5 Ways Great Leaders Prioritize Service Over Self-Interest

In today’s hyper-competitive business landscape, one universal truth holds across all industries — the organizations that thrive prioritize people over process.

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In today’s hyper-competitive business landscape, one universal truth holds across all industries — the organizations that thrive are those that prioritize people over process, relationships over transactions, and service over self-interest. While this article draws on a few lessons from the healthcare sector — one of EXCELR8’s core verticals — the principles of personalized, people-centered leadership apply to any leader in any field.

In healthcare, personalized care is not just a competitive differentiator; it is a survival imperative. Leaders who invest in truly knowing and serving their patients — mentally, physically, and emotionally — consistently outperform peers who rely solely on technical expertise or efficiency. But this lesson transcends healthcare. Whether in construction, financial services, technology, or manufacturing, leaders who focus on building meaningful connections — with their teams and with their clients — outperform, retain more talent, and command greater loyalty.

1 - The Gap Between Intent and Execution

Most organizations believe they prioritize the customer experience, yet research from Segment shows that while 85% of businesses say they deliver personalization, only 60% of customers agree. The root cause? Too many leaders and organizations treat customer experience and customer success as departments, not as organizational values.

At EXCELR8, we believe that customer success cannot be delegated to a team or title — it must be a cultural pillar embedded into the behaviors of the entire organization. The highest-performing organizations in healthcare, construction, tech and beyond integrate personalized people practices and customer-centricity into the DNA of leadership, from frontline managers to the executive suite.

2 - Turning Passion Into Purposeful Leadership

Personalized leadership, regardless of sector, is not about superficial gestures. It is about genuine understanding — recognizing the unique goals, challenges, and aspirations of those you serve. Dr. Jerry Chidester, a respected leader in the healthcare space and renowned plastic surgeon , exemplifies this by tailoring every aspect of his patient experience to physical, emotional, and relational needs. His approach is not just hospitality-driven — it is leadership-driven, resulting in stronger relationships, enhanced loyalty, and sustained performance.

The same applies across almost every industry. A construction leader who understands that foremen, project managers, and field crews each have distinct motivators and challenges will outperform peers who view them as interchangeable resources. A tech leader who personalizes employee development based on individual aspirations will retain talent others lose. Purposeful leadership is about turning empathy into action.

3 - People First, Always

One of EXCELR8’s foundational beliefs — drawn directly from our team's elite military background — is that leadership is not about being in charge, but about taking care of those in our charge. This applies internally, to how leaders develop and serve their teams, and externally, to how organizations serve customers and clients.

The highest-performing military units, construction firms, healthcare systems, and Fortune 500 companies share this trait: they create a culture where every leader is responsible for the customer — whether that customer is an external client or an internal colleague. They reject the notion that customer success is a hand-off to a single team. Instead, it becomes a behavioral expectation that shows up in every interaction.

4 - Building Genuine Relationships That Endure

Sustainable success in any industry requires long-term relationship-building, not short-term transactional wins. Clients and customers today seek meaningful engagement, not just polished service. McKinsey and Company research shows that organizations which prioritize ongoing, personalized interactions create a "flywheel effect" — each interaction builds trust, loyalty, and deeper insight, further enhancing the customer experience over time.

This is not exclusive to patient care or client service. It starts from within the organization. It is equally applicable to internal leadership. Leaders who engage authentically with their people — understanding their needs, goals, and motivations — foster environments where accountability, innovation, and performance flourish.

5 - Leadership's Greatest Responsibility

The most successful organizations recognize that leadership is not merely about driving results — it is about creating the conditions where results become inevitable. The best leaders understand they have a dual responsibility that cannot be delegated:

Be Responsible for the People Who are Responsible for the Customer

At every level, leaders must first take ownership of their own people — equipping them with the tools, skills, mindset, and support they need to succeed. Before employees can fully serve the customer, they must feel empowered, trusted, and cared for by their leaders. Accountability, performance, and loyalty don’t come from pressure alone; they come from leaders who prioritize the well-being, development, and effectiveness of those on the frontlines.

Create a Culture Where Customer Success is Everyone's Business

Customer success cannot live in one department or belong solely to a team. In the most admired organizations, customer success is a cultural pillar, not a job title. It shows up in the way employees collaborate, make decisions, and hold each other accountable. It is embedded in onboarding, coaching, performance reviews, and everyday actions — not just in CRM dashboards or post-sale touchpoints.

This is true whether your customer is a patient in a hospital, a client in a law firm, a project owner in construction, or a consumer choosing your brand on a shelf. The highest-performing organizations — those that dominate their market, lead their industry, and build enduring legacies — are united by this shared belief: people first, customers always.

The organizations that consistently win, the ones that “own their battlefield,” weave this dual responsibility into every level of leadership — from the C-suite to the frontline. They understand that sustainable success is not just about hitting the numbers today; it's about creating the culture that will make sure you keep winning tomorrow.

By Brent Gleeson, Contributor