Back in 2011 I asked this question: Customer Experience: What About The ‘Product’? And I ended that conversation with the following assertion:
The product is not in one domain and Customer Experience in another domain. Any serious examination of the Customer Experience has to grapple with the product and how well it does the job that the customer is hiring it to do. That means designing that product so that it is both useful (does the job) and usable (easy/intuitive) to use.
Today, I stand by that conversation. In particular, the necessity and critical importance of the ‘product’ (the core product or service which calls forth the customer to reach out and interact with the organisation which is selling that product or service) to any serious work on improving-transforming the customer’s experience of the organisation.
I also find that I was wrong. How so? Today, I’d sum up that conversation differently. How would I sum it up? As follows:
The ‘product’ is not in one domain and Customer Experience in another domain. Any serious examination of the Customer Experience (as in the customer’s experience) has to grapple with the ‘product’ and how well it does the job that the customer is hiring it to do. That means designing the ‘product’ so that it is useful (does the job), usable (easy/intuitive to use), and sensuous (evokes the senses and calls forth awe). When you get the ‘product’ right you will learn that in a substantial-meaningful way that the customer’s experience and loyalty start and end with the design of the ‘product’. If you have the right product then you can concentrate on marketing (advertising, distributing) it. Little need to waste your time on the latest corporate nonsense: customer experience management as in customer interaction management across a multitude of interaction channels.
What has led me to this way of summing up the matter? Apple. In particular, Apple’s latest financial results - the largest quarterly corporate profit of any company. Let’s look into the quarterly figures a little bit more: revenue of $75bn, profit of $18bn, and Apple sold 34,000 iPhones per hour. Allow me to share this paragraph with you (bolding mine):
Apple chief executive Tim Cook called the company’s sales “phenomenal” and said the company had sold 34,000 iPhones an hour every day of the quarter. “This volume is hard to comprehend,” Cook said.
I am now going to make my most controversial assertion. Ready? I say that the field of Customer Experience Management (as in customer interaction management) is attractive to and for the mediocre. Yes, the mediocre! You know the folks that do not design-sell great ‘products’. ‘Products’ that do not simplify-enrich the lives of our fellow human beings. Look if you make a great product then the world beats a path to your door -including overcoming any hurdles along the path. Only CXM fools ignore the critical importance of the ‘product’. Isn’t the product the reason that the customer takes action – to actual reach out to the business in the first place?
Let’s say that you want to grasp an organisation’s strategy – say customer strategy or customer experience strategy. By strategy I mean the organisation’s manner of ‘showing up and travelling’. How would you go about determining that?
Who would you go and ask? How many people would you ask? Would you seek out the Board? The CEO? The Marketing Director? The Sales Director? The Customer Services Director? The Operations Director? The Chief Customer Officer? The Chief Digital Officer?
What would you look at/for? Would you seek out and review the latest published accounts? The strategic plan? Mission and values statements? The brand values and guidelines? The marketing strategy? The statements that the CEO / Finance Director has made to the financial press?
You’d be wasting your time. Just like I did in my early days in consulting. Nowadays, I pay little attention to any of these aspects. What do I direct my attention towards? That which really matters. That which truly speaks without speaking. That which does not lie. What am I pointing at? I invite you to listen to a man that knows – really knows:
A strategy – whether in companies or in life – is created through hundreds of everyday decisions about how you spend your time, energy, and money. With every moment of your time, every decision about how you spend your time, and your money, you are making a statement about what really matters to you. You can talk all you want about having a clear strategy and purpose for your life, but ultimately this means nothing if you are not investing the resources you have in a way that is consistent with your strategy. In the end, a strategy is nothing but good intentions unless it’s effectively implemented.
How do you make sure that you are implementing the strategy you truly want to implement? Watch where your resources flow – the resource allocation process…… You might think you are a charitable person, but how often do you really give your time or money to a cause … that you care about? If you family matters most to you, when you think about all the choices you have made with your time in a week, does your family seem to come out on top? Because if the decisions you make about where to invest your blood, sweat, and tears are not consistent with the person you aspire to be, you’ll never become that person.
– Clayton M. Christensen, How Will You Measure Your Life?
