Simon Sinek – Actually the Customer Is Not Always Right

TRANSKRIP
I think it’s funny when we are given advice to always put the customer first.
That means employees come second inherently if you’re going to put customer first.
Customers come and go.
Obviously we want to work to keep them loyal but its employees who spend more time at work
than they do with their families.
It’s employees who are asking to give their blood and sweat and tears to advance our vision.
And so it’s a leader’s responsibility to take care of the people first
and the people will take care of each other and the customer.
Any leader who prioritizes a customer literally saying I care more about an external constituency
than I do about the people who are actually working here.
The funny thing is a company like Southwest Airlines, a company like Costco that are renowned
for their customer service as matters of policy
do not believe the customer is always right.
They do not believe that the customer comes first.
The irony is these great customer service companies actually care first about their own people,
their employees and they expect their employees to care about their customers.
Let me tell you a story, a true story.
Some months ago I stayed at the Four Seasons in Las Vegas.
It is a wonderful hotel and the reason it’s a wonderful hotel is not because of the fancy beds.
Any hotel can buy a fancy bed.
It’s because of the people who work there.
Now when you walk the halls of the Four Seasons and someone says hello to you,
you really get the sense that they wanted to say hello,
not that they were told to say hello.
So in the lobby of the Four Seasons they have a coffee bar
and one afternoon I went to buy a cup of coffee
and I happened to be served by a barista named Noah.
Noah was wonderful.
He was fantastic.
He was friendly.
He was funny.
He was engaging.
I think I ended up giving a 100 percent tip.
And so as is my way I asked Noah do you like your job here?
And Noah said I love my job here.
So I followed up and said what is it that the Four Seasons is doing that would make you say to me I love my job?
And without skipping a beat he said throughout the day managers will walk past me and ask me how I’m doing.
They’ll ask me if I need anything to do my job any better.
He said not just my manager, any manager.
And then he said something magical.
He said I also work at Caesar’s Palace and there the managers walk past and make sure we’re doing everything right.
They catch is if we’re doing anything wrong.
There I just try to get through the day.
I keep my head below the radar and I just want to cash my paycheck.
Same person.
And the customer will have a different experience not because of Noah.
Noah is a good guy.
The customer will have a different experience because of how the management regards Noah.
Does management believe Noah is the number one priority
or does management believe that the customer is the number one priority?
And again the irony is it’s the organization that believes that Noah is more important
that then Noah is better capable of taking care of the customer.
It is a linear process and I think so many people in business forget that.
Yes, of course ultimately you want the customer to be happy.
Of course.
But the methodology is actually to prioritize the wellbeing of our people.
I think the wrong thinking about customers comes from the fact that we look at results more than we look at process.
Results are much easier to measure and so we talk about profit first.
That’s because it’s easy to measure.
We talk about, we prioritize literally money over trust because how do you measure trust?
It’s more difficult.
The same with customer service.
The result would be great customer service
but the process is the long, hard work of building a strong culture
in which the people take care of each other so that they can take care of the customer.
That, it’s more ethereal and harder to measure.
I can measure customer loyalty, customer service and sales and return business and things like that.
So I think it’s human nature to go to the thing that we can easily see and easily count.
And in the case of customer service that would be the end product, not the process that got us there.

TERJEMAHAN
I think it’s funny when we are given advice to always put the customer first.
Saya pikir lucu ketika kita diberi nasehat untuk selalu mengedepankan pelanggan.

That means employees come second inherently if you’re going to put customer first.
Artinya karyawan secara otomatis berada di posisi kedua kalau anda ingin meletakkan pelanggan di posisi pertama.

Customers come and go.
Pelanggan datang dan pergi.

Obviously we want to work to keep them loyal but it’s employees who spend more time at work than they do with their families.
Tentu saja kita ingin mempertahankan mereka untuk tetap setia tapi karyawanlah yang menghabiskan lebih banyak waktu di tempat kerja dibandingkan dengan keluarga mereka.

