Does Your Business Emanate the Warmth of a Cool Fluorescent Light?

I recently read Setting The Table by Danny Meyer. This book shows up for me as inspiring, useful and entertaining. In this post I want to share with you a few passages from this book and my thoughts on these passages. In the process I question the value-power of Customer Experience.

What gave rise to Danny’s way of showing up in the world?

In France we usually stayed in low-key, family run inns where the welcome felt loving and the gastronomy was exceptional.  Those trips left a lasting impression. The hug that came with the food made it taste even better! That realisation would gradually evolve into my own well-define business strategy……..

Take a look at your business, your organisation and ask yourself whether your welcome occurs as loving and your ‘product’ as exceptional as experienced by your customers. How did you fare? I say many, if not most organisations, have huge room for improvement here.

Does genuine customer-centricity lie at the heart of Danny Meyer’s business strategy?

The heart of Danny Meyer’s business strategy is being on the customers’ side. Here is how he puts it:

Hospitality is the foundation of my business philosophy. Virtually nothing else is as important as how one is made to feel in any business transaction. Hospitality exists when you believe the other person is on your side……. Hospitality is present when something happens for your. It is absent when something happens to you. Those two simple prepositions for and to – express it all.

I invite you to take a look at the policies and practices of your organisation and assess how your organisation rates on the for and to dimensions. If your organisation is like the multitude of organisations you are likely to find that your organisation is not hospitable. Put differently, you are likely to find many instance of to and few of for if you look at your organisation through your customers’ eyes.

Is there power in distinguishing between hospitality and service?

When we make new distinctions new worlds of possibility open up for us. Danny Meyer has generated such a distinction and living it has been the source of his success.

Understanding the distinction between service and hospitality has been the foundation of our success. Service is the technical delivery of a product. Hospitality is how the delivery of the product makes its recipients feel…… To be on a guest’s side requires listening to that person with every sense, and following up with a thoughtful, gracious, appropriate response. It takes both great service and great hospitality to rise to the top.

My question for you is this, has your organisation invented new distinctions that open up new possibilities? Or are you stuck in the taken for granted and common distinctions of your industry?  I say that everything starts with inventing new distinctions. Lets take the area of customer service. What happens when you invention the distinction ‘customer love’ and contrast it with ‘customer service’? Notice ‘customer love’ cannot be collapsed into ‘customer service’. Why? Something new-fresh is born with ‘customer love’.  The distinction ‘customer love’ calls forth a very different way of being-showing up in the world to ‘customer service’.

Incidentally, I say that there is no power, no vitality, no freshness, and no possibility in the distinction ‘Customer Experience’. This distinction has been made empty and meaningless by the way that it has been embraced. I’ll let you chew on that and get back to me if you disagree.

Do most businesses delivery plenty of light but no warmth? 

I love the way that Danny Meyer uses concrete metaphors to make instructive points.  Here is one that is particularly valuable and in line with the lamentations of Colin Shaw:

Imagine if every business were a lightbulb and that for each lightbulb the primary goal was to attract the most moths possible. Now what if you learned that 49% of the reason moths were attracted to the bulb was for the quality of its light (brightness being the task of the bulb) and that 51% of the attraction was to the warmth projected by the bulb (heat being connected with the feeling of the bulb).

Its remarkable to me how many businesses shine brightly when it comes to acing the tasks but emanate all the warmth of a cool fluorescent light. That explains how a flawless four-star restaurant can actually attract far fewer loyal fans than a two or three star place with soul.

How does your organisation fare on the light-warmth scale?  And in your Customer Experience efforts are your  business cases and people focussed on improving the light or the warmth?  From what I have seen, and what Colin says, it occurs to me that the bulk of Customer Experience efforts are focussed on the light.

Does your organisation lack soul?

It occurs to me that the distinction ‘with soul’ is worth savouring. I invite you to ask yourself how many businesses show up in your experience as showing up ‘with soul’?  When was the last time you experienced a product ‘with soul’? Or the last time you were served ‘with soul’? What about the last time you came across marketing literature ‘with soul’? When was the last time you came across a salesperson ‘with soul’?

I say that most workplaces and most brands lack soul. And the challenge is for these organisations to put soul back into workplaces and brands. It occurs to me that even that is not enough. It occurs to me that the true challenge is for us to show up ‘with soul’ each and every day and collectively put soul back into the game of business.  What do you say?

Change Only Works When…..

The shift towards an authentic customer-centred orientation is a huge shift for just about every large organisation.  That means organisational change. At the heart of all effective organisational change lies effective communication.  Effective communication is radically different, I say distinct, from what passes for communication in the workplace.

If you are going to make the kind of organisational shifts that are necessary to cultivate customer relationships, call forth the best from your employees, and excel at the customer experience game, then I advise you to listen to the wise words of Danny Meyer, in his book Setting The Table:

Communication is at the root of all business strengths and weaknesses. When things go wrong and employees become upset ….. nine times out of ten the justifiable complaint is, “We need to communicate more effectively.” I admit that for many years, I didn’t really know what this meant……… I thought I was a pretty good communicator, but then it dawned on me: communicating has as much to do with the context as it does content. ……. Understanding who need to know what, when people need to know it, and why, and then presenting that information in an entirely comprehensible way is a sine qua non of great leadership…..

People who aren’t alerted in advance about a decision that will affect them may become angry and hurt. They’re confused, out of the loop; they feel as though they’ve been knocked off their lily pads.  When team members complain about poor communication, they’re essentially saying, “You did not give me advance warning or input about that decision you made. By the time I learned about it, the decision had already happened to me, and I was unprepared.” Team members will generally go with the flow and be willing to hop over ripples, as long as they know in advance that you are going to toss the rock, when you’ll be tossing it, how big it is, and – mostly – why you are choosing to toss it in the first place. The key is to anticipate the ripple effects of any decision before you implement it, gauging whom it will affect, and to what degree. Poor communication is generally not a matter of miscommunication. More often, it involves taking away people’s feelings of control. Change works only when people believe it is happening for them, not to them.  And there’s not much in between…..