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At least not until they walk a mile in their frontline employees' shoes, so to speak, as is the case with the CEOs who appear on Undercover Boss.

I recently watch an episode of the show featuring Kim Schaefer, CEO of Great Wolf Lodge Resorts, and a video in which author Stanley Bing interviews DirecTV CEO Mike White after White's appearance on the show. In both cases the CEOs seemed to have had revelations that to me were obvious.

In case you're not familiar with Great Wolf Lodge, it's a resort hotel chain that features a full indoor water park for its guests. Addressing employees after filming the sites visits for Undercover Boss, Schaefer reminds them that the company's mission is to bring families together by giving them a great place to spent time together. She then announces that this should be the mission internally, as well. Consequently, Great Wolf Lodge will allow employees and their families to use the water park facilities. Well, duh!

As generous as this is, why on earth would that not have been a perk since day one? First, it would help attract and retain employees. Second, employees are essentially an extension of the marketing department. They're potentially an army of evangelists touting your product at every opportunity--if they get a chance to experience it. Why do you think clothing retailers give such generous discounts? Do you think Abercrombie wants its employees wearing Gap jeans to work? No. Abercrombie wants its staff to look fabulous in its clothes. Consider, for example, my recent visit to American Eagle Outfitter, which I blogged about in "One Bad Apple Don't Spoil the Whole Bunch--or Does It?" I purchased four pair of jeans for my daughter instead of two because of one associate's passion for the brand and her enthusiasm.

In the case of DirecTV's White, he explained during his interview with Bing that the company is going to introduce a Technician Appreciation Day so management can show how much they value the hard work of the frontline staff. This is terrific, but White said it like he was surprised at how hard his folks work. Really? Does anyone think it's a picnic to climb onto a roof ever, especially in 98 degrees, or 40 degrees for that matter? Or hover precariously on a ladder to install a satellite dish? All while under pressure to complete the job well, but in a timely manner.

Bing asked White whether he thinks all CEOs should do a similar exercise, even if they're not on Undercover Boss. That is, they should periodically spend time on the frontlines working directly with customers or in other areas of the business like production or shipping. I say, resoundingly, "Yes!"

There's no better way to learn how to improve both customer and employee engagement than to experience your company's processes and interactions firsthand. Then you can combine those learnings with insight directly from customers and employees to enhance aspects of your business that will improve performance and results. And that's a situation where everyone wins.

Just ask Schaefer and White, who were both awed and inspired by their employees and employees' commitment to their respective organization and its customers.