1. Continuously exceed customer expectations and delight them consistently.
2. Recover beyond their expectations when something goes wrong with #1.
Most companies focus on #1 but tend to ignore the opportunity that exists with #2.
houston@figment-consulting.com
Showing posts with label loyalty. Show all posts
Showing posts with label loyalty. Show all posts
Thursday, July 24, 2014
Friday, June 13, 2014
Mission Statements of Virtual Schools
Peruse many Mission Statements from companies and organizations, and it does not take long to understand why morale is low, turnover is high and results are tepid.
At K¹², our mission has remained steadfast: To provide any child access to exceptional curriculum and tools that enable him or her to maximize his or her success in life, regardless of geographic, financial, or demographic circumstance.
The mission of Connections Academy is to help each student maximize his or her potential and meet the highest performance standards through a uniquely individualized learning program.
According to an article from Entrepreneur.com, a Mission Statement is the "essence of your business's goals and the philosophies underlying them." The article (from 2003) provides some nice tips on developing a Mission Statement for your company, organization, or even school. It does so by providing some questions for you to answer to help identify key aspects to share within the statement.
One question missing though is "Does your Mission Statement inspire anyone?" If it does not inspire those who work for you, how do you expect your employees to do inspirational work? And, if your employees are not inspired, how do you expect them to inspire your customers?
Employees want to know that the work they are doing is making a difference, that they are part of something larger than themselves. If they are there only for the paycheck, then perhaps you need to look for other employees. But, before you do, make sure it is their lack of inspiration rather than you not giving them something to be inspired by.
Virtual schools carry with them the promise of so much more than "providing any child access" or "maximizing potential" (whatever that means). Virtual schools have the opportunity to change the world of education. Why not make that your mission?
Why not be a school "dedicated, even obsessed with nurturing the passion within each child to never stop learning, growing, and developing a life of significance."
Inspire us with your mission and support it by your actions. Then, watch it spread.
houston@figment-consulting.com
At K¹², our mission has remained steadfast: To provide any child access to exceptional curriculum and tools that enable him or her to maximize his or her success in life, regardless of geographic, financial, or demographic circumstance.
The mission of Connections Academy is to help each student maximize his or her potential and meet the highest performance standards through a uniquely individualized learning program.
According to an article from Entrepreneur.com, a Mission Statement is the "essence of your business's goals and the philosophies underlying them." The article (from 2003) provides some nice tips on developing a Mission Statement for your company, organization, or even school. It does so by providing some questions for you to answer to help identify key aspects to share within the statement.
One question missing though is "Does your Mission Statement inspire anyone?" If it does not inspire those who work for you, how do you expect your employees to do inspirational work? And, if your employees are not inspired, how do you expect them to inspire your customers?
Employees want to know that the work they are doing is making a difference, that they are part of something larger than themselves. If they are there only for the paycheck, then perhaps you need to look for other employees. But, before you do, make sure it is their lack of inspiration rather than you not giving them something to be inspired by.
Virtual schools carry with them the promise of so much more than "providing any child access" or "maximizing potential" (whatever that means). Virtual schools have the opportunity to change the world of education. Why not make that your mission?
Why not be a school "dedicated, even obsessed with nurturing the passion within each child to never stop learning, growing, and developing a life of significance."
Inspire us with your mission and support it by your actions. Then, watch it spread.
houston@figment-consulting.com
Monday, June 2, 2014
The "meconomy"
We live in a world today that allows companies to talk to each customer individually, and tailor messages related to their individual needs.
More importantly, today's customer now expects this type of relationship more and more. It's what I call the "me economy" or "meconomy." Programmatic or transaction emails are fine as long as they are not emails but memails. Customers want the relationship to feel like it is a one-on-one interaction yet know they are part of a larger tribe too.
It takes energy, effort, and even thinking differently but companies need to understand the meconomy is here, and it is here to stay.
houston@figment-consulting.com
More importantly, today's customer now expects this type of relationship more and more. It's what I call the "me economy" or "meconomy." Programmatic or transaction emails are fine as long as they are not emails but memails. Customers want the relationship to feel like it is a one-on-one interaction yet know they are part of a larger tribe too.
It takes energy, effort, and even thinking differently but companies need to understand the meconomy is here, and it is here to stay.
houston@figment-consulting.com
Tuesday, May 27, 2014
An agent of darkness
My wife and I have home educated our four kids since our oldest started kindergarten over 14 years ago. She is now in college and doing a summer internship in Israel before studying in Switzerland this next academic year. Our youngest is starting Kindergarten this fall. We say home "educated" instead of homeschool (or home school) for a reason. For us school is four walls, desks, blackboard (or whiteboard now), and too much rote memorization. We do not believe that public schools are evil, and that there are many teachers doing great work in educating the next generation. For us, educating our kids at home was a personal choice, not a mandate or flight from something else.
