Posts Tagged customer experience
The Pareto Rule is an awesome tool and can be used in many situations. Here Paul Coles shares his insights with how companies focus on the wrong side of the equation at times.
When I left university I joined the British retailing institution that is Marks and Spencer, and of the many things that I learned about business, the most precious of all was that you set your business up for the 99% not the other 1%.
I know you are thinking what the hell is this guy talking about? So I will explain. Back in those heady days of the mid ’80s I queried why we were merchandising some of the most expensive product that was prone to shop lifting right next to the doorway. The answer was simple, 99% of our customers don’t steal, so make it easy for them to buy what they want, and don’t ever lose sight of this, setting yourself up for the 1% you will be destined to fail. This lesson is beautifully illustrated in a great book “Sway: The irresistible pull of irrational behaviour” by…
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Have you ever just stopped and thought, “OK, exactly, what am I doing here?” Have you ever been asked to explain something and found yourself ramblings and your thoughts came out incoherent and and your thoughts are without any cohesion and almost on the verge of being labeled ‘verbal diarrhea’? (run on sentence intended for effect folks!!)
Force Some Discipline
There is a way you can attack this problem. This idea comes from a book I’ve recently read call “Drive” by Daniel Pink. (Good Read! Recommend it!) It’s one of the suggestions in the back of the book which you could easily overlook and just skiip by if you are not careful.
The concept is simple. Use a tool, like Twitter, to force you to craft a message in 140 characters. Twitter will only publish 140 characters of a person’s tweet. It provides a nice clean interface with a gentile reminder of how many characters you have remaining. It also provides you a negative number if you go over 140 characters, thus showing you how much you have to trim to have your entire message included in the twitter stream. Twitter simply provides us a clean and straightforward page with the needed feedback to accomplish this task.
Twitter is not the focus
You could use any tool that gives you the feedback to understand how close you are to 140 characters. Even the 140 characters are arbitrary and simply based on the fact that Twitter has this limitation. I could also use any word processor that provide the basic functionality of ‘word count‘ . You could write a simple Visual Basic program in minutes to perform the same task. The tool is not the important factor here. It is your ability to boil down your message to 140 charaters.
In the past we’ve talked about using elevator speeches, but this is more intense and to the point. Only using 140 characters to create focus.
Twitter Summary Application
- Front Office Staff – image the value you would bring if your responses were pithy and to the point. How many of us have wished we met some of these staff in our travels. Only to find out 2 minutes into a question answer session you picked the wrong person to ask ‘where the bathroom was?’ (exaggeration intended)
- Meeting Prep – Wouldn’t we all like to come into a meeting and with a short burst from the moderator / facilitator know how much I need to pay attention? In fact, I could then text my assistent to pull me out of the meeting in let’s say 10 minutes. (Note to self: I bet I could write a quick program so that when I text mesage a certain code to it, it would then rendomly generate a ’emergency text message‘ to my department member’s phones so I can get them all the hell out of there before they waste another minute not doing their jobs!) (exaggeration intended)
- Event Planning – When I plan out an event, each hour has something it needs to accomplish. I would suggest having a twitter summary for each hour so that each hour can be easily reviewed by the facilitation staff and the owner / sponsor of the event.
- Calendar Management – wouldn’t we all like to look at a calendar event and not ask the question – what in the world is this here for and who authorized it to be on my calendar? Well a twitter summary would help there also.
- Instructions to Staff – I’ve also heard this one called ‘commander’s intent‘ as well. It would be a short burst stating what is the ultimate outcome or goal is for an activity. Sometimes these are needed so that if something goes wrong, the team, using autonomy, can make adjustments to still hit the mark by the end of the assignment.
- Classroom Setting – excellent use of a few seconds to start out the class. Let everyone know what’s going to happen in the class for the next hour to three hours. (Also see Meeting Prep above – for you resourceful students – but don’t try it in my class – I have you turn off your phones)
Taken to an Extreme
Would love to hear how you could apply Twitter Summaries. Leave a post and let me know.
- The art of complaining in 140 characters or less (swiss-miss.com)
- On the benefits of #macroblogging, observing a #Twitter stupidity, and the return of #stopshortening (dropsafe.crypticide.com)
- Don’t spend hours tweeting, says Twitter co-founder (telegraph.co.uk)
- How Twitter Can Improve Your Management In 140 Characters Or Less (businessinsider.com)
- Tell us about ‘the moment’ in 140 characters or fewer (timesunion.com)
The other day I was helping a new client plan out marketing materials for an upcoming event and asked if he was using QR Codes on all of his materials. I explained that many people are now scanning them and then using them to do research or deal with retention issues associated with information overload.
The items in your QR Code should be:
- Direct link to the landing page for the event or product promoted at that event so the visitor doesn’t have to hunt down what they were interested in.
- Your phone number
- Your Email Address
- other pertinent information that you wanted stored in their contact list
- hours of operation
- Your name
- Your Address
- Other web sites you want them to know about (blogs, product micro sites, etc.)
Oh, and if the back of your business card isn’t already in use, put a QR Code there. It shows you respect their time by having them avoid manually typing the data into their contact database.
Is It Important?
Well if you don’t think this is important enough to add to your marketing material, maybe this article might change your mind:
- How to use QR codes at events (clairesouchet.wordpress.com)
- 9 Unique Ways to Generate Leads With QR Codes (hubspot.com)
- QR Codes Aren’t Sweet Without Strategy (stargroup1.com)
- How To Create A QR Code [VIDEO TUTORIAL] (seanclark.com)
- Are We Really Ready for QR Codes? (forbes.com)
I ran across this post at “Damn I Wish I Would Have Thought of That!” and thought it was worth sharing. Sometimes the act of finding a new client is as simple as seeing there is an opportunity to help someone with their situation.
May 15, 2011
Our neighbor had their gutters replaced yesterday.
Our gutters are (shamefully) falling off the house.
Why didn’t their gutter guy call us?
Your next customer is closer than you think — if you’re paying attention.
via Look up!.
[Note: this is an older post but the “Ill Advised Investments” example came up in a recent meeting and brought a smile back to my face so I’m recycling the post. I’ve also added another great quote from Godin as well]
I love the way Seth Godin’s mind works. In a resent post, “How much extra for nice?” brings up the critical point of how much we are willing to pay for better service but reminds companies that creating this environment costs a fraction of what people are willing to pay. The benefits can last longer.
I also read another great thought from Seth Godin as well:
No matter what your job is, no matter where you work, there’s a way to create a project (on your own, on weekends if necessary), where the excitement is palpable, where something that might make a difference is right around the corner.
Hurry, go do that.
Godin in “What are you working on?“
In a recent post, I identified three example of customer service excellence. How much money was budgeted to create this customer service environment? These types of examples have a lasting benefit that far outweighs the cost of implementing them. If companies can recognize this before dismissing these opportunities, the rewards have an exponential effect.
- Hiring the right people
- Having the right people perform jobs they love to do best.
- Continuous improvement of the customer experience at all levels of the company
- Reward excellence and avoid promoting people out of their natural strengths.
Ill Advised Investments
Although I agree with Seth’s premise, as consumers, here are some examples in which we should avoid paying extra to have someone be nice to us!
- $100 to the Police Officer at a traffic stop – will only produce untold number of stories for your grandchildren around the campfire, sometime in the distant future.
- $100 to $10,000 to the triage attendant at the local Emergency Room – will get you absolutely nothing at all except a lighter wallet.
- $100 turned in with your exam – results may vary, but don’t expect them to be positive.
So do you have any beneficial or ill advised investments to share?