Why is it so hard for people to give some basic simple service? Today I thought I should go for a walk and have a look around the town where I was staying, dropped into a few places and obviously was interrupting everyone with their conversations, rearranging or phone games!!
I never expect people to fall over themselves to help me but if you are in a service business then you really need to get the basics right - even if it is a simple acknowledgment upon entering the store. It is amazing how hard this seems for people. I am a customer, not an intrusion. If I buy from you, you make money. If I enjoy the experience then I will tell others and then they may buy from you...and you make money... see how the cycle works!
So here are some basic steps:
1. Acknowledge the customer as they walk in...even if it is a "Hi, I'll be with you in a minute"
2. There is no need to crowd them but it is nice to be offered help
3. Take notice of what they are looking at - if it has some unique feature then let them know
4. Let them know if you have any sales or events planned in the future - they may come back
5. Thank them for coming in
6. SMILE!!!
Sunday, February 3, 2013
Sunday, September 23, 2012
AHHHH .... What's your brand i-code?
For years I looked for the perfect model that could help take brands into the future. Most of them purely focused on the telling you where you had been... then I thought why not create one.
Working closely with Thomas Gad I took the best of his 4D model and added my own elements to it to create the i-code... the code to becoming iconic!!
It is a simple process that can have amazing outcomes - ones that everyone in the organisation uses - it isn't a tome that sits on a shelf gathering dust - it is an everyday practice.
Consider this ... you are working for an organisation and everyone seems to have their own plan, their own way of doing things and nothing seems to gel. On the other hand, if you had a brand i-code it woud help everyone know the action they should be taking... and it all revolves around two words.
Working with an award winning cheese maker we developed their i-code and their two words - "special" and "different". This then measures everything they do... from hiring and new products to shop layout and website... before they do anything they ask "Is this special, is this different?"
With this is mind... now reflect on this - Virgin's words are revolutionary and entertaining...imagine them doing anything that didn't reflect these words...and Starbucks is just one ...exhale...ahhhh!!!
So...what is your code to becoming iconic??? Would love to help find it!!!
Working closely with Thomas Gad I took the best of his 4D model and added my own elements to it to create the i-code... the code to becoming iconic!!
It is a simple process that can have amazing outcomes - ones that everyone in the organisation uses - it isn't a tome that sits on a shelf gathering dust - it is an everyday practice.
Consider this ... you are working for an organisation and everyone seems to have their own plan, their own way of doing things and nothing seems to gel. On the other hand, if you had a brand i-code it woud help everyone know the action they should be taking... and it all revolves around two words.
Working with an award winning cheese maker we developed their i-code and their two words - "special" and "different". This then measures everything they do... from hiring and new products to shop layout and website... before they do anything they ask "Is this special, is this different?"
With this is mind... now reflect on this - Virgin's words are revolutionary and entertaining...imagine them doing anything that didn't reflect these words...and Starbucks is just one ...exhale...ahhhh!!!
So...what is your code to becoming iconic??? Would love to help find it!!!
Monday, September 17, 2012
I do Marketing, why do I need a Brand?
This is a question I get from clients a lot and my response is always the same. "Of course you do marketing - we all do ... and you do have a brand, whether you want one or not".
The reaction I get to this is... "but I haven't decided on what my brand is".... my response... "Your customers have decided your brand while you were trying to work it out ... and it may not be the one you want"!
It always amazes me that businesses put some much effort into their marketing, advertising, research, etc and yet spend no time determining what the brand will be. The message may not be consistent, the interaction may not be consistent and the relationship may not be consistent ... getting the picture? Branding is about being consistent so your customers know exactly what to expect and then get the brand experience you want them to get... not the one they decide for you.
Moral to this blog - brand yourself or it will happen anyway. You can then decide your brand and reinforce it with all you do. (BTW - we are not just talking logos and images here... but that will be a future blog)
The reaction I get to this is... "but I haven't decided on what my brand is".... my response... "Your customers have decided your brand while you were trying to work it out ... and it may not be the one you want"!
It always amazes me that businesses put some much effort into their marketing, advertising, research, etc and yet spend no time determining what the brand will be. The message may not be consistent, the interaction may not be consistent and the relationship may not be consistent ... getting the picture? Branding is about being consistent so your customers know exactly what to expect and then get the brand experience you want them to get... not the one they decide for you.
Moral to this blog - brand yourself or it will happen anyway. You can then decide your brand and reinforce it with all you do. (BTW - we are not just talking logos and images here... but that will be a future blog)
Thursday, September 13, 2012
Friday afternoon ... push through or have drinks!!
It is the enternal argument - should Friday afternoons be a serious, continue work, get things done until 5pm... or enjoy some relaxing time, catching up with workmates.
Obviously there are times when work must be done but there are others when the relax rule could be more beneficial ... again it depends on your brand, type of business and your location. If you are a bank teller it probably isn't a wise move to have a drink in your hand... but there could be innovative ways around this!
