Archive for February, 2012

Your Customer Relationship Executive and Your Business

Following on from a previous article on Customer Relationship Executives I thought you might like a few more pointers to make the process of building this role easier, here goes.

Your business has become big enough to have a person in this role, other businesses of your type and stature have them and it seems to work for them. So how about your business? The decision has been made and someone has to implement it. What to do next?

  • You’re leading them so ask what you want them to do and how you will support them to do it. (make a list FAST!)
  • Get a budget sorted their wage and ancillary costs, the resources they will need on a basic level and then the resources needed for them to excel at what they do.
  • What sort of person would you IDEALLY like to select for the role. Think personality type, adaptability, flexibility, nimbility, stunning phone manner, highly courteous at all times to ALL other personality types and so much more (another list!)
  • Where will you position them so they can feel part of the team but have the privacy their role may require?
  • How will you support, coach, mentor and support them?
  • How will they be seen by other staff who might currently do a part of this role as part of their usual duties… How will they be seen by other staff in terms of importance within the business?
  • What access to the database will they have?
  • What I.T. support will they get?
  • What Admin support will they have?
  • How will you measure their performance?
  • What will your expectations be of them?
  • How often will you meet with them?
  • What other people will have to interact with them so they can get their job done?
  • What sort of position description have you put together, does it include enough detail? Does it leave scope for them to add to the role?
  • What training will they need – to start with and along the way?
  • Who will fill in while they are away? Will this fill in person be able to effectively fill the gap and continue in a ‘business as usual’ kind of way or will they need to work one on one with the existing person to make the transition seamless?
Notice how there are lots of questions, stop and ask yourself, how will I cope with all this as well as my existing workload… hmm hope you have your ‘skates on’!
  • How will you make sure they are not under too much pressure from ‘moaning customers’ and those who want to yell and scream?
  • What strategies will you use to keep them motivated and highly engaged in their job?
  • How will you include them in planning sessions, showing them the stats, having them measure the stats…
  • What control will they have over the various situations which may arise… Feeding back info  to staff, dealing with difficult customers (what sorts of gifts can they send)?
  • What sort of ongoing ‘keep in touch program’ will you let them do, special occasion cards, reminder letters, promotional freebies and goodies.
Notice how what started out as ‘just another role in your business’ has become a major one, and the person has not started yet!
  • What limit will be set for their budget? Is it big enough or is it a bare minimum “we don’t know yet how big it should be, perhaps we should start out low and work up from there”?
  • What level of authority will they have? Can they go straight to HR to warn of  another staff member who is causing service ‘issues’ or so they have to ‘go through you’?
  • Will you require them to work after hours at special customer events?
  • Will they require the ability to think outside the square or is that left for the Marketing Department only?
  • Do  you want them to be loaded with ideas, or a person to ‘just do the job…’?
Okay you get the idea, this role is vital to your business, if you are not in a big enough position to have a person in this role perhaps there are a bunch of people who are in this ‘type of role’, if so how many of the above become applicable to them… Take a look at the organisations mission, vision, values, beliefs and ideals and see how highly customers are valued throughout that. Need to make changes?
So what is all this, a customer service initiative to cause customers to LOVE what your business does. Without this sort of thinking and action going on, your business just may as well fade into the sunset. :)

We Need a Customer Relationship Executive…

“Well team” Said the CEO excitedly “We need a Customer Relationship Executive and we need them now…” The rest of the team looked on knowingly and some slowly nodded in agreement.

One brave soul raised their hand and dared to ask “Why?” The CEO smiled widely and said “Glad you asked, you see other businesses in our industry have them, they say the sales have gone up because of that and the customer feedback has been very positive! We should do the same.”

There was little disagreement that day, a few minor questions, most leading to “what will they do?” The CEO responded with “Build customer relationships, short and long term. They will be busy chatting with people, getting feedback, feeding leads to the sales team etc.”

Any thoughts of ‘why’ were soon quashed and so the HR department had a task, get one, and get them up and happening fast. The big thing that needed to be asked though was “What will they do specifically, how will we measure it and what will the budget be, what resources will they need…” Followed by “who will lead this role the sales manager, HR, Marketing or Service?”