It’s employees who are asking to give their blood and sweat and tears to advance our vision.
Karyawanlah yang kita minta untuk mengorbankan darah, keringat dan air mata mereka untuk memperjuangkan visi kita.

And so it’s a leader’s responsibility to take care of the people first
Jadi ini adalah tanggung jawab pemimpin untuk memelihara karyawan mereka dulu

and the people will take care of each other and the customer.
dan karyawan akan menjaga satu sama lain dan pelanggan.

Any leader who prioritizes a customer literally saying I care more about an external constituency
than I do about the people who are actually working here.
Setiap pemimpin yang memprioritaskan pelanggan secara harfiah mengatakan saya lebih peduli tentang pelanggan luar daripada tentang orang-orang yang sebenarnya bekerja di sini.

The funny thing is a company like Southwest Airlines, a company like Costco that are renowned
for their customer service as matters of policy
Lucunya perusahaan seperti Southwest Airlines, perusahaan seperti Costco yang dikenal karena layanan pelanggan mereka sebagai kebijakan,

do not believe the customer is always right.
tidak percaya bahwa pelanggan selalu benar.

They do not believe that the customer comes first.
Mereka tidak percaya bahwa pelanggan yang harus didahulukan.

The irony is these great customer service companies actually care first about their own people, their employees and they expect their employees to care about their customers.
Ironinya perusahaan besar dengan layanan pelanggan yang hebat ini sebenarnya peduli pada karyawan mereka terlebih dahulu, dan mereka mengharapkan karyawan mereka untuk peduli pada pelanggan.

Let me tell you a story, a true story.
Izinkan saya bercerita, sebuah kisah nyata.

Some months ago I stayed at the Four Seasons in Las Vegas.
Beberapa bulan lalu, saya tinggal di hotel Four Seasons di Las Vegas.

It is a wonderful hotel and the reason it’s a wonderful hotel is not because of the fancy beds.
Hotelnya luar biasa dan alasan mengapa hotelnya luar biasa bukan karena tempat tidurnya yang mewah.

Any hotel can buy a fancy bed.
Semua hotel bisa membeli tempat tidur yang mewah.

It’s because of the people who work there.
Itu karena orang-orang yang bekerja di sana.

Now when you walk the halls of the Four Seasons and someone says hello to you,
Ketika anda berjalan di selasar Four Seasons dan seseorang menyapa anda,

you really get the sense that they wanted to say hello,
anda mendapatkan kesan mereka benar-benar ingin menyapa,

not that they were told to say hello.
bukan karena mereka disuruh untuk menyapa.

So in the lobby of the Four Seasons they have a coffee bar
Di lobi Four Seasons mereka memiliki sebuah bar kopi

and one afternoon I went to buy a cup of coffee
san suatu siang saya memesan secangkir kopi

and I happened to be served by a barista named Noah.
dan kebetulan saya dilayani oleh seorang barista bernama Noah.

Noah was wonderful.
Noah itu luar biasa.

He was fantastic.
Dia fantastis.

He was friendly.
Dia ramah.

He was funny.
Dia lucu.

He was engaging.
Dia menarik.

I think I ended up giving a 100 percent tip.
Saya pikir saya akhirnya memberinya 100 persen tip.

And so as is my way I asked Noah do you like your job here?
Dan seperti biasanya saya bertanya pada Noah ,”Apa kamu menyukai pekerjaanmu di sini?”

And Noah said I love my job here.
Dan Noah berkata, “Saya menyukai pekerjaan saya di sini.”

So I followed up and said what is it that the Four Seasons is doing that would make you say to me I love my job?
Saya menindaklanjuti dan bertanya, “Apa yang dilakukan Four Seasons yang membuatmu berkata saya menyukai pekerjaan saya?”

And without skipping a beat he said throughout the day managers will walk past me and ask me how I’m doing.
Dan tanpa mengambil jeda dia berkata, “Sepanjang hari manajer akan melewati saya dan bertanya bagaimana pekerjaan saya.”

They’ll ask me if I need anything to do my job any better.
“Mereka akan bertanya apa saya perlu sesuatu supaya bisa melakukan pekerjaan saya dengan lebih baik.”

