Empowerment is a critical part of business. It allows the company to use the full intellectual power of the organization to solve problems. It also engages people - showing that you respect their views. If you want to achieve an employment brand then this needs a commitment from leaders to work with everyone in the organization.
This is frightening but ask - "Is it frightening because they do not gunderstand the issues?" If that is the fear, then you need to concentrate on your dialogue with the company. Are you articulating the vision, the market forces clearly to them or are you just cascading information?
A company needs ongoing involvement from their employees to grow in the long term. Remember they are front line, they are speaking and dealing with customer issues on a daily basis. They are an invaluable source of customer feedback. Without dialogue with them you are missing out on a core resource. So spend time with them understanding the issues they face in delivering customer satisfaction...then ask how they would address it. This helps the self motivation of employees. Remember motivated employees who feel valued, are much better in dealing with the customer.
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