Archives for posts with tag: customers

I have been reviewing books for a number of years now; however, movies have always been my passion and on occasion I have used movies in staff meetings for the accessibility of the message. I decided that it was time to share some of these.

(Clicking on the image above will take you to Amazon where a tiny percentage goes to help my movie and book buying habit.

 

Burnt is a great movie. Staring Bradley Cooper, it’s the story of a chef seeking redemption by opening a new restaurant in London and winning a 3rd Michelin star after imploding and ruining his mentor’s restaurant in Paris.

It’s use as a management tool comes from the relationships of running a team and of how not to treat employees. It does contain swearing, so if that is incompatible with your company culture this movie is not for you.

I feel there two ways to use this particular movie. In whole; individually, to help illuminate how abusive management is contagious and ultimately counterproductive and in a general staff meeting. As a tool in a meeting I found the best way was to isolate certain scenes.

Chapter 5: @ 26:30 through to Chapter 6: @ 36:20 – The preparation for the opening of the restaurant. The attention to detail. Staff working at the top of their game, working as a team, and watching that disintegrate due the the behavior of one employee and then the abuse that is untenable.

Chapter 7: @ 40:44 through Chapter 7: @ 43:45 – Again, the preparation and attention to detail and that things have recovered after the events of Chapter 5 and 6. Does this mean the behavior that was seen in chapter 5 and 6 was ok and worked?

Chapter 9: @ 50:58 through Chapter 9: @ 52:23 – Contagion. Demonstrated behavior turns into learned behavior.

Chapter 10 through Chapter 10: @ 56:03 – More contagion, and now it is difficult to control.

Chapter 12: @ 1:11:52 through Chapter 12: @ 1:16:00 – Appalling behavior has a price to pay – even years afterwards.

Chapter 15: working as a team, and working together, is more important than anything else.

It is unusual to see actual work environments, even though this is quite a dysfunctional one, with the real kind of relationships that employees have between each other in a mainstream movie. A thoughtful viewing of “Burnt” should give any leader pause for thought or something to aspire to. And even with taking scenes in isolation it should allow staff to see how bad behavior from anyone can spread and create a workplace where no one wants to work. It is also nice to see a movie where unacceptable behavior is shown for what it is: unacceptable, rather than celebrated.

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(Clicking on the image above will take you to Amazon where a tiny percentage goes to help fund my book buying habit.)

“Scott, we have a problem with social media. People keep going on there and complaining about our products. We just don’t know what to do!”

“Well, for starters, how about you make a better product?”

Unselling is about sales and how the rules of selling have fundamentally changed.

After two fun books (that I reviewed here and here) on the good, the bad, and the ugly of social media and customer service, Scott Stratton and Alison Kramer have given us a great and insightful book on taking the pulse of our customers and where our businesses should be aiming. These concepts of pulse and aim (you’ll have to buy the book for the definitions) tie together a lot of what Scott has been talking about online and on the Unpodcast for the last couple of years.

What Unselling manages to achieve is to create a structure and understanding of why certain methods work and why others don’t. It is one of the frustrations, for example, to here about customer service failures and successes that can seem to contradict each other. Unselling provides keys to unlocking these mysteries. It also debunks a lot of nonsense that other marketers and marketing books talk about.

An extremely easy read, with short chapters, this is not Scott Stratten the borderline stand-up comic and keynote speaker, this is Scott Stratten the insightful and intelligent marketer who had risen to the top of his profession (the jokes almost get in the way). While the previous books concentrated on the how and the what, Unselling is very much about the why.

This is not a book for sales people, or a book for marketing people, it is a book for business people, and people in businesses, because we are all sales and marketing people now.

There is a bad joke / semi serious statement amongst veterinary practice managers; “no good deed goes unpunished.” And while I see the reality in this, and have even said it few times, I ultimately do not subscribe to the point of view. What is wrong with being nice?

I get it, I really do, being nice is hard. But being polite and showing respect for your peers,  those you interact with, those who report to you and those you report to is not only the right thing to do, it is in your interest.

Since being a manager, and someone who hires and fires, I have always been shocked at those who felt that just not turning up for work, and refusing to communicate was an acceptable way to hand in one’s notice. Despite the obvious impoliteness and unprofessional behavior of leaving your co-workers in the lurch, there is the added inconsideration of those who feel at least partially responsibility for your well-being. Stories abound, and I have personal experience of, employees with limited family in serious trouble at home which is only discovered when an employer starts inquiring after their well-being after they fail to show up for work. I never even considered doing this, and I’ve seen this behavior from young and old so the generational clichés don’t offer any answers.

As I discussed in another post, the superstar employee who feels they are above the general rules of behavior in the workplace is another example of a failure to be nice. I don’t have a lot of sympathy for this kind of behavior and generally find it to be counterproductive – the exceptions being just that and not proving anything.

And then there is the Dunkin Doughnuts Lady…

The following video is pretty offensive but it does prove a point. A customer feeling that they have been wronged videos herself claiming free food from the day shift of a Dunkin Doughnuts  after she feels her receipt was not given to her in a timely manner the night before. While all the time informing anyone who will listen that she is filming the encounter, and that she is going to post it on Facebook, she delivers an avalanche of racial slurs, abuse, and is generally obnoxious. The employees, to their extreme credit, keep their cool, try to make the customer happy, and are professional throughout despite extreme provocation.

(WARNING: THIS VIDEO CONTAINS VERY OFFENSIVE LANGUAGE )

The story of the video however, does not end with the video. After being posted online last week it went viral, but not in the way that the original poster had hoped. A tirade of negative comments about the behavior of the customer led her to delete her Facebook account and one can only imagine the personal repercussions – the least of which is finding out that the majority of people do not think the way she does.

