Shoes from a Sweet Shop

Words: 736 Reading time: 2 minutes 27 seconds

“Why can’t we just give the customer what he wants and needs and stop worrying about our own systems and processes?”

You may be familiar with this recent gripe I heard from a business trainer. It’s not uncommon from people who engage directly with clients when their own grand schemes seem to be going awry. And it does seem to pick up on common themes of listening and customer service.

How well does it work in practice?

At the risk of stating the blindingly obvious, just giving the customer what he wants and needs is a process in itself, if that is how the business decides to operate.

A process is “a sequence of interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, machines, money) to convert inputs (data, material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage until a known goal or end result is reached.” [businessdictionary.com]

Whereas a system consists of elements which continually influence one another (directly or indirectly) in order to achieve the common purpose the 'goal' of the system. All systems have (a) inputs, outputs, and feedback mechanisms. Systems underlie every phenomenon, and are everywhere one looks for them. [businessdictionary.com]

So, really, the call is not to abandon systems and processes, merely to operate different ones that are seen as better serving this advocate; whether such a change would better serve the business as a whole is an entirely different question.

One of the extreme models of customer service, and a very successful one, is Nordstrom. For those that don’t know, Nordstrom’s is a chain of department stores in the USA. At the end of 2000 they had 77 full-line stores and 24 clearance stores in 25 states, generated annual sales of almost $5 billion and boasted a sales-per-square-foot of $400, which is almost double the industry average.

A central plank in the service ethic that underpins Nordstrom is the single rule governing all employee actions:

“Use your good judgment in all situations. There will be no additional rules.”

That’s interesting. All it calls for is good judgment, not an unconditional abdication to whatever the customer demands. For example, in the early 1990s the residents of Santa Clarita, Los Angeles expressed a strong desire to have a Nordstrom store in their community, because of the improvement it would bring. At the time of writing, as far as I can tell, they are still waiting.

Even Nordstrom sets boundaries.

Ryanair can be seen as being at the other end of the spectrum, yet it's a highly successful business. It got that way by deciding exactly what it wanted to do and sticking to it.

Ryanair aims to be a low cost airline, so it flies to low-cost airports which are in out-the-way places. If a Ryanair flight is diverted, perhaps due to bad weather, there will be no coach laid on at the alternate destination. Ryanair is a low-cost airline. Coaches are not part of the package.

Michael O'Leary, the Irish airline's boss, now wants to abolish the luggage check-in. He proposes that people carry their suitcases to the boarding steps, where staff will stick them in the hold. This would be unacceptable at BA. At Ryanair it’s expected.

On opening up new routes Michael O'Leary has said, “I don't give a toss where people want to go. I'm in the business of creating a market for people to go where they have never heard of.”

Ryanair – we do what we do.

So, just giving the customer what he wants and needs misunderstands what customer service is about. Certainly, one must listen to customers, but one must also learn. And part of that learning may be that what this particular person wants is not what this particular business does.

Others may do what they want a lot better. In that context good service would consist of steering the person in that direction. They were never your customer in the first place, because a customer is someone who pays you for what you do.

And as a business trainer my complainant should have understood this.

“Why can’t we just give the customer what he wants and needs and stop worrying about our own systems and processes?”

Let’s be charitable and put it down to frustration. The simple fact is, you can’t buy shoes from a sweet shop.

Lessons in Staying Positive – #4

Words: 421. Reading time: 1 minute 24 seconds.

When people choose to feel stressed most also become very black-or-white in their thinking.

Things become either wholly one thing, or completely the opposite and, if people are feeling stress in a negative mind frame, they tend to focus much more on what may go wrong or what they might lose.

However, the standard response of rushing from pillar to post in an effort to cover all the bases, cramming more and more into every available minute, is unlikely to prove effective.

Is hurrying, accompanied by a constant sense of urgency, really the outcome we desire?

Apparently, engaging in these “roadrunner days” can lead to an increase in the cortisol levels in our blood. And because cortisol shuts down learning it is just about the least effective reaction we can have when faced with change and uncertainty.

The ability to learn and learn fast is exactly what we need to retain when confronting challenges.

