Quality Service Marketing
Pandemic-induced stress and other reasons have led to decreasing workforce numbers and increasing pressure on remaining employees. Demanding, rude, and uncivil behaviors by some customers – and employers – only exacerbate the situation.
Please be patient, understanding, and considerate. Thank you.
Q: How would you facilitate a meeting-of-the-minds between two competitive nonprofits?
A: Very carefully.
That was my challenge when I was asked to facilitate a special meeting of two organizations striving to enhance their impact in their community: one was a local affiliate of an established nonprofit and the other was a grass-roots start-up. Both groups were dedicated to helping people with cancer.
Concerned with competing for limited donor and volunteer resources, the established nonprofit felt threatened and candidly admitted they wanted the new organization to just “go away.” Fortunately, they accepted the new group’s invitation to sit down together and explore how they could co-exist to serve the community.
Focusing on what matters
I remember my feelings of trepidation as I prepared for the joint meeting – I was a facilitator, not a peace-keeper! But my fears dissolved after interviewing several volunteers from each organization. Their message was clear and consistent: “We don’t care who we work for as volunteers, we just want to eradicate cancer. So find a way to work out your differences.“
These volunteers provided the critical reinforcement and reminder both nonprofits needed to hear: purpose supersedes politics. It also proved to be the perfect framework for a dynamic and fruitful dialogue.
I’m happy to share both organizations took the volunteers’ message to heart as they continue to successfully co-exist and collaborate in their efforts to help people with cancer.
The arrival of spring combined with advent of mass COVID vaccinations is the perfect time to refresh ourselves as we emerge from our winter cocoons and quarantines. This year in particular, it’s also the perfect opportunity to safely indulge in a little fun with a re-visit to one’s inner child. Here’s why:
“We’re living in a world that’s more conducive to anxiety than playfulness … Play offers a reprieve from the chaos, and it challenges us to connect with a key part of ourselves that gets lost in the responsibilities of adulthood, especially during a crisis.” Kristin Wong
Here are several play date ideas for you to safely engage your inner child:
Whatever your inner child decides to do, be playful … whimsical … let your imagination take you wherever it leads … Just let go and enjoy.
“What all play has in common is that it offers a sense of engagement and pleasure, takes the player out of a sense of time and place, and the experience of doing it is more important than the outcome.” Stuart Brown
I often hear marketing staff commiserate about how they struggle to get respect and buy-in for their programs. Several reasons account for this:
Just because the Marketing Department is on the organizational chart doesn’t mean people know what it does and why it’s important
It’s hard to be taken seriously when people dismiss marketing as necessary “fluff.” By not taking action to correct this misperception, marketers make their work more difficult and compromise marketing’s effectiveness as every employee in the organization (not just those in the Marketing Department) play a role in delivering the brand promise.
From awareness to action: the missing link
What’s missing is marketing marketing’s purpose and role in the organization — not for its own glory or credit, but for strengthening its internal relationships and integral connection to the bottom line. Marketers have the requisite knowledge and skills to communicate marketing’s value, yet they’re so busy taking care of everyone else’s marketing needs that they neglect their own.
The solution isn’t difficult or complicated. It’s a matter of intentionally and proactively educating employees about marketing is, what it does, and why it matters to the organization by:
Marketing marketing’s value is not a once-and-done campaign. It’s an on-going strategy that’s needed to build and maintain mutual understanding and respect between marketing and the rest of the organization.
Unless, of course, marketing is okay being known as the “Department of Fluff.”
Last year’s disruption by COVID-19 led to copious content on its impact on the workplace discussing how leaders could navigate, cope, innovate, sustain and/or continue to grow in anxious and uncertain times.
As an advocate for a positive and engaged organizational culture, I was fascinated with the discussions and resulting responses to the pandemic. And I’m excited that aspects of the workplace have actually changed for the better. Here are some of my favorite quotes that reflect these changes.