It is obviously up to each business but why force your staff to keep working just because it isn't 5pm yet! They are probably not being productive anyway ... Facebook viewing spikes on Friday afternoons, standing by the coffee machine is probably the same so maybe you could look at some ways to reward your staff for a good weeks work, a way that reinforces your brand with your staff!
Imagine a place that promotes a fun and entertaining brand and then treats their staff with a clock watching, no fun workplace!!! The customer will work it out pretty quick!! Is your brand being lived by your staff as well as your customer?
Just a thought as I head off for a drink!!!
Obviously there are times when work must be done but there are others when the relax rule could be more beneficial ... again it depends on your brand, type of business and your location. If you are a bank teller it probably isn't a wise move to have a drink in your hand... but there could be innovative ways around this!
It is obviously up to each business but why force your staff to keep working just because it isn't 5pm yet! They are probably not being productive anyway ... Facebook viewing spikes on Friday afternoons, standing by the coffee machine is probably the same so maybe you could look at some ways to reward your staff for a good weeks work, a way that reinforces your brand with your staff!
Imagine a place that promotes a fun and entertaining brand and then treats their staff with a clock watching, no fun workplace!!! The customer will work it out pretty quick!! Is your brand being lived by your staff as well as your customer?
Just a thought as I head off for a drink!!!
Tuesday, September 11, 2012
When brand me is bigger than brand us!
As usual I was reading through our state daily newspaper and was shocked to read about the allegations made against some of our favourite Olympic swimmers ... http://www.smh.com.au/sport/swimming/pranks-plague-mens-swim-team-as-bully-claims-emerge-20120912-25r7o.html
This is a clear issue with behaviour and how some people have such a strong personal brand that they forget about the team brand (or the companies). While in most cases this is a positive thing and can generally enhance the success of the team, this is not one of these cases.
If these swimmers used their personal brands in a positive way to lift the team, mentor the younger swimmers and generally behaved in a way that befitted their role - then we would be congratulating them ... but instead they thought themselves bigger and more important than the team brand! (although we must remember that these are only allegations and not proven fact).
Let's look to the past for a comparison - the brands of Thorpe and Hackett were very strong and yet their personal brands only enhanced the Australian Swimming brand. I would hesitate to say that our current swimmers' personal brands aren't as strong and yet can have a greater detrimental effect!
I personally experienced this through another sport - AFL - one of the top players had such a strong personal brand people could hardly remember what team he played for. At first he was really good about it and used it to help charities and junior clubs... but then he started to believe his own publicity and it all went downhill very fast!!
I think it is very important for everyone to develop their own personal brand but this will at times come at a cost to the person ... they may take a little while to find a company that matches them, people may have a go at them but if their brand is built on their values then it should withstand anything ... wonder how strong these swimmers' brands are??
In summary, these guys are only young and maybe haven't had the guidance required to help them make wise decisions... and in the end they could be completely innocent of these allegations... just thought it was interesting to reflect on the power of brands, both personal and company!
This is a clear issue with behaviour and how some people have such a strong personal brand that they forget about the team brand (or the companies). While in most cases this is a positive thing and can generally enhance the success of the team, this is not one of these cases.
If these swimmers used their personal brands in a positive way to lift the team, mentor the younger swimmers and generally behaved in a way that befitted their role - then we would be congratulating them ... but instead they thought themselves bigger and more important than the team brand! (although we must remember that these are only allegations and not proven fact).
Let's look to the past for a comparison - the brands of Thorpe and Hackett were very strong and yet their personal brands only enhanced the Australian Swimming brand. I would hesitate to say that our current swimmers' personal brands aren't as strong and yet can have a greater detrimental effect!
I personally experienced this through another sport - AFL - one of the top players had such a strong personal brand people could hardly remember what team he played for. At first he was really good about it and used it to help charities and junior clubs... but then he started to believe his own publicity and it all went downhill very fast!!
I think it is very important for everyone to develop their own personal brand but this will at times come at a cost to the person ... they may take a little while to find a company that matches them, people may have a go at them but if their brand is built on their values then it should withstand anything ... wonder how strong these swimmers' brands are??
In summary, these guys are only young and maybe haven't had the guidance required to help them make wise decisions... and in the end they could be completely innocent of these allegations... just thought it was interesting to reflect on the power of brands, both personal and company!
Monday, September 10, 2012
When your brand is tied to a man (or woman)!
I was reading this article today about Gerry Harvey and the call for him to sack himself and I thought it was interesting.... while he is a great 'brand' himself maybe there are times when the brand he represents suffers.
Imagine "Harvey Norman" without Gerry Harvey ... now think back... we thought the same with Dick Smith.... it has been a long time since Dick Smith (the man) was involved with Dick Smith (the stores) and yet both brands have survived. The man and the brand have become separated but not to the detriment of anyone.
Maybe that is something that needs to be done to ensure the brand survives ... and maybe it is time for Gerry the brand to step away from Harvey Norman the brand to ensure it's survival.... or is it. The important thing here is to decide what the Harvey Norman brand wants to be .... new and online or like it is today.