The fourth lesson is: slow down to get there faster. In particular:

1. No hurrying through conversations. The most important conversations in our lives deserve our attention. You won’t know how important any conversation is unless you take the time to stop and listen (see Aural Communication).

2. Slowing down means not missing the treasures in life that we don’t notice when we’re hurrying. This may be the delight of a child, birdsong in the morning, or the awkward, halting, but heartfelt gratitude of someone we’ve helped.

3. We can slow down without necessarily dawdling. Instead we can now do the right things, at the right time, in the right way, at the right pace. The time needed will come from eliminating all the effort previously spent in looking busy and harassed, while being largely unproductive. Who’s benefit did that truly serve other than our own?

There’s a lovely little story on just this point.

A farmer had a wagon full of apples. He stopped a man on the side of the road and asked how far it was to market.

The man replied, “If you go slowly it’s about 3 hours away.”

However, the farmer was in a hurry. He didn’t want to spend 3 hours getting to market, so he decided to go much faster and thus arrive sooner.

But the road was filled with ruts, potholes and pebbles. The faster he went the more of his apples bounced out of the wagon.

By going faster he made sure that the journey lasted all day, because he had to keep stopping to pick up his apples.

Knowing Is Not Enough

Words: 561 Reading time: 1 minute 52 seconds

It isn’t what we know that determines the outcome; it’s what we do with what we know.

Example 1
Prior to “Operation Market Garden” in September 1944 the senior Allied commanders knew that the 9th and 10th SS Panzer Divisions were located on the corridor that the Allies planned to use for their narrow-front thrust. This made achieving the objective highly unlikely.

More than 16,800 Allied troops were killed, wounded or captured in a fruitless effort that was essentially targeted at assuaging a bruised ego.

Example 2
In December of the same year the Germans launched a tactically brilliant offensive through the Ardennes, inflicting heavy losses on inexperienced Allied troops.

Just like Market Garden 'It was not intelligence (evaluated information of the enemy) that failed. The failure was the commanders and certain G-2's, who did not act on the intelligence they had,' according to one of Patton's subordinates.

Although both of these failures to listen came close together, they are by no means unique. Similar failures had preceded them in earlier times and others have followed in later times.

Example 3
The North Vietnamese Easter Offensive of 1972 was similar and as one author has pointed out "Though the location, numbers and types of forces were not the same, the command assumptions, the weather and the use and misuse of intelligence had almost the same catastrophic effects in both clashes.... "

Example 4
Ten years later, in the South Atlantic, the Falklands war may have been avoidable. In any event it was undoubtedly made more costly and riskier by the intelligence failure that preceded it. British officials were unresponsive to warnings that diplomacy had failed and invasion was imminent.

Example 5
In 2003 it was Iraq. As the White House has acknowledged, intelligence on Iraqi weapons programs did not drive its decision to go to war.

The intelligence on Iraq was there. It did not get things wrong and thereby mislead policymakers. Once again the leaders were insensitive to information that suggested that the course of action on which they were embarked was likely to lead to disaster.

These examples are drawn from the military sphere simply because mistakes there tend to more visible and better documented than failures in business. But similar failures in business abound. Failures where the enterprise does not give sufficient weight either to facts within its purview, or relevant facts easily revealed.

Many people, let alone businesses, are uneasy acknowledging that many of the conventions and principles they operate on are unwritten, unspoken and unconscious. Psychologists estimate that 95% of the things we say and do each day are done on “autopilot”, that is automatically, unthinkingly and routinely.

And the very familiarity of such actions mean they go unrecognised and unquestioned long after they cease to be either safe or appropriate. Thus it is that we wake up one day to find ourselves in an awful mess without realising quite how we got there.

The tragedy is that working with either a business coach, or an NLP Practitioner for even a short period of time will begin to raise awareness of the subconscious paradigms we are running and what the implications might be.

Make just one New Year’s Resolution – start working on raising your awareness of yourself and your business so that you can improve your chances of recognising the warning signs before it is too late.

All Change

You may have come across the phrase “if you always do what you have always done, you’ll always get what you have always got.” Notable speakers who have used it in the past include Penny Phang, Anthony Robbins, Jim Rohn, Chris Widener and Zig Ziglar.