It was just over 10 years ago that I spent much of my time traversing the country and unveiling a new concept of home education known as virtual schools. There are stories worth sharing from each state I traveled -- from the questionable hotels before I started booking my own lodging to the beautiful Sawtooth Mountains in Idaho, and from sea to shining sea as the song goes.
I spent winters in Minnesota and Wisconsin, and summers in Florida and California, which seems to be the wrong timing I know. It wasn't my plan, that's for sure.
One of my fondest memories was just outside of Columbus, Ohio where I garnered my first nickname, the "agent of darkness."
It came after I gave a presentation to a packed room of families interested in learning more about the Ohio Virtual Academy, during its infancy. And it occurred during the Q and A time at the end.
He was a nice guy, yet when he posed his lengthy question (which was really more of a monologue as I recall), he framed it with the comment that "you come into our state as an agent of darkness, spreading all of these lies, and you know nothing about homeschool."
It wasn't easy standing there allowing him to "ask" his question, and he must have ignored my first part of the presentation where I covered the fact that my wife and I were home educating our own family. What I did find myself doing though was recalling something the great sales trainer Zig Ziglar had said a few years prior that related to situations like this.
Zig was at a conference, speaking with a fellow presenter who asked him, "Zig, what do you do about the man in the front row who is falling asleep while you are talking? What can you say that will convince him to pay attention to you?"
Zig, in his famous drawl answered, "Remember, you are not here for that man who is sleeping on the front row. You are here for the person next to him who is giving you their full attention. That is who you are speaking to, so talk to them."
I did the same thing that evening just outside of Columbus once the gentleman finished posing his question. I acknowledged his question, shared that the school was probably not for his family, and then answered his question for the rest of the room (at least for those who were there to listen), understanding that I was there for the other families and not for him.
Too many times we spend all of our time and energy trying to convince a prospect to listen to us when clearly they are uninterested, or even antagonistic at times. Sometimes you can't get away from them, however, you don't have to engage them.
Spend your time and energy finding those prospects who want to hear what you have to say, then share your information. Sharing is much more effective than convincing, even though both are considered activities.
And, thanks Zig, for all you did while on Earth.
houston@figment-consulting.com
It was just over 10 years ago that I spent much of my time traversing the country and unveiling a new concept of home education known as virtual schools. There are stories worth sharing from each state I traveled -- from the questionable hotels before I started booking my own lodging to the beautiful Sawtooth Mountains in Idaho, and from sea to shining sea as the song goes.
I spent winters in Minnesota and Wisconsin, and summers in Florida and California, which seems to be the wrong timing I know. It wasn't my plan, that's for sure.
One of my fondest memories was just outside of Columbus, Ohio where I garnered my first nickname, the "agent of darkness."
It came after I gave a presentation to a packed room of families interested in learning more about the Ohio Virtual Academy, during its infancy. And it occurred during the Q and A time at the end.
He was a nice guy, yet when he posed his lengthy question (which was really more of a monologue as I recall), he framed it with the comment that "you come into our state as an agent of darkness, spreading all of these lies, and you know nothing about homeschool."
It wasn't easy standing there allowing him to "ask" his question, and he must have ignored my first part of the presentation where I covered the fact that my wife and I were home educating our own family. What I did find myself doing though was recalling something the great sales trainer Zig Ziglar had said a few years prior that related to situations like this.
Zig was at a conference, speaking with a fellow presenter who asked him, "Zig, what do you do about the man in the front row who is falling asleep while you are talking? What can you say that will convince him to pay attention to you?"
Zig, in his famous drawl answered, "Remember, you are not here for that man who is sleeping on the front row. You are here for the person next to him who is giving you their full attention. That is who you are speaking to, so talk to them."
I did the same thing that evening just outside of Columbus once the gentleman finished posing his question. I acknowledged his question, shared that the school was probably not for his family, and then answered his question for the rest of the room (at least for those who were there to listen), understanding that I was there for the other families and not for him.
Too many times we spend all of our time and energy trying to convince a prospect to listen to us when clearly they are uninterested, or even antagonistic at times. Sometimes you can't get away from them, however, you don't have to engage them.
Spend your time and energy finding those prospects who want to hear what you have to say, then share your information. Sharing is much more effective than convincing, even though both are considered activities.
And, thanks Zig, for all you did while on Earth.
houston@figment-consulting.com
Monday, April 28, 2014
It's also how you say it.
In my previous blog I made the argument that it really does matter what you say. Having established that, we can move on to the next point and understand it also matters how you say it.
Taking time to choose your words carefully could make all the difference in how you make your customers feel.
Taking time to choose your words carefully could make all the difference in how you make your customers feel.
What are your "signs" saying to your customers?
houston@figment-consulting.com
Thursday, April 24, 2014
It's not what you say . . .
. . . actually, it is.
Telling a student she can move at her own pace when the reality is far different.
Promoting an Individualized Learning Plan (ILP) designed for each child to ensure a customized program that fits each child's unique strengths, weaknesses, learning styles and aptitudes -- when the reality is far more generalized.
Telling parents the program is flexible when mandatory requirements apart from courses are increasing each year -- class connects, teacher office hours, test prep sessions, diagnostic tests, and more.
We first have to focus on what we say long before we address how we say it. Want to stand out from the crowded field? First, be authentic.
houston@figment-consulting.com
Telling a student she can move at her own pace when the reality is far different.
Promoting an Individualized Learning Plan (ILP) designed for each child to ensure a customized program that fits each child's unique strengths, weaknesses, learning styles and aptitudes -- when the reality is far more generalized.
Telling parents the program is flexible when mandatory requirements apart from courses are increasing each year -- class connects, teacher office hours, test prep sessions, diagnostic tests, and more.
We first have to focus on what we say long before we address how we say it. Want to stand out from the crowded field? First, be authentic.
houston@figment-consulting.com
Friday, April 18, 2014
The culture of service
Companies looking for a competitive advantage will struggle to develop a reputation for excellence in customer service. Instead, those that are recognized as stalwarts in this area (Amazon, Disney, Marriott, Tom's, and others) understand it must be ingrained within the culture.
Putting customers first, putting students first, putting guests first, must be more than a headline supported by a strategy. It requires authenticity, commitment, and treating each one differently.
Develop a culture of service and the competitive advantage emerges all on its own.
houston@figment-consulting.com
Putting customers first, putting students first, putting guests first, must be more than a headline supported by a strategy. It requires authenticity, commitment, and treating each one differently.
Develop a culture of service and the competitive advantage emerges all on its own.
houston@figment-consulting.com
Tuesday, April 15, 2014
The Proctor & Gamble Problem of Virtual Schools
Proctor & Gamble creates products for the masses. As stated in their "Purpose & People" -- We will provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come.
P&G has no desire to innovate, alter the paradigm, challenge the status quo, or transform the market. They simply want more market share -- more consumers. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.
One would argue that it is working for them. However, for their purpose to continue, they will constantly have to spend their way to have more shelf space, invest in advertising, interrupt more people, attempt to grab more attention, offer steeper discounts, and tout the features and benefits of their products with the hope that more people will buy. Perhaps, when it comes to consumer products, this strategy will sustain them for some time.
The problem though is that too many virtual school providers carry this same mentality, and their playing field is education, not consumer products. Let's create mediocre products and services for the masses, interrupt as many people as possible, invest in more advertising, and hope that more of them are still there at the bottom of the sales funnel.
A quick glance at K12.com under "Who We Help" indicates they want to help everyone. Peek under "What is K12" and they tout their desire to "fulfill the promise of an education for every child." The same is true for Connections Academy, and others.
Notable pursuits no doubt. However, not only can it not be accomplished, one could argue they would be more effective if they limited who they want to serve, and serve them exceptionally well.
Instead of being a Proctor & Gamble (which in reality is much like traditional public schools), why not be an Apple? Create a product and service that changes lives, and let marketing amplify that story.
In the world of education we do not need more mediocre products and services. What we need are paradigm-altering learning experiences that challenge the status quo.
houston@figment-consulting.com
P&G has no desire to innovate, alter the paradigm, challenge the status quo, or transform the market. They simply want more market share -- more consumers. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.
One would argue that it is working for them. However, for their purpose to continue, they will constantly have to spend their way to have more shelf space, invest in advertising, interrupt more people, attempt to grab more attention, offer steeper discounts, and tout the features and benefits of their products with the hope that more people will buy. Perhaps, when it comes to consumer products, this strategy will sustain them for some time.
The problem though is that too many virtual school providers carry this same mentality, and their playing field is education, not consumer products. Let's create mediocre products and services for the masses, interrupt as many people as possible, invest in more advertising, and hope that more of them are still there at the bottom of the sales funnel.
A quick glance at K12.com under "Who We Help" indicates they want to help everyone. Peek under "What is K12" and they tout their desire to "fulfill the promise of an education for every child." The same is true for Connections Academy, and others.
Notable pursuits no doubt. However, not only can it not be accomplished, one could argue they would be more effective if they limited who they want to serve, and serve them exceptionally well.
Instead of being a Proctor & Gamble (which in reality is much like traditional public schools), why not be an Apple? Create a product and service that changes lives, and let marketing amplify that story.
In the world of education we do not need more mediocre products and services. What we need are paradigm-altering learning experiences that challenge the status quo.
houston@figment-consulting.com
Thursday, April 10, 2014
". . . we must not lose this sense of possibility . . ."
