Be Different or be dead

April 27, 2020

What surprising legacy will COVID will leave when it’s finally over?

Source: Pexels

What surprising legacy will COVID will leave when it’s finally over?

Every major event in the world plans to leave a sustaining legacy long after it concludes.

The 2010 Olympic Winter Games in Vancouver left the Sea-to-Sky highway from Vancouver to Whistler along with many other game’s venues which stand ten years later and will likely be a reminder decades from now of the one-in-a-lifetime experience some of us witnessed.

And Steve Jobs gave us the iPhone.

COVID-19 didn’t intend to leave a legacy, but the deadly virus will.

Here are six remnants of COVID that I believe (hope) will influence us as we move forward and will be indelibly etched in our society forever.

1. The frontline

COVID demands that either the frontline get the recognition it deserves or the human species better be prepared to encounter the armageddon.
In this crisis, frontline workers are finally getting the respect and adulation they rightly deserve.
I have been advocating the value the frontline contributes to organizations for decades, that they are the face of any enterprise and that they carry their brand at every customer contact moment.

Well, thanks to COVID, the world now recognizes the importance of frontline workers, but not to individual organizations, but to humanity.
Healthcare workers, truckers, first responders, food preparers and deliverers and elderly care home support staff have all been thrown into the spotlight because of the service they provide to others in the COVID crisis.

They are now given the gratitude they have earned for the professions they have. Without frontline workers doing their job selfishly, leaders of organizations and of countries simply can’t succeed. And with their undying unselfish efforts, either will COVID.

2. Technology

COVID has forever changed how we communicate with one another, and will fuel, I believe, greater use of technology generally.

“Let’s have a ZOOM meeting” is becoming part of our vocabulary just as “Google it” is. And the Boomers are discovering the fascination with FaceTiming or using Skype to see their grandchildren as the only way they can stay in touch.

I’m seeing a greater willingness for people generally to explore and learn new ways of doing day-to-day things with the help of technology; there is a greater motivation to “dip your toe” in new technology because of COVID and I believe it’s a tipping point for technology use, particularly among the older demographic.

In addition, the need to shop online will forever change our consumption habits. People who never shopped online now do, and those that did it before are now doing more of it.

Bricks and Mortar operating businesses under pressure from online buying before will be even under more pressure post-COVID. The pressure to meet online needs of people will never relent; because of COVID it will be the norm of customer behaviour.

3. Personal space

COVID demands that we NOT invade the personal space of others; that we refrain from contact closer than 2 meters or 6 feet in order to prevent the transmission of the virus. I believe that this fingerprint of the disease will in the future take on a deterministic role in how certain functions are performed.

Physical spacing will drive workplace layout and design and will also influence how herd demand in the airline and entertainment businesses for example will be met. Pressure will be applied to the economics of product and service topologies, but will force solutions that best balance the needs of safely separating people and delivering acceptable profit margins.

4. Innovation and creativity

COVID stimulated innovation and creativity, as organizations had to figure out how to adapt to the new rules governing social distancing; it wasn’t a theoretical exercise on how to enhance innovation in their business, it was a matter of survival. And many didn’t make it.

Small businesses shifted from an in-house dining model to a takeout one; larger companies, in the face of reduced demand for their normal products and services, shifted their resources to produce the tools for fighting the virus such as masks and ventilators.

5. Customer service

The COVID world reemphasized the critical importance of caring for others, and this has profound implications for getting back to business as unusual. My reader knows how passionate I am about serving leadership and customer service based on taking care of others. Well, COVID has brought the importance of these attributes in people out into full display.

Under the banner of “we are all in this together” and “show kindness to your fellow humans”, the need to subordinate one’s own needs to the needs of others assumes a top priority.
I hope this attitude carries forward as a critical COVID learning. I have been critical of organizations that are more in it for their shareholders and care less about their customers and employees.

Customer respect — as evidenced by their dumb rules and policies — has waned over the years and perhaps now we can get back to the basics of serving customers and delivering what they desire.