I have even used it myself.

Newsflash from my banking clients: that’s (another) coaching myth.

In the past this little mantra has been used to challenge those clients who were stuck in a rut of working hard in a particular way with little success, but unable to come up with another approach.

In those circumstances pointing out the illogicality of continuing in a fruitless pursuit made sense.

But what of those whose strategy has a history of success, but who face more recent set-backs? Wouldn’t they want to keep doing what they have been doing in order to duplicate previous favourable results?

Certainly they will. However, circumstances have changed. Now they need to change too, in order to match the changed situation.

Once the environment shifts, then so must the approach you use. Doing what you once did will not give the previous outcome.

That much is obvious, so what’s the problem?

Every moment of every day every one of us has to make three choices, whether we are aware of it, or not:

1. We have to choose where to direct our attention;
2. We have to choose how to interpret the event or object that has our attention, and
3. We have to choose what action to take as a result of choices 1 and 2.

The peculiar thing is that many people (not you, of course) do not consciously make those choices, because they do not even realise there is a choice to be made.

The consequence is that such people, instead of consciously selecting an action, merely react instead.

They take no responsibility for what goes on in their heads and the subsequent outcomes. “Other people” are being difficult and “the world” is against them. Their behaviour is entirely derived from habit, conditioning and untested suppositions.

Increasingly, as the world moves on, those habits, that conditioning and their suppositions are no longer appropriate. It follows that the results such people achieve become less and less satisfactory.

The results we get depend on the choices we make we make, either consciously from applied thought, or unthinkingly from the subconscious.

It pays to remain aware of our choices; it maximises our chances of selecting an appropriate action that matches the present circumstances.

At the height of the banking boom a highly successful broker drove his brand new, top the range Ferrari down Wall Street and pulled into the kerb to show it off to his friends. As he opened the door to get out the door was suddenly and completely ripped off by a passing truck.

The broker was outraged. He cursed the trucker. He screamed about the cost of the car. He yelled that the body repairers would never get it to look as good as it did new. He wailed about all the expensive extras that he had had fitted.

A New York cop pulled in behind the Ferrari with his strobe lights flashing. He told the broker to calm down. The car was no more than an expensive toy. And did the broker even realise that the truck had torn off half his arm when it passed? At that moment he was bleeding profusely over the sidewalk.

“My God!” the broker shrieked, “My Rolex!”

The wisdom of making mistakes

We all make mistakes. And fear of making mistakes too often keeps us frozen in indecision and inaction. However, it is rarely the mistake itself that is the real problem. More often it is the consequence we expect, the outcome from the mistake that blocks our moving forward.

That fear is misplaced for four main reasons:

Our fears may be groundless or, at least, exaggerated. Fear is only felt in relation to potential future events. Nobody fears the past since it is already known and experienced. However, potential events are not real events. They may never happen as we anticipate and we cannot know how they will happen until we take action. How often has some dreaded eventuality turned out to be not so bad after all?

Mistakes may be more apparent than real. What we judge to be a mistake in the short term can eventually emerge as a breakthrough. History is replete with such events. Artificial sweeteners, X-rays, microwave ovens and vulcanized rubber are just a few of the inventions that owe their existence to chance.

We learn from our mistakes. It has been said that success teaches us very little, whereas failure carries valuable lessons. Our failures cause us to pause, take stock, work out what went awry and then modify our approach. Success is often taken for granted. We pat ourselves on the back, congratulate ourselves for being so smart and move on. We rarely stop to work out what elements came together to deliver such a great result.

Indecision and inaction is itself a decision – hence the expression ‘damned if you do, and damned if you don’t’. With a decision made and action take you have intention and a degree of control. With indecision and inaction one is subject to the variable winds of fate and fortune, and the decisions and actions of others, never know where one is likely to end up.

Then there are those mistakes that only appear to be foolish, but conceal a deeper wisdom:

One day a beggar appeared in the marketplace. Whenever people showed him both a large note and a smaller note he always chose the small one.

Eventually, a generous man who was tired of seeing everyone laugh at the beggar quietly went over to him and explained that when people offered him two notes, he should choose the larger one. Then he would have more money, and people would not think him a fool.

