Epidemic Enthusiasm and
By Dr. Maurice A. Ramirez
businessman knows that the key to turning customers into raving fans
is to give exceptional customer service, to provide not only for the
customer's needs but for their every want and desire even before
they know that they have a want or desire. What eludes many
business owners is how to provide that level of customer service.
Literally hundreds of books have been written and seminars sold on
how to improve customer service.
Resorts create raving fans because they provide a vacation beyond
the imagination. They accomplish this not through the miracles of
animatronics or the amusement park atmosphere, these things can be
found at hundreds of vacation destinations worldwide. Disney
Resorts create raving fans by infecting their employees (known as
cast members) with epidemic enthusiasm and pandemic pride.
do you start an epidemic in your business? The key to creating an
epidemic of enthusiasm is to turn your customer service inward. To
create for your employees a career experience beyond their wildest
imagination. Epidemic enthusiasm comes from an experience of the
relationship between your employees and you. When they see their
careers, their employer in comparison to those of their peers
elsewhere they cannot help but catching pandemic pride because their
employer treats them so well.
are two simple steps to enriching your employees' lives to the point
where they know that they are valued and the infection of epidemic
enthusiasm takes hold. Appreciation is the first of these two
is the CEO of a medium‑sized company. Every morning when Robert
arrives he walks through the entire building greeting every employee
from janitor through the managers with a genuine eye‑glinting smile
and a hardy good morning. Bob regularly said thank you for being
here even though nothing special had been done yet. His genuine
enthusiasm and appreciation was warm, enveloping, and infectious.
And it cost him nothing but a brief 20 minutes before his day began.
is a living example of the first step to infecting your organization
with epidemic enthusiasm and pandemic pride. The second step is to
encourage resilience. There are six basic areas of human function:
Resilience has been described as mastery against adversity and by
fostering the ability of your employees to show this mastery in the
face of adversity either in the workplace or in their family or
personal lives. You create an experience in their career that
enriches their entire life. You make them masters not just of
adversity but of their own destiny. Resilience is built by filling
six "canteens of resilience":
resilience is exactly as the name would imply. It is the physical
capacity to continue working in light of physical and even emotional
stress. Physical resilience is enhanced through the maintenance of
good health and a healthy lifestyle. Eating a balanced diet both at
home and at work; regular exercise; and adequate rest, even during
the disaster, are essential to "filling" your canteen of physical
resilience and maintaining that resilience.
Emotional resilience deals directly with what we feel and how we
respond to it. The old saying "attitude counts" was never more true
than when filling your canteen of emotional resilience. On the
other hand, if you have filled your emotional canteen with despair;
self‑loathing; angst and animus then you will have nothing but
bitter drags from which to drink when in the midst of a challenge.
Intellectual resilience is bolstered by the very act of learning and
practicing the skills which you have learned. It is as we gain
experience and knowledge we slowly imprint new patterns which we may
later use to compare and ultimately recognize as familiar situations
and events that unfold during an event. The more of these patterns
that we have in our intellectual canteen the more quickly we can
recognize and adapt to the ever changing business environment. When
we can recognize these patterns quickly we can respond quickly thus
bolstering our intellectual resilience.
Relationship resilience bolsters our social functioning. It is
through our relationships with those that we hold dear that we fill
our canteen of relationship resilience with memories and comforting
mental images that carry us through our times of separation. It is
also these relationships that safeguard our lives and our emotions.
It is through these relationships that we not only fill our canteens
but keep them full and keep watch on each other.
Functional resilience bolsters our behavioral function. The skills
that we have practiced in our day-to-day lives as we have moved
through our careers are that with which we fill our canteen of
functional resilience. Like the patterns in our canteen of
intellectual resilience the skills of our functional resilience are
no different at times of adversity than they are at times between
challenges. We need only be able to access those skills more
quickly and perform them more calmly.
Spiritual resilience is somewhat different because the canteen of
spiritual resilience is not filled by what we believe, but rather by
the fact that we believe. Research in the area of resilience has
shown that the very act of believing enforces an even intelligence
beyond ourselves, a higher purpose for higher power, bolsters our
resilience, and improves our function and our likelihood to master
adversity. By assisting your team in developing resilience and
maintaining that resilience they are not only better able to perform
at work but in every other aspect of their lives.
see that epidemic enthusiasm and pandemic pride are infections
created by those who own, operate, and lead the most successful
businesses. It is this leadership and this attitude of employee
service equal to customer service that creates employees that go on
to turn loyal customers into raving fans that then spread the
reputation and the name of your company.
Read other articles and learn more about
Dr. Maurice Ramirez.
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