Don't Oversell!

Do you know that the automobile dealers earn more by servicing your car than selling it to you?

That's true!

Not only do they earn on labor charges but they also earn double the margin on selling spares that too recurring than selling the car that's one time.

That's why they keep proper record of your last servicing and remind you without fail to get your car serviced.

Last time when I went to repair a dent on my car, the service station promptly told me that the car was not serviced for last two years. That I'd not changed the engine oil nor the brake oil.

I told him that resort to condition based maintenance (CBM) rather than time based maintenance (TBM).

As a TPM (total productive maintenance) practitioner, I knew how to check the condition of the oils rather than blindly change it just for the sake of it based on time or the kilometres run. This is especially true if your car is yet to run the kilometres specified by the manufacturer.

The other day, I got a call from the refrigerator company reminding me to renew the service contract that was going to expire at the end of the month.

I called him for the last service of the previous contract in force since it wasn't cooling adequately. A worker-turned service mechanic arrived. He quickly trained me and my wife on how to optimise the settings: The rotary temperature switch, the diffusers near every shelf as well as inside the deep freezer, etc.

When I told him about my reluctance to change the gasket as told by the earlier mechanic, he demonstrated to me that there wasn't any leakage at all.

In fact he showed that the gasket was a magnetic one: a typical mistake proof (Poka-Yoke) design.

The younger service mechanic who had suggested replacement (saying "बदल डालो") was an employee of the outsourced service contractor. Typically they earn more on spare parts as I said earlier in case of an automobile.

In quality parlance, we call this as overselling!

The worker-turned service mechanic of the manufacturer didn't oversell!

I was impressed, offered some juice to the guy!
No doubt that I renewed the contract at once!
Became the Brand ambassador!

Brand image is built like this!

So next time, you think of servicing, remember this blogpost.

You may lose in the short run if you don't oversell!

But, customer will keep coming back to you!!

You'll win in the long run!!!

Aesthetics Spills-Over Function, Want Spills-Over Need (Part-1)

Look at cup in the picture carefully!

Can you see tea marks all along the rim? Can you guess the reason of the tea spilling over all along the rim? 

It was due to square shape of the cup that it's content tried to find it's way across the rim while trying to take a sip. In fact it spilled over my shirt since side of the square is longer than opening of the mouth. In case of a round cup however, the flow narrows down over smaller width.

As you may see, the soccer too is so shallow that cup finds it difficult to hold on to it's feet over the soccer. Cup ends up shaking as a result. 

I got delayed for my appointment due to spillage over my shirt that made me rework my 'make-up': a mini crisis!

The idiosyncratic miser in me tends to tangiblize everything specially in case of waste.

Why not? Time as also other resources are money! So the resultant COPQ (Cost-Of-Poor-Quality) of Poor-Design that resulted in such rework, that you may also be able to estimate, bring forward a few lessons.

What are the lessons¹?

1/ Designers should take care not to let unnecessary aesthetics spill over functionality unlike an interior designer for instance. In order to make a guest-room 'look' well-appointed, a poor designer doesn't allow labeling² of utility switches even if it means a guest struggling for the one s/he needs: be it a light, a fan, or hot-or-cold water-tap in a wash room. In fact, some fittings have so fancy looking designs that the user looks like a farm-fresh villager who struggles to use them.

2/ Aesthetic design short of adequate functionality may be able to generate  initial affinity towards a brand but won't be able to create brand-loyalty that is long-term. Although aesthetics may appeal emotionally, without functionality it won't be able to appeal to rationality of the buyer. S/he looses interest in the offering because it fails to deliver value that s/he was looking for.

3/ It's always a good idea to test designs in order to make them simple and user-friendly by seeking customer feedback.

4/ Merely pushing sales numbers by taking disadvantage of emotional behavior of buyer's desire to grab 'wants' is an age old marketing tactic. Marketers should reset their mindsets and refrain from such overselling.

5/ Buyers should counter marketing tactics by basing their buying decisions on rationality rather than emotionalism.

6/ Buyers should buy because 'it's good in serving their purpose' rather than because 'it's good-looking!'

The example that I began with in this blogpost looks trivial. But the message it gives is not.

In order to know the larger purpose that it serves, you may read Part-2 of this blogpost.