Collaboration
“While no organization has the exact answer yet (that we know of), many are seeing the office of the future as a meeting place for collaboration, connection, and innovation and much less as a heads-down cubical farm for individual work.” Aaron De Smet, Laura Tegelber, Rob Theunissen, and Tiffany Vogel, Overcoming pandemic fatigue: How to reenergize organizations for the long run
“If there’s a silver lining to crisis, it’s that it shakes up structure … Many teams have seen people across functions step up and speak up with effective results — and now that they’ve found their voices, taking them away would be both difficult and wrong. Leaders and teams alike need to learn a new style of collaborative decision making.” Lolly Daskal, How to Prepare Your People for the New Normal
Employee wellness
“This crisis has presented a once-in-a-lifetime opportunity to reinvent the workplace. Things that might once have seemed impossible have proved surprisingly workable … Focusing on well-being and social connectivity will serve [an] important purpose: helping employees to recover faster from what, for so many people, has been a traumatic, painful, and stressful period. And that is not only good for business—it is good for people.” Adriana Dahik, Deborah Lovich, Caroline Kreafle, Allison Bailey, Julie Kilmann, Derek Kennedy, Prateek Roongta, Felix Schuler, Leo Tomlin, and John Wenstrup, What 12,000 Employees Have to Say About the Future of Remote Work
“In unprecedented, rapidly changing situations, play is a critical capability. As well as providing much-needed stress relief – how many of us are currently working from dawn to dusk? – play can end up being counterintuitively, very productive. We can make interesting, new connections between ideas when we allow ourselves to loosen up from our regular goal-driven, laser-focused, instrumental approach.” Martin Reeves and Jack Fuller, We Need Imagination Now More than Ever
Leadership
“This is a time for leaders to try to invoke or provoke a degree of reflection, spending the time to talk about a shared sense of purpose and core values while also spending the time to emotionally check in. In fact, it will have the dual benefit of helping people move past the present suffering and begin to envision and create their new future together.” Richard Boyatzis interviewed in Psychological safety, emotional intelligence, and leadership in a time of flux
Better Workplace Culture
“… companies are waking up to the need for greater empathy and compassion to create a workplace that can unleash the full potential of their people even beyond the crisis … introducing new, more human-centered principles that truly put talent and people at the heart of organizational success. [These principles] all have one thing in common: a vision of successful organizations that are intensely human, nurturing the very best elements of emotion, creativity, human connection, and empathy and inspiring emergent leadership at every level.” Aaron De Smet, Laura Tegelber, Rob Theunissen, and Tiffany Vogel, Overcoming pandemic fatigue: How to reenergize organizations for the long run
Confession: I have as much fun talking about LEGO® bricks as I do working with them.
I actually use these colorful plastic building blocks in team development as a Certified Facilitator in LEGO® SERIOUS PLAY® (LSP) – a novel approach that enables participants to “think with their hands and listen with their eyes.”
I had a special opportunity to share why I find this hands-on method so powerful with fellow LSP facilitator, Peter Tonge, host of “LSP – Face-to-Face,” a podcast produced primarily for the global LEGO® SERIOUS PLAY® facilitator community. Peter is a member of the Brickstorming team whose founder, the brilliant Kristen Klassen, trained me in LSP.
In our conversation we discuss some of my favorite early participant LSP models (shown here in this post) to illustrate the power of LEGO® SERIOUS PLAY® in people’s hands. I’m amazed how deeply participants engage in individual and collective discovery as they create and share their models with each other. That’s why this hands-on approach must be held in-person — LSP’s potent immersive experience cannot be duplicated in a virtual setting. 
One of my takeaways from our discussion was this insightful quote from Peter, “The [LSP] Method doesn’t require it to be complicated. The Method requires it to be thoughtful.” This quote ties in with why I cite the single grey brick as one of my favorites. Take a listen to learn more, including what the models included in this post mean.
A special thank you to Peter for allowing me to post our conversation here.
In the quest for product/service innovation, it’s easy to overlook an obvious source: your own customers. How to effectively involve and engage them – and make them feel valued in the process – can be found in Chip Bell‘s just-released book, Inside Your Customer’s Imagination: 5 Secrets for Creating Breakthrough Products, Services, and Solutions. Renowned customer service consultant, speaker, and author, Chip knows that customers can provide an “untapped resource for ideas and inspiration that can result in breakthroughs.” In this new book, he shares the secrets of “Curiosity, Grounding, Discovery, Trust, and Passion” that facilitate effective co-creation partnerships.
“Partnerships at their best are not about contracts, controls, and compromises; they are about respectful connections that enliven, ennoble, and enchant.” Chip R. Bell
Chip lays out the foundation of successful partnerships and illustrates them with applied examples from a variety of organizations. Equally important, he shares customer experiences from the customer’s perspective. (My favorites involve frustration with a computer part replacement and inconvenience at a fast food drive-thru window.) Examples also include employees and suppliers as important partners in the co-creation process.
