The Carrot-and-Stick Approach Only Works on Donkeys
Albert BarraFebruary 17, 2019 · 4 min read
Human beings prefer to surround themselves and interact with what supports them and aligns with their beliefs, values and attitudes. If, as a company or as an individual, you threaten or challenge those beliefs, people are more likely to stop listening, whether they are customers or employees.
This is known as Operant Conditioning. Operant conditioning applies to the learning process and describes how reinforcement or punishment modifies an individual's behaviour. A behaviour increases in frequency if the outcome of that behaviour is positive—a reinforcement. Similarly, a behaviour occurs less frequently if the outcome is negative—a punishment.
Because operant conditioning is essentially a form of learning, it can be useful in many different contexts.
Companies use conditioning to improve team behaviour to the desired level and suppress other behaviours by implementing reward and punishment respectively, or, more professionally: positive reinforcement and negative reinforcement.
That is right, however unpleasant it may be to admit it:
Applying Operant Conditioning to team motivation as though it were the carrot-and-stick technique that keeps the donkey moving forward would not be fair. In reality, in an ideal management environment, bonuses or financial incentives should not be necessary to achieve overall objectives, if we were able to seek out alternative reward methods that are more valued by the team. Creativity and empowerment for everyone when it comes to discovering them.
There are many ways in which positive reinforcement can shift things towards the direction we want to take at management level.
Extinguishing undesirable behaviours, or the temptation to punish
Punishing employees for undesirable behaviours can be problematic, as it may lead to even more undesirable behaviours, such as defiance, boycotts, workplace sabotage and so on. What is often forgotten is management's role in reinforcing employee behaviour. For example, if management behaves unethically, this could reinforce unethical behaviour among employees too. There is no doubt that leaders' attitudes determine employee behaviour.and on the customer side...
Not giving customers what they truly deserve for their money is a major no-no. If your hotel punishes customers with poor-quality service, they will undoubtedly book another hotel, especially if their experience—even if it is merely their first point of contact when calling to make a reservation—has left them with negative emotions. We all like to receive what we pay for and for our purchases to meet or exceed our expectations. Nobody likes to be disappointed. Treat your customers as though you were building a relationship with them. You cannot build a relationship if you do not make an effort to earn the other party's trust and respect. As you are creating a symbiotic relationship with every guest, your hotel benefits when customers book with you, and your customers benefit by receiving the service that meets their needs. Do whatever it takes to delight each and every one of your customers, as these relationships must be mutual and reciprocal if you want your customers to keep coming back for more. In short, focus on your customers and their needs to reward them for taking an interest in your business. This reward is a reinforcement that will help you build a customer community. More customers mean more business, and more business means greater profits.[ " "]
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