considered paid employees in the university's fundraising call centre. Their job is relatively simple: call people and ask for money. But this is not easy, most of us do not appreciate unsolicited calls at the best of times, and we appreciate them considerably less when the call is designed to get us to give some random person some money. A call-centre worker therefore has to make numerous calls before achieving their goal, making the job repetitive and frustrating. This results in a workforce with low morale, which is hard to motivate and correspondingly has low productivity.
As reported by McKinsey, 'Grant conducted two experiments. In the first, he arranged for the fundraisers to hear a senior executive and a board member of a university speak about the significance of education in society and the importance of their work to scholarship recipients. The outcome of these supposedly motivational speeches was that productivity didn't improve. Worryingly, a typical way that many businesses use to motivate their people is for an executive to wax lyrical about the importance of their jobs and how great the business is. The executive's motivational talk produced minimal benefit.
In the second experiment, 'Grant arranged for fundraisers to meet a student who had received a scholarship. The student explained that the scholarship had changed [their] life, allowing [them] to attend university and study abroad. By engaging with the student, the callcentre employees saw the outcome of their work first-hand and it had a real impact. After the meeting they made more calls than before and, as the meeting had given them a new positive attitude it made their phone conversations more engaging and ultimately more successful, enabling them to secure larger donations."
Portanto, discursos motivacionais de chefias nem sempre são eficazes. O que realmente faz a diferença é a interacção directa e pessoal com aqueles que são beneficiados pelo trabalho dos trabalhadores. Mostrar como o trabalho afecta directamente os clientes finais ajuda a criar um senso de propósito e significado no trabalho que realizam.
Lembro-me do parceiro das conversas oxigenadoras, antes da pandemia, me falar em encher o carro de trabalhadores quando ia visitar um cliente. Recentemente, alguém me falou sobre a interacção de trabalhadores com potenciais clientes durante visitas destes.
Trecho retirado de "The World of Work to 2030"
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