He said not just my manager, any manager.
Dia berkata, “Tidak hanya manajer saya, sembarang manajer.”

And then he said something magical.
Lalu dia mengatakan sesuatu yang ajaib.

He said I also work at Caesar’s Palace and there the managers walk past and make sure we’re doing everything right.
Dia juga berkata, “Saya juga bekerja di Caesar’s Palace dan di sana para manajer melewati kami dan memastikan kami melakukan semuanya dengan benar.”

They catch us if we’re doing anything wrong.
“Mereka menangkap kami kalau kami melakukan sesuatu yang salah.”

There I just try to get through the day.
“Di sana saya hanya melewatkan hari.”

I keep my head below the radar and I just want to cash my paycheck.
“Saya menundukkan kepala dan hanya ingin mencairkan cek gaji saya.”

Same person.
Orang yang sama.

And the customer will have a different experience not because of Noah.
Dan pelanggan akan memiliki pengalaman yang berbeda bukan karena Noah.

Noah is a good guy.
Noah orang baik.

The customer will have a different experience because of how the management regards Noah.
Pelanggan akan memiliki pengalaman yang berbeda karena cara manajemen memandang Noah.

Does management believe Noah is the number one priority
Apakah manajemen percaya Noah adalah prioritas nomor satu

or does management believe that the customer is the number one priority?
atau apakah manajemen percaya bahwa pelanggan adalah prioritas nomor satu?

And again the irony is it’s the organization that believes that Noah is more important that then Noah is better capable of taking care of the customer.
Dan lagi ironinya adalah organisasi yang percaya bahwa Noah lebih pentinglah yang akan membuat Noah melayani pelanggan dengan lebih baik.

It is a linear process and I think so many people in business forget that.
Ini adalah proses yang liner dan saya pikir banyak orang di dunia usaha melupakan itu.

Yes, of course ultimately you want the customer to be happy.
Ya, tentu saja akhirnya anda ingin pelanggan bahagia.

Of course.
Tentu saja.

But the methodology is actually to prioritize the wellbeing of our people.
Tapi metodologinya sebenarnya adalah memprioritaskan kesejahteraan karyawan kita.

I think the wrong thinking about customers comes from the fact that we look at results more than we look at process.
Saya pikir pola pikir yang salah tentang pelanggan muncul dari fakta bahwa kita melihat hasil lebih dari kita melihat proses.

Results are much easier to measure and so we talk about profit first.
Hasil lebih mudah diukur jadi kita berbicara tentang keuntungan terlebih dahulu.

That’s because it’s easy to measure.
Itu karena keuntungan mudah diukur.

We talk about, we prioritize literally money over trust because how do you measure trust?
Kita berbicara tentang secara harfiah memprioritaskan uang dibandingkan kepercayaan karena bagaimana anda mengukur kepercayaan?

It’s more difficult.
Lebih sulit

The same with customer service.
Sama halnya dengan layanan pelanggan.

The result would be great customer service
Hasilnya adalah layanan pelanggan yang hebat

but the process is the long, hard work of building a strong culture
tapi prosesnya kerja keras dan lama dalam membangun budaya yang kuat

in which the people take care of each other so that they can take care of the customer.
di mana karyawan saling memperhatikan satu sama lain supaya mereka bisa memperhatikan pelanggan.

That, it’s more ethereal and harder to measure.
Itu lebih sulit dilihat dan sulit diukur.

I can measure customer loyalty, customer service and sales and return business and things like that.
Saya bisa mengukur kesetiaan pelanggan, layanan pelanggan dan penjualan dan pendapatan bisnis dan hal-hal seperti itu.

So I think it’s human nature to go to the thing that we can easily see and easily count.
Saya pikir itu sifat alamiah manusia untuk memilih sesuatu yang bisa kita lihat dan hitung dengan mudah.

And in the case of customer service that would be the end product, not the process that got us there.
Dan dalam hal layanan pelanggan, itu adalah hasil akhir, bukan proses yang membawa kita ke sana.