Digital COPQ

I went to the municipality office of a metro city for the birth certificate of my grand daughter.

Process steps that I'd to take were as follows.

Step-1, For enquiry, I went to a window that was closest to the main entry. They directed me to the ENQUIRY window that actually wasn't visible moment you enter the office.

Step-2, On my turn at the 'window' that I was directed to (by the ENQUIRY window) 'asked' me the date of birth of the newborn.

Step-3, The 'window' danced her fingers 'takaa-takaa-tak....' on the keyboard. Kept looking at the screen while 'she' sipped some water reaching out for a sippy-bottle kept on a shelf a couple of arms away. Fortunately, she got the details online.

Lucky that the information from the hospital had reached the municipality office digitally!

Step-4, She gave me a printout of what she saw on the screen.

Told me to go to ENQUIRY window and enquire 'what next'.

Step-5, ENQUIRY window 'told' me to go & take a set of forms from 'that corner', fill name details of the child if naming ceremony is already done & then submit it to the first 'window'.

Step-6, I did so. Filled the forms.

Step-7, Submitted the forms to the first 'window' alongwith the printout given by her earlier. The first 'window' then told me to submit parental identity proofs online. And, to collect the birth certificate online "after the name of the newborn gets registered" two-weeks thereafter.

(Add a few sanitisation steps in-between!)

Step-8, All the above in about a couple of hours; home-to-back-home via the municipality office!

This of course, followed by the ritual of sanitisation & a full bath (the second one of the day) ... in another hour or so!

An hours' nap induced by the tiring drive under the scorching Sun!

Step-9, After getting up, I tried to login to the website but in vain! 

Another, couple of hours wasted. 

Perhaps the website was taking a nap then. 

Step-10, Now, I'm trying to get in touch with an agent and keeping my fingers crossed. 

The labor of the mother was easier, I think!

Worth researching the NVA and the COPQ in this so-called supposed-to-be online digitisation process?

Meanwhile, I am unable to understand the following.

- What was the need for me to drive 40-kilometers to-n-fro under the scorching Sun at 44-degree Celsius?

- What was the need of the ENQUIRY window in the process for the work that could've been told to me by the first 'window' itself?

- Is it that the process-designer of this digital process forgot to consider eliminating such NVAs (which is actually an inevitable step if a Lean-Kaizen-JIT Gemba-exercise is undertaken before any such digital exercise)? Or

- Is it that the VOC & the 3-D in the process (COPP, cost of poor processes) was not 'heard' adequately? Or

- Is it that the additional 'window' step was 'intentional' and on that particular day the intention got skipped inadvertently?

- Why was the sippy-bottle not kept within an arms reach (application of the orderly arrangement principle of Seiton, the Five-S system) unless of course she wanted some exercise by-design? A good thought if the latter was true! 

But, why was the ENQUIRY window itself away from the main entry door? (Missing Seiton because missing Gemba approach to Kaizen and the PDCA-audit of the Gemba itself post any such change initiative!)

About the location of the window itself, good that I didn't dare to INQUIRE!

I wonder the costs (Digital-COPQ) associated with such poorly designed digitisation initiatives particularly being during the COVID times, when in order to curb it everyone is on the journey to eliminate every possible touch-point! The Digital-Corporate-Yoga in its true sense!!

Abbreviations:

COPQ, cost of poor quality

COPP, cost of poor processes

NVA, non-value-activities as Wastes

VOC, voice of customer

3D: Dirty-Danger-Difficult

JIT Just In Time

PDCA: Systematic improvement approach Plan-Do-Check-Act

Also read a few relevant blogposts hereunder:

Do You Force Customers To Quit
In-a-problem ? No-problem! Dwell-a-while!
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 
Less With More And More Gets Sore 
Should one care for value ?  
Can-changing-thoughts-change-a-nation
Ridiculous Poison-culture versus Maverick Kaizen-culture 
Tolerate Once, Twice, Thrice?  
The Business Of Businesses 
That's how some business partnerships work 
Taken-For-Granted ? You Deserve It !! 
Strategise To Achieve Targets Daily 
Does recognition really matter 
That's How Morons Work
Simplicity Of Theory Of Relativity

Difference between raam-&-krishna tactics

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.

Change is a hearty game!

I wash my cup after tea and plate after food almost immediately. As much early (JIT) you do so, as much lesser resources you consume. Because, they are easier and faster to wash with less water when they are still wet.