This incident also shows of the worst side of social media, where someone tries to leverage it for their own ends and as a shield for their own bad behavior or sense of being wronged. This can also be called the Yelp Effect. I am not a Yelp hater, but I do think it is a flawed system and one that rewards bad behavior from both businesses and customers with little recourse. The Better Business Bureau had its flaws but at least there was an attempt a resolution.

In the veterinary world, an often heard phrase is “you don’t care about animals” often paired with “it is all about the money.” Although uttered by people in difficult circumstances, and born out of frustration, it is still extremely hurtful for anyone who has choose to make their career working with animals and has caused more than a few sleepless nights for a lot of deeply caring people.

We all have difficult customers, employees, and colleagues – it is how we deal with them that counts and makes a difference from one business or organization to the next.  The bottom line is that doing the right thing, being polite, professional and, I guess for want of a better word nice, is the only way to behave for your interest and for everyone else. It is the only way to guarantee that things will not get worse.

And you never know, it might rub off on to someone else.

Why does being a customer suck?

Does it at your business?

Are you being honest?

How would you know if it did?

What happens when you walk into a restaurant you’ve never been to before? Do you stand there for a moment wondering whether you need to seat yourself or wait to be seated? Do you go up to the counter and order? How open are they going to be to changing one of their dishes to meet your needs?

O.K., enough question marks.

As a restaurant owner, or any business owner for that matter, it is obvious how your business works to you, but your clients almost certainly don’t walk through those doors every day -mores the pity.

Education of the client is often held up as a key component in a lot of service industries to solve these issues (yes veterinarians, I’m looking at you). Our job, as delivers of services however, should be to hold our clients hands through this process and make it as painless as possible. Clients should not need to become experts in how to deal with us, or the industries in which we work.

As I discussed at some length in this post about marketing and branding, what you sell is not necessarily what your clients are buying. The customer experience should reflect this. I had a recent customer service experience that brought this all into sharper light. Because the owner of the business is a friend, I’m not going to go into that particular experience directly, but it did cause me to re-evaluate what I do, how I respond to clients who do have issues, and do some thinking at length about what “customer service” actually is. Instead, let me tell you about my bathroom…

A while back I had a bathroom tiled. I spent a significant amount of time picking out exactly the right shade of tile that I wanted and the size. At the end of day one of the installation however, I come to find out that the tiles are actually two slightly different shades. I talk with the installer and the answer is “Well that is how they come – It is to give the effect of real marble.” Well, I did not want two tone tiles, I wanted them all the same color. Who is right here, and who is wrong? The store, and the installer, are both perfectly right – the tiles are manufactured that way and I’m sure that for most installations it would have made lots of sense, but that was not what I was purchasing! I was purchasing my bathroom tiled in a particular shade!

Interestingly, I was was in a locally owned and operated store a little while later and happened to look at their tiles. Their display was actually setup so that for tiles of the type I was looking at, all the shades of the same batch of tile were shown together as a single piece rather than just an individual tile. This removed the “different shade shock” that I had experienced when I had bought tiles for my bathroom.

Other than showing my bad taste in tiles, what does this experience tell us? It tells us that it is very difficult to forget information or view things as if we don’t know about that information. Chip and Dan Heath, in their book “Switch – How to Change things when change is hard,” have an excellent exercise that you can use with staff – or even just friends – that shows this in action. Give a volunteer a piece of paper with the name of a very common tune written on it and get them to ‘knock’ out the rhythm of the tune on a table and see if the others in the room can guess what tune it is. Try it with a number of different tunes and people. Those knocking the tune out will find it really hard to understand why everyone else in the room can’t guess correctly. The reason for this is that they are hearing the tune in their own heads along with the knocking. They have knowledge which everyone else in the room does not. Not only are they unable to communicate that knowledge, but they don’t understand how or why everyone else in room does not have that knowledge – it is an alien perspective to them.

This is just like my tile sales man and installer who could not understand why I did not know what they knew about tiles. It is also the same phenomenon that has you hesitant and unsure in the lobby of a restaurant you’ve never been to before – the big sign saying “please wait to be seated” can be a huge relief. I’d also argue that this is one of the reasons why chains are so successful. Familiarity is easy!

So what does this all tell us?

Well perhaps we need to start really listening to our clients and thinking about their experience and how it is not our experience. It might sound trite but customer service is about serving the customer. If we have a lot of education deliver to a client, perhaps the problem is that we have not made things simple enough. Of course, if the client wants more information they need to have it, and we need to have the resources to hand to help deliver. But we also know, from numerous studies, that very little information is actually retained when we deliver large amounts of it in person. We also know that lots of choices actually result is less decisions being made.

Clients are not stupid, but they don’t have, and shouldn’t need, a manual to use our businesses or get the services we are trying to deliver to them. One of the reasons why Apple’s iPod, iPhone and iPad are so successful is that anyone can use them from day one with the minimum of instruction. Our businesses and services should be the same way.

Being a customer can suck – but it is our job to ensure that it doesn’t!

 

A check list for removing suckyness from the customer experience

  • If we have have to explain things over and over how can we stop the need for explaining?

  • Do we get frustrated with our clients lack of knowledge – perhaps they are not the problem?

  • What do our clients complain about?

  • How successful are we with our recommendations?

  • Do we have compliance issues?

  • When issues arise, how could they have been avoided?

If you have any additions to this list, or have any customer service stories to share, please let me know in the comments!

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