How often do you hear VOC

Given an opportunity, which air-conditioner would you buy: split or window?

Would you buy 'split' at the price point of the 'window' unit?

Of course, I would go for 'split' at the price point of the 'window' unit. Less noise at lesser price! 

But I've not done so yet.
Not because the split unit is not available at the price point of the window unit but because I've been on a search for a split air-conditioner of which the diffuser is small enough to fit into the opening for a window air-conditioner. I am yet to be delighted on such an offering.

Like in most houses provision for a window unit is a given. 

Same isn't the case for a split unit which actually needs a smaller hole, much smaller than one for the window unit. Is it a design-flaw or is the exclusion itself by-design?

Whatever may be the case but above paragraphs have some Voice Of Customer (VOC) hidden in there that has potential to differentiate an offering. 

1/ For a builder-developer and an architect by providing a hole for a split unit at construction stage itself. This is to avoid the wastage of breaking the wall open for split unit.

2/ For an air-conditioner manufacturer-designer by making diffuser of a split unit small enough to fit into the opening provided for a window unit. This will create an opportunity for increased sale of the split unit.

From the configurations (see figure) of a typical manufacturer, you may find that none of the diffusers of the 'split' unit fit the 'window' width that is about 660 millimeters (standard). Of course, this is not until someone makes it to fit into the window and makes the customers aware of it thereby pulling 'window' unit customers to buy 'split' unit.

There are many opportunities if marketers and designers choose to innovate by mining into VOC such as above. Differentiated offerings as above could be possible by simple frugal innovations though many real innovations themselves are possible with frugal expenses on R&D if at all.

"How often do you hear VOC?"
Jokingly many reply: "Hardly any! Because she (customer) doesn't speak!"

Although this is fit to be a whatsapp reply, part of it is certainly true.

Customers are difficult to get to speak. Hardly any tell you what they want.
Fewer know what they need although they want to design their own life.
So somehow both the above types get rid of you by filling in the blanks in customer satisfaction survey forms in order to comply to your request. Analysis of such 'tick-marks' on the forms adds a little value if at all. 

If at all any of them do (speak), hardly 4-out-of-100 that are not satisfied with the offering, do so to complain reluctantly.
Rest leave without telling the supplier and join hands with the competitor.

Knowing this well some excellent companies capture VOC proactively.

Komatsu for instance fitted GPS-enabled software (KOMTRAX) in their equipment so that their engineers can capture and 'visualize' customer problems, needs, etc. in real-time as also they can value-add to their operations by updating them on their equipment utilization, etc.

Toyota for instance, fitted micro-phones in their new car models during test marketing so that they could capture 'feelings and expressions' of their customers that could be built into the product before commercially releasing them as competition to their own current models.

So do you have guts to cannibalize your own products before your competitors do?

Can't you make your customer speak, capture it, and build it into your offering faster than your competitor just as the Komatsus and Toyotas did?

Why not? 

Also read a few relevant blogposts hereunder:

Aesthetics Spills-Over Function, Want Spills-Over Need (Part-1)
Aesthetics Spills-Over Function, Want Spills-Over Need (Part-2)
Functional-Aesthetics
WOW Work-Culture: By Telling or Selling
How To Make A Difference
Nauseous Communication Gaps
Judge If It's Paralysis-By-Analysis
Suggestions On-Sale, None-To-Buy
Taken-For-Granted ? You Deserve It !!
Strategise To Achieve Targets Daily
Does recognition really matter
Customer or Custo-Mer ?
Experienced A Delightful Payment !
An Experience of Heart-and-Soul
Do you keep curing your brand ?
A customer gets what s/he deserves: Shoddy Quality!
Listen to iceberg of VOC to acquire customers
Do You Force Customers To Quit
Should one care for value ?
Treat Root-causes, Not Symptoms !
Do You Ask Right Questions ?
Talk In Order To Listen! 

Who Comes First: Consumer Or Customer ?

Other day in one of my sessions, the marketing staff complained about (false) sale of some products. The goods sold by the company a couple of years ago were still lying in near-unpacked condition at buyer's end. The new staff at their client company appeared non-cooperative when the seller approached to effect a new sale.

The objective of the training workshop was to improve sales revenue. The case under study turned out to be one of a wrong-sale.

Why were the goods lying in near-unpacked condition for so long?

Because the user didn't find it fit-for-use.

Why?
Because the order was finalized by purchase manager without adequate involvement of the end-user.

What had happened was the seller knew the purchase manager who happened to have 'influence' on closing the deal. So he used his relationship to materialise the order.