I borrowed that part of the quote from a new book The Opposite of Loneliness by Marina Keegan. Marina was only 22 years old and five days removed from graduating magna cum laude from Yale University when she was killed in a car accident on her way to her dad's birthday in Cape Cod.
Her future had "bright" written all over it. A job lined up with the New Yorker, and a play she had written about to be produced at a theater festival, gave her reason to be excited about what lay ahead. Tragically though, her life was cut short by that accident.
Fortunately for us, we are able to glimpse into what might have been for her through her collection of essays and short stories that make up her new book. And while there are many interesting insights, and wisdom from one so young, her thoughts on the ability to do anything resonate most with me.
Though she is primarily speaking to college-age peers, her words -- " . . . we must not lose this sense of possibility, because in the end it's all we have." -- can speak to all of us.
The power of possibilities is what inspires us to achieve beyond what we can imagine. If we lose this sense, then creativity quickly diminishes, and mediocre sets in -- a mediocre life, mediocre service, mediocre thoughts, mediocre actions, mediocre behaviors. However, as Marina says, "What we have to remember is we can still do anything. We can change our minds."
My suggestion is we do not have to be a recent college graduate to feel this way. No matter where we are in life, no matter what we have done up to now, we still have the potential, the possibility, of doing anything we want.
Let's keep within us this "sense of possibility" and focus on doing the work that matters. Thanks Marina for reminding us.
houston@figment-consulting.com
Her future had "bright" written all over it. A job lined up with the New Yorker, and a play she had written about to be produced at a theater festival, gave her reason to be excited about what lay ahead. Tragically though, her life was cut short by that accident.
Fortunately for us, we are able to glimpse into what might have been for her through her collection of essays and short stories that make up her new book. And while there are many interesting insights, and wisdom from one so young, her thoughts on the ability to do anything resonate most with me.Though she is primarily speaking to college-age peers, her words -- " . . . we must not lose this sense of possibility, because in the end it's all we have." -- can speak to all of us.
The power of possibilities is what inspires us to achieve beyond what we can imagine. If we lose this sense, then creativity quickly diminishes, and mediocre sets in -- a mediocre life, mediocre service, mediocre thoughts, mediocre actions, mediocre behaviors. However, as Marina says, "What we have to remember is we can still do anything. We can change our minds."
My suggestion is we do not have to be a recent college graduate to feel this way. No matter where we are in life, no matter what we have done up to now, we still have the potential, the possibility, of doing anything we want.
Let's keep within us this "sense of possibility" and focus on doing the work that matters. Thanks Marina for reminding us.
houston@figment-consulting.com
Thursday, April 3, 2014
Yes, if . . .
Harrison (Buzz) Price, who led the economic feasibility and site-location studies for Walt Disney that allowed for the development of Disneyland and Walt Disney World, utilized the "Yes, if . . ." approach as a basis for reasoning when he reported his research findings to Walt.
In his book Walt's Revolution! By the Numbers (Ripley Entertainment, Inc., 2003), which I had the pleasure of reading last month, Buzz states, "Walt liked this language. 'No, because' is the language of a deal killer. 'Yes, if . . .' is the approach of a deal maker. Creative people thrive on 'Yes, if . . .'"
Try the 'Yes, if . . .' approach for this month and see what changes occur.
houston@figment-consulting.com
In his book Walt's Revolution! By the Numbers (Ripley Entertainment, Inc., 2003), which I had the pleasure of reading last month, Buzz states, "Walt liked this language. 'No, because' is the language of a deal killer. 'Yes, if . . .' is the approach of a deal maker. Creative people thrive on 'Yes, if . . .'"
Try the 'Yes, if . . .' approach for this month and see what changes occur.
houston@figment-consulting.com
Monday, March 31, 2014
The power of generosity, delight, and an abundant attitude.
One of my passions is excellent customer service. It is difficult for me to go anywhere without thinking about, paying attention to, and seeing ways in which the service being provided could be improved. Many times, it does not take a budget, instead it can be the little things that make all the difference.
The link below shares some heart-warming stories on customer service. Within each you can see the two primary ingredients (generosity and delight), and the main foundation (attitude of abundance - the more freely I give, the more I will receive) upon which excellent customer service is built.
10 Customer Service Stories that will Restore Your Faith in Humanity
by Gregory Ciotti
houston@figment-consulting.com
The link below shares some heart-warming stories on customer service. Within each you can see the two primary ingredients (generosity and delight), and the main foundation (attitude of abundance - the more freely I give, the more I will receive) upon which excellent customer service is built.
10 Customer Service Stories that will Restore Your Faith in Humanity
by Gregory Ciotti
houston@figment-consulting.com
Friday, March 28, 2014
The one thing that will not change.
By the time I finish typing this sentence, technology will have changed yet again.
