The CFO’s Expanding Role – Reality or Delusion?

“Modern financial executives are moving toward a more central and expanded role as stewards of the company’s longevity, using the finance function to enable growth, especially in new markets and in response to market changes. For those who are ready for change, the new finance is an exciting and rewarding way to help shape a more intelligent enterprise that is better connected to the market and its customers.

To be a devil’s advocate, what proof do we have that Gianni’s observation is true?

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The Chemistry of Enthusiasm

How is it that year after year, JetBlue Airways ranks first in J.D. Power and Associates North America Airline Satisfaction Study for the low-cost carrier category, with high levels of customer loyalty and advocacy? The key ingredient: JetBlue employees treat customers’ problems as their own.

Running late for a flight? You might be escorted by a JetBlue counter agent to an “employees only” security line, right through to the gate. Putting together a complicated multistop trip? The call center agent will work with you to arrive at a satisfactory solution, not rush you off the phone. JetBlue staff members focus intensely on making the customer’s life easier, and customers repay the courtesy by spreading the word to others.

Organizations have been trying for years to cultivate employee engagement. Like JetBlue, they persist in their efforts for good reason. One of the most powerful factors that spur customers to become advocates for a company is employees’ positive behavior and attitude.

But, how do you cultivate that culture in your organization?

Leave a commentCareers, Management