In the process the real user got ignored.

Not only does ego of the user gets hurt due to such indifference but also some opportunities get lost.

Opportunity to understand real needs: the voices of grassroot level customers.
Opportunity to design-in such voices in order to make the offering robust.
Opportunity to outdo competition through customized offering.
Opportunity to enhance relationship.
Opportunity to create 'word-of-mouth' publicity advocates reinforced through delightful experience of the offering.

All this loss at the cost of loss of future business.

Buyer's management might succeed in forcing the end-user to use bought goods particularly if it's a costly capital equipment. But such forceful 'selling' calls for some long-term Costs-Of-Poor-Quality (COPQ): Costs due to reluctance to use. Costs of wrong use. Costs due to inadequate serving of purpose. Costs of sour relationships among people within and without.

All this waste because of overselling or inadequate selling.

What's the learning?

Understand the difference between Consumer and Customer! End-user of the pen or pencil, the child for instance, is the consumer. Buyer, the parents, are the customer.

Consider the voice of consumer regarding functional use (her needs) first while designing an offering.

Do consider the voice of customer as well in order to design-in peripheral aspects of the offering as well as nuts and bolts of the corresponding buying process: the wants.

Sometimes however the role of consumer as well of the customer may be played by the same personality.

In any case, she might take presence of both the needs and wants for granted as a 'must'. But the seller/marketeer can't afford to because the absence of both surely won't be taken for granted individually nor jointly by both the consumer as well as the customer.

Also read a few relevant blogposts hereunder:

Aesthetics Spills-Over Function, Want Spills-Over Need (Part-1)
Aesthetics Spills-Over Function, Want Spills-Over Need (Part-2)
Functional-Aesthetics
WOW Work-Culture: By Telling or Selling
How To Make A Difference
Nauseous Communication Gaps
Judge If It's Paralysis-By-Analysis
Suggestions On-Sale, None-To-Buy
Taken-For-Granted ? You Deserve It !!
Strategise To Achieve Targets Daily
Does recognition really matter
Customer or Custo-Mer ? 
Experienced A Delightful Payment !
An Experience of Heart-and-Soul
Do you keep curing your brand ? 
A customer gets what s/he deserves: Shoddy Quality! 
Listen to iceberg of VOC to acquire customers
Do You Force Customers To Quit
Should one care for value ? 
Treat Root-causes, Not Symptoms !
Do You Ask Right Questions ? 
Talk In Order To Listen! 

Are You Good If Others Are Bad?

Last week just before conducting an audit for Continual Improvement Culture (CIC) in one of the companies in Western India, I asked the audience to self-assess and give a score for CIC at their workplace.

Few participants gave a score of 10%. Few others rated themselves on higher side with a score of 40% although they had just begun attempting the CIC initiative.

I proposed claps for those who rated themselves on lower side. Why? Because their score wasn't to underestimate themselves but it intended to show further scope for improvement.

A headline in Loksatta newspaper reminded me of this incidence. The news reported a minister (in a conference on Change) challenging Gujarat state touted as being ahead of Maharashtra.

How do you think progress of an individual or an entity be measured? What should be the measures of performance to decide who's ahead of whom?

Is it the result or the means to it or a combination of both? The means inter alia may include attitude, continuity and consistency of approach to help achieve the desired results.

If it was results alone then it's the Hare that would always get declared as winner. If it was the latter then it's the Tortoise that would always get declared as winner.

Actually it should be a combination of both. In addition it should include the rate of efforts applied while trying for enhanced rate of improvement. Outcome sometimes may be failures (to learn from) rather than expected improvements per-se though.

If you think this approach to measurement is right then the challenge reported in above headline seems confusing.

If the claim therein were to be right then:
1/ The rate of improvement of infrastructure in Maharashtra should have outpaced the rate of urbanization that of 50% as quoted by one of the economists during the same conference.
2/ The industry scions wouldn't have 'complained' of poor infrastructure and poor assistance by government as reported in the same conference.

Anyway, the point of contention is: isn't it in your own interest to compete with your ownself than with others. Its not necessary to show others down to show ownself up.

If at all one wishes to compare with others it should be with an intention to stretch own benchmarks. It should be to find out how far and how fast one needs to go in comparison and by what approach.

In short, it's good to think and take positive steps rather than otherwise.

It's good to aim at 'sky' as your template of destination. It's better than looking down upon other's garden to show your's to be better and bigger.