Interestingly though... would it be the same argument if we were talking about Sir Richard Branson ... probably not!
The key to this debate is simple - Gerry has not evolved - he has not let others take the lead - he has not shown that he is of this new online digital age... instead he has constantly bemoaned online stores, the increasing competition, etc... and this is reflected in the Harvey Norman brand. They are hardly 'up-to-date'... you don't see techies hanging around them ... or attractive, high quality furniture in the latest styles ... but if the desire is to keep Harvey Norman brand to be exactly the same as it is... then keep Gerry there!!!
The only danger is... does the consumer still relate to the Harvey Norman / Gerry Harvey brand? As they are losing market share and profit - maybe not. At the end of the day the customer decides what brand they want to support and what brand they identify with... and maybe this is who Gerry should be listening to!
Imagine "Harvey Norman" without Gerry Harvey ... now think back... we thought the same with Dick Smith.... it has been a long time since Dick Smith (the man) was involved with Dick Smith (the stores) and yet both brands have survived. The man and the brand have become separated but not to the detriment of anyone.
Maybe that is something that needs to be done to ensure the brand survives ... and maybe it is time for Gerry the brand to step away from Harvey Norman the brand to ensure it's survival.... or is it. The important thing here is to decide what the Harvey Norman brand wants to be .... new and online or like it is today.
Interestingly though... would it be the same argument if we were talking about Sir Richard Branson ... probably not!
The key to this debate is simple - Gerry has not evolved - he has not let others take the lead - he has not shown that he is of this new online digital age... instead he has constantly bemoaned online stores, the increasing competition, etc... and this is reflected in the Harvey Norman brand. They are hardly 'up-to-date'... you don't see techies hanging around them ... or attractive, high quality furniture in the latest styles ... but if the desire is to keep Harvey Norman brand to be exactly the same as it is... then keep Gerry there!!!
The only danger is... does the consumer still relate to the Harvey Norman / Gerry Harvey brand? As they are losing market share and profit - maybe not. At the end of the day the customer decides what brand they want to support and what brand they identify with... and maybe this is who Gerry should be listening to!
Sunday, September 9, 2012
Why staff should decide how good they want to be!
Over the past 10 years I have worked with many companies through my "5 Star Standards" training package. It is always a fantastic outcome when the staff of the company says - 'you know what, we want to be better'.
It has always been apparent to me that the staff should decide what standard they want to strive for... rather than management telling them the level they must perform at. It is the huge difference between want and must. When someone chooses their own level then they are more likely to achieve it rather than resent those telling them.
I have also regularly found that when we start the workshops some of the core issues are addressed... and many of them are based around the fact that the expectations from management are simply impossible because of the way things were being done. For example, recently management of a delivery company told their drivers they must shake hands with the client - nice idea but WH&S insists on the driver wearing gloves so the time it takes to remove and replace them made this action difficult and caused greater issues and resentment.
The "5 Star Standards" programme overcomes all this because all parties decide on how good they want to be... not just be told. The drivers' resentment could have been overcome if management has taken them through the "Standards".
In many of the companies that have used the "5 Star Standards", when I return for a follow-up session they are still using the practice. It may have changed as they alter their standards but the policy remains the same and the staff are all a lot happier.
In an aside one day, the GM of a major company also made me aware of another reason why the staff should determine how good they want to be and their own standards. He said, "I saw something happen in the office that was not good but before I had to take action and step in, another staff member pulled the person aside and told them that their action was not their standard. This immediately changed the behaviour as it was peer to peer rather than me using my positional power".
So... do your staff want to decide how good they want to be... try the "5 Star Standards" programme!!
It has always been apparent to me that the staff should decide what standard they want to strive for... rather than management telling them the level they must perform at. It is the huge difference between want and must. When someone chooses their own level then they are more likely to achieve it rather than resent those telling them.
I have also regularly found that when we start the workshops some of the core issues are addressed... and many of them are based around the fact that the expectations from management are simply impossible because of the way things were being done. For example, recently management of a delivery company told their drivers they must shake hands with the client - nice idea but WH&S insists on the driver wearing gloves so the time it takes to remove and replace them made this action difficult and caused greater issues and resentment.
The "5 Star Standards" programme overcomes all this because all parties decide on how good they want to be... not just be told. The drivers' resentment could have been overcome if management has taken them through the "Standards".
In many of the companies that have used the "5 Star Standards", when I return for a follow-up session they are still using the practice. It may have changed as they alter their standards but the policy remains the same and the staff are all a lot happier.
In an aside one day, the GM of a major company also made me aware of another reason why the staff should determine how good they want to be and their own standards. He said, "I saw something happen in the office that was not good but before I had to take action and step in, another staff member pulled the person aside and told them that their action was not their standard. This immediately changed the behaviour as it was peer to peer rather than me using my positional power".
So... do your staff want to decide how good they want to be... try the "5 Star Standards" programme!!
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