Growing up, did you ever believe you would spend your day "tweeting"?
People complain that Instagram is not quick enough.
Candy Crush was actually a recent IPO -- an app maker is now a public company. How long ago was it that apps were first introduced?
When was the last time you used your fax machine?
Pay phones are now exhibits in a museum.
So, yes change is occurring rapidly and it is difficult to keep up, especially for companies that tend to move slowly.
However, through it all there is one thing that does not change, and by focusing on it first, it can actually help you navigate through all of the change.
Taking care of your customers.
Technology, social media, and the change that comes with them are only tools to allow you to take care of your customers in delightful and more personal ways.
If your attention is on the ever-changing technology and trying to keep up, then your customers will feel that. But, if your focus is on your customers, it can drive your decisions on which tools to use, and which ones to avoid.
Don't lose sight of what you are building by becoming too enamored with the shiny new tools.
houston@figment-consulting.com
Growing up, did you ever believe you would spend your day "tweeting"?
People complain that Instagram is not quick enough.
Candy Crush was actually a recent IPO -- an app maker is now a public company. How long ago was it that apps were first introduced?
When was the last time you used your fax machine?
Pay phones are now exhibits in a museum.
So, yes change is occurring rapidly and it is difficult to keep up, especially for companies that tend to move slowly.
However, through it all there is one thing that does not change, and by focusing on it first, it can actually help you navigate through all of the change.
Taking care of your customers.
Technology, social media, and the change that comes with them are only tools to allow you to take care of your customers in delightful and more personal ways.
If your attention is on the ever-changing technology and trying to keep up, then your customers will feel that. But, if your focus is on your customers, it can drive your decisions on which tools to use, and which ones to avoid.
Don't lose sight of what you are building by becoming too enamored with the shiny new tools.
houston@figment-consulting.com
Monday, March 24, 2014
Why virtual schools will fail . . .
. . . has everything to do with trying to be all things to all people. It rarely works. Companies that try to serve the masses end up offering mediocre products (Proctor & Gamble comes to mind). And, virtual schools that attempt to serve every kind of student end up offering a mediocre experience, wrapped in a mediocre education.
One of the reasons virtual schools came into existence was due to the fact that many traditional public schools were not effective. And yet over the past decade so many of these same virtual schools have begun to mirror their ineffective brick-and-mortar counterparts.
Companies that excel, that stand out, are ones that know who they want to serve, and they center their attention on them - these people are the outliers (as Malcolm Gladwell calls them), the weird (as Seth Godin calls them), those that live on the edge, not in the middle. The days of successful companies catering to the masses are over. The same is true for virtual schools.
A virtual school that takes the time to identify who will benefit the most from their educational offerings, and cater to them will be the school that stands out, that grabs attention, and the one who leads the next wave of online learning.
Where you look for these students matters. Why? Most of them are not in the mass, they are on the edge. Is a school willing to go there in order to serve them? For many, the answer is "no." However, for those who are, the opportunity to be excellent awaits.
Rather than be a mediocre school for all kinds of students, be an excellent school for a select group of students, and serve them well.
Note: "Select" does not equal "Less"
houston@figment-consulting.com
One of the reasons virtual schools came into existence was due to the fact that many traditional public schools were not effective. And yet over the past decade so many of these same virtual schools have begun to mirror their ineffective brick-and-mortar counterparts.
Companies that excel, that stand out, are ones that know who they want to serve, and they center their attention on them - these people are the outliers (as Malcolm Gladwell calls them), the weird (as Seth Godin calls them), those that live on the edge, not in the middle. The days of successful companies catering to the masses are over. The same is true for virtual schools.
A virtual school that takes the time to identify who will benefit the most from their educational offerings, and cater to them will be the school that stands out, that grabs attention, and the one who leads the next wave of online learning.
Where you look for these students matters. Why? Most of them are not in the mass, they are on the edge. Is a school willing to go there in order to serve them? For many, the answer is "no." However, for those who are, the opportunity to be excellent awaits.
Rather than be a mediocre school for all kinds of students, be an excellent school for a select group of students, and serve them well.
Note: "Select" does not equal "Less"
houston@figment-consulting.com
Thursday, March 20, 2014
We all make mistakes . . .
Hello,
We apologize for the inconvenience. For some reason one of our employees did not fulfill the orders for this date so a lot of our customers did not receive their items, Thank you for your time.
We are very sorry about this issue, the best we can do is refund our customers and let them know about the mistake then hope that they can work with us because everyone makes mistakes but only some with go the extra mile to fix the problem. So again, we apologize.
Would you like us to resend out your order?
This was the reply I received last evening after waiting over two weeks for an order to arrive. And, after the order did not arrive by the due date yesterday, I reached out to the seller to find out the issue, and also find out why the FedEx number they provided me was inaccurate. So, let's journey through this reply, and the email thread that followed. It was definitely an intriguing experience.