The other day I'd to do it with left hand because one of the fingers was swollen after clipping off my nails.

It was difficult for me because I am a right-hander.

Usually any change is difficult but possible. Try signing with your left hand if your are used to doing it with your right hand.

I'd to get the senior management team of a company to try this out the other day. The reason was their impatience on the change management initiative in their company.

It was just about a few weeks having begun the initiative. Each visit the managers would be anxious to know when would their subordinates change their work habits for the better.

Change management is about commitment to change self first (PQI, personal quality initiative). It's about putting in concerted and continued efforts during the process because it's more to do with head (mind) and heart rather than hands (physical actions) alone.

Listening to other's 'voices' (be it your employee or customer or any stakeholder for that matter) actively plays a major role in the change management process. It's not merely hearing but it's about hearing them tactfully and tenderheartedly... Hear-T in short! Active listening creates an emotional connect or a connection with their heart.

Mind (head) always connects a little later. Mind connects only after the heart gets connected. Heart itself gets connected if they see your concerted and continued actions towards the desired change rather than empty speeches and promises.

Their actions to change their habits as desired is the corollary thereafter!

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

Mosquito to teach patience
Voice of Customer

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

Kaizen, even in air!

I asked for a window seat on the aircraft.

She allotted 31-F.

Found that it was not a window seat.
Moreover it was the last seat that couldn't be inclined hence uncomfortable!

When checked the on-board crew clarified that the old aircraft had 30-seats. The new one was redesigned to accommodate one more row in order to improve productivity of the space.

Perhaps the ground staff on the check-in counter didn't know that the new aircraft having 31 rows of seats didn't have window for the 31st row. Also, even if she would've known it, there was no guarantee that the ground crew would've checked with passenger if it was OK if it's a non-inclining seat.

What does this imply?

Improved productivity by value engineering of the aircraft had improved value for business but not for the customer in same proportion. 

May be the ground staff had captured the Voice-of-Customer correctly but failed in execution due to the following.

There was lack of training... Lack of 'screen' on the computer showing the corresponding information, visual map of the seat layout I mean.

The scope for Kaizen!

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

Strategise To Achieve Targets Daily

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

How To Make A Difference

What do you do when a dog barks at you? 

IQ, EQ or SQ: What is more important

Do you exercise your choice meaningfully

Success Or Failure: What Do You Like?

Ridiculous Poison-culture versus Maverick Kaizen-culture

You seem Reasonable if you appear Un-reasonable

Tolerate Once, Twice, Thrice?

Suggestions On-Sale, None-To-Buy! Why? 

Taken-For-Granted ? You Deserve It !!

Nauseous Communication Gaps 

In a Problem?: No Problem ! Dwell A While !! 

Succession-Plans In Fast Lane!

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! 

Although steering is in your hands

"Pothole kills woman; daughter booked for driving bike rashly"!

The news has been making news on media and the more powerful social media in last couple of days.

The hue and cry forced authorities to take cognisance of the Voice-of-Customer and get back to business of governance.

One of the responses was apprehensive of the (road) "contractors having political clout" which is why the contractors go scot free. "They all do! how else can they charge huge money and yet the roads develop potholes within weeks? govt/babus dont care how long the roads stand quality test as long as tenders are passed and money changes hands!" the response said.

No doubt that the steering is in our hands which should be able to save us ourselves off from the extrinsic hurdles like the one making news above.

But there is certainly some truth in the response that referred to the "contractors having political clout". Many of them do have! The system helps them to do it by design! 

It's an open secret that the steps on the corresponding ladder are as follows:

1/ Corrupt and powerful political leaders promote their 'trusted' lieutenants (party workers) as contractors in partnership. This is especially rampant in municipalites and is perhaps the lowest organized entry point for would-be political leaders.

2/ The nexus earns high margins by delivering shoddy work (if at all they do) hand-in-gloves with corrupt Babus.

3/ Both finance themselves handsomely to the next election. You may see gold chains weighing in kilos around necks on various hoardings as an evidence.

4/ Both become more powerful and the cycle continues back to step-1 until the next generation or their kith and kins take over elections. You may see all of them together on hoardings including their "new born ones" now a days.

(Caveat.. There are good politicians, party workers as well as good Babus but very few in millions.)

What do you do now?

The steering to vote them out is still in our hands but it needs to be steered with more force than 'theirs'. Hope we're able to do so soon!

Until then good job done social media for good cause!