6. The environment

Efforts to contain COVID by lockdown and isolation have resulted in a dramatic reduction in carbon emissions and other pollutants that contaminate the environment.

After many weeks of these measures, parts of the world are able to literally “see” the results of cleaner air.

The Himalayas, for example, after 30 years can finally be seen from the Punjab region of India due to the significant reduction of air pollution.
This is likely to be a stimulus for more climate change action and support from the population generally where people can actually feel what it’s like to have a more contaminant-free environment.

Every legacy is created by something truly remarkable, be it in the form of a great persona or an event with a powerful impact that changes the future course dramatically.

COVID is such an event. It has the potential to leave a long lasting positive affect on all of us.

I hope we remember what it gave us and use it productively.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 4.27.20 at 04:55 am by Roy Osing
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January 20, 2020

How a service mistake can turn into to a colossal service delight

Source: Pexels

How a service mistake can turn into to a colossal service delight.

An astonishing source of customer amazement — and customer loyalty — is how service breakdowns are handled.

Typically service breakdowns include such things as a broken promise made to a customer, a product or service that doesn’t work the way the manual says it should, billing mistakes or service repairs that need to be redone because they weren’t completed right the first time.

The solution to these missteps is called service recovery and it’s formula is simple:

Service recovery = fix the screw-up and do the unexpected.

Let’s face it when you screw a customer over, they expect you to fix it. But they’re not particularly blown away when you correct your error; they don’t say ‘WOW I can’t believe you actually remedied what you screwed up!’

This is where most companies fall short. They actually believe that by merely fixing their mistake the customer will be satisfied and their obligations will have been fulfilled.

The rule of recovery: fix the mistake fast and then blow the customer away by surprising them with something they don’t expect.

If your goal is merely to satisfy a customer, you may be content with having a fix it capability that is incredibly efficient. But if you want to create the ability to consistently build customer loyalty and earn their lifelong trust you need to go further.

You need to move from a positive response to ‘Were you satisfied with what we did to fix our service screw up?’ to ‘Did we blow you away with what we did to recover from our mistake?’

The surprise factor

If you choose the path of wanting to delight your customers and create memorable service experiences for them, you need to understand that the source of of an amazing experience is doing what the customer doesn’t expect.

The challenge, therefore is to discover exactly what that little bit extra is and for them to do it in a way that makes their eyes bulge out with amazement.

And the key is that the surprise act must be relevant to the customer. Providing something extra for the customer that doesn’t resonate with their needs, wants and desires will leave them scratching their head.

And it’s not about coming up with a boilerplate trash-and-trinket program that provides the same bland response to every customer — you’re wasting your money.
The surprise must have personal meaning to the customer otherwise it will be ineffective — in fact could make matters worse!

The surprise must also be extremely compelling to the customer; it must be a high priority with them if you want to impress them.
This is the emotional component of recovery. A compelling act will stir the emotions and make the customer believe you actually care about them.

Customer secrets and speed

The successful surprise requires that you need to understand what makes the person screwed over tick; what turns them on and what action on your part would most likely trigger an emphatic emotional response. You need to know their secrets — reread the ‘How to build an amazing marketing machine’.

You can be relevant and compelling in your recovery act, but if you take a week to get it done, forget it. Your investment will be worthless.
Studies have found that you have about 24 hours to get it done; after that, the ability to capitalize on the screwup and build stronger customer loyalty goes down the tube.

If you make a mistake and recover in a dazzling way, the customer is more loyal to the organization than they were prior to the screw up.

If recovery is such a critical element in building customer loyalty, why are there very few organizations that have a recovery service strategy? I suspect it’s because no one likes to admit that they will have a service OOPS! from time to time; they pride themselves on trying to get it right the first time.

But if you know that mistakes will happen from time to time — and they will — and that there is tremendous strategic value in recovering well — and there is — why wouldn’t you have a plan on the actions to take when the event happens?