"We apologize for the inconvenience" -- it was a nice start, even though they did know my name yet failed to use it in the opening line.
The next line is very interesting to me -- let's blame it on some employee who for some reason failed to fulfill the orders, yet did not fail to send out an incorrect FedEx number and show online that the item had indeed shipped.
Then, "Thank you for your time." -- not even sure what to say about this one.
Next, they move back into apology mode with "We are very sorry about this issue, . . ." but then proceed to tell me the best they can do is to refund "our customers" (notice they do not even address it as an issue for me, instead they speak about all of their customers during that time frame).
So, after they refund the orders, they are then going to let the customers know about their mistake, and hope that the customers will continue to work with them because "everyone makes mistakes."
Now, I was fine so far, slightly confused, but fine. Then, I came to the next line that states, "but only some (will) go the extra mile to fix the problem."
Extra mile? Before someone can go the extra mile, they must go the first mile. Extra mile? Ok, let's see what that extra mile will be.
My request was simple -- "Can you ship my product overnight so it will arrive to me tomorrow?"
Below is the answer I received moments later:
That is fine, and sorry but fedex does not let us expedite our shipping since we ship out hundreds of items at once however we could try but we will not promise you overnight shipping.
FedEx does not allow them to ship overnight? So, the extra mile does not include someone grabbing the product off of the shelf, printing out an overnight label from FedEx, placing the label on the box, and then ensuring that it is part of the lot when FedEx arrives to pick up all of the other "hundreds of items." No, that would be too much to ask, because for them, that is far beyond the extra mile.
What was the extra mile?
I can promise you that the order will be process and shipped tonight and should be there no later than 3 days.
FedEx will evidently allow them to ship products within 3 days, but not overnight. And, I was originally promised the item would arrive yesterday, two weeks after my original order was placed.
They were correct when they said "we all make mistakes." We all do make them. And, it is a time when we can go the extra mile. In fact, when mistakes are made, sometimes they allow you to actually build more trust with your customers by the way you handle, correct, and solve those mistakes.
Most of the time though, those efforts fall short, and trust is eroded. The difference sometimes between building trust and eroding trust is a FedEx label.
houston@figment-consulting.com
We apologize for the inconvenience. For some reason one of our employees did not fulfill the orders for this date so a lot of our customers did not receive their items, Thank you for your time.
We are very sorry about this issue, the best we can do is refund our customers and let them know about the mistake then hope that they can work with us because everyone makes mistakes but only some with go the extra mile to fix the problem. So again, we apologize.
Would you like us to resend out your order?
This was the reply I received last evening after waiting over two weeks for an order to arrive. And, after the order did not arrive by the due date yesterday, I reached out to the seller to find out the issue, and also find out why the FedEx number they provided me was inaccurate. So, let's journey through this reply, and the email thread that followed. It was definitely an intriguing experience.
"We apologize for the inconvenience" -- it was a nice start, even though they did know my name yet failed to use it in the opening line.
The next line is very interesting to me -- let's blame it on some employee who for some reason failed to fulfill the orders, yet did not fail to send out an incorrect FedEx number and show online that the item had indeed shipped.
Then, "Thank you for your time." -- not even sure what to say about this one.
Next, they move back into apology mode with "We are very sorry about this issue, . . ." but then proceed to tell me the best they can do is to refund "our customers" (notice they do not even address it as an issue for me, instead they speak about all of their customers during that time frame).
So, after they refund the orders, they are then going to let the customers know about their mistake, and hope that the customers will continue to work with them because "everyone makes mistakes."
Now, I was fine so far, slightly confused, but fine. Then, I came to the next line that states, "but only some (will) go the extra mile to fix the problem."
Extra mile? Before someone can go the extra mile, they must go the first mile. Extra mile? Ok, let's see what that extra mile will be.
My request was simple -- "Can you ship my product overnight so it will arrive to me tomorrow?"
Below is the answer I received moments later:
That is fine, and sorry but fedex does not let us expedite our shipping since we ship out hundreds of items at once however we could try but we will not promise you overnight shipping.
FedEx does not allow them to ship overnight? So, the extra mile does not include someone grabbing the product off of the shelf, printing out an overnight label from FedEx, placing the label on the box, and then ensuring that it is part of the lot when FedEx arrives to pick up all of the other "hundreds of items." No, that would be too much to ask, because for them, that is far beyond the extra mile.
What was the extra mile?
I can promise you that the order will be process and shipped tonight and should be there no later than 3 days.
FedEx will evidently allow them to ship products within 3 days, but not overnight. And, I was originally promised the item would arrive yesterday, two weeks after my original order was placed.
They were correct when they said "we all make mistakes." We all do make them. And, it is a time when we can go the extra mile. In fact, when mistakes are made, sometimes they allow you to actually build more trust with your customers by the way you handle, correct, and solve those mistakes.
