How important is a strategic plan for business?

Everyone out there is to sell something to someone. That's called as business in business language.

In today's VUCA (volatile, uncertain, complex, ambiguous) world the sellers seem to outnumber the buyers. If yet not, then they will eventually do. Because, Everyone out there is to sell something to someone.

Naturally, it's important to answer a few questions before setting out to do business without bankruptcy.

How to do business with limited access to resources?

That's where comes the role of strategy.

In order to evolve strategy you need to probe into yourself as also into your business environment. It'll help you to do PEST and SWOT analysis as they say and do in business. PEST and SWOT you need to do both at personal as well as business level.

You need to know Where you want to go?
With what (offering) and how?

In order to do this adequately, you should've heard and read the VOC Voice-of-Customer.

Strategies derived earlier will help you to translate the VOC into delivery of the delightful offering to customer duly differentiated from competition and of course with cost leadership. Unless, of course, you want to drive volume leadership at calculated loss by design.

Now you need a daily control over the strategy to stay ahead of competition and stay successful sustainably.

Mosquito to teach patience

Say, you are busy reading a long pending novel.

A mosquito sits on your left hand.

No sooner you shove it off, another one troubles you.

You get upset. You try to hit it hard.
It escapes leaving a mark on your hand.
The cup of coffee by your side spills over you and over the book as well.

Nothing happens to the mosquito.
You get more angry.
If at all, everything that's wrong happens to you.

You hurt yourself physically.
You mess it up around.
You lose balance of mind as well thinking that everything wrong happens to you and you alone.
That enhances the chances of more reactions rather than a rational response.

Reactions generally tend to be wrong.
You invariably hurt your own-self more.

That's exactly is the result of getting angry.

Not that I'm free from it.
The learning that, however, I draw from it is that there's no point in getting angry.

Reactions tend to damage you your own-self more.
Instead, better to stay in control.
It's better to act (as well as proact) rather than re-act while enjoying the process of tackling the difficulties at hand.

Mosquito is perhaps the reason designed for you to learn patience and to learn to come out as a more composed personality.

If a mosquito can

You too can

Make a difference man

That's my Haiku inspired by the quote of Dalai Lama: "If you think you are too small to make a difference, try sleeping with a mosquito."

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

No Time? Micro-Meditate!  
What do you do when a dog barks at you?
How To Make A Difference 
Conscious Of Self-Esteem
Catch a Butterfly

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 
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

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! 

Will It Work Here?

Other day there was a friendly debate on whether mobile-money service will work in Indian demographics. Although I knew it was offered in India, some apprehensions such as ease of transactions, security, cost of service, etc. kept me away from it. 

One of the debating friends working with a phone-company demonstrated a transaction including registration process within a minute. That's the time I could experience relative ease of accessing it. I could unearth a few difficulties in the process though. But I was surprised why phone companies were yet to speedily target the middle and high income group segment of the market inter-alia which is more likely to adopt it speedily than the mass-market.

If it was "successful across Africa" (as quoted by one of them) with it's inherent diversities and difficulties, then a modified business model should work in India too, I said. It might call for adopting it and differentiating it for the segments within target markets. The marketing-mix strategies may vary depending upon the segments: Demographic, Geographic, Behavioural, Psychographic, etc. Selling would take place as a sequel anyway. 

In fact such a service is a boon to any developing country provided the service is localized, made easier and faster and at the same time needing lesser efforts-n-resources; in short if it was made leaner.

Demonstration to me for instance was done on an Android device. How could it be made user-friendly and agile for various devices with differing features and technologies?

Steps performed were displayed in English language. It called for memorizing a password too. How could it be made easier for the entire spectrum of demographics covering various levels of literacy (using fingerprint lock for instance instead of password), levels of income, population, etc? How could it be made easily accessible to geographical markets?

Based on voice of the target market such as above, 'push'-type personal-marketing like that done to tackle apprehensions of a typical prospective customer like me should have been in place. It is necessary at least until a product & process of using it and educating the customer is made simpler and leaner. Ultimate goal should be to create a 'pull' for the offer for enhanced sale.

