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Elevating Workplace Safety by Viewing Workers as Customers

Updated: Dec 19, 2023


In the evolving landscape of workplace safety, a paradigm shift is underway. Increasingly, organizations are recognizing that workers are not just potential safety issues to be managed but are, in fact, the primary customers of safety efforts. This change in perspective is essential for enhancing safety outcomes, moving beyond mere compliance to genuinely addressing the needs of those on the front lines.


Adopting Marketing Practices for Safety

Organizations should borrow strategies from marketing and market research to effectively cater to workers' safety needs. As consumer products and services are tailored to meet specific demands, safety initiatives should be designed based on a thorough understanding of workers' safety needs. This includes pinpointing training requirements, assistance, tools, equipment, procedures, and crucially, adequate time. Consistently assessing workers' perceptions can significantly inform the safety department's strategy, impacting training, procurement, and supervisory approaches. A key performance indicator (KPI) for safety departments should be the percentage of worker needs met, complementing traditional lagging indicators in management reports.


Beyond Internal Inputs: Seeking External Expertise

While internal feedback is invaluable, external expertise and benchmarking can uncover safety improvements unknown to workers. Inspired by the "Blue Ocean" marketing concept – which signifies creating new markets – organizations should explore innovative safety solutions that might benefit their workforce. Keeping abreast of safety publications, trade shows, and product announcements is crucial for this endeavor.


Strategic Approach to Meeting Safety Needs

It's not enough to simply respond to identified needs; a strategic, long-term approach is necessary. Safety market research findings should be integrated into the organizational leadership's safety strategy, aligning it with the overall business objectives. This strategy should provide a clear roadmap for a sustained campaign against workplace accidents, equipping workers with the best tools and guidance. Safety and productivity should be viewed as complementary goals in the pursuit of 'safe production.'


Customization and Training Challenges

Implementing a strategic safety approach may reveal the limitations of generic programs and training modules. Customization becomes key to effectively addressing specific worker needs, posing a challenge to established training methods. Revising computer-based and classroom training to better cater to these needs is essential. Training should transcend compliance and genuinely empower workers to perform their jobs safely.


Evaluating Worker Engagement Programs

Worker engagement initiatives, like behavior-based safety (BBS) observations and steering teams, hold significant value, but their effectiveness in meeting worker needs and preventing accidents must be critically assessed. It's imperative to ensure these programs truly contribute to a safer work environment and are not just procedural formalities.


Prioritizing Worker-Centric Safety

When organizational leaders and safety managers prioritize meeting the needs of their workers through tailored safety efforts, they elevate workplace safety to new heights. This change in focus, from mere regulatory compliance to genuinely addressing worker needs, marks a critical step towards fostering a safer, more productive environment. This progressive mindset shift is the cornerstone of moving beyond regrettable incidents towards a future where worker safety and well-being are paramount.

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