Also read a few relevant blogposts hereunder:

Make It Simpler, Rest Will Follow
How To Make A Difference 
Big-Be Or Bug-Be ! 
Treat Root-causes, Not Symptoms !
Nauseous Communication Gaps
Do You Cleanup-After-Crisis
Raam or Krishna-Shyam: Tell me Hey Raam!
Will It Work Here? 
Some Moron ! Some Great !!!
That's How Morons Work
You seem Reasonable if you appear Un-reasonable
Smart-Moron Who Breaks Your Glass 
WOW Work-Culture: By Telling or Selling
Suggestions On-Sale, None-To-Buy
Can-changing-thoughts-change-a-nation
Ridiculous Poison-culture versus Maverick Kaizen-culture
Tolerate Once, Twice, Thrice?
That's how some business partnerships work
Taken-For-Granted ? You Deserve It !!
Technology in-place, security dis-placed
IQ-EQ-or-SQ: What-is-more-important?
Do you know a Best-Career-Plan
Customer or Custo-Mer? 
Experienced A Delightful Payment !
An Experience of Heart-and-Soul
Less With More And More Gets Sore
Should one care for value? 
ABCD of India Shining
Beware Of Political-Presentations
Do You Cleanup-After-Crisis
Hoarders Of Filthy Hoardings

A Ride To Hell

Front-n-back a ride-to-hell

Left-to-right like-a Swinging Bell

A sure death-knell if you don't spell

That was the ¹©MaiKu ringing in my ears while a bus took me for a ride. 

Last couple of occasions while returning from Dahej, taxi that I booked couldn't reach to pick me up at Borivali station due to traffic jams. While I resorted to BEST buses as an alternative mode between 9-10.30 pm I experienced hell-like driving by the drivers.

1/ At curves it was really dangerous particularly at blind-corners while at times the driver tried to negotiate brushing passes at the dividers. He was driving as if he was in a race.

Like a pendulum the passengers were literally made to swing 60-to-90 degree. Imagine the plight of senior citizens with ailments such as backache or vertigo etc. as also that of standing passengers.

In case of travel on the 7th, a few passengers including me did try to suggest to the driver to drive safely with reduced speeds. But the conductor advised me "not to advise the driver" and that "they have that expertise".

This is a typical case of not being proactive  to prevent fatal accidents. I later wrote to the authorities about accidents due to similar causes in past on the same road. One can see the logical linkage of Cause-n-Effect relationship of accidents due to unsafe practices in general and unsafe driving (behavior) in particular.

2/ In case of travel on the 21st, I had a heavy bag with me. I was sitting near rear door. I told the conductor that I want to get down at Luis-wadi stop. Conductor kept telling me to walk to the front door in running bus. I expressed my inability to do so with a heavy bag in hand. I had requested him for a 'Stop-Bell' so that driver takes a patient 'stop'. The conductor kept telling me that driver won't stop unless he 'sees' me near the front door. That was a funny behavior particularly when I wasn't able to walk in a speedily 'jolt-fully' running bus.

Finally driver did what he wanted to do ignoring justified patient-stop request of the customer. I had a 'good swing' between the two doors and a 'jolt' between the front door and the road while finally 'managing to negotiate' to get down.

What Next?

1/ I requested the authorities to escalate this matter for appropriate action.

2/ Also as a commitment to the SAFETY-cause, I offered to help them to systematically bring in change in such unsafe and reactive behavior of their staff and managers. Merely 'telling' them to 'drive safely' or 'slow down at turns' or 'don't exceed speed limits', etc. with corresponding 'signboards' won't be of much use. 

What's the learning

You get what you deserve if you don't play your role to bring about change.

Staying indifferent is like supporting the undesired. I registered a suggestion-cum-grievance rather than merely a customer complaint to both the deliverer of service on-the-spot as well as to their management with a probable solution. I also made an offer of my help to make a difference.

I didn't bother about success or failure of their buy-in while making the offer. Now it's their choice.

Footnote:1. ¹©MaiKu Is My-Haiku

Freely ideate it's poetic rhymes

Any objective topic it chimes

Winning 2-Minutes To Customer

Just read in Loksatta about one Mr Chitale receiving compensation of Rupees 7250 directly transferred to his bank account y British Airways for wheel of his bag getting damaged in handling. Airlines' response was smooth and speedy he said. Airlines had tried to repair the bag through their supply-chain partner but in vain.