  • Clarify the role, what exactly is expected of them
  • What will their limitations be (if they have to make a customer happy how far can they go? How much can they spend)
  • Did the other organisations who have an exec in this sort of role just have a natural sales high or was the measurement really objective
  • Who will coach, support and lead this person?
  • Where will they have their space, office etc…
  • Does the values of the organisation fit to having a person in this type of role, does the organisation REALLY love customers this much?
  • Is there a track record of customer complaints that this new role will ‘magically fix’?
  • Will someone take their place when they go on holidays?
  • Will they have a support admin person allocated to them to do the ‘hack work’
  • Will the marketing team work with this person to assist them to get STUNNING results
  • Will the I.T. department be able to offer suitable solutions for a database, email auto responders, web access or any other I.T. resources? Or will they throw their arms in the air and say… ERRGH! we are too busy already.
Now that those issues have been put on the table, it’s time to look deeper and make the role really work. After all adding a new staff member should add value to the organisation, right?

 

The Leviathan And The Fool.

Your staff, the biggest asset in the business, but what if one of them goes astray, their attitude or their ego ‘gets in the way….’ (for some) or what if they just become blasé about things and their performance fades. Both viewpoints might be seen as troublesome, and for some the thought of ousting the employee looms large.

If your organisation has guidelines about these things then it should be fairly straight forward process, or if there are workplace laws, then you will have guidelines to follow.

Interestingly even though you may have suitable policies and procedures in place it does not mean happiness all round, in fact it can lead to bigger issues.

The simple answer is to follow the guidelines and be squeaky clean in how the ‘recalcitrant’ staff member is ousted. If push come to legal shove you will have done the right thing and the situation will blow over, however if you haven’t, watch out as it comes back to haunt you in ways you probably wish you hadn’t dreamt of.

To illustrate, may I provide a story? Thanks. Let’s go back to the start, a staff member works their way up through the ranks and gets to a position of ‘responsibility’. In the main rightly deserved, having garnered extra qualifications and skills along the way. They are lauded by some, lambasted by others who find their showiness to egotistical, their ability to “fall into the spotlight” too over the top. The organisation benefits but those who see the grandstanding as too much start to build a resentment.

Other staff find the spotlight this employee “positively shines on the organisation” too much, their performance against this ‘Leviathan’ is such they feel they can not compete. Perhaps they see the person in ‘Power” as a threat to their own ambitions and carefully retreat to plot a move… conniving politics in the workplace, not good, in fact the situation can quickly become untenable, but their own gains are what they see as paramount. They mount various challenges but are caught out by a more worthy opponent each time.

They plot a ‘fresh attack’when things change in the department. So far so smooth, now it’s hotting up. In a flurry of backstabbing, murmurs and innuendoes the once ‘relatively’ cohesive team becomes some form of fire breathing behemoth. In a nasty emotion filled flurry the good people in HR are dragged into the situation (kicking and screaming), the CEO or ‘other’ is also called in to the fray.

It turns out that the whole situation brewing over time has come to a head with the staff crying foul and calling for an end, but they have played the OHS trump card “We can’t work with ‘the Leviathan’ anymore”. With the weight of numbers and short term ‘at hand’ issues to be resolved the ‘political landscape’ has altered. Now the almighty Leviathan who has championed great causes is soon to become a slaughtered ‘sacred cow’. There is blood on the streets folks and it’s getting on too many hands, hands which at the start of the day were clean, manicured, personable, reasonable perhaps, are now becoming stained deeply.

The good team in HR along with the CEO or other, put their hands up to say stop, a quick exit for our ‘hero’ ensues. They stop the short term emotional ‘bun fight’ but have failed to use a fair and reasonable approach in implementing procedures and policies.

They stand with blood stained hands and gather their thoughts, thoughts like “what have we just done?” or “whoa, glad that’s over…” While our Leviathan leaves wounded and bleeding, he is smitten and vows revenge. Wo betide those who think they can cross the warrior, not fatally wound them and think that this is the end. In fact little do they realise this is probably just the beginning.

