People first

This week, RAB attended CES 2025 in Las Vegas. It's truly a magical event that provides a glimpse of the future of technology. Just being here is an incredible experience for a tech geek like me. At the same time, questions must be asked beyond the gadgets, the lights and the cool new stuff. As our friend Shawn DuBravac, formerly with the Consumer Technology Association, would say: "Just because we can, doesn't mean we should."

Delta Airlines CEO Ed Bastian (who has a cool shoe game) gave a keynote address to over 15,000 people at the Sphere. Bud Walters, Cromwell Media, Mike Hulvey, RAB president/CEO, my son Carver and I were among the attendees at the event.

Bastian says that Delta's focus on technology is in three primary areas: Personalization – How can we use technology to make our customers' experience more personal and fulfilling?

Innovation – Thinking boldly about how technology can help in operations. Innovation is designed to complement the human touch.

Sustainability – Constantly looking for ways to reduce our carbon footprint. What struck me was Bastian and Delta's commitment to putting people first. That means both customers and employees. People first. Full disclosure: I'm a Delta frequent flyer and have been a loyal company fan for many years. That loyalty is because of the things Delta does to innovate and personalize. "Even in a short interaction, we have the opportunity to make a meaningful impact," says Bastian. With regards to employees, and there were thousands of them cheering in the crowd at the event, Bastian says: "Engaged employees are better equipped to deliver exceptional service."

A "people-first strategy" in business offers numerous benefits, but three key advantages are:

Increased employee engagement and retention. Employees who feel valued and appreciated are more likely to stay dedicated to their positions and the company. This leads to decreased turnover and reduced costs associated with recruiting and training new employees.

  Improved productivity and performance. Happy and engaged employees tend to be more productive. Research indicates that companies with highly engaged employees experience a 19% increase in operating income and a 28% increase in earnings growth compared to their peers.

  Enhanced customer satisfaction and loyalty. When employees are satisfied and well-supported, they provide better customer service. Studies show that companies with highly engaged employees saw a 10.3% increase in customer satisfaction ratings and a 12.4% increase in customer loyalty compared to their peers.

These benefits demonstrate that prioritizing employee well-being and development can lead to significant positive business outcomes across various metrics.

As we begin the new year and look for ways to improve our business, sales process and operational efficiency, I believe starting with a people-first strategy is essential. Happy customers are loyal customers, and happy employees make for happy customers. It all ties together.

Think Big, and Make Big Things Happen!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.