Differentiating the offer by bundling it could be an added advantage such as that done innovatively by organisers of a music programme that actually prompted me to write this blogpost. One highlight boasted of in it's advt was: "Mr Tom, Dick and Harry coming together for the FIRST-TIME". The concert was at an inaccessible venue located far from city. So the second differentiation it highlighted was, "Bus service available after the concert".

Dynamics of the 'mobile-money' and the 'music concert' as offerings do differ. But the point worth learning therefrom as denominator for any offering in general is the meticulous removal of hurdles  specific to differentiate it, to reach it to and to grab a particular target market with a sense-of-urgency. One may be able source a lot many innovations to do so if internal stakeholders in particular are engaged in the focused thought process. It should be done ethically though *unlike the concert organisers. Only then it's more likely to work sustainably!

Footnote: *Usually very few customers read between the lines and fewer still catch the 'catch' if any. Knowing such a consumer behaviour unethical organisers capitalise on getting some audience that doesn't bother to read. For instance in case of the concert some do tend to attend for the novelty effect of "FIRST-TIME" without realising that it was of 'unknown' artistes Toms and Harrys. Some also miss checking whether the bus service was free or came with an *asterisk. The organisers in this case seemed sure of getting some such audience.

Here are a couple of mobile-money services in India: Airtel's Airtel-Money and Vodafone's M-Pesa.

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!

Do You Cleanup-After-Crisis

Would you like your purse to be transparent?

Answer from some people may be a Big-NO with exceptions of course. Reason is obvious if you look at the picture.

Anyway, transparent containers are usually preferred to opaque ones. Like for instance transparent glass bottles  usually used in a typical kitchen. They are also used in some industries like processed-foods, pharmaceuticals, etc.

Why do people prefer transparent containers?

Obviously because contents therein can  be easily seen even from a distance just by a single look. You may call this as a step towards look-free²-engineering in order to reduce number of glances or looks (as required in ergonomics) thereby reducing search-time.

In fact, making or rather more appropriately 'designing' a workplace¹ to be transparent (alongwith systematic arrangement of equipment therein) is a principle practised in Seiton-pillar of Five-S. It makes the workplace¹ search-free² as well. Five-S is a Kaizen-tool to make improvements proactively.

Is it so important?

Apart from making the workplace¹ look-free², search-free², etc. there is also a 'not-so-obvious' reason behind the practice of 'transparency' principle. 

Transparency makes abnormalities, if any, obvious and visible. Look at the purse again if you don't believe this. Had it been opaque, you couldn't have noticed 'defects' inside: Be it chaotic (lack of systematic) arrangement or a sharp object inside it causing injury to  finger or a leaky-pen messing up other items.

An opaque container on the other hand hides defects behind it. Imagine a stock-out situation resulting due to invisibility of say grain-stock attacked by pests inside it. Or imagine a situation when a  pendrive containing  important information couldn't be fetched just-in-time (JIT) when 'need'ed in spite of it being in the purse. 

Or imagine a loose connection inside an opaque computer-cabinet or in an opaque (closed) electrical control room the spark of which resulted in a devastating fire. Realizing this, leading businesses have already begun marketing transparent-cases of their offerings as a differentiating proposition.

So the later one i.e. to make 'defects visible' is more important subtle-reason of designing a workplace to be 'transparent' than the former one i.e. to improve 'visibility-of-contents' itself.

Ways-and-means to make a Gemba transparent

Ways-and-means could be many. Some are as follows.

1/ Use of a transparent glass or plastic (for a container or for a cabin partition or as an enclosure of a product).
2/ A simple daily-cleanup (of a desk or a house) like done in Seiri-pillar of Five-S by getting rid of items unused (lying idle) over a given time period.
3/ An advanced daily-cleanup like a mother bathing a child or a workplace practising Seiso-pillar of Five-S that exposes cracks, crevices, etc. as defects.
4/ Seiton-pillar of Five-S: A systematic arrangement of routinely used items, consumables, tools, tackles, etc. using space vertically (rather than spreading the items horizontally) so that more can be stored close to point-of-use in an arm's reach.
5/ A system-based method such as an RTI-Act to make governance visibly transparent and thereby to unearth corruption as 'defect' in governance

What is the learning?

