Tag Archives: managing

Tossing It

Somewhere along the line it became most cost-effective to throw things away than it is to fix them.

broken ipad screen

(Photo credit: 3dom)

I know people who buy new printers rather than spend the money on the ink – it’s about a wash financially and they get a new printer.   I recently replaced a small appliance (ok, a little wine storage unit) because when I found out how much it would cost to fix the fan that had broken, a new unit, complete with warranty, made more sense.

Tech may be among the worst offending industries.  I mean, if the battery goes on your iPhone or MacBook Air, you can’t replace it.  We toss the unit and get a new one.  TV‘s are so cheap that the notion of repairing one is pretty alien these days, particularly when we consider that the new item will inevitably be better technology than what’s being fixed.

There is a problem with this mindset, however.  Too many people and businesses extend it to their thinking about customers, employees, and others.   When a relationship gets broken, we weigh the costs of fixing it against the expense of replacing it.  Rather than “fix” an employee who might have underperformed, we fire them.  That results in a few things – writing off the investment we’ve made in that person thus far as well as incurring the time and expense to replace them with no guarantee of better results.  Rather than investigating each and every customer complaint about service, we try to placate the disgruntled customer with some token gestures (the hotel room isn’t clean?  Oh, have a free bottle of water!) and don’t really mind when they don’t return again – they’re a pain.  We don’t look at them as fantastic suppliers of information about our failings – we consider them to be pesky children who rouse us from our daily business sleep.

Business relationships – with staff, with customers, with the public at large – are not disposable.  In many cases they are not replaceable and all efforts must be taken to repair them.  It’s almost never more cost effective to toss them.  You agree?

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Faulty Instrument Readings

I’m not a pilot (although I’ve played Flight Simulator a bunch). One of the things pilots are told is to trust their instruments because sometimes our eyes or other senses deceive us while flying. Things such as graveyard spins or spirals result, and I’m very sure that anything with the word “graveyard” is bad when using in conjunction with flying.

X-Plane 10 Flight Simulator Zero panel

(Photo credit: Wanderlinse)

Business analytics today are exactly the opposite of flying.  You see, there are so many things that can go wrong  – a misplaced space, code missing or in the wrong place – that going by what the “instruments” tell us alone can be fatal.  I’ll go back to a point I’ve stated before – we need to figure out what we’re trying to investigate and why before we ever look at the numbers.  That lets us process the information we’re going to receive in context so we can make decisions.  Knowing your web traffic is up is relatively useless.  What it should prompt is a response into both “why” and “what of it?”  That requires using your eyes and your common sense.  Let me give you an example.

You launch a campaign to increase sales using Search Engine Marketingpay-per-click ads to use a less-fancy term.  You’re smart enough to make sure you have conversion tracking installed – a method through which you can assess how many people who come to your store via your fancy new campaign actually buy something.  Your developers check the code and make sure it’s in the right place and that the beacon fires when the appropriate action is taken.  However, no one ever does what a real-world user would do – click an ad and place an order – to make sure that the “instruments” are picking up the action properly.  As a result, you think, based on the reporting, that the campaign was a tremendous waste of money since it resulted in no sales.  Your instruments just crashed the plane.

Had you used your eyes and common sense, you’d have seen that the ads generated a lot of traffic and based on your history, some percentage of that traffic that stayed on the site (non-bounced visits in tech speak) does convert to sales.  Since that didn’t happen here, maybe something is wrong.  Click an ad and place an order – did it register?

There is a tendency to trust the instruments but unlike the gauges on airplanes, the gauges we use in business are relatively new and far more prone to error.  We can’t let faulty instruments over ride the business acumen we’ve developed over the years.  That can be a fatal error.  You with me?

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Eye-Yi-Yi

Nothing like a bad customer experience with a medical professional to begin one’s day on a happy note!  OK, so I don’t wear sarcasm well, but it’s either snark or anger (it’s a fine line!) so I’m going with the former.  Let’s get your take.

English: A human eye after the pupil was dilat...

(Photo credit: Wikipedia)

I generally schedule my medical appointments early.  In fact, I try to be the first appointment of the day if possible.  In theory (and today proves it’s JUST a theory), I should be able to get in and out quickly so the entire day isn’t disrupted.  As it turned out this morning, not so much.  However, it is a nice lesson on how not to treat your customers.

The doc opens up at 8 which is the time of my appointment.  I present myself on time, walk to the reception desk, and am greeted with…nothing.  Oh, the receptionist is there, but she’s arranging papers, printing out forms (and not the day’s calendar of appointments – that’s sitting in front of her), and generally doing her best to ignore me.  After a minute or so, there’s a mumbled “I’ll be right with you”.  Three minutes later (I only know because it was 5 after 8 when she spoke to me) I get a “yes?”  OK, so I get it’s a little weird that I’m noticing how long I’m waiting, but remember the premise:  first in, no waiting, out quickly.

I tell her “I’m Keith.”  “Last name?”  My immediate response:  “the schedule is right in front of you. How many people named Keith are scheduled to be here at 8?” stayed inside my brain while I told her.  “Have a seat.”  8:06

I know who is going to examine me and she’s right there in the office.  Chatting and drinking coffee.  For the next 10 minutes.  8:16 is when I was called into the exam room.  I don’t generally bill by the quarter-hour, but if I did, these folks would now owe me more than I’ll owe them for the appointment.  It was a 5 minute eye exam, and when I asked about some results she informed me she didn’t have my chart because the doctor had it at his house.  Oh.  But he’d be right in. OK.

5 minutes later, in walks the doctor, chartless.  Looks at the results of the exam, takes a quick look at my eyes, and says he’ll call me but if he doesn’t I should call him to discuss the results.  Visit over.

Here are my takeaways that I think apply to any business:

  • An appointment is something that’s binding on both you and your customer.  You expect them to be there on time, you need to be as well.  I totally get that people might be delayed due to traffic or other issues.  Which leads to the second point.
  • When you break the above agreement, a little apology is called for.  I got none.
  • The person greeting customers (and patients are customers!) needs to be personable and customer-focused.  Grumpy, even first thing in the morning, is never acceptable.
  • When you are not prepared, don’t put the onus on your customer to fix your mistake.  Not having the chart is your problem – don’t make it mine by asking me to call you.
  • Finally, no customer should ever leave your business angry.  Not ever.

Maybe I’m overreacting, but compare it to yesterday’s experience.  I walked in at the required time and within 5 minutes I was out of the waiting room (in the middle of the day in a busy office) and into an exam.  Well-run businesses are easy to spot!

That’s my take – what’s yours?

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