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?

2011: are you ready to move beyond the 4Ps and the 4Cs to embrace the 5Hs?

In the period of 1950s the concept of the marketing mix was introduced and this led to the birth of the 4Ps: Product, Price, Place, Promotion.    This has been extended  to include another 3Ps: People, Process, Physical Evidence.

With the birth of the Customer age in the 1990s Robert Lauterborn proposed the 4Cs: Customer, Cost, Convenience, Communication.  Whilst this is a move in the right direction it is not enough.   To my mind it smacks of the abstract, the intellectual, a machine way of thinking and talking.  A move forward yet still within the Newtonian paradigm of the universe (including human beings) as a gigantic clock.

How about embracing the 5Hs: Human, Heart,  Honesty, Hospitality and Harmony?

Human:

Get that you are dealing with flesh and blood human beings and treat your customers as human beings.  Strive to treat them with the best of our humanity: kindness, benevolence, humaneness.

Being human, we notice, even if it is at a subconscious level, when these qualities are present or not.  Given the choice we walk towards organisations that have a human look and feel:  that are humane and treat us as human beings not machines.

How about starting with a small step that makes a huge difference: speaking with a human, conversational, voice?

Heart:

As the expression goes “Have a heart!”.  What does that mean?  In a word it means compassion.  The ability and willingness to put yourself in the shoes of your customer.  To see life through her eyes, to experience what she is experiencing.  It means following the golden rule “Treat your fellow man/woman in the manner in which you would like to be treated if you were in his/her shoes?  Go further and embrace the platinum rule “treat your customer as he/she would like to be treated”.

How about following Zappos and making it easy for your customers to reach out and speak with you?  To reach out to you – via chat, click to call etc – when she is shopping and needs guidance or reassurance?  To reach out to you when she needs help in using your product or service?

How about making it easy for customers to make complaints?  How about making it easy to return faulty goods?  And so forth.

Honesty:

Let go of the spin and be honest with people in a tactful way.

Human beings stay clear of people who they find to be dishonest.  When you are honest I may not like what you say yet I will respect you for being honest.  Tell it as it is – upfront – it will save you a lot of pain later on: sooner or later your true colour will show especially in this densely connected world.  When I catch you being dishonest (including omitting stuff that you do not want me to know) then I no longer trust you.  If I don’t trust you then you are going to have to pay in way or another if you want to do business with me.

Put bluntly put as much focus on the steak – the product, the service, the reality – as you do to the sizzle of advertising and other marketing messages.   Another way of saying this is to say ensure that there is a harmony between the sizzle and the steak.

Hospitality:

Be a good host, be hospitable – to prospects, new customers, existing customers and customers who have either left or are on their way.

When you are being a good host you take the time and trouble to think of your guests and their needs.  You do your best to welcome them, to make them feel at ease, to introduce them to people that they will find interesting or useful. And when the time comes for them to leave, a good host will see them to the door and wish them well and mean it!  How about behaving the same way with your prospects, new customers, existing customers etc?

How about inviting your customers into the business?  To listen, to share, to collaborate on new product ideas, product development, marketing communications, customer services and so forth?  Incidentally, the important part about ‘social media’ is not the media, it is the social.  In a social environment your character, your reputation and your manners speak so loudly that few listen to your words.  A good host is mindful of this and acts accordingly.

Harmony:

As human beings we love harmony and we strive after it.  Harmony is pleasing as it gives us peace of mind.  So how about focusing your efforts on creating harmony?  What does that mean in practice?  Lets take a look at the dictionary definition: “the just adaptation of parts to each other, so as to form a complete, symmetrical or pleasing whole”.

How about a harmony between the promises made and the experience delivered?   How about orchestrating harmony between all the silos that impact the customer experience?  How about harmony between the short-term and the longer term?

It is my belief that if you don’t get the social part – that is the human desires for beauty, for meaning, for connection, for honesty…. – you are going to be increasingly lost in the 21st century.    Maybe I am deluding myself.  What do you think?