In 1997, I was in NewYork on a group-study-exchange mission organised by Rotary International. While traveling from NewYork to Orlando, inadvertently my bag reached to Chicago. I complained to the airlines office at the airport. They promptly sanctioned 100 Dollars to me against the bills for essentials like overnight clothes, toothpaste, etc. Being around Disneyland I was happy to buy a couple Mickey-Mouse brand clothes at the airport.

Next day morning I got a 'good-morning' call from reception desk saying my bag was already in the hotel lobby safe and sound. Not much trouble for me although the airlines did have an opportunity to eliminate the error in baggage handling.

In a stark contrast to such delightful experiences, in 1981 I had to run from pillar to post knocking doors and windows in vain for a broken bag and its damaged contents due to erroneous handling by Air-India. Since then I avoid flying on it: a customer-quit as they say.

I remember that painful experience even after decades.

What is the learning?

There might be some chance of a person forgetting a good experience but hardly any chance of a customer forgetting bad experience from a supplier.

In case of one airline it was about 'sensitivity' to customer complaint while dealing it with a 'sense-of-urgency'. In case of other airline it was about 'indifference' to customer.

Now a days the sensitivity has acquired some strategy and structure to respond to customer complaints as a part of excellence-journey of companies. 

A Structure To Respond To Customer

I had introduced a 2-2-2-2©structure in terms of a model to respond to any stakeholder in general and to customer in particular. It was first introduced in a Cummins group company: Fleetguard Filters Limited Pune.

It was later on institutionalised in Cummins group worldwide.

In the context of a customer complaint, the 2-2-2-2© model might mean 2-Minutes, 2-Hours, 2-Days, 2-Weeks time-bound response to  customer for a given level of performance strived for. The response is supposed to eliminate root cause/s of the abnormality within 2-Weeks rather than stopping at first-aid treatment that anyway must be given within 2-Minutes. A powerful review mechanism driven by CEO (with an escalation matrix that an aggrieved customer can access in case of non-compliance) is an integral part of the structured process in order to ensure the timeline and quality of it's compliance. 

In the context of various other business situations, the timeline may be different and must evolve. For instance for an emergency/crisis having high impact, it could mean 2-Seconds, 2-Minutes, 2-Hours, 2-Days.

There is an empowerment mechanism built into the structure. Timeline-based visible dimensions as above are the generic ones. Company specific visible dimensions may be some sanction limits such as 100 Dollars compensation or a freedom to handover gift for the hassles or the efforts taken by the customer to complain and so on.

More important are the invisible dimensions that result into the culture reflected in terms of the spirit, the body-language, the humbleness, the humility such as that I had experienced while the airline employees responded to the complaint in making it hassle-free and speedy. 

There is tremendous scope and choice for innovations in both in order to delight customer with differentiation. The invisible ones in particular are difficult to emulate. That's where lies the competitive advantage.

If such a structure is implemented effectively, the customer becomes supplier's advocate and it's rewarding in long run as well as in terms of short term sales and numbers. Such an advocate is much more effective than even a highly paid marketing manager.

A prospective customer is likely to believe and act more often if recommendation comes from the horse's mouth: The Word-Of-Mouth!

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

Overworked? Tension? CPU of the mind hung-up? 
Do you exercise your choice meaningfully 
IQ-EQ-or-SQ: What-is-more-important? 
Eternally Happy! 
In-a-problem? No-problem! Dwell-a-while! 
I am afraid ! What do I do !! 
Fearful-Of-Death-of-Birth
Take Habits For A Ride 
Happy-Birthday-to-Youooo
Do You Celebrate Mean-or-Green 
Big-Be Or Bug-Be ! 
Raam or Krishna-Shyam: Tell me Hey Raam! 
Are You Good If Others Are Bad?  
Want Need-Or-Want 
How To Make A Difference 
Love is Care.. Care is Love !  
Deity is in the eyes of the beholder 
Success-or-failure! What-do-you-like?
Ball-Basin-Team Combine !  Maketh The Smile Divine !! 

Can-changing-thoughts-change-a-nation

A customer gets what s/he deserves: Shoddy Quality!

A Customer Complaint made to a reputed taxi service in Mumbai was: 

1/ The taxi booked was not found until few minutes after the appointed time. So the driver was called (by customer) to find out his 'whereabouts'.

Taxi was found to be parked away on road. The driver refused to go to customer's colony when requested. He threatened to go away if the customer did not go where the taxi was parked.

2/ Nor had he informed his arrival although he said that he had. In fact, customer called him up a few minutes after 'no-show'. Attached screen-shot of the customer's cell shows 'outgoing' to driver's number but not incoming from his number.