In my past role as Business Services VP with a major telecommunications company, one of the elements of our service strategy was: ‘If we fail, Recovery will be our #1 priority’.

We had a specific recovery plan that, for each customer segment, provided the range of recovery actions that could be considered to respond to an OOPS! and the level of recovery investment necessary given the value customers represented to the company — the higher the value, the more robust the recovery actions requiring greater investments.

And substantial training was given to all employees to ensure they understood the power of the strategy and what to do when a screwup occurred.

5 key takeaways

▪️Recovery = fix it and do the unexpected.
▪️Do something personal; make it relevant and compelling.
▪️Know your customers’ secrets.
▪️Execute the recovery process in less than 24 hours.
▪️Build a detailed recovery strategy.

Cheers
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 1.20.20 at 12:29 am by Roy Osing
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October 7, 2019

5 deadly acts that will make a toxic customer relationship

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5 deadly acts that will make a toxic customer relationship.

A toxic relationship is a relationship characterized by behaviours exhibited by one party that are emotionally damaging to another.

We hear about toxic personal relationships where one person inflicts emotional and sometimes physical pain on their partner, but toxicity isn’t limited to people relationships; it’s also related to organizations, and the relationship they have with their customers.

A toxic service relationship is damaging to both the customer because of how they are treated by the organization, and to the organization itself as unhappy customers typically move to another supplier with repeated mistreatment.

Feelings should be the judge

Toxicity should be viewed as THE criteria to observe and judge the relationship an organization has with its customers because it focuses on the EMOTIONS stirred up in the customer — it expresses how the customer FEELS about how they are being treated.

A toxic service environment in an organization is manifested by behaviours that annoy, frustrate, anger, sadden, infuriate, exasperate, irk, vex, and piss off the people who come into contact with it everyday.

In my 30+ years leading business organizations that had an extremely heavy service component; I learned that you lived or died on how you served customers.

I learned that these 5 characteristics that, if left unattended, will destroy any customer relationship.

1. Distain for humans

Ever talk to someone in an organization who treated you with a bad attitude? Who talked down to you? Who had absolutely no interest in what you had to say?

Unfortunately we’ve all had the experience of engaging with an employee who really didn’t want to talk to us.
These people really don’t like people and yet they are in the position of having to engage with other people.

In a heartbeat, this person can destroy value because they lack empathy and caring for fellow humans; they quite frankly don’t give a sh##.
Strange that a service employee that would rather be taking inventory or filling out requisitions would be given the keys to the organization’s brand vault.

The recruitment process in toxic environments is wrong. It doesn’t place a priority on the skills and attitude necessary to create miraculous service moments with customers.

It doesn’t probe whether or not someone has the innate desire to care for others, because that’s what amazing service requires.
If just ONE of your customer servers doesn’t like people, you are on your way to having toxic relationships with your most valuable assets.

2. Outsourced call centers

Organizations that don’t manage their call centers well nurture toxic behaviour even though they believe they are doing the right thing.

The problem is, it’s the right thing for THEM and not their customers. They use a call center to manage costs efficiently not to build customer loyalty by creating memorable customer experiences.

Two specific call center attributes, in my view, contribute to toxicity — wait times and fluency in the english language.

How on earth can you say “Your call is important to us” and force someone to wait for a service rep for 45 minutes? It’s a joke really. The fact is (I ran call centers), staffing a call center is all about cost, not level of service even though they would claim the opposite.

Because if the staffing criteria WERE based on providing a high level of service your call would be answered in less that a minute — my target was to answer 80% of the incoming calls within 10 seconds (3 telephone rings).

The second issue I have with call centers is the ability of some reps to engage in an understandable conversation.
To be honest, I can’t understand many of them because of their strong foreign accents. They may have passed english exams but they can’t converse with a customer in a smooth way.

As a result I get annoyed and frustrated as my needs go unmet.
Unfortunately, few organizations use call centers to build customer relationships; they create toxic behaviour.