The stained hands do not wash clean, and the vague aroma of rotting blood soon becomes an infuriating stench, burning nostrils and causing bad memories to surface and tear at their emotions. Did they do the right thing? Did they fail in their ‘duty of care’. Did they act on emotion rather than logic…

In the harsh bright light of day, our Warrior will stand accused, the organisation will have a strong hand pointing at them with malice, revenge and intent. The organisation had better be in a clear factual position to defend their scurrilous actions or face a force so driven they will rue the day they slipped and went for a short term answer to what is clearly a long term situation.

This story should serve as a reminder, do not take the short term position on what could become a long  term ‘thorn in their side’. Follow procedures good people and let a fair and reasonable approach ensue so those in positions of responsibility can stand with clear conscience on these matters, and not be watching their backs every step of the way.

More on retailing…

Ages ago I posted an article on Retailing, it was (and still is) a VERY topical area. My focus on this is renewed and I wanted to share some MORE! Ideas…

How did this come about, after visiting a retail ‘shop’ with friends, we spent an hour or two enjoying what they have to offer (yeah it’s a sit down, stand up and enjoy kind of place.) We got chatting to one of the owners, and ran through a few points of discussion. When we went to dinner after that we managed to throw more ideas into the mix.

It got me thinking (not again, just more…) and here is a list to work with.

  • Target market – Know who you are targeting, in their case I figure 26 – 60 yr old professionals looking to ‘unwind’. They don’t mind to spend if they are getting value from that spend – social types.
  • Work the list – They have been in business a few years now and should have a great email list to work, so work it. The list should also include their connections on facebook, google+ Linked in (It’s for professionals!) Twitter.
  • Work on their pain – They want to unwind, drop in and chill out… they want to pick up some great goodies to take home and unwind with, drop in and pick them up. So focus on what hurts, then alleviate that with what you have to offer.
  • Let them know – Use the list and ‘tickle their fancy’ with enticing ideas and options, photo’s of the specials and the offers, give them ideas they might like to try “Bought this, then try this too!” It’s Friday and the good peeps on your various lists should be hit a few times with these enticements. Like a reminder service. And make sure people can find you with great signage etc.
  • Ask them what they want – Yeah the customers, they might not want rickety stools, they might want something a bit shorter with back support. They might not want the cricket on the big screen TV. They might not want big in your face music… then  again they just might.
  • Plan it – All of this stuff, make it happen with a simple plan. who will do what when, then stick to it.
  • Offer incentives – Like, bring three friends next time and we will make them VIPs and we will reward you with a freebie.
That’s just a starting point. Oh these are great ways to build your business, BUT make sure the things are working, like the Facebook page, the website etc. You could be in for a nasty surprise if you are marketing to nowhere.

 

 

 

 

 

The Open Plan Office Failure

Open plan offices offer a lot if your team communicates openly with each other share conversations with customers and offering information or advice between a small group of staff. The challenge comes when you expect the team to work without distractions (planning – on the phone with customers etc.)

Ok so what was the big deal with going for open plan in the first place? Cost? Having the chance to break down barriers? More open communication? Other…

Let’s go the other way, what’s the deal with a ‘closed’ office? Greater privacy – Easier to concentrate – Cut down on noise – More wall space (for planning charts and so on…) – Your computer can be oriented so only you see what’s on the screen (ok not the best reason but surely quiet important!)

Perhaps the best way is to go halfway (is that possible?) creating spaces which offer users the ability to have privacy, a sense of security, still have some degree of communication openness, not have the cost of a full office, and provide the user with that sense of ownership or personalisation without having everyone look at your personal items etc

Maybe we could go for the cocoon, or pod, I seem to recollect back in the 70’s the Illustrator Roger Dean (Did lots of futuristic and fantasy album covers) created a whole bunch of futuristic spacey spaces and one of them included a ‘Learning Pod’ and individual cocoon shaped like a giant seed pod. Is that a way to go…

I believe the answer probably lies in clearly looking at what the business, your business, is all about and exploring the ideal way to make what needs to happen, happen, in the most effective way possible.

If your team really work as a team, then maybe a team space is required with separate areas to compile info for the team.

If your team are working directly with customers, then perhaps they just need a space where they can do that with minimal fuss.

If your team are a bunch of slackers and serve no real purpose to your amazingly big conