quinta-feira, janeiro 23, 2014

Pagar salários mais altos podem dar maiores lucros

Sabe a entrevista da Luiza Trajano (CEO da Magazine Luiza) no Manhattan Connection onde ela discute números do varejo com o Diogo Mainardi? Então, ao final ela fala deste livro "The Good Jobs Strategy", da Zeynep Ton, professora de MIT.

Um colunista do New York Times em sua coluna comentou algo sobre o livro. Separei algumas partes abaixo. Em resumo ela defende que maiores salários dão maiores lucros porquê você motiva melhor funcionários, fornecendo a eles a capacidade (através dessa bem-estar) de estar mair próximo dos clientes. Assim, ouvindo melhor as reclamações e melhorando o próprio serviço prestado.

"many of those big-box retailers have been making a strategic error: Even the most coldhearted, money-hungry capitalists ought to realize that increasing their work force, and paying them and treating them better, will often yield happier customers, more engaged workers and — surprisingly — larger corporate profits."

"For every dollar of increased wages, one retailer that was studied by Fisher brought in $10 more in revenue."

" well-paid, knowledgeable workers are not an indulgence often found in luxury boutiques with their high markups. At each of the aforementioned companies, workers are paid more than at their competitors; they are also amply staffed per shift. More employees can ask customers questions about what they want to see more of and what they don’t like, and then they are empowered to change displays or order different stock to appeal to local tastes. (In big chains, these sorts of decisions are typically made in headquarters with little or no line-staff input.) Costco pays its workers about $21 an hour; Walmart is just about $13."

"many corporate leaders will realize that paying their workers more and treating them better will actually make everyone better off. And this, indeed, would foment a small revolution. For generations, technology has been a source of misery for many low-paid workers, rendering their jobs tedious or eliminating them altogether. Gallup recently reported that only 29 percent of North American workers feel engaged with their work. Yet Ton suggests that a more sophisticated use of those same technological tools could reverse those trends."

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