3/ On telephone as well as in person, when the driver was asked 'why he did not come inside the colony' he arrogantly replied: "Our Taxi-Service-Provider gives too much importance to Customer. (In his vernacular language: "Ye Taxi-Service-waleney Customer ko aisa, implying 'chadhake', banaya hai''...and so on).

Supplier's response after over a week of registering the complaint was:

"Please accept my sincere apologies for the inconvenience caused to you."

Where does the above real-life practice fit into business principles?

How should, a service provider wanting to stay and flourish in business, look at a typical customer complaint?

The above transaction is a typical case-study of INDIFFERENCE that should be avoided at all the touch-points with all stakeholders especially with customers by both the front-liners as well as the rear-end officers. (Reference 'world of Kaizen' book).

What is a customer's rightful 'expect'ation after a typical complaint (that hardly 4% of the dissatisfied customers choose to make):

1/ First of all the first-aid so that s/he gets quick relief. (In addition, apology is anyway expected but it's of no use without the First-aid.)

2/ Right to know specific details of what exact action was taken to prevent the situation from occurring in future.

How does a typical supplier respond. What INDIFFERENCE do most suppliers engage into:

1/ First of all they deny the complaint then they defend.

2/ They express dry apology without taking preventive action. Such an apology is like rubbing the wound. (The taxi service in above case fell in this category.)

3/ They don't keep customer informed about specific details of what exact action (if at all) was taken to prevent the situation.

4/ They expect customers to forget service-errors s/he had faced during the year in lieu of a yearly-gift-packet and/or sweets. While the gift 'dry-of-emotions' reinforces their vow to quit, most customers shamelessly accept it in exchange of an unexpressed abuse (to the supplier).

Funnily, a typical supplier doesn't mind recruiting a well-paid customer-care officer who is well-trained in handling an errate customer, and further training him in writing flowery letters so that 'issues' are taken 'care' of.

Result:  Customer continues the service provider only until s/he finds another option so that s/he can QUIT. Meanwhile, s/he plays the role of a devil-publicity-officer 'bad-mouth'ing the supplier's services among not less than a dozen prospective customers.

As someone says, it takes 10 times more money and efforts to acquire a new customer.

Isn't it wiser instead to invest this money in training associates on what the customer 'expects' rather than spending wastefully on reactively 'managing' the effects of indifference.

Should a customer bother about such 'small' issues?:

If s/he wants a change in such careless attitude, then yes!

S/he must play her small-bit-a-role though. Else, s/he should not blame suppliers for shoddy quality of service. S/he must help to get service-error out of the system which otherwise anyway will keep popping up above the carpet exactly when unwanted.

If and when it eventually does pop-up then the corresponding customer got what s/he deserved. Also s/he makes herself deserving to what s/he will get in future.

Does recognition really matter

Message on wall was self-explanatory as in the picture.

So I 'rang the bell'.

A few people looked up. Some gave smile. Others quickly got themselves busy in their work.

The relationship executive who delivered satisfactory experience gave a cute smile full of satisfaction at her personal level.

I said 'thank you' to her. Came back home with my 'instant debit card' and a couple of other pending works completed in the bank.

What did she do differently to deserve the 'bell of satisfaction'?

Like her name, fragrance of her multitasking was clearly evident on a busy Saturday morning in a typical bank: Correcting a wrong entry in the passbook on the spot, issuing  a debit card, helping someone to fill in a form, answering a telephone query, apologising for a waiting-customer, etc. All with a smile and a sense of urgency.

But something was surely missing in the system although the bell gave a feeling like a temple with it's strings in the hands of customer as God.

The mechanism was certainly good with good intent but it could have been better with a little enhanced sensitivity. 

An employee may do everything possible in her individual capacity to satisfy a customer. But if one expects every employee to do so to everyone everytime then in the case such as above, the situation could have been leveraged a bit more.

For instance, a designated member of the top team or boss of the employee who delivered satisfactory performance could have immediately appeared on the scene for a couple of seconds though in order to clap for the employee as well as customer.

It (offering a differentiated service in a uniquely different situation) might matter to an employee if 's/he and her such work' matters to others, to colleagues and superiors in particular. Otherwise it's her duty by rule anyway forcing her to 'service with a smile(-mask).

Alternatively, there should have been a display board just below the bell displaying name and photo of the 'last week's heroes who got the bell'. If involved, employees themselves may suggest innovative ways.

In short, the system fell short of some immediate recognition from insiders that surely has some 'shelf-life' resulting in extended employee engagement and thereby customer satisfaction as a bye product.

Also it may be worth surveying whether most satisfied customers were engaged in using the system in past. How many satisfied customers express their gratitude just as a dissatisfied customer promptly bad-mouths to at least 10 prospective ones?

The doubt is because when I did, some gave me a surprise look indicating 'does it (the acknowledgement of good work) really matter'.

Yes it does. It's like a breath to get motivated human behavior, the lingering fragrance of which can be easily 'smelt, felt and seen' by anyone.

Customer or Custo-Mer?

That's what one is sometimes forced to say in Marathi: Custo-Mer.

Those who know Marathi (language of Maharashtra state in INDIA) know that  'Custo' (कष्ट), as it is pronounced in first part of the word customer, means 'donkey-like-efforts'. The second part 'Mer' (मर) pronunciation in Marathi means 'die'.

So, funny part of customer in colloquial language is: Custo-Mer (कष्ट-मर) is the one who is left to 'die' of his own 'donkey-efforts' in terms of endless followups to get a better service.

Most of us get such experience sometime or the other. Recently I reworked such 'efforts' like many others who were yet to receive their 'Aadhar-card' (a unique-identity-card for Indians), the card that is supposed to provide 'support' to the receiver (in terms of facilities yet to be fully known as of going to the press).

I had undergone through the entire procedure along-with necessary paperwork for 'Aadhar-card', 18-months ago on 13/08/2011 to be specific...Got the proof having done it.

Six of my family members 'enjoyed' a 'forced-leave' from 'work-day'. They stood in a long-queue that is typical of an  inefficient office to get certificates, cards, refunds, etc. 'Enjoyed' because theiIr website was full of entertainment in the form of fun-filled notifications on delays such as traffic-jams, system-failures, staff-shortage, etc.

All my family members received the card except me although going through the procedure bumper-to-bumper one-after-the-other.

I repeatedly checked 'status' of the card on department's website only to receive a message: "Sorry! we could not find Item Number in our System for this EID Number".

Since no one in their brick-n-mortar centers knew 'what to do in such cases', a couple of months ago I wrote to their HELPLINE 'help@uidai.gov.in' with all details for 'the needful'.

I  waited for a reply like waiting for a TOLL-FREE number attendant to answer back. Sometimes I wonder whether the auto-reply, toll-free, etc. kind of technologies are deliberately used to keep a customer away. Or may be waiting is due to staff on-line at both places were busy in attending people in queues at their brick-n-mortar centers. On-line or in-line,  in any case waiting is the common denominator. 

Today as though to compensate for an other extreme  experience (a 'satisfactory customer experience' that I had at other place) I had to stand in a long-queue at one of their brick-n-mortar 'Aadhar-card' centers to inquire my fate.

The girl at the center replied they might have lost the data. An example of how technology can be a 'boon' sometimes and can be a 'curse' sometimes!

She asked me to 'stand in a queue early morning at 7am' after 8-days so as to 'get a token and a date'... Then 'stand in a queue' again 'with token' on the given date alongwith papers for 'rework to get the card reissued. 

The question is why on-line systems do not work (in a country that teaches software to the world)?
Why can't they issue tokens on-line?
Why should the customers 'Mer' (die off extra eefforts) or why 'rework' of the suppliers forced upon them?

Of yes, I got the answer.

I was wrong in presuming myself to be a customer. Actually, I was a supplier of tax money to government. How can a supplier expect better treatment than this one. At most I was a Custo-Mer (कष्ट-मर).

So I nodded to the girl's suggestions agreeing to eagerly wait in their 'fun-filled queues'.

I hope the 'rework' does the 'work' this time.

25th September 2013 dawns! 

On reading the news that "Don't worry, Aadhaar is not mandatory for now" in DNA, I am back again on this blogpost after 5-months. 

In April, I had reworked the procedure as above to obtain the Adhaar-card second time. At the center I was told that the card will be delivered within a couple of weeks. On logging in to check status of my card, I got message on screen saying "Your card is under construction".

So the 'rework' department was yet to do work. While I kept my fingers crossed, I came across a few fuming tweets as in picture herebelow. 

With the "Don't worry" news in DNA, individually I may not be worried. But as an Indian the same news did worry me.

Because although with Aadhar-card, Indians seemed to be happy thinking they got Aadhar (support) Bangla-Paki infiltrators got nir-Aadhar (making availing of illegal benefits difficult to them). The news thus negated the latter. 

Where do we Indians look for Aadhar (support) now? Any tips? 

