By HADI ABDULLAH                                                                                                                                      
                                                                                                                                                      
RECENTLY, a foreign friend and I received a rebuff: "What are                                                                                         
you doing here?  Show some respect to the people in charge."                                                                                          
                                                                                                                                                      
In these days when companies are talking about good                                                                                                   
customer-relations, branding and social consciousness, it was                                                                                         
something we had not expected.                                                                                                                        
                                                                                                                                                      
We were visiting a fruit farm run by a former government                                                                                              
corporation. The young men manning the fruit stalls were                                                                                              
friendly enough, even giving us samples to taste.                                                                                                     
                                                                                                                                                      
Seeing a restaurant two flights above, we had gone there to                                                                                           
enquire about the food and the goods displayed. We were told                                                                                          
that it was for package tours but not informed that it was a                                                                                          
"restricted" area.                                                                                                                                    
                                                                                                                                                      
Being a local, I was told off for not knowing better.                                                                                                 
                                                                                                                                                      
Wishing to know more, we communicated with the corporation and                                                                                        
were told that the fruit stalls were run by corporation staff                                                                                         
and that the other individual was an "agent." Perhaps the                                                                                             
company is not aware that stakeholders like suppliers, agents                                                                                         
besides staff have a bearing on the image of a modem                                                                                                  
corporation.                                                                                                                                          
                                                                                                                                                      
What is the lesson in this?                                                                                                                           
                                                                                                                                                      
In an era of quick and at times distorted information, companies                                                                                      
have to be alert to what impression, perceived or real, that                                                                                          
their staff and those associated with them portray. They should                                                                                       
make every effort to build and develop their stakeholders.                                                                                            
                                                                                                                                                      
Most of us know of the famous Honda employee who went about                                                                                           
putting up the windscreen wipers of all the Honda cars he passed                                                                                      
by. That act indicates pride, of place, a passion for what he                                                                                         
did, good training and corporate culture.                                                                                                             
                                                                                                                                                      
What should companies do about it? It most certainly starts at                                                                                        
recruitment, the first employment stage. Roberto C. Goizueta,                                                                                         
the former CEO of Coca-Cola, says that he hires attitude.                                                                                             
                                                                                                                                                      
This simply means that Coca-Cola looks for people with positive                                                                                       
and forward looking attitude. They, like most successful                                                                                              
companies, conduct a number of interviews and to ensure best-fit                                                                                      
use instruments such as Thomas International aptitude tests,                                                                                          
Myers Briggs and Hermann Brain Dominance.                                                                                                             
                                                                                                                                                      
Well-thought-out training becomes a must. Newcomers are                                                                                               
"introduced" to the corporate culture of the organisation.                                                                                            
                                                                                                                                                      
Training could be well spaced. Some large international                                                                                               
companies spread this out over six months or so. Civil servants                                                                                       
joining the Administration and Diplomatic Service undergo a                                                                                           
sixmonth course at Intan.                                                                                                                             
                                                                                                                                                      
An agency attached to a foreign embassy is embarking on training                                                                                      
for all new staff. The employees have to undergo a three-month                                                                                        
stint; walking through all aspects of what the agency is doing.                                                                                       
                                                                                                                                                      
Not the least among them is the handling of customers and                                                                                             
visitors. One is astounded by their meticulousness, effort and                                                                                        
commitment. Their handling of these people will result in a                                                                                           
positive or not-so-positive impression of the agency.                                                                                                 
                                                                                                                                                      
This type of training should not only be confined to new intakes                                                                                      
but also existing ones, so as to update and develop them.                                                                                             
Efficient service at Citibank Corporation 0 the result of                                                                                             
choosing the right people, well thought-out training, fair                                                                                            
rewards and good working environment, among others.                                                                                                   
                                                                                                                                                      
Empowerment-allowing the staff to think and make decisions,                                                                                           
involving them in corporate planning and continuously receiving                                                                                       
feedback from them will bring positive results.                                                                                                       
                                                                                                                                                      
At the factory level, Japanese companies, spearheaded this by                                                                                         
allowing a worker to stop the conveyor belt anytime he felt                                                                                           
there was something wrong. This was practised at motorcar                                                                                             
production plants where a short stoppage could cost thousands of                                                                                      
ringgit.                                                                                                                                              
                                                                                                                                                      
Large corporations like Johnson 9z Johnson, Toyota, Royal Dutch                                                                                       
Shell and others even ensure that their supplier and agents                                                                                           
behave appropriately at all times.                                                                                                                    
                                                                                                                                                      
The Ritz Carlton Credo pledges the fines it personal service. In                                                                                      
their three steps of service, they talk of a warm and sincere                                                                                         
greeting, anticipation and compliance with guest needs and fond                                                                                       
farewell.                                                                                                                                             
                                                                                                                                                      
Among their 20 basics are the Employee Promise-the basis for                                                                                          
Ritz-Carlton environment, staff to complete their annual                                                                                              
Training Certification, to create pride and joy in the                                                                                                
workplace, empowered to break away from regular duties to                                                                                             
resolve anything special, to smile always, make positive eye                                                                                          
contact, take pride in personal appearance and such like. These                                                                                       
efforts have resulted in their winning a number of awards and                                                                                         
being the benchmark for service delivery.                                                                                                             
                                                                                                                                                      
The incident my friend and I encountered involved an "agent"                                                                                          
appointed by the company. It is only common sense that proper                                                                                         
vetting should have been done in the first place.                                                                                                     
                                                                                                                                                      
This individual in many ways is a front-liner and a                                                                                                   
"representative" of the company. Failing to recruit the right                                                                                         
individual and not providing him with proper training is the                                                                                          
hirer's fault. And saying that he is only an agent adds insult                                                                                        
to "injury."                                                                                                                                          
                                                                                                                                                      
Companies need to wake up to the fact that an image once                                                                                              
"dented," tarnished or misperceived, is going to take a long                                                                                          
time to repair. Putting the right foot in front becomes all the                                                                                       
more crucial and important.                                                                                                                           
                                                                                                                                                      
Ritz Carlton's motto should give some food for thought. "We are                                                                                       
ladies and gentleman servicing ladies and gentlemen."