Tag: strategy

Categories
Engagement

3 Questions that Determine Whether Employees Choose to Engage

Workplace engagement is a both a responsibility and choice shared by employees and employers:

  • Employees are responsible for their own engagement in that they choose to show up in their jobs ready, willing, and able to do their best work, and
  • Employers are responsible for choosing to foster an engaging workplace where employees are enabled to do their best work.

What drives an employee’s decision to be engaged at work is based on how that person answers these three questions:

  1. What’s in it for me besides a paycheck?
    This is a primary consideration that gets to the heart of why an employee chooses to stay with an employer based on the nature of the work involved, how meaningful it is, quality of organizational culture, and benefits.
  2. What difference do I make?
    Employees want to know how their efforts contribute to the organization’s mission and goals. This involves having a clear line-of-sight as to how their work impacts the people they serve (customers, clients, patients, members, guests, etc.) co-workers, stakeholders, the community where the organization is located, and the organization’s overall success. Think of the NASA janitor who wasn’t just cleaning floors — he was helping to put a man on the moon.
  3. Does my employer care about me and my work?
    Employees also want their employers to recognize and respect their roles within the organization and support them with the tools necessary to do the best job possible.

Takeaway questions for managers
What are you currently doing to positively or negatively impact your employees’ choice to stay engaged?

And what will you do about it?

Categories
Marketing

3 Customer Questions That Belong in Every Marketer’s Toolkit

Working on new product/service development or re-positioning an existing offering? Then you can’t afford to ignore what your customers and prospects are thinking.

“It’s very easy to think you are the expert on your own product. But in many ways, that’s a myth. The true experts are your customers.” Jamie Wong

That’s why you need to consider your customers’ perspective. Answering these inter-related questions are crucial to your success because they’re what your customers and prospects are asking as they decide whether to purchase from you or your competitors:

  1. “Who cares?” What, if anything, about this product/service offering appeals to me?
  2. “What difference does it make?” Does this offering solve a problem or meet a need (physical, emotional, social, financial, etc.) that I have or anticipate having?
  3.  “What’s in it for me?” Based on real and perceived benefits, is this offering worth paying for in terms of money, time, and convenience; i.e., is it of value to me?

How to get the answers 

Finding the answers is simple: intentionally listen to your customers. Pay attention to a combination of listening posts such as customer surveys, feedback from front-line employees and other employee-customer interactions, call center analysis, complaint tracking, social media, etc., and any additional “voice-of-the-customer” market research that addresses these questions.

Most customers are eager to will tell you what they think, and they’ll tell others as well. Successful marketers respectfully listen.

“Listening is a commitment and a compliment.” Omar Khateeb

 

 

Categories
Customer service Marketing

How Careful are You with Your Brand?

Your brand is conveyed in everything you do to communicate and deliver your product/service offerings; i.e., what and how people think about your brand is based on the experiences they have with your business.

This story illustrates how a business manager formed her impression of a company’s brand when seeking a new payroll processing firm.

“I created a short list of companies and decided to do a bit of research before contacting any of them. My research was to simply visit each applicable website.

Turns out one of them had so many typos I immediately deleted them from the shortlist. Perhaps I should have contacted someone to tell them about the numerous errors, but I suspected they probably wouldn’t care. After all, if they cared there wouldn’t have been any typos, especially on their home page.

My thought process was this: if their website is so grammatically messed up, what will they do with our payroll?”

Organizations in all sectors — B2B, B2C, and nonprofits — need to be vigilant with their brands. In a study of mobile customers, 55% agreed with the statement “A frustrating experience on a website hurts my opinion of the brand overall.” That’s just one segment of customers, and it’s just one channel of brand communication.

Details, details, details …

While a brand is an intangible concept, its impact on the company’s bottom line is tangible. A spectrum of even minor product problems, customer service missteps, and communication errors can impact people’s perceptions of a company’s brand and its ultimate ability to attract or lose customers.

“The most successful people know that you either pay attention to the details now or you will absolutely pay the consequences later.” — Steve Keating, The Wisdom of Brown M&M’s

Can you afford to be careless with your brand?

 

 

 

 

Categories
Engagement

Keep This in Mind When You’re Planning to Restructure

The Reorganization
by David Zinger

They moved us,
yet we were not moved.

They changed us,
yet we remained the same.

Boxes on pyramidal charts
yanked off the shelf
like Cheerios from a grocery store.

They morphed us
into a matrix.
Duties reassigned as we searched
for our coffee mug that failed to move with us.

They pushed.
We stiffened.
Memos menaced as washroom whispers hissed.

Bounce back.
Start over.
Invite us.
Involve us.
Trust us.

We move together,
not chess pieces at war
checking each other into corners,
we play on the same board.

– From David Zinger’s book of poems on workplace engagement, Assorted Zingers, illustrated by cartoonist John Junson.

 

 

 

Categories
Engagement

Random Acts of Acknowledgment

“What a good helper you are!” my mother would say to a young child carefully handing boxes of cereal from the grocery shopping cart to be placed on the check-out counter. I’ll never forget the smiles on the child’s and parents’ faces when my mother would compliment them.