Most of the time though, those efforts fall short, and trust is eroded. The difference sometimes between building trust and eroding trust is a FedEx label.
houston@figment-consulting.com
Thursday, March 13, 2014
I expect you will listen to me. I hope you will hear me.
Listening to your customers merely means you are paying attention to them in order to hear what they have to say. That much they expect of you.
Hearing them goes much deeper where you perceive, discern, apprehend, and even comprehend.
You can applaud yourself for all of the ways you listen to your customers, but if you never hear what they are telling you, it only creates frustration.
Focus on hearing them, on discerning what they are telling you, on understanding their wants that they are trying to convey. If you can serve their wants, you can delight them.
houston@figment-consulting.com
Hearing them goes much deeper where you perceive, discern, apprehend, and even comprehend.
You can applaud yourself for all of the ways you listen to your customers, but if you never hear what they are telling you, it only creates frustration.
Focus on hearing them, on discerning what they are telling you, on understanding their wants that they are trying to convey. If you can serve their wants, you can delight them.
houston@figment-consulting.com
Monday, March 10, 2014
Celebrating failure . . .
. . . may be exactly what you need to do.
If everything has to be done perfectly, then new ideas and innovation will suffer.
On the other hand, if failure (with good intent) is viewed equally with success, then you might just change the world.
houston@figment-consulting.com
If everything has to be done perfectly, then new ideas and innovation will suffer.
On the other hand, if failure (with good intent) is viewed equally with success, then you might just change the world.
houston@figment-consulting.com
Thursday, March 6, 2014
Want referrals? Build relationships.
Ask any virtual school and they will tell you that word-of-mouth is the greatest asset to increasing their enrollments. Friends sharing their experience with others, inviting them to learn more, those are what show up time and time again as the number one driver for new students.
And yet, these same schools continue to increase their media costs by focusing on digital, television, radio, and even print ads while ignoring the potential for referrals. Of course, asking for referrals means you have to have built the relationship prior to the ask, or else it will fall flat.
Perhaps this is why virtual schools rely on the traditional media strategy, trying hard to find more leads to toss into the top of the funnel with the hope of more falling out at the bottom after being sifted through, while existing families leave at an alarming rate each year.
Building real relationships with your families and students requires vulnerability, authenticity, care, concern, time, effort, commitment, and desire. It is easier to sit in an office and develop a media strategy from afar, reading the data points, analyzing emerging trends, and searching for ways to increase click through rates by another .05%.
The problem though is that it is also riskier. Media strategies will not build loyalty. Relationship Strategies can. It is not a play on words, and understand that media plans arise out of Relationship Strategies, but the focus, the intent, and the outcome is different.
Relationship Strategies open you up to the potential of building authentic bonds with your students and families. And, as you strengthen these bonds with each and every touch point opportunity, it becomes only natural for you to be able to ask your families to share their experience with others.
Imagine a virtual school web site that said, "95% of our families say they would recommend us to a friend. And, 95% of them did."
What is your goal? "Would" or "Did"? A well-defined, genuinely-executed Relationship Strategy can move you from "would" to "did" when it comes to referrals.
www.figment-consulting.com
And yet, these same schools continue to increase their media costs by focusing on digital, television, radio, and even print ads while ignoring the potential for referrals. Of course, asking for referrals means you have to have built the relationship prior to the ask, or else it will fall flat.
Perhaps this is why virtual schools rely on the traditional media strategy, trying hard to find more leads to toss into the top of the funnel with the hope of more falling out at the bottom after being sifted through, while existing families leave at an alarming rate each year.
Building real relationships with your families and students requires vulnerability, authenticity, care, concern, time, effort, commitment, and desire. It is easier to sit in an office and develop a media strategy from afar, reading the data points, analyzing emerging trends, and searching for ways to increase click through rates by another .05%.
The problem though is that it is also riskier. Media strategies will not build loyalty. Relationship Strategies can. It is not a play on words, and understand that media plans arise out of Relationship Strategies, but the focus, the intent, and the outcome is different.
Relationship Strategies open you up to the potential of building authentic bonds with your students and families. And, as you strengthen these bonds with each and every touch point opportunity, it becomes only natural for you to be able to ask your families to share their experience with others.
Imagine a virtual school web site that said, "95% of our families say they would recommend us to a friend. And, 95% of them did."
What is your goal? "Would" or "Did"? A well-defined, genuinely-executed Relationship Strategy can move you from "would" to "did" when it comes to referrals.
www.figment-consulting.com
Monday, February 17, 2014
What is your why?
Do not tell me what you do.
Inspire me with why you do.
If I believe in you then I offer you my potential loyalty. If I simply buy what you do, then it was merely a transaction, and it may not be repeated.