"You are surely right", replied the beggar. "But if I always choose the larger note, people would stop offering me money, in order to prove that I am a greater fool than they are. And then I would no longer receive enough for my food. There is nothing wrong with appearing to be a fool, if what you are doing is in fact intelligent."

Preparation

"It is better to be prepared for an opportunity and not have one than to have an opportunity and not be prepared" (Whitney Moore Young Jr.). As the economy shifts under us, moving from one phase to the next, some preparation for what might be ahead will promote our chances of capturing the opportunities that will be there for the taking.

We may be sure that opportunities will exist, whatever the circumstances.

If house prices continue to fall there will be bargains available to those willing and able to take advantage of them.

If oil prices continue to rise then oil reserves, previously uneconomic, will become worth drilling and refining.

If food shortages spread, then more land will be brought into cultivation, farmers will prosper and agricultural land values will increase.

It’s an open secret: in good time and in bad opportunity consists of looking at the same thing as everyone else and thinking something different. Preparation consists of dreaming what might be and devising contingencies to deal with that situation should it arise.

Most situations will not actually occur. Those that do will not be exactly as we planned. Nevertheless, the fact that we have been thinking ahead makes us better prepared, sooner than those that have just waited to see what turns up before they react, if they ever do.

In business we often find ourselves wrestling with current demands and misadventures. Our days are spent fire fighting, leaving no time to worry about tomorrow. However, this approach, while apparently sensible and seductive, will mean we continue to fight those fires day after day. Being busy will be no protection when the roof caves in.

With the future in mind it is often easier to spot opportunities as they arise. Without that mental preparation the chance goes unremarked. We are familiar with this phenomenon from our own experience. Having bought a new car we immediately notice how many other similar cars there are on the road. Before making the purchase we were totally unaware.

By way of illustration:

Sarah has just left the house after a blazing row with her husband. She was taking a quiet walk to calm down when she notices an unusual funeral procession coming along the road towards her. At the front is a large black hearse and 20 yards behind this is a second black hearse. A solitary woman is walking behind the second hearse with a large, well-groomed Rottweiler dog on a lead. Behind the woman are 50 other women walking single file.

Sarah is very curious and goes over to the woman with the dog and says, “I’m sorry about your loss.”

“Thank you,” says the woman, “you’re very kind.”

“I know it’s a bad time to ask,” says Sarah, “but whose funeral is this?”

“It’s my husband's funeral,” replies the woman.

“So what happened to him?” asks Sarah.

The woman replies, “My dog attacked and killed him.”

“And who is in the second hearse?” asks Sarah.

The woman answers, “My mother-in-law. She was trying to help my husband when the dog turned on her.”

A poignant and thoughtful moment of silence passes between the two women.

“Can I borrow the dog?” asks Sarah.

“Go to the back of the line,” replies the woman.

How invisible are you?

Recently I was talking with a new contact who offers data management services - basically making digital copies of archive documents. He was wondering whether having a presence on sites like Ecademy or Facebook would yield any benefit to his business. On balance he doubted it.

The reason he gave was that he dealt mainly with people like the Senior Partner in a firm of Solicitors or the CEO of a Hospital Trust. He questioned whether that sort of individual would ever look at any website, even Ecademy, to find services such as his. Probably not.

I asked him to imagine that he was a Senior Partner.

Only then did he recognise the full course of events that led up to a request to tender and eventually a signed contract. He realised - for the first time - that although he might end up meeting people like Senior Partners, such exalted beings do not do the initial leg-work to identify possible service providers.

Generally that is done by someone much lower down the organisation, usually a lot younger and with no decision-making capacity - but certainly with the freedom to list, or not to list, those who might provide that service. And, being younger, that more junior person would almost certainly look at Ecademy, Facebook and other similar sites.

Clearly, if his firm had no presence on those portals, then he would be invisible to the list makers of this world.

Being on the list would not guarantee an invitation to tender; but not being on the list would certainly guarantee no invitation to tender.

It was a small point, missed by my new friend until now, but with all the potential to make a difference. And all from a small piece of networking.

So, how invisible is your firm? And would you like to get more noticed?