Bringing about this consistency is not easy. It is not easy at the individual level. It is not easy at the family level. It is not easy at the team level. It is not easy at the department level. It is not easy at the company level. Which is why so few of us are in a state of integrity: between what we say, what we believe/value, and how we actually show up and operate in life. This means that the world is for the taking by the bold: those who are investing their blood, sweat, and tears consistent with the persons/organisation they aspire to be. And a future they aspire to create.
It occurs to me that the core challenge of leadership is not that of vision creation. Nor that of communicating vision. I say it is the political challenge that goes with changing the allocation of resources – and dealing with the blowback from the folks impacted by the changes.
And finally, I dedicate this conversation to a friend. He knows who he is. I wish him the very best with the game that he his playing this year!
2014 is behind us in a manner of speaking and we are in the first month of 2015. Listen to the news and you are likely to find plenty of challenges: stuff that we, individually and collectively, have to deal with. If you/i are to show up as human-centred leaders then what is the way to go about being-dealing with these challenges. This question is the subject of this conversation.
What Is The Access To And The Source Of Mastery In The Exercise Of Human Centred Leadership?
What is the material that a carpenter works with? Wood. What is the material a painter works with? Paint. What is the material that a farmer works with? The land that is farmed. What is the material that a leader works with? Human beings.
What makes a carpenter a great carpenter? Mastery? Yes, I say it takes a mastery of wood (in its many forms) and the tools+techniques that are used to work with-on the wood. Love? I ask you, can a carpenter became a great carpenter without a love of working with-on wood? It occurs to me that the answer is NO!
You may be asking yourself, what has this got to do with human-centred leadership? Everything. I say that a human-centred leader has to love working with-on human beings. I say that a human-centred leader has to attain a mastery over his own being (that which shapes how s/he shows up and travels in life) and the human-condition. What am I getting at? I invite you to listen, really listen, to the following words of profound wisdom into the human-condition (bolding is my work):
Optimism gives a hopeful attitude to life, while with pessimism one sees darkness on one’s path. No doubt sometimes pessimism shows conscientiousness and cleverness, and it may also show experience. But conscientiousness alone will never be enough to overcome the difficulties one meets in one’s life, it is trust that solves life problems.…
The psychological effect of optimism is such that it helps to bring success, for it is by the spirit of optimism that God has created the world. Optimism comes from God, and pessimism is born from the heart of man. By what little experience of life he has, man learns, “This will not succeed, that will not do, this will not come right.” For the one who is optimistic it does not matter if it does not come right in the end, he will take his chance. For what is life? Life is an opportunity, and to the optimistic person this opportunity is a promise, while for the pessimistic person this opportunity is lost….
Man’s life depends on the object of his concentration, so if he concentrates upon misery, he must be miserable. A person who has a certain habit of which he does not approve often thinks he is helpless before is as it is his nature. But nothing is man’s nature except what he makes of himself. As the whole of nature is is made by God, so the nature of each individual is made by himself; and as the Almighty has the power to change His nature, so the individual is capable of changing his nature. Among all the creatures of this world, man has the most right to be optimistic, for man represents God on earth, God as Judge, God as Creator ….
A man with optimism will help another who is drowning in the sea of fear and disappointment; while on the contrary, if someone who is ill or downhearted comes to a pessimistic person, the pessimist will pull him down and make him sink to the depths along with himself. On the side of the one is life; on the side of the other is death……. It is no exaggeration to say that the very spirit of God comes to man’s rescue in the form of the optimistic spirit.…..
It does not matter how hard a situation in life may be: however great the difficulties, they can all be surmounted…… the greatest greatest reward there can be in life is the spirit of optimism, while the greatest punishment that can be given to man for his worst sin is pessimism. Verily, the one who is hopeful in life will succeed.
There are two attitudes that divide people into two sections. The one is an ever-complaining attitude and the other an ever-smiling attitude. Life is the same: call it good, call it bad, call it right, call it wrong, it is what it is; it cannot be otherwise…. The person with the right attitude of mind tries to make even wrong right, but the one with the wrong attitude of mind will turn even right into wrong. Besides, magnetism is the the need of every soul; the lack of it makes life burdensome. The tendency of seeing wrong in everything robs one to a great extent of that magnetism which is needed very much in life….. the world is place you cannot enter with a pass of admission, and that pass of admission is magnetism; the one who does not possess it will be refused everywhere.