3. Dumb rules

Many organizations design their policies to control customer engagement rather than to make it easy and enjoyable. They decide that the needs of the organization come before taking care of their customers.

A statement from customer servers like “You can’t ... because it’s not our policy” is evidence that what the customer wants won’t be accommodated because of a rule that satisfies a different purpose.

Often these dumb policies that made no sense to the customer. They are rigid and strict and serve the organization only.

Toxic behaviour is expressed by negatives like “You can’t” or “Sorry but…” Healthful behaviour, on the other hand, leads with “Of course”, “Yes” and “Sure, we can do that”.

4. No power

In toxic serving environments frontline employees rarely are empowered to make decisions on customer requests that are not consistent with rules and policies.
They are escalated to a supervisor for resolution.

In my experience the process is slow and cumbersome: the service rep explains why the customer can’t do what they want —> the customer is annoyed and insists —> the rep goes looking for a supervisor —> the customer explains again what they want —> the supervisor explains why the customer can’t do what they want —> customer gets more annoyed and insists —> the supervisor either maintains the “no” position or gives in —> the customer is still annoyed regardless of the outcome because of the process they were forced to go through.

Ironically, the policy to escalate “deviant matters” to a supervisor has no positive customer outcome, and furthermore the employee feels neutered because they provided no value to the engagement process; they looked like an idiot in front of the customer because they couldn’t solve their problem.

5. Rewarding non-loyalty

Toxic cultures are more interested in acquiring more customers; they spend less time on honouring and rewarding the ones they currently have. After all, why invest the money when you already have the customer? False logic and extremely short sighted.

So special deals like “Leave your current supplier and come over to us for 3 months free service” are offered to prospects but the offer is not made available to existing customers.
With such behaviour how can any organization claim they put their customers first? It’s a dishonest proposition.

Healthy environments make new deals and special promotions available to existing loyal customers first — loyalty is rewarded before a new customer.

Promotions and low price deals are typically marketing decisions but they are integral to maintaining intimate customer relationships and therefore marketing needs to join the serving team.

Toxicity kills customer relationships and yet so many organizations practice unhealthy behaviour every day.

Stay on the lookout for these symptoms and be prepared to change your behaviour immediately if you respect your loyal customers.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 10.7.19 at 04:18 am by Roy Osing
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September 16, 2019

Kill your ‘dumb rules’ to amaze your customers

Source: Unsplash

One of the most effective ways to create memories for your customers and earn their loyalty is to break your own rules to favour them when it makes absolute sense to do so. This opportunity normally arises when your rules clash with what the customer wants; they simply don’t want to play by your rules.

Dumb rules

‘Dumb rules’, are given birth usually by some control freak in the organization with a nonsensical purist view that a customer should behave in a certain way that serves the organizations purpose with little regard for whether or not a customer will react favourably to getting treated in the prescribed manner.

One of my favorite dumb rule stories took place at The Mirage Hotel Resort and Casino in Las Vegas. There is a wonderful deli in the casino that serves the best rueben sandwiches ever but the customer friendliness of their policies sucks.

My wife and I show up late one night and asked the hostess for a booth and were told flatly that our request was not possible since it was their policy to offer booths only for parties of 6 or more.
I get that management wanted to maximize the check value from these specific seats, but in this case the store was empty save my wife and me! Maximizing revenue beyond the two of us was an impossibility!

In my experience the fathers and mothers of dumb rules can be found in staff type jobs whose role is to develop and implement operating procedures to govern, among other things, customer transactions. In these circumstances the objective is to meet internal requirements like efficiency and productivity rather than ensuring rules enhanced the customer experience.

And, unfortunately where customers are not considered the prime target for the rule or policy they become collateral damage in the rule’s application; they are mistreated and tell hundreds of other people how crummy the organization’s service is.