“Breakthroughs come from an instinctive judgment of what customers might want if they knew to think about it.” Andrew Grove
Granted, customers may not always know what they want. It’s a poor excuse, however, to overlook them as partners in co-creation. Inside Your Customer’s Imagination gives you the insight and guidance needed to effectively engage both customers and employees in improving your products and services. Offering customers the opportunity to contribute their ideas and suggestions sends the message “we value you and want to know how we can better serve you.”
Truly, a win-win situation. That’s why I recommend this gem of a book along with Chip’s other best-sellers I proudly include in my business library:
[Note: I’m pleased to share this timely post from Matthew Fenton, a Chicago-based marketing professional and founder of Three Deuce Branding that specializes in brand clarity. Here he offers a fundamental strategy to uncover the brand values a business needs to survive and thrive in these challenging times. More on Matthew’s work can be found at the end of this post.]
There’s a question that’s asked far too rarely as we develop brand and business strategies. It’s simple but extremely powerful, since it shapes everything that you’ll do as a team or organization.
The question: Who do we want to be?
It’s challenging to lead an organization in the best of times. In a time of scarcity – like the one we recently, abruptly entered – it can feel impossible.
But navigating difficulty is one of the roles of a leader. As FDR said, “A smooth sea never made a skilled sailor.”
I’ve been working with my clients to answer questions like “How can we serve our consumers in new ways?” and “What trade-offs must we make to get through this?” You’ve no doubt asked and answered similar questions. At some level, these are questions about what we value.
Think for a moment about the choices recently made by your teams, your leadership and your organization. Which choices are you most proud of? What values do these choices reflect? Take a moment – right now – to make note of these. We’re going to come back to this.
Our values are being tested, which is to say this is an opportunity for personal and organizational growth. So don’t waste this crisis. It brings the opportunity to rethink, reorder and solidify what we value – and who we want to be.
Brands Are Already Showing Us Who They Are
For years, brands have fallen all over themselves trying to convince us that they’re values-based and purpose-driven. Now we get to find out who was serious.
Some brands are failing miserably. For example, a brand I’d never heard of, Parlour H, took the opportunity to start spamming me with hair-care tips for the quarantine. Timely, yes, but also wholly unrequested. Parlour H, is this really who you want to be?
To be fair, there have also been plenty of examples to the good. Companies have repurposed manufacturing facilities to make respirators, ventilators, hand sanitizer and masks, or are donating goods and services within their communities. Major brands have earned the most PR, but I encourage you to look for examples of local businesses who are doing the right things. You won’t have to look too hard.
These businesses should be applauded today and remembered when this is all over. By taking positive action, they’ve shown us who they are (and who they want to be).
“Brand” Values Are Actually Personal
When I ask, “Who do we want to be?” I’m deliberately using the first-person plural. I’m talking about people, not brands.
Brands are sometimes seen as these detached entities that sit between a company and its consumers. But companies that rely heavily on front-line personnel – such as restaurants, retail and service providers – know that their people are the brand. (One potential positive outcome of this crisis is that front-line staff will be viewed not as cost centers, but as value creators.)
There’s been a lot of talk about brand purpose and values in recent years. And, yes, you may associate a certain brand with certain values. But let’s be clear – brands don’t choose their own values. How could they? Brands aren’t sentient beings.
As Jim Stengel has said, “A brand is simply the collective intent of the people behind it.” As brand leaders, we decide which values our brands will exemplify. This means choosing some things and not choosing others. Whenever a brand makes a move, remember that there’s a team of people that made it happen.
Also note that I’m asking, “Who do we want to be?” and not “How do we want to be perceived?” That’s because the latter question allows for the possibility of faking it. nd you can only fake it for so long before the jig’s up.
This is one of the areas where old-school thinking on branding – that brands are “costumes” that are easily changed, or “shields” that hide our true inner workings from the world – falls tragically short in practice. In branding, as with people, we reveal who we are by what we do, not by what we say.
Where Values Fit Within Strategy
My positioning and strategy workshops always include at least one module rooted in values. During these modules, there’s a noticeable shift in the energy in the room. People aren’t thinking about tasks to execute or positions to claim; they’re thinking about what they could be and do, as a team, pulling together.
