General Motors CEO Mary Barra said at the New York Times Dealbook Summit on Dec. 3 that she receives many notes about her company from customers and responds to “every single letter that I get,” both positive and negative.
Barra’s practice can be seen as an example of direct and intentional communication, which some experts say is an effective way to build loyalty and trust. A handwritten card can show others that you’re taking the time and care to interact with them, and in-person interactions can strengthen relationships by asking thoughtful, relevant questions.
In Dealbook, Barra recalled a letter he once received about his family’s Chevrolet SUV, Tim the Tahoe, which he said the letter’s family took with him everywhere from his son’s lacrosse games to cancer treatment. “They think of[the car]as part of the family,” Barra said, adding, “It’s not an easy industry, but it’s a rewarding one.”
Barra has also personally responded to negative feedback, particularly a February 2019 letter to schoolchildren announcing the closure of a General Motors manufacturing plant in Lordstown, Ohio, as well as letters that have little to do with her company. Back in 2015, Carolyn Roz, CEO of AI-powered entrepreneurship platform Hello Alice, recalled an exchange with Barra in an article for Entrepreneur.
Roz wrote that she once sent Barra a cold email about her former company, but Barra quickly responded with a polite, personal note. She looked back on those days as follows. “She not only granted my request and politely declined, but also took the time to encourage me in my pursuits and compliment my efforts.”
The value of building relationships with those around you extends to your coworkers as well. Even short interactions that focus on personal connections often make those around you feel important, leadership and workplace researcher Zach Mercurio told CNBC Make It in May.
Mercurio said building relationships and camaraderie is especially valuable for managers who need to keep employees engaged and productive.
“We’ve been studying people in a variety of professions for five years, and we asked them this question: What happens at work when you feel important?” Mercurio said. “No one has yet said, ‘When I got a promotion, when I got a raise, when I was named employee of the month.’ Everyone talks about those little interactions where someone really saw them, listened to them, was there for them, and reminded them that they were needed.”
Watch General Motors CEO Mary Barra on CNBC’s “Leader Playbook” on Wednesday, January 28 at 10pm ET/PT. All new Wednesday episodes.