Similarly, smiling at the cashier and fellow customers while standing in line at the drug store … making polite conversation in an office lobby … sincerely complimenting a person’s hairstyle or shoes … these efforts take little time and energy, yet have tremendous impact.

According to research, engaging with and acknowledging others can actually benefit our health.

“People who engaged in simple pro-social behaviors with ‘weak ties’ — coworkers they didn’t know well, people in their fitness class, and so on — reported less loneliness and isolation and a higher level of happiness and well-being than people who avoided unnecessary conversation.” Scott Berinato, excerpt from a special HBR series about connecting at work.

We need such random acts of acknowledgment more than ever.

“At a time of vast and troubling uncertainty, in a world that is being reshaped by technology, small acts of connection take on outsized importance. It’s strange to think that a winning smile from a cashier or a flight attendant, or a nod of recognition from an employee who has seen you three times that week, might matter to the person receiving it — or to the person doing it. But … it does matter, both in terms of creating better human experiences and building more valuable organizations.” William C. Taylor, excerpt from an HBR article.

Positively acknowledging/connecting/engaging others – what a simple, powerful way to make a better workplace, community, and world.

 

 

Categories
Engagement Marketing

Can You Treat Customers Like Employees and Employees Like Customers?

Curiosity. A hunger to explore what works and what doesn’t. Respectively challenging others’ ideas. These are among the many reasons I enjoy speaking with groups of young adults preparing for leadership roles.

I recall one such gathering that involved an open discussion on marketing. We talked about dealing with difficult customers (it’s OK to terminate a relationship with customers when there’s no longer a good fit) and engaging employees with internal marketing (how to apply marketing inside a company to educate, motivate, and engage employees to deliver the brand promise).

“Excuse me,” asked one of the attendees, “but I think you have it backwards. You talk about ‘firing’ customers as if they are employees, and you also talk about ‘marketing’ to employees as if they are customers? How can this be?”

An excellent question … and one whose answer is based on understanding customers’ and employees’ respective roles and their value to a business and each other.

Customers pay for a firm’s products/services, which means they contribute the revenue that helps pay employee salaries. No customers =  no operating income = no business = no employees.

Employees serve customers by providing the products/services offered by the firm. No employees = no business to compete in the market = no customers.

A company needs to apply both marketing and management strategies to developing positive, loyal relationships with employees and customers so it can:

  1. attract, engage, and retain the right employees who are competent and committed to serving customers, and
  2. attract, engage, and retain the right customers whose needs will be best and profitably served by employees.

The takeaway: Yes, you can market to employees and you can manage customers. Done effectively, you’ll be able to work with the best of both.

Categories
Customer service Marketing Training & Development

What Do You Notice About These Three Customer Service Stories?

In honor of National Customer Service Week (observed the first week in October), here are three amazing stories told by customers — all marketing professionals — who experienced and analyzed them. They represent different situations that share a common theme.

Customer experience #1:

“I walked into an Eckerd Drug Store to buy a sympathy card. Before the clerk even rang up the purchase, he took a silk rose from a display at the counter, presented it to me, and said, ‘I’m sorry for your loss. I hope this will cheer you up a little.'” Toby Bloomberg

Toby’s takeaway: “There were no dramatic gestures, no casts of thousands, no high cost involved. Simply an elegant approach to ‘service’ between two people. And when you get right down to basics, isn’t that what “legendary service” is all about — people who go the extra mile to connect to the customer?”

Customer experience #2:

“It was a Saturday around noon at the Hyatt Woodfield hotel in Chicago for an American Marketing Association chapter leadership meeting. Just as our people were sitting down to lunch, the first alarm went off. We were quickly hustled outside by the staff and stayed outdoors for the better part of an hour due to a water emergency.

“A couple of weddings were scheduled to take place at the hotel later that day. One of the brides arrived that morning and, not finding a closet hook high enough to hold her wedding gown off the floor, she hung it on a fire system water sprinkler. The weight eventually broke the sprinkler head, spewing rusty water all over the gown in her room and other rooms on the floor that were linked on that sprinkler water line. The water also leaked through to rooms below the bride’s floor. The hotel could have easily blamed the bride for her misfortune and the inconvenience caused to everyone else in the hotel. But instead they summoned a limousine, took the bride and her mother across to the Nordstrom’s at Woodfield Mall to buy a new dress.” Chris Bonney

Chris’s takeaway: “I don’t know if the hotel was insured for this kind of thing or not. But they knew that it was cheaper for the bride to get a new dress so that her wedding could proceed and worry about the details later. They recovered the situation without embarrassing the bride and her family.”

Customer experience #3:

“My husband and I were traveling to Boston to attend a conference for his work when I had a medical emergency on the plane. Upon landing at the airport, I was immediately taken off the plane in a special ambulance gurney and transported to the hospital. While filling out our medical forms in the ER, my husband and I suddenly looked at each other to ask, “What happened to our luggage?!” since we left the plane in such a hurry.