But there is a way to both have your cake and eat it to. You can both realize efficiency gains by applying the rule to the masses and bending or breaking the rule for those few customers who don’t accept it and push back on you.

The apply-the-rule scenario gets you the productivity gains you want from the majority of your customers who are ok with it; the bend-or-break scenario avoids the pain of an unpleasant customer encounter and impresses them and makes them more loyal to your organization.

When apply-the-rule is winning

You’re in loyalty do-do when apply-the-rule is winning. If your frontline employees spend a great deal of their time enforcing the rules, policies and procedures of your organization and, as a result, are constantly saying ‘no’ to your customers nothing good comes of it — loyalty is threatened — and employee engagement is in jeopardy because being a rule enforcer is not a rewarding role to play in any job.
Job frustration can eventually lead to employees finding another organization where day to day existence isn’t so painful.

Employees can’t create delightful moments for customers when they are constantly trying to get someone to tow the line on something they don’t agree with — empower your frontline to ‘say yes’

I’m not suggesting that a frontline person should break a rule that would violate the law, but they should have permission to bend-or-break an internal policy that has no significant negative long term consequences for the organization.

When you test your policies

Rules and policies impact people differently; each person will react to an enforce-the-rule encounter in a different way: some will be ok with having to comply with the rule while others will go postal.

One way to anticipate how your customers will likely respond to one of your rules is to ask them before it is implemented. Unfortunately I’ve never witnessed a process where detailed due diligence is done to brainstorm the negative reactions that customers may have to a particular rule or policy that is being considered, but there should be.

Given that customers are likely to respond to a rule in ways we never imagined, the only solution (if you want to protect and grow customer loyalty) is empower your frontline people to bend one of your standardized rules, policies or procedures when the customer needs a different treatment; when their needs are quite reasonable but out-of-bounds to what the policy manual says.

To those who think that empowering frontline folks will result in them giving away the shop, stop worrying. They won’t.

In my experience, empowering them to use their judgment and determine when and how a rule should be bent-or-broken actually produces a greater degree of rule enforcement as they typically reserve flexible treatment for those customers who truly need it.

Once given the latitude to apply flexibility to policy enforcement, they actually take a more active role in advocating the company’s position behind the policy.

When frontline people are allowed to control the bend-or-break process, the organization is rewarded by a customer who is blown away by how they are being treated and how humane the organization is. And they tell others how truly great you are.

The solution: the Dumb Rule Committee

How do you go about identifying and killing these ugly loyalty threateners?

Go ask your frontline what dumb rules they are constantly having to deal with. They know them but do you have the courage to listen and do something about them?

I created dumb rules committees in the operations areas of my organization and appointed a dumb rules leader for each committee whose responsibility it was to seek out and destroy (or otherwise modify) rules that made no sense to customers and drove them crazy.

Fun was had by all over this concept. Everyone, particularly the frontline, welcomed this initiative; they all were passionate about the purpose; we made real progress.

We had contests among the committees to see who could come up with the most dumb rules to kill, and we celebrated the winners. The committees were expected to not only identify rules, policies and procedures that annoyed customers, they were also charged with the responsibility of eradicating them by taking whatever action was necessary to get it done.

My role and that of my senior leaders was to remove any roadblocks preventing the committees from getting a rule dealt with.

Customer-friendly dumb rules

Certain rules are required by law or regulatory governance.
First of all do your due diligence to make sure that the claim is real and not the posturing of a champion who doesn’t want their rule or policy removed. If the rule is necessary, however, then at least look for ways to make it customer friendly.

And reconsider how the rule is enforced with a customer; what communications strategy is used. Is it friendly and helpful or is it demanding and intimidating?
Take the time to design the customer communications content to minimize an adverse reaction; it’s not always possible but it is worth considered doing nevertheless.

If you are able to expunge even 20% of the dumb rules you have in your organization, your customers will reward you with their loyalty and your reputation will soon attract new customers as well.

Cheers
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 9.16.19 at 04:20 am by Roy Osing
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