That's how some business partnerships work

Take-care Take-care 

Free-pack could be a Curse-pack Dear customer

That you may murmur later

These Maiku (My Haiku) poetic lines got shaped while I was on a flight.

Seat pocket in front of me was stuffed with reading material and 'offers-on-board' for 'captive target market'.

Here is a picture of one of that about 'business partnerships' and that of an 'air-pillow' kind of pack received free-of-cost (courtesy a partner). It was a delight.

I photographed them both ignoring embarrassing look by my co-passenger. That's how I behave: an idiosyncratic fellow taking odd pictures such as around even a wash-basin, catching 'innovative styles' of someone blowing nose.

My so-called delight was short-lived as I found only four biscuits inside, against expectations that the inflated 'air-pillow' size pack seemed to raise. The innovative shape of the biscuits made them 'look bigger' that actually were 'smaller in weight'. 

The pack itself was a 'bag full of gas': A near-empty ppromise! 

Isn't it too much that a miser customer like me expects on a budget-airline. No wonder that the co-passenger was embarrassed.

Anyway, coming back to business of this blog-post, that's how some business partnerships work if not most.

The other day someone asked my opinion on an offer that came his way: "Indigo diesel available for 2.5 lacs. 2012-model."

I told him what an old car dealer often suggests. Price may be good but mechanic should check out engine condition. Check if it's an accident-car (changed-color remark on RC book is one clue); Kilometers ran (check if the dial is changed); Single-owner (and a known owner is good); Clear papers, etc.

My friend appeared insistent: "It is available from Maruti's second-hand dealer. So the offer should be reliable."

I shared with him my learning "from reliable sources" that there do exist 'partnerships' as a part of a typical 'business strategy'. Sometimes they are in the interest of customer. Sometimes they are Cozy-Nexus solely in the interest of the supply-chain itself as in following example:

- A typical 'second-hand-dealer' (let's call him a SCD), for instance, has an arm's length connection with a 'new-car-dealer' (let's call him a NCD) who makes an 'exchange offer'.

- NCD sends a valuer of SCD while offering a test-drive of a new vehicle.

- After exchange-deal is through, the SCD takes away old car and sells it on demand-supply criterion or with a mark-up of 30% margin whichever is higher. 

- So both the SCD as well as NCD do have vested interests in trying to push through the respective deals. Rightly so for them although not for customer! They are in business!!

In such cases the marketeer tends to oversell. But a prospective customer should behave business-like when s/he comes across an 'attractive-offer' like "Indigo diesel available for 2.5 lacs. 2012-model". After all her money is 'hard-earned'.  

The old-car dealer's suggestions referred earlier need to be viewed in light of this. That's also a reason why a single owner, a known owner as a direct-seller (without a middle-man) in-for a 'distress-sale' is more likely to be a good value-deal. Provided of course a reliable mechanic certifies condition even if it means paying his fees to inspect for 'some strings attached', if any.

Is it a value-deal then you need to ask every-time someone claims it to be a 'Unique-offer'?

Is it a value-deal when you go to buy biscuits that 'look-bigger'? or
Is it a short-term value on offer when so-called 'partners' offer you something FOC (free-of-cost) with a pack that looks disproportionately bigger? Are there any strings attached to the offer? or
Is it a value-deal when a telephone subscriber gets a movie-ticket free if s/he buys one on Tuesdays?

Is it a value-deal when you get 'Buy-2-Get-3' kind of free-offers?

Sometimes yes! Other-times no!!

Less With More And More Gets Sore

Yesterday, I was supposed to take a 9 a.m. fight on a leading airline. I was cutting it too fine to reach Mumbai airport after an overnight travel from Hospet.....

Do you keep curing your brand?

I requested telephone company to shift one of my landlines to my old house. It took one week for them to respond.

On 'the' day of shifting, I told their lineman about the instrument being defective: "Sometimes outgoing calls couldn't be made". As usual the reply was "instruments in short-supply". Having heard similar replies in past, I had installed a cordless anyway.

"I would appreciate if you please try (to test) a few from your go-down  You might get a good one in the dump there if I am lucky": without any expectations very politely I made a request to the govt employee.

Next day I was 'awestruck'. I saw the lineman in front of me with the instrument without any followup.

When did you last have a WOW experience like that?

For me it was 'one of it's kind delight' experienced over a past few months.

In a high-mistrust society, where "I will meet you at 9'O-clock" promise might mean 9 a.m. or 9 p.m. or whatever the '9' means to the parties concerned, there are more chances of you getting 'awfully struck' than 'awestruck with a WOW'.

