Haystack Rock in Oregon & the original Starbucks

Yesterday my wife and I spent the day driving from Vancouver, BC, Canada down to Cannon Beach, Oregon.

Along the way, and after an hour delay at the border crossing, we stopped off at the original Starbucks in Pike Place Market (Seattle). While I had been there before, it was the first time for my wife. We enjoyed taking in the atmosphere of the original location, and talking with the Baristas. Come to find out, they actually sell more merchandise than coffee at Pike Place (we did help them out in both arenas while there -- merchandise and coffee).

Then, we proceeded down I-5 and ventured off toward Mt. Rainier making our way down the winding Highway 7 toward Elbe, Oregon.  We even tried our hand at Squatch hunting (to no avail -- nor did we see Bigfoot in Starbucks either which is where I am more likely to find him).

By the time we finished at Rainier it was too dark to see Mt. St. Helen's but we tried to anyway.

Now, today we wake to see Haystack Rock in Cannon Beach, Oregon. Our suite is literally about 1,000 yards from it and as I write this, it is within my view -- such a beautiful landmark.

We are living what we call Life: Relocated with the determination that we are not waiting until some "retirement" to enjoy the beauty that surrounds us.

Hope you decide to do the same.

houston@figment-consulting.com

Bring an umbrella and unasked questions

Vancouver Umbrella Shop in Richmond, BC, Canada

"What's the weather like this time of year?" I asked the hotel attendant over the phone.

"Bring an umbrella," she replied.

Whether she knew it or not, the polite hotel front desk clerk in Vancouver answered my unasked question. In reality I knew what the temperatures were like because I had checked. What I really wanted to know was what she answered, and I didn't even have to ask.

I am traveling tomorrow to Vancouver to speak at a conference on Friday, then making my way down to the coast west of Portland to conduct some training for a client (with a stop at the Pike Place Market Starbucks in Seattle along the way of course).

So, I had done my homework in terms of weather conditions, travel plans, etc. But, when I called to confirm some details with my hotel in Vancouver, what I really wanted to know is how much does it rain there? I had been to Seattle a few times the past several years but first time in Vancouver. While it is just north of Seattle, I was also aware of how that could make a huge difference in weather conditions (having just learned that firsthand in my recent trip to Alaska -- Anchorage was above freezing while Wasilla, which is only 50 miles NE of Anchorage, was closer to single digits).

What's the point to all of this? I simply wonder how many times virtual school administrators fail to answer the unasked questions from their parents. How many times do they assume that what the parents want to know is exactly what they asked? (In reality, a good listener will be able to discern if there is an unasked question that needs to be answered)

Case in point -- the Agora Cyber Charter School is conducting a Board Meeting tomorrow night. In light of the recent layoffs it should prove to be an interesting one. If the leadership is not careful, they will allow many unasked questions to go unanswered.

houston@figment-consulting.com

Customer-centered culture in virtual schools

"I can't put a finger on when it happened but I can definitely tell things are different," said a client of mine recently while we were on the phone discussing the retention culture we were building.

He shared with me that their engagement rate year-over-year had increased almost 25% and the attrition rate had decreased by over 20%. It mirrored a conversation I had with another client on the other side of the coast.

Our focus, our attention was on culture building, not engagement or retention programs. Programs are easier to build and easier to measure and track. However, cultures are what make the difference. Change the culture first then build the programs. You see, programs are not inherently bad or ineffective. However, they must flow from a proper perspective and culture if they are to have the type of impact potential desired.

As I write this I am situated on Main Street in the Magic Kingdom, just around the corner from Starbucks. And I am reminded constantly of the difference that a culture centered on the customer can make. The effort put in by Disney to constantly surprise, serve, and WOW the customer rises to a level envied by many but seldom mirrored, especially in education.

Disney has a culture built around the customer. Therefore, the programs it offers has a feel of authenticity to them even though they are scripted and rehearsed. There is a genuineness to the kindness of the Cast Members because of the culture of expectation built into the role. There is an obsession with the attention to detail in the architecture, the colors, the songs, the texture of the streets and pathways, the flowers, the Cast Member costumes, and more.

Families arrive on Main Street needing a vacation. However, what they want is an experience worth sharing. Disney takes care of the need by focusing their attention on serving the want and the emotions attached to the want.

Virtual schools should take heed and learn from the Mouse.

Do you know what your families need?

More importantly, do you know what your families want?

Even more importantly, do you know what emotions are attached to that want?

Once you do, then you can begin to serve them properly -- not with programs but with a culture centered on meeting those wants and emotions.

houston@figment-consulting.com

Be inspired by some of the great CEOs.

http://www.businessinsider.com/inspirational-ceo-quotes-apple-steve-jobs-2014-9#-1

houston@figment-consulting.com

Scavenger hunts in the store are not allowed.

"Scavenger hunts in the store are not allowed."

That was the sign on each of the doors when I visited my local bookstore recently. It was typed in large, bold letters and printed on a single, white sheet of paper then taped on the inside of each door. Absolutely no way one would miss it when entering.

Granted, I do not know what transpired to cause my local bookstore to feel the need to put up signs like these to deter the rampant scavenger hunting that occurs in this area -- perhaps it is pervasive across the country too but I am not sure.

What I do know though is that there are better ways to handle this in order to make the greater percentage of guests entering the store feel wanted.

* What if they decided to actually allow the scavenger hunts? In fact they could help coordinate them, determine the rules of the "playground", set them up on Tuesdays and invite the families to participate -- even offer coupons for Cafe items during the hunt. Might lead to greater sales. At least it would lead to higher customer satisfaction.

* Rather than post the scavenger hunt signs, what if they used that space to promote the book, cd or dvd they want to sell? Everyone entering that store knew not to conduct a scavenger hunt because it is prime market space -- use it to move merchandise or tell customers of an upcoming book signing, kids event, etc. They could search for other ways to share the "anti-scavenger hunt" theme that would be less intrusive.

* If, at the end of the day, the need to quell the scavenger hunt idea is too great then surely there is a way to communicate it more gracefully and appropriately. What if they said, "Unfortunately we have had to suspend any future scavenger hunts within the store until we locate the "lost" family who played the last time. If you see them while browsing please let us know and thank you for shopping safely."

Instead, the sign on the front door interrupted my experience and the coffee just wasn't the same this time.

Remember there are a myriad of ways to say the same thing -- even when you want your customers to cease doing something. Think about what you are communicating and look at it through the "windows" of your customers' vantage points before posting.

Get real

Gone are the days when a photographer could turn a White House into Camelot. The tools we have today (internet, social media, etc.) allow us all to peel back the curtain and discover what is real, what is authentic, and share our opinions with others across the globe.

Today's society and more importantly today's consumer desires for authenticity. If what you have to offer them is perceived as unreal, you will be labeled as inauthentic, or worse a fake! -- and that word will spread, quickly.

However, companies such as Disney understand the dramatic opportunity that exists here too. Disney's mission is to "create happiness" -- that is it's authenticity. The parks, the movies, the games, the television shows, they are simply the means by which they create this happiness. In doing so, trust is built among their customers, which in turn leads to loyalty.

Recently I read Pour Your Heart Into It by Starbucks Chairman Howard Schultz in which he stated, "Authenticity is what we stand for. It's part of who we are. If we compromise who we are to achieve higher profits, what have we accomplished? Eventually all our customers would figure (it) out . . ."

Customers, your customers, are longing for you to get real. They know when you are, and they know when you are beginning to compromise.

Remember, they are already sharing their feelings about you with others. The real question is what are they sharing? You have the potential to influence it. Loyalty cannot be bought but it does come with a price.

Are you willing to pay the price?