Taking it a little ahead, making a Gemba transparent is the desired result. Choice of ways-and-means to do so lies with the user. However, there is 'no-choice' at all not-to-do-it.

Otherwise ensuing crises as a result of not doing it do force one to do it reactively though. History has enough proof of this and costly at that. Causes pushed under the carpet do boomerang (raise their heads) in the form of crises exactly when we don't want them! 

Look at the forced-cleanups as in (rape-fame Shakti-mills compound) picture that had to be undertaken reactively after experiencing costly-consequences.

"History never really says gogoodbye. History says, 'See you later'", as Eduard, Galeano, Uruguyan writer and historian, says unless of course you work on root causes. 

So better to 'Cleanup-Before-Crisis'! Better to be proactive!!

Footnote-1, Workplace is called as Gemba in Japanese language in the context of doing Gemba-Kaizen for workplace improvement-management.

Footnote-2, These are Free-Engineering concepts to make a workplace free of, say, a non-value-activity (waste) like searching or looking or unscrewing, walking, etc.

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

That's How Morons Work 
Functional-Aesthetics 
WOW Work-Culture: By Telling or Selling 
Take Habits For A Ride 
Make It Simpler, Rest Will Follow 
How To Make A Difference 
A Ride To Hell 
Make checklists your friends  
Drove To Hell ... Almost ! 
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 
Suggestions On-Sale, None-To-Buy 
Technology in-place, security dis-placed 
Succession-Plans In Fast Lane!  
Prevention: The Best Cure! ... Is it really so? 
How Many Times Do You Wash Hands 
What You See Isn't What's Made 
Am I 'Short-sighted' or 'Long-sighted'?  
Beware Of Political-Presentations 
Do You Cleanup-After-Crisis 
Hoarders Of Filthy Hoardings 
Are You Good If Others Are Bad?

The Business Of Businesses

It's a good idea to break from routine. 

Breaking from routine is an opportunity to learn new things.

This is particularly true when one goes on tour. 

One is forced to take various travel modes at odd times at times. That's the time secrets of various 'businesses' unfold provided the traveler looks around making powerful observations.

The other day early in the morning, commute from railway station to my destination was via a temple by the roadside. I saw a couple of people standing over a heap of flowers, garlands, etc. 

My God, they were literally brooming the God's idol!

Worth noting and mulling over is a secret that is actually no longer a secret to some: Flowers as well as God/Godesses to whom they are offered to, transmitting Devotional ‘Bhava‘ or Emotion of ‘Surrender’ and Faith, literally get mistreated. The former gets transhiped to (the planet as) garbage bin. Or it gets dumped as a waste into the sea while disposing it off along-with the latter. The pictures that one receives on whatsapp during the Ganapati or Durga festival are a testimony to this.

Here are a few more learning's that I have expressed in the form of a poetic rant.


The Business Of Businesses

धंद्या धंद्याची बात

हाती च्यायचा पेला
कामकरी निघाले धंद्याला

मस्त त्या (एका) पहाटेला

लागंताच ट्रेन प्लॅटफॉर्मला
सोडून लगेच च्यायचा-पेला

आला हमाल  लगेज उचलायला
च्याय-गरमच्याय-गरम.. बोला
ए-~कोला भजी वडा पाव.. बोला
कोकल्ला तो मधेच, ए-~कोला
मासळी बाजारातून  त्या पाय मी काढला

बरें झालें बूवा ! 

हाती च्यायचा पेला
कामकरी निघाले धंद्याला

"येणार का घोडबंदरला"
गरजला रिक्शावाला
"कुठे जाणार बोला"
दूसरा मधेच पचकला
मी, "जाणार मीटरने तर बोला"
"ओ... मी नेतो चला" 

तिसरा मधेच कण्हला
सोडताच गिरहाईकाने रिक्शाला

वाह क्या बात !! 