Cons In The Market

The cell number as in attached screenshot called me today. The conversation went on as follows.

"Calling from ICICI verification department.
You're holding credit card. ICICI has stopped reward scheme. So you will be issued a fresh credit-card that you'll receive in a couple of weeks OK?"

I asked him how could ICICI make such a change unilaterally? That too merely on phone? ICICI should've sent at least a mail to me, I told him.

I warned him off taking this up with their consumer department if he sends credit-card without following some adequate procedure.

Immediately on this communication the caller disconnected phone.

His behavior reinforced my suspicion about the caller being a con-marketeer.

An example of over-smartness used for Market Penetration with wrong ethics, at wrong place with wrong person. It's worth learning how innovatively he used a close-ended question ending saying "OK?"

I may be wrong though. So in order to verify/validate my contention, I forwarded this letter to their customer.care department.

Also read a few relevant blogposts hereunder:

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
Do you exercise your choice meaningfully 
Do You Ask Right Questions ? 

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! 

Do You Force Customers To Quit

Insurance policy of both my car and scooter was about to expire.

I'd sold off the scooter. So when my insurance agent called me to renew it's policy, I ignored it saying the new owner will take care of it.

After a couple of weeks, when my car went for road tax payment I realised that it's insurance policy had expired. Actually my insurance agent did call me to renew car's policy but I'd inadvertently ignored his reminder thinking it was for the 'sold scooter'.

Red-tape that followed was inevitable. The procedure explained to me by the insurance agent was:

Take the scooter to the insurance company.
They'll inspect it before issuing the policy
They'll charge fine for 'discontinuation'.

Making the job 3D: Dirty-Danger-Difficult for the customer. 

While the insurance agent refused to followup with the company, the road tax agent came to my rescue saying "don't worry". May be the former was lacking motivation due to 'smallness' of business while the latter was interested in acquiring a new customer: Market development strategy as the jargon goes in management world! Theory of relativity!

The road tax agent got the insurance done from another company. Everything home delivered at just ten percent charge of the total official receipt amount.

In fact the policy issued by the competitor was priced at almost thirty percent discount.

The indifferent procedure of the previous insurance company and the behavior of it's agent (the first touch-point as it's brand ambassador) to take the customer for granted costed them business.

The Cost-Of-Poor-Quality (COPQ) to them was not only the loss of business but also a permanent loss of customers. I said loss of customers because bad-mouth publicity by every dissatisfied customer takes away more than one potential ones.

What's the learning?

More than the hard quality itself of your offering, it's the lack of soft quality, your indifference, that forces customers to call it a Quit!

So better to be-aware of behavior!!

Also read a few relevant blogposts hereunder:

In-a-problem ? No-problem! Dwell-a-while!
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
Less With More And More Gets Sore
Should one care for value ? 
Can-changing-thoughts-change-a-nation
Ridiculous Poison-culture versus Maverick Kaizen-culture
Tolerate Once, Twice, Thrice? 
The Business Of Businesses
That's how some business partnerships work
Taken-For-Granted ? You Deserve It !!
Strategise To Achieve Targets Daily
Does recognition really matter
That's How Morons Work
Simplicity Of Theory Of Relativity

Treat Root-causes, Not Symptoms !

"Green tax of Rs 20 crore in kitty, but pollution in Thane remains high!"

This news that I read while sipping tea after a long drive of over 100 kilometers across Mumbai and Thane, reinforced writing this blogpost and its title.

Actually I had already begun to write this blogpost on studying various signals over a few days. Only some of them had 5...4...3...2...1... 'Second-tickers' that indicate time in 'seconds' the next signal would show up. 

More than half of almost a hundred signals that I studied didn't have 'ticking countdown timers' nor were they visible except to the first row of vehicles.

Purpose of the 'ticking' is to provide transparency so that speeding vehicles could predict when to halt and stationary vehicles could 'start' their engines just-in-time. Former would prevent accidents. And both, the former and the latter, would save fuel as well as pollution by preventing idle running of engines.

So it's not necessarily the old vehicles that cause pollution. Attitude of drivers in spite of the infrastructure such as above (or the lack of it) also contribute their might. Even new vehicles holding 'pollution-in-control' certificate 'vomit pollution'. 

Causes may be many that need to be treated at root cause level. It's actually easy and less expensive to do so.

Lack of proper maintenance, for instance. 

Attitude of 'managing' to seek pollution certificate.

Fitting 'timers' at all signals or fitting them at visible level.