The attitude of looking at everything with a smile is the sign of the saintly soul. A smile given to a friend or even to an enemy will win him over in the end; for this is the key to the heart of man. As the sunshine from without lights the whole world, so the sunshine from within, it it were raised up, would illuminate the whole life, in spite of all the seeming wrongs and in spite of all limitations…. looking at life with a hopeful attitude of mind, with an optimistic view, it is this that will give one power of turning wrong into right and bringing light into the place where all is darkness. Cheerfulness is life; sulkiness is death. Life attracts, death repulses. The sunshine that comes from the soul, rises through the heart, and manifests itself in man’s smile is indeed the light from the heavens. In that light many flowers grow and many fruits become ripe.”
– Hazrat Inayat Khan, The Art Of Being And Becoming
I say the very being of a human-centred leader is is that of possibility (hope), enthusiasm borne of a deep connection with this possibility (of a better world), and optimism no matter what the circumstance. What kind of optimism matters most in a leader? The optimism in mankind and in particular the optimism in the human-beings s/he is involved with, counting on, responsible, and leading.
I leave you with the following thoughts:
– The price of admission to effective human-centred leadership is magnetism – enrolling people in the possibility of a better world awaiting to be ‘birthed-caused-created';
– The source of this magnetism is deep seated love of and faith in one’s fellow human beings; and
– This optimism cannot be faked – the seeds of it must lie in your very being, and if they are there then this optimism can be cultivated until it blossoms to a fully grown tree.
Want to get a better handle on what it is that I am getting at? I invite you to watch this 5 minute clip of Viktor Frankl:
I invite you to consider that if any human being has attained a profound lived grasp-understanding of human nature it is Viktor Frankl. Why? He is a Jew. He lost everyone during WWII. He found himself in the worst concentration camps. He experienced that which few of us will ever experience. He did not merely survive the concentration camp existence. He came out with a profound optimism in mankind. His book Man’s Search For Meaning, written shortly after his liberation from the concentration camp, is one that I invite you read if you wish to show up and travel as a human-centred leader. Thank you for listening, I wish you an optimistic existence!
Please note that a slightly modified version of this conversation was first published here in December 2014.
Today, let’s take a deeper look at customer-centricity. Why? To get a better appreciation of what this term signifies. And importantly what it does not signify. How best to go about this? Allow me to share a personal story or two with you and lets see what is unconcealed.
My Father Is Centred On Me
Up to the age of 5 (or so) nobody was centred upon me. As a result I lived a life that showed up as free – I pretty much got to do what I wanted to do for the whole day; my father was living in a different country for most of the time and my mother was too busy working the farm to keep a close eye on me.
Everything changed shortly after my fifth birthday. I found myself living in the UK, living an indoor life in a city (rather than an outdoor life in the countryside) and under the careful gaze of both my mother and father. This is where life became interesting. Why? Because my father became maz-centred: he centred his attention on me. What did this look like?
My father planned and dictated pretty much every day of my life. So when I got back from school, I was fed by my mother then marched upstairs to my bedroom to study. And not let out until the studying was done. Homework from school was not enough. My father got together with his more educated friends and gave me extra homework. Each night there would be test. If I did not pass the test there were unpleasant consequences. Further, I had to watch the six o’clock news and the nine o’clock news. And I had to translate for my father. I remember that one night I forgot to inform him that the Egyptian army had been decimated by the Israeli army. The next day he found out from his friends and I got punished.
This level of maz-centricity was not enough for my father. Some weekends he would arrange for my cousin who was several years older to come over. And then he would pose questions to us both. If I did not surpass my cousin – who was and is clever – I got punished. To avoid the punishment I studied a lot in the evenings and even at the weekends.
As I excelled in school my fathers maz-centricity broadened to include Islam. Now I come home to school, was fed by my mother, did some homework, then had to go the mosque and study there for 2-3 hours, then return home and complete my homework.
When it came to choosing which subjects I was going to study at school for my O’levels. My father chose the subjects for example overriding my preference for Physics with his choice of biology. Why? My father was totally centred on me. Why? My father was clear that I was his passport to status (standing in the community) and money. Therefore, he was clear and determined that I was to become a doctor – at least a doctor, more likely a surgeon.
What has been unconcealed here? My father centred his resources (time, money) on me in order to serve his needs – for status, for wealth.
I Centre On My Children
I remember coming home very late one evening – around about 11pm. It had been a hard day at work. Opening the door, I found my son (who was around 3 at the time) rushing towards me with big eyes, big smile, and open arms. As I picked him up the following thought occurred: “My son loves me just as I am. All he asks is that I be here and spend time with him. Whereas at work, I am only as good as the last project. And my utilisation rate.” I also realised that I had been prioritising work over my son! I made a choice. I chose to stop climbing the ladder at a Top 5 management consultancy – work less, spend more time with my son.
When Rohan (eldest son) was around 4 years old I made the decision to put him into a private school: a Montessori School. Many people advised me not do so. Their argument, private school is costly. And I could not put Rohan into Montessori School without, later, putting both Rohan and Marco (second eldest son) into Montessori School. And then later a third child; my wife and I had planned to have three to four children.
After some consideration, I chose to walk down this path – of putting Rohan into Montessori School and keeping there at least until the age of eleven. And likewise for the other children – born and unborn. Why did I make this choice? I noticed that Rohan was an unusual child: bright, risk taking, inquisitive, creative yet struggling to read or put a sentence together. Later it turned out that Rohan has the gifts and constraints that go with being Dyslexic. Noticing, what was so, I was convinced that Rohan would suffer in traditional school where the classroom size is 30+. And the work if focussed on reading and writing. Montessori School offers a much broader curriculum and importantly uses all five sense – not just sight and sound.
When I was not working away from home, I spent some time every evening with each of my children. If nothing else I would go and lie in bed with each of them for 10 – 20 minutes. And I would ask them the same questions. How are you feeling? What was good about your day? What was not good about your day? Is there anything else that you want to tell Papa? I would give each of them a hug and tell each of “I love you and I am so proud of you.” That was the truth and continues to be the truth.
It occurs to me that I was also centred on my children. Ask my wife and she will tell you that I continue to be centred on my children even though Rohan is nearly twenty, Marco is eighteen, and Clea is fourteen. The question is, why have I been and continue to be centred on my children?
My answer: to give these children the best start in life. What kind of start is that? One where they are encouraged and taught to think for themselves. One where they are encouraged and taught to stand up for themselves. One where they are encouraged to be leaders not just followers. One where they are encouraged and taught to consider and care for others. One where they are encouraged to take risks, explore, create, challenge rather then merely follow instructions and execute….. My desired outcomes for my children have been and continue to be:
- each child knows and values his gift/s;
- each child has strong self-esteem (sense of inner worth) and strong self-confidence (way of being in the world and handling that which shows up in the world); and
- each child values others as fellow human beings worthy of respect-consideration and naturally gets on well with others without sacrificing his/her core values and aspirations.
My father centred his time-effort-resources on me from the age of five until I broke away at the age of eighteen; I had been planning to break away from about the age of fourteen.
I have centred my time-effort-money on my children since 1998-1999. All three of my children are still living with me. None of them has any intention of moving out any time soon even though the boys are both employed.
What is the difference? My father was centred on me in order to attain his desired outcomes and at no time considered what I wanted for my life. What mattered was my father maximising his ROI in me. I was his vehicle for status, respectability, wealth…. I have been centred on my children too – throughout the wellbeing of my children has been and continues to be my concern and my commitment.
Imagine a hunter has his attention and rifle centred on your head right now. He is about to take that shot. How are you left feeling? Does the fact that this hunter is centred on you mean that he has your wellbeing at the centre of his concern? You are not that stupid, right? No you are not, which is why you would prefer it if this hunter centred his attention and rifle on someone/thing else – just not you or your loved ones.
So why is it that so many folks go stupid when it comes to business and the use of the term customer-centricity? Why is it that folks talk about customer-centricity as good thing implying that it is good for the company and it’s customers. It may be good for the company, it is highly unlikely to be good for the customers. And I get that there are some companies which are exceptions.
- Customer-centricity is merely a set of people and practices that constitute a powerful tool;
What matters is what this tool will be used for the sake of (purpose/motive);
What this tool is used for will be determined by the person/s who are using this tool;
Therefore, take a good-detailed look at the person/dept/organisation which is using that tool. Look at how these folks ‘feed and breed’ and you will have a good insight into what they will be using the tool for.
Whatever you do don’t listen to the words, remember the Greek legends -in particular the Sirens with their seductive music and and voices.
And finally, from my own experience I have never found anyone to be as customer-centric as a salesman who needs to make his quota. Or a direct marketers keen to get the max revenue-profits from their direct marketing efforts.