“While I was in surgery, my husband took a taxi to the conference hotel and explained our situation. The Marriott Copley Hotel front desk clerk called the airport to find and hold our luggage. The hotel also arranged for a staff member to drive my husband back to the airport to collect the luggage, drop him off at the hospital to be with me after surgery, and place our luggage in the hotel room for when my husband returned.” This is my customer service story.

Here’s my takeaway: “In our situation, we were guests who arrived at the hotel with a problem that had nothing to do with the hotel itself. Yet the front desk staff showed their compassion and concern by going the extra step take care of us.”

What these stories share

My colleagues and I had different customer experiences with a common theme: demonstrations of exemplary service by employees who were empathetic and responsive to their customers — all in situations where the service provider did nothing wrong. Nonetheless, front line employees went “above and beyond” to do everything right.

What’s equally impressive is that these experiences took place more than 25 years ago. Extraordinary customer service — good and bad — leaves a lasting impression.

Categories
Engagement

Where You Lead From Makes a Difference

My recent post about Zoltan Merszei‘s message on organizational strategy included developing a “vision of what’s to come” as “the ultimate insurance of success.”

Articulating and sharing a well thought out vision certainly contributes to success, but it’s not enough. It also takes a leader who knows how to effectively engage and connect employees with the leader’s vision.

Professor Emeritus Stephen W. Brown, former director of Arizona State University’s Center for Services Leadership, describes this type of leader as one “who leads from the front, not the top.”

“Too often in traditional hierarchical organizations, the people who make the product never see the people ‘upstairs’ who manage. They can’t feel the passion of their leaders, understand their commitment to quality, or see their dreams for excellence because they’re not visible.”

I experienced such a leader earlier in my career. In my first job with a regional bank, the president, who came from outside the community, led from the top. He maintained an office on the sixth floor of the main headquarters/branch and was rarely seen by front line and operational employees. His contact with corporate customers took place mainly in executive offices and country clubs.

So it was culture shock for me when I changed employers to work at another regional bank whose president was much more visible. His office was on the second floor of the bank’s HQs, just off the escalator from the main branch lobby, where he was accessible to all customers and employees. He was also a major presence at all-employee meetings and social events. As a former teller who worked his way up to become bank president, he loved the bank, and his passion for the bank’s brand was contagious. This was an executive who led from the front.

You might think that the difference between these two CEO’s backgrounds — outsider vs. insider — might account for their different leadership styles. That was my thinking until I moved to a third regional bank where the president also had started as a teller, yet he led from the top. So being “home-grown” wasn’t the common denominator for leadership style.

All three CEO’s were professional and respected; all three banks were successful. Among all the banks, the most engaged and engaging corporate culture belonged to the second bank. It was also the most exhilarating and satisfying organization I ever worked in — all because I was caught up in the vision and success of a CEO and management team who led from the front.

 

Categories
Engagement

“Protect People From Too Much Organization”

The yellowing, decades-old piece of paper I found in my files featured this striking advice from Zoltan Merszei, former executive at Occidental Petroleum Corporation and Dow Chemical Company. Merszei wrote it “as a reminder that we need to protect people from too much organization, while never destroying the organization itself.” His message is still relevant:

  1. Always have too few people. Always.
  2. Judge people carefully; if you choose well, everything becomes easier.
  3. Seek changes in business; don’t just accept change.
  4. Make sure decision making is centered where the action is.
  5. Remember that organization follows ability, not the other way around.
  6. Fit your organization to people, not people to the organization.
  7. Learn from the past, but invest in the future.
  8. Don’t just accept responsibility — usurp it.
  9. Don’t hope for excellence — demand it, of yourself and others.
  10. Develop a vision of what’s to come in this world. That’s your ultimate insurance of success.
    — reprinted from the March-April 1980 newsletter, “Oxy: The Occidental Report.”

So much has changed in business since it was written, and yet so much hasn’t. Effectively managing people and the organization they support continues to be a challenge.

 

Categories
Engagement

What’s the Problem with the Next New Management Trend?

The answer depends on management’s attention span.

No matter how well intentioned, executives who are unable to keep their focus on doing what it takes to make a new approach work will move on when the initiative fails and go after for the next best thing — frustrating their employees in the process.

In this situation the latest greatest management trend might be new, but not the employees’ experience with it. So they shake their heads and roll their eyes – out of management’s sight – when executives launch their business strategy du jour to increase/improve:

  • innovation
  • productivity
  • engagement
  • collaboration
  • all, or any combination, of the above.

Employees are asked to ascend the roller-coaster of executives’ initial excitement, only to endure a steep drop in efforts to sustain the approach. Without sufficient investment in the necessary resources and follow-through, employees are left feeling cynical rather than invigorated.

Jumping on the management bandwagon isn’t the issue; what’s critical is how seriously a new approach is considered and applied. As Robert Bacal writes in his article, Management Fads – Things You Should Know:

“Because management fads do usually have substance, those who take the time to explore the possibilities usually come away from the experience as better managers. Those who do not take the time to learn, but adopt a management approach on only a superficial understanding of the techniques, become worse managers.”