Asking questions like “Where will we play?” and “How will we win?” are absolutely necessary to crafting a successful strategy. But if these aren’t guided by a clear sense of who you want to be, the answers may lack cohesion and grounding.
In short: Your values should outlast any strategic or tactical decisions. So ignoring your values while crafting strategy makes zero sense.
This is to say that your values are a necessary part of the diagnosis that precedes any smart strategy. You’re establishing a core aspect of your worldview: “This is who we are and what we stand for. This is what we won’t sell for any price.”
Getting (Back) to Your Values
So as you consider how you’ll lead your way out of this crisis, start with the values you and your team truly live and embody. Ask questions like:
You can answer these questions individually or in small groups. Then share the outputs, with an eye toward both sensible clusters and intriguing outliers. The end goal should be to align on a small set of core values. In practice, this means about three values, and never more than five.
If, like many companies, you already have a Values Statement, this crisis presents an opportunity to revisit it. Which values did you really stand on during this time? Which might be improved or replaced?
When you’ve answered the question of “Who do we want to be?” you’ll have a powerful set of boundaries for the rest of the strategic process. You’ll instantly discard some avenues, since they don’t get you closer to who you want to be. (In some cases, you’ll find yourself saying, “That’s a great idea, but not for us.”) Other avenues will elevate in priority immediately.
Most importantly, you’ll set down markers for how you behave within your walls – which will greatly shape how you’re perceived beyond those walls.
When we respond to major challenges, we often reveal who we truly are. But we can also transcend old limits and grow new strengths. During this crisis, I’ve been inspired by numerous examples of generosity, creativity and resilience. I’m sure you have too.
So, again: Don’t waste this crisis. Make decisions that Future You will be proud of. Identify the values that drove those decisions. And ensure that those values live within your organization for years to come.
Please reach out with questions about (re)defining your values or resetting your strategy. I’m happy to help.
About Matthew Fenton: Matthew is a former CMO who helps brands to focus, grow and win. Since founding his consultancy, Three Deuce Branding, in 1997, he’s helped hundreds of brands to achieve “brand clarity.” His consulting services and speaking engagements help brands to focus on what matters through positioning, strategy and ideation. Contact Matthew here. He’s based in Chicago.
Copyright 2020 – Matthew Fenton. All Rights Reserved.
To hold on to your customers amid strong competition, it’s important to provide a positive customer experience. But where do you begin?
You start from the inside out with the employee experience because the way employees feel is the way customers will feel – and if your employees don’t feel valued, neither will your customers.
Picture the relationship between the two as a mirror. If employees are frustrated by company policy or internal politics, their attitudes can be reflected in their dealings with customers. Who wants to be served by employees who feel hassled or ready to disengage? It takes only one or two such encounters before a customer goes elsewhere. And who knows how many other customers will hear of their experience?
What do you see when looking into your company’s employee-customer brand mirror?
Three keys to creating a positive and polished brand reflection:
If you need a reminder :
“There is no way to deliver a great customer experience with miserable employees.” Steve Cannon
“Always treat your employees exactly as you want them to treat your best customers.” Stephen R. Covey
[Image credit: Photo by Laurenz Kleinheider on Unsplash]
Are you preparing to greet 2020 with hopeful anticipation? Or perhaps planning to play it safe with low expectations?
Like many people, I have mixed feelings about the new year — a new beginning offers new opportunities as well as uncertainty. But I’ve come to understand that my expectations and attitude about this new year and decade make all the difference.
“When we have higher expectations at our core thinking and philosophies then it becomes easier and easier to identify and react to the bombardment of negative’s that are thrown at us throughout our daily routines.” Art Costello, author of Expectation Therapy
That’s why I’ve chosen to feature this wonderful and timely excerpt from my dear friend, Yvonne DiVita, entrepreneur, blogger, and author of A Little Book of Big Thoughts.
Happy Day to the World
Today, the sun is out. All’s right with our world.
Yes, life has become harder … We all wonder what the New Year will bring, and some of us are dreading it.
Some of us, however, are celebrating friendship, camaraderie, good health, love of family and pets, and expectations for better times. I am one of them.
There is a world of opportunity for all coming – an exciting year waiting for you to create the bells and whistles that will lift up those around you …
… and by doing so, lift yourself up, onto the path of success. I’ll meet you there.
And I’ll be there as well. Wishing you a fulfilling and successful New Year!
[Photo: Image by Gerd Altmann from Pixabay]