Footnote-1, Reader may add tips and suggestions from her own experience.
Footnote-2, This is the recommendation under Five-S's practice of Kaizen Culture.

Listen to the iceberg of VOC to acquire customers

Having traveled over 500-Kilometers in a 'bus-to-hell', I requested the agent to "book my return-journey on a bus-service that follows road-safety norms (especially the overtaking related), doesn't honk horn excessively, nor does it overuse brakes."

There was no other convenient alternative mode. A debt-ridden airliner had stopped operating on that (the Mumbai-Hubli) sector.

The travel agent gave me a funny look as if he was booking a ticket for an alien.

Not his fault because he was used to conventional requests like "timeliness, cleanliness, bus-with-video", etc. But someone like an idiosyncratic like me had to do the nasty job of giving customer-feedback. I usually don't hesitate doing so, sometimes even by making unusual requests such as above although unsure of the cognizance of it. 

I'm optimistic that sometime someone will. I think every customer who isn't, deserves to get a shoddy quality if s/he does!

Anyway, whether a customer complains or not, is it difficult for owners/managers of tourist buses to prevent their bus-drivers from overdoing: honking, speeding-up, braking on-and-oft, etc. kind of bad work habits. Now a days even digital technology is available to do so. Drivers, especially the bus-drivers, are constantly in a mood to kiss other speeding vehicles passing by.

Perhaps only on Indian roads the passengers must be getting reduced to a continuously-rattling grain-in-a-sieve. One has to master the art of Napolean-nap (quick nap on horse that he's famous for) to be able to take one in between a couple of sets of honking and braking in buses in India.

Forget feedback or lodging a complaint, hardly anyone even dares to voice such abnormal driving behavior. Surely s/he won't for the fear of the 'boss'-driver particularly if forced to travel frequently in the same bus.

Some companies do have a mechanism to capture such voice-of-customer (VOC). Because they know that, although sounding like 'idiosyncratic' casual remarks, VOC are just a tip of the iceberg (of complaints not voiced by many others for various reasons).

Some of them are sensible and sensitive enough to take next steps that of digging into the iceberg to take corrective and preventive actions treating such voices as 'complaints', although at times they may not be so.

- But having taken actions, how many look at the resulting improved practices as a competitive advantage! 

- How many build upon them and deploy them horizontally as specifications enhancing their own standards over and above their 'core-offering'! 

- How many communicate them (through their marketing promotion programme) in order to differentiate their services from from others!

Those who do, do score over their competition!

What steps do such forward looking companies take?

1/ They educate their staff that hardly over 4-out-of-100 dissatisfied customers might end up complaining. Rest just quit without-telling even as the so-called satisfied customers continue to 'live' with abnormalities until of course they get alternative-options.

2/ They install various mechanisms such as follows to capture VOC.

- They actually travel like a ghost-customer (known as mystery-shopping practice) in order to learn by observing abnormal as also good practices, if any.

- They train their staff to speak and/or 'actively-listen' to customers just as a mother would do with her tiny tots in order to learn their unspoken-unmet needs over and above their 'crying' wants anyway.

3/ They put Kaizen-improvements in place on relevant VOC observations, abnormal as well as good practices of own as also that from customer's gemba, and unspoken-unmet needs as also wants.

4/ They train and re-train their stakeholders on the above for effective implementation.

Actually specifications such as timeliness, cleanliness, video, etc. are a given 'Must-Quality' norms to enter or at the most to be in business.

Additionally it is the satisfaction of VOC: unspoken-unmet needs as well as wants (that's why it is called as 'Quality-that-Delights' the customer) that has the power - to expand the base of customer as also of the business (Ansoff-Matrix) by not only helping to bring out innovative products/services but also - to pull in additional customers (brand-affinity) while retaining the existing ones on existing products/services (brand-loyalty).

Of course, effectively communicating the resultant differentiations among all its stakeholders is part and parcel of the process.

Very few companies actually administer such a conducive mechanism by-design. Imagine the scope to benefit from it in terms of top-line sales and bottom-line profits if they do.

Also read a few relevant blogposts hereunder: Please do consider leaving a comment or sharing this post.

No Time? Micro-Meditate!  
Functional-Aesthetics
Listen To The Iceberg Beyond Tip

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