The more you speak from the why, the greater the possibility that I become a follower of yours. Would you rather have my loyalty or just my money?
www.figment-consulting.com
Inspire me with why you do.
If I believe in you then I offer you my potential loyalty. If I simply buy what you do, then it was merely a transaction, and it may not be repeated.
The more you speak from the why, the greater the possibility that I become a follower of yours. Would you rather have my loyalty or just my money?
www.figment-consulting.com
Thursday, February 13, 2014
The uniqueness of virtual schools . . .
. . . is meeting the headwinds of comparability. In the beginning virtual schools were an alternative to traditional public schools where students sit in a desk with a teacher at the front of the classroom. It was easy to differentiate the two, and thereby they drew attention.
Now, after more than a decade, comparisons are not happening with their brick and mortar counterparts, no, potential customers are comparing one virtual school to another. So, what was once a purple cow, as author and blogger Seth Godin would call it, is now merely another cow on the side of the road -- going unnoticed.
Today, there is a Wikipedia page that lists virtual schools across the nation (not exhaustive mind you because I found two omissions with a cursory glance). Are they different from one another? Is there a purple cow among them? Or, are they all starting to look alike?
The one who understands how to be a purple cow in today's virtual, educational landscape will be the one that draws attention. It will be the one that leads us into the next decade.
It does not have to cost a lot of money, but it will take courage. Being purple always does.
www.figment-consulting.com
Now, after more than a decade, comparisons are not happening with their brick and mortar counterparts, no, potential customers are comparing one virtual school to another. So, what was once a purple cow, as author and blogger Seth Godin would call it, is now merely another cow on the side of the road -- going unnoticed.
Today, there is a Wikipedia page that lists virtual schools across the nation (not exhaustive mind you because I found two omissions with a cursory glance). Are they different from one another? Is there a purple cow among them? Or, are they all starting to look alike?
The one who understands how to be a purple cow in today's virtual, educational landscape will be the one that draws attention. It will be the one that leads us into the next decade.
It does not have to cost a lot of money, but it will take courage. Being purple always does.
www.figment-consulting.com
Wednesday, January 15, 2014
Virtual students?
The district superintendent said it several times during the course of our conversation the other day.
"We have over 1,000 virtual students around the state."
"Our virtual students come from all over the state."
"Most of our virtual students reside in these counties."
He even emailed me a .pdf showing the data points of where his virtual students reside.
And most of them are struggling, not happy with the school, with the exodus rate continuing to grow annually. His question to me was "why?" "Why are they leaving us at such a high rate?"
There were a myriad of reasons really but I focused on the one that was glaring.
"My first suggestion is that you take a step back and understand that you have a virtual school, but your students who attend it are real kids, not virtual."
I then went on to share with him four additional suggestions:
1) Rather than data points on a state map, display their faces where all of your administrators can see them. That way they will grasp the fact that these are real kids.
2) Use the word "virtual" sparingly, and only when referring to the school. In all oral and written communication, refer to them as "real students" and not virtual.
3) Develop a plan, a course of action, even a culture where you are able to learn: what they believe? what are their aspirations? what are their dreams? what are their goals? why are they here? And, how can you serve them more effectively?
4) Understand that retention efforts begin the same day a family commits to your school. It is wrapped up in the teacher/student relationship; the communication from the school (what is said and how it is said); the ability for the student/family to find answers; the perception that they are being heard; and whether or not your actions match or exceed your words.
If you want to put a dent in the attrition rate, give students plenty of reasons to stay.
"We have over 1,000 virtual students around the state."
"Our virtual students come from all over the state."
"Most of our virtual students reside in these counties."
He even emailed me a .pdf showing the data points of where his virtual students reside.
And most of them are struggling, not happy with the school, with the exodus rate continuing to grow annually. His question to me was "why?" "Why are they leaving us at such a high rate?"
There were a myriad of reasons really but I focused on the one that was glaring.
"My first suggestion is that you take a step back and understand that you have a virtual school, but your students who attend it are real kids, not virtual."
I then went on to share with him four additional suggestions:
1) Rather than data points on a state map, display their faces where all of your administrators can see them. That way they will grasp the fact that these are real kids.
2) Use the word "virtual" sparingly, and only when referring to the school. In all oral and written communication, refer to them as "real students" and not virtual.
3) Develop a plan, a course of action, even a culture where you are able to learn: what they believe? what are their aspirations? what are their dreams? what are their goals? why are they here? And, how can you serve them more effectively?
4) Understand that retention efforts begin the same day a family commits to your school. It is wrapped up in the teacher/student relationship; the communication from the school (what is said and how it is said); the ability for the student/family to find answers; the perception that they are being heard; and whether or not your actions match or exceed your words.
If you want to put a dent in the attrition rate, give students plenty of reasons to stay.
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