Marking an area at busy signals (as yellow box-1, 2, 3, say) that indicates those many vehicles within a maked box could pass through a given 'timer-setting' of the signal. So only one batch of vehicles within the yellow box-1 would pass within the fall of one signal. 

Vehicles within yellow box-2 need not race-to-chase since the timer-setting of signal-1 won't be adequate to get them cleared. See the idea in sketch. 

The denomination of the boxes can be standardized in steps equivalent to the units of signal-time so that signal time can be adjusted as per demand. This is equivalent to a 'pitch' in 'just-in-time' or 'lean' operations that bring in visibility. Thereby it will reduce costs such as fuel consumption and pollution in case of traffic.

Installing proper signboards and indicators. In absence of that, many a time a driver ends up getting stuck on signals while he could have easily taken a couple of flyovers to reach his destination without any waiting time. 

This is analogous to a 50-story building employing say four high-technology lifts: one each reserved for going upto 10th floor, upto 20th floor, upto 30th floor, and upto 40th floor respectively; but not having a few pennies worth signboards. A first time visitor might end up landing into a wrong lift and shuttling among lifts and floors. Murphy's law usually takes over in such cases!

Tackling habits of people pressing switches of all the lifts at a time without reading signboards if at all they are readable, is another story of course! 

Shear waste of energy! Many a time road-signs are hidden behind political hoardings full of birthday wishes. 

In short, root cause of pollution is the wasteful human-activity that adds costs rather than value. 

Unless there is a reward mechanism to recognise all those stakeholders who involve themselves in finding out non-value-activities, merely punishing at symptomatic level is not going to be of much help. 

Authorities must listen to their voice on their real time difficulties. Leaders need to go to corresponding workplace (Gemba) in real time (Genjitsu) in order to do so so that they can see the difficulties themselves. They must treat those difficulties at root cause levels rather than merely giving first-aids to symptoms.

In absence of doing so, many more 'crores' might get collected as 'pollution tax' in kitty, but abnormality levels will remain high in multiples of hundreds!'

Also read a few relevant blogposts hereunder:

Wish To Be Planet-Friendly?: Save!  

Do You Cleanup-After-Crisis 

Hoarders Of Filthy Hoardings 

Taken-For-Granted ? You Deserve It !! 

Technology in-place, security dis-placed

Do you know a Best-Career-Plan 

Customer or Custo-Mer?  

Less With More And More Gets Sore 

Should one care for value?  

Make It Simpler, Rest Will Follow

How To Make A Difference 

Ride To Hell 

Will It Work Here?  

Some Moron ! Some Great !!! 

That's How Morons Work

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? 

Taken-For-Granted ? You Deserve It !! 

Technology in-place, security dis-placed

Doesn't Matter Who Wins As Long As Customer Wins

There are n-number of comparisons in the market between Apple and Samsung fighting neck-to-neck for market-leadership position. Recently I came across one that addressed who-will-win between them. It had good comparison parameters in terms of innovation management, management leadership, brand, design, ecosystem compatibility, user experience, customer needs, profitability, growth, etc. 

For a customer whoever wins is OK as long as the customer herself wins. Knowing this winning companies win customers by making them win. In order to be in the league, suppliers have to speak to more of their own customers as well as that of the competition. They have to do this more often because hardly four percent (4%) of dissatisfied customers speak. Even loyalists don't speak at times. Hence to make all of them speak they have to articulate transactions with them more assertively without hurting them.

Here is an example of how much more the suppliers need to do by finding their own ways and means to capture such voice-of-customer (VOC). 

The solution wasn't there both in Apple as well as in Samsung device at least until the time I went to e-press to publish this post. Assuming that my search for the one on Google was inadequate, what I am surprised is why should it take so long to copy-paste such a simple feature that existed in Motorola sometime in 1997. I still have that model in my museum. 

Someone may say customer may have so many funny VOCs and behaviors. It's difficult to capture all of them especially the maverick wants in final offerings.

That's exactly the point I wished to express through this blogpost, the often repeated cliche: It's difficult but not impossible. And it can't be so difficult for it to take decades as in case of above example. 

There are many such funny VOCs floating around that can be accommodated without much costs. Easy ones everyone can do. The one who does so with difficult ones also and does so speedily without adding costs to the customer is the one who wins.

Looking forward to my above need in future models of one of these companies. In case you come across such one in future please do inform me through the comment box hereunder. 

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.

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.

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