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Houston, do we really have a problem?

by John Goodell

I’ve been in several situations recently in which a concern expressed by an organization member was immediately interpreted as a problem that needed to be solved. Changes were made to ease the concerns, but the knee-jerk reaction to fix problems that didn’t actually exist adversely affected other people, and that, in turn, caused actual problems.

What I learned rather quickly was that taking a little bit of time to examine what is actually happening (i.e. whether there really *is* a problem) is critical to making good decisions. In both cases above, the “right” decision was to do nothing.

Of course, ignoring squeaky wheels is not ideal, either. So how do we find a balance?

Simply acknowledging that our human instinct is to fix things after they have been reported as broken goes a long way. Zingerman’s founder Ari Weinzweig asks ZingTrain attendees to identify three areas of time spent on “work” each week:

  1. Time spent working IN your business (day-to-day routine)
  2. Time spent working ON your business (reviewing and improving processes, designing new training, etc.)
  3. Time spent working on YOURSELF as a leader (reading, attending seminars, reflecting, etc.)

I’m convinced that spending more time on #2 & #3 helps to not only identify problems before they are reported, but it also offers a larger perspective that allows a team to correctly identify something as problematic (or not).

Why do we only question security practices on airlines when something goes terribly wrong? Why do we wait to install traffic lights or stop signs until one or two deaths have been reported at that very intersection? Why do 16-year olds start classes at 7:50 in the morning when all the scientific research tell us it’s wasted time (possibly even harmful to development)?

Recently at a local restaurant here in Chelsea, our waiter came to the table and said that our food was delayed because one of the batches of homemade pasta used to prepare the dish was not up to the standards of the chef. They refused to serve something that was just “good”. Moments later, the entire meal arrived. It was fabulous. His remarks did two things: explain (proactively) that there was a delay and they knew it; identify a problem before it was a problem.

I have never reached out to a customer with an honest explanation and regretted it. In fact, it typically leads to more business and happier customers.

 

Filed Under: Blog Tagged With: customers, story, time

Ugh.

by John Goodell

I used to dread support emails. Inevitably I would feel my heart race as I saw a ticket come in, or got pinged on my phone by a long-time client.

About a year ago, I decided to make a change. I adopted the following guidelines to help me realize that “support emails” are the foundation of what we do:

  1. I am going to communicate with a joy and energy that conveys an overall vision for what my organization believes and does.
  2. I am going to treat every interaction (phone call, email, blog post, tweet, etc.) as an opportunity to convey my passion for what I do, and I understand that every communication crosses over “departments” – sales, service, support, training, advertising, marketing, etc.
  3. I will use tools that empower everyone on my team to communicate effectively, efficiently and in a timely manner.
  4. I will use tools that accurately track what is “actually happening” and I will regularly check in with these analytics to identify strengths and weaknesses.

Over the past 12 months, our average response time is measured in hours, not days.

Over the past 12 months, our own products have dramatically improved, and we are serving a record number of equally passionate clients.

I now *run towards* at any opportunity to interact with any organization interested in doing something better.

Filed Under: Blog Tagged With: customers, listen, story

The Best Customer in the World

by John Goodell

As a consumer (a customer), I read a lot about (and try to search for myself) “the best companies in the world” – those organizations that I want to give my business to – those experiences I have exchanging something and cannot wait to tell everyone about.

I ordered a bunch of things this year from Amazon.com, and in one of their emails to me, a tagline caught me eye: “Your feedback is helping us build Earth’s Most Customer-Centric Company.”

It got me thinking about the Earth’s Best Customer in the World – could that be me? Maybe I should add that to my email footer when I contact a company about something, or place an order…”John is the Best the Customer in the World.”

What does the best customer in the world look like? Do you have a vision for YOUR best customer? Does he order a lot? Does she tell others about you every day? Does he complain? Never complain?

Organizations that identify their best customers are the most successful, and the happiest. And believe me, this applies to both for-profits and not-for-profits (I run both). Your best customers don’t have to pay for your services. Your best customers may not even know they are your best customers. But you NEED to know them – and you NEED to serve them because what they think MATTERS.

Filed Under: Blog Tagged With: customers, story

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