Although spiritual person in you may look for a positive awe even in an awful experience, in practical business sense what does one expect: A product to perform to it's specifications just as one would expect a person to perform his duty and fulfill his promise.

In real life, past experience about a product or a person does stay in mind making one knowledgeable about what/who does or do not fulfill a promise consistently and reliably.

To me such an 'experience' full of intangible feelings and associations created along-with it's delivered-tangibles is the 'brand experience'. And corresponding 'expectations' created in the mind of customer that linger longer is the 'brand image'.

Conventionally, a brand is recognized by a bundle of it's tangibles and intangibles delivered consistently over a period of time. The American Marketing Association defines brand as a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers ... A brand may identify one item, a family of items, or all items of that seller.

Companies do spend a lot of money and efforts on 'building a brand' but most of it on building it 'externally'. They spend a fortune on choosing 'right' name for the brand , an 'attractive' logo, 'look and feel' of the offering itself and that of the POS (point-of-sale) outfits.

Above all, apart from 'being' on multimedia and on eye-catching hoardings, etc., 'the brand ambassador as well as CEO' spends precious time on promoting it. Companies also ensure appointment of a consultant, a dedicated team, a marketing plan and budget for it.

Coming back to my experience in the telephone case, 'brand image of the person' who delivered telephone service appeared to be good at least on that particular day. Brand image of the telephone/service/company however was in general far below-standard. May be so because a system was not in place to make such 'good' experience repeatable in their day-to-day operations. In fact, the damage is so severe that it's beyond cure although it is still above water with gas-supply from 'motherly' government.

In short, with the help of marketing-efforts a brand may get born in the mind-space of a current and/or prospective customer. But in order that it 'lives (there) happily ever after', operations discipline plays a major role in maintaining it without which 'external marketing' to augment it's 'look and feel' stays superficial. Without improved-operations-combined-with-hearty-smile at each of it's touch-points in the process of delivery internal as well as external, it is like being indifferent to deliver customer's real needs, expectations on quality and differentiated experience.

I had not tried an augmented food-dish until the counter-boy at a fast-food-joint educated me on it the other day with a genuine smile. It was 'available' on the menu-card all these days. But it was not well-communicated. So it did not result into business due to ineffective communication. The dish did not go beyond staying on the shelf just as it did not go beyond at-most staying in the peripheral vision of the customer.

Marketing may move an offer to customer's mind-shelf but operations must move it off-the-shelf. Indifference by anyone in the chain thus is a sure way to 'kill a brand' each moment a customer is in 'touch' with it's unsatisfactory experience.

If you go by a finding that "every dissatisfied customer 'bad-mouths' a brand to at least ten prospective buyers", you will know for yourself whose speed will be higher; that of  the CEO promoting/building the brand or that of the dissatisfied customer destroying it.

Satisfying customer's eye-balls may bring him to water once but not often and surely not force him to drink it. Brand is not about 'showing' to his eye senses a couple of times & 'leaving' it at that. Brand is about 'leaving a lovely and lively experience pleasing customer's senses' and 'living it each-day-each-time throughout it's lifetime' at 'each of it's touch-points' right from the moment a prospective customer conceives a need and begins researching for purchase and then finally disposing it off post-it's-use.

I still remember the first Indian 3-D movie: Chotta-Chetan, for the snake that I felt 'touching' my feet forcing me to fearfully coil in the seat. Hundreds of other people in the theater wearing an embarrassed smile with special 3-D spectacles on them 'experienced' the same. Not only production and marketing of the film was excellent, but also the operations that perhaps blew an air-draft under the seat that created a lasting 'touch' effect. Anyway, the success was evident in terms of huge box office collection of around Rs 60 crore during 1984-85 and 50 crore on it's re-release (1998). The film that won President's Gold Medal created a no-disposal 'recall'.

Brand is about a customer feeling it, smelling-eating-drinking it, talking about it, dreaming it, and in-short breathing it with a lasting 'recall' as an advocate in front of other prospective customers.

Successful brand building is perhaps more about doing creative 'internal marketing' so that 'internal customers' as suppliers 'live it': smell-eat-drink it, feel it, talk about it, dream it. In fact, they even 'breath it' in terms of putting their 'heart and soul' while 'caring to make' the corresponding offering 'lovely and lively' for the external customers to truly experience it like done by the 3-D movie.

Branding is about 'Living' it, not 'Show'ing & 'Leaving' it at that!