हाती च्यायचा पेला
कामकरी निघाले धंद्याला

ढूर्र .. र .. र .. रिक्शा निघाला
कट तेवढ्यात स्कुटरने मारला
धक्का (लागे speed breaker) बसल्या बैलाला
गाढव अधेमधेच अडकला
ट्रॅफिक जॅमच की रे झाला
घाईत नेहमीच तो पेपरवाला अन् ऑफिसवाला

डबेवाला अन् पोलिसवाला
ऐक्सिडेंटची कोणा परवा कशाला

अरे, काय चाललेयरे !!! 

हात् तीच्या , यायचाय की अजून पेला 

कामकरी तर निघाले धंद्याला

रस्ता 'साफ करवूनी' आता
रिक्शाने "मोसम" (स्पीड )मारला
दिसे एक मंदिर हायवेच्या-कडेला
वाटे पाहून ढीगभर फुल-कच-याला
नवी मुर्ती तर नाही (लावली) पूजेला ?
थांबलो क्षणिक नमस्काराला
तर देवा-देवा अरे-देवा, शॉकच बसला
लागून नवीन गिरहाईकाच्या तयारीला
झाडूने साफ करीत होता रे देवा तोमूर्तिला
धंन्द्यालाच की लावला (त्याने) तूला

क्या बात क्या बात !!!! 

हाती च्यायचा पेला
कामकरी निघाले धंद्याला

The poem refers to various businesses such as tea stalls, taxi, rickshaw, temples, etc.

What was the learning in the morning?

The picture itself raised a few questions in my mind.

1/ Shouldn't we force ourselves to rethink and to relearn the differentiation among Blind-Faith, Emotions, the Emotional Ways-&-Means of Devotion and the Rationality of rituals particularly when they are performed for the sake of rituals?

2/ Aren't there better and environmentally-friendly ways to express Devotional ‘Bhava‘ or Emotion of ‘Surrender’ and Faith (Sharanagati and Shradda) towards the supreme power?

3/ When will rational thoughts prevail over emotional ones?

Hope someone has tips, suggestions or answers to the questions such as above. The answers are the learning: A new dawn in the 'The Business Of Businesses!'

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

Who comes first: Current customer or New customer?

Sometimes companies tend to forget remedying 'lost sales' in the 'current-market-current-product-current-customer' quadrant in their enthusiastic quest to get 'additional sales numbers' by trying to acquire new customers with new offering in current or new market.

It is like pouring in a pot from top that has a hole in the bottom.

I had two cellphone SIM-cards: one from company-A, the other from company-B.

After exercising 'mobile-portability-right' to switch over from company-B, I received not less than 8 calls from them. 

Half the calls received were from their marketing officer with an 'attractive' offer to switch over company-A SIM to (his own) company-B. Perhaps he was ignorant that I had surrendered my other (company-B) card due to their unsatisfactory service. Their market-intelligence' seemed to be smart though to have list of the competitor's clients.

Balance half calls were from their customer-care officer to find out why I had 'switched' from company-B. Calls were backed by an apology letter.

So on one hand marketing was busy working on acquiring new customers while customer-care department was making a failed attempt to 'retain' current one. On the other hand operations department seemed to complacently (mis-)handle existing customers inadvertently forcing them to quit.

No doubt that balancing the act of working on current and new/diversified offering, (for) current and new customers, and (in) current and new markets is really a complex and an intelligent process. 

But retaining a 'current customer' and hence 'current sales' is relatively a far easier and economically more viable strategy that should be perfected by plugging loopholes/deficiencies in services before applying 'Penetration', 'Product/market development', and 'Diversification' strategies.

While the 'current customer' provides cues for loopholes, the later strategies to acquire 'new customer' need at least 10 times more investment (in time, efforts and money) than the former. As a student, I had often felt disgusted when photocopier shop near my college used to keep my 200-pages running-order on hold intermittently in order to service a single-copy customer (jumping the queue).

The former strategy is a play in current known-terrain. A satisfied current customer is more likely to be a brand ambassador providing leads to prospective customers in new terrain (environment).

Doesn't a bird-in-hand need to be cared for before the two in the bush as goes the old saying?

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!