The Walk To The Next Cube

Tonight marks the start of the new year in the Jewish calendar.  I thought, given the occasion, that some of you might have resolutions on your mind so here is a thought and maybe something we can all resolve to do a bit better.

While our world has never been more connected I can’t recall a time when it seems as if people who work together seem very disconnected.  What I mean is that people come in to the office and log on to their computers, put in their earphones, and do their things.  When they need to interact with someone else on their team or elsewhere in the company they send email or instant message.   That often applies even when the person to whom they are “speaking” is on the other side of an office wall or in the next cube.  As a manager, this drove me crazy.

Maybe I’m very old school.  I learned the interpersonal parts of business long before there was IM, email, or even computers on every desk.   The nature of interpersonal communication these days, particularly among younger people is quite different.  I appreciate that having unlimited texting trumps unlimited voice.   However, when you think about it the one skill that many younger workers lack is the ability to read people.  Email and IM are faceless and can’t communicate nuance.  You can’t be sure you’re hearing tone accurately.

That was why I used to tell the folks with whom I worked that my expectation of them was that when they had need to communicate with a co-worker that they would get up and walk to the next cube.  I thought it was important especially if that cube was located on another floor.  Your presence means you are giving the matter a lot of attention and they should too.  If they can’t go in person (it’s not easy to walk to the cube in another building or city), then call.  Hear their voice.  Gauge their tone.  Learn to listen.  If those things fail, then email.

That’s the thing I’m suggesting we resolve to do.  Be more human as the world gets less so.  Walk to the next cube instead of writing yet another email.  I’m going to try.  Will you?

Leave a comment

Filed under Helpful Hints, Thinking Aloud

Why Should They Bother?

If you’ve spent more than a few minutes here on the screed you’re aware of my unbridled passion for golf. As any golfer will tell you, when all else fails and your game hits rock bottom, it’s time for new equipment.  As sure as the sun will rise it’s always the tool and not the carpenter. From where does one buy that new driver that is going to solve all of one’s issues? The answer to that is actually instructive for most businesses.

A golf ball.

(Photo credit: Wikipedia)

In general, one either goes to the pro shop at your local club or to a golf store. Of late most of those golf stores are located in cyberspace. This has hurt the big brick and mortar golf chains badly. In fact, not long ago Dick’s laid off 500 PGA Pros and is scaling back its golf business.  After all, the irons are the same not matter if you’re buying them from the manufacturer (who will sell direct), a big box retailer, the golf store, eBay, or your pro shop.  Suddenly, while every brand of club is different, once you’ve decided on the make and model the club itself is the same no matter which source you choose.  This has placed pressure on margins.  In this case, as is the case in many other businesses, the internet wins every time.

The real question is why should a consumer bother going to the golf store?  In the case of Dick’s, they did exactly the wrong thing.  eBay can’t do proper club fittings – making sure the length, lie, and swing weight are right for you.  Sure, you can get golf lessons from YouTube but that’s not nearly as good as having one on one instruction.  The shop at my club will put new grips on my existing clubs, extending their life.  I’m certainly not going to mail them someplace to have that done.

In other words, every business needs to figure out why consumers should care about them – why they should bother.  Price works for businesses without a human touch.  In fact, the move toward more personalization for web-based businesses points directly to the advantage any real-world business will have: the human touch.  We’d rather speak with humans.  Don’t automated customer service lines frustrate you?  I don’t want to press 3 if my issue involves an odor of gas – I want to talk to a person NOW!

We need to think about how our brands and businesses can get consumers to care.  Otherwise we’re completely vulnerable to someone who will do what we do and sell what we do for a dollar less – free shipping included.

Make sense?

 

Leave a comment

Filed under Consulting, Reality checks

So 2004

I am meeting a former client for lunch today. As is the case so often, he suggested a local burger place to meet and I went to their website to check out the menu. It was a very pretty site – high quality photos, nicely written copy. Oh sure I have a few quibbles with it – why do I have to follow you on Twitter to see the specials? – but it’s a perfect example of what a site should have been about 10 years ago. Now? Not so much.

IS12SH 前面部分

 (Photo credit: Wikipedia)

What’s my beef with the burger joint (I crack myself up!) site?  It’s written in Flash.  Why is this an issue?  As you probably know, the number of smartphone users now rivals desktop.  Most of the site I work with see a large and growing amount of traffic from mobile devices.  A recent study about this stated that “Mobile is often the only tool used to make a purchase decision—this is especially true for restaurants and entertainment purchases.”

Sounds like good news unless your site is written in Flash.  You see, no Apple deviceiPhone or iPad – shows anything written in Flash.  Many Android devices won’t either unless Flash is loaded onto the phone.  In this case I tried to access the site via my phone’s browser and was prompted to load Flash.  No separate mobile site written in a programming language understood by all phones.

By leaving development – even state of the art development – as it was in 2004 before the massive growth of traffic from mobile, this place is hurting its business.  As the study found:

One data point is especially favorable for restaurants. Of the industries analyzed for this study, restaurants have the highest conversion rate from looker to buyer—80 percent. The factors that drive smartphone users to make a purchase at a restaurant after seeking information about it are:

• Right price: 15 percent
• Right brand: 18 percent
• Had a location in mind: 19 percent
• Reviews were good: 12 percent
• Close to my location: 20 percent

How is the potential customer to weigh those factors when they can’t see the site?  When mobile is 51% of your potential traffic, isn’t it worth at last SOME investment?

Have you gone to your site on a mobile device?  How did that work for you?  2014 or 2004?

Leave a comment

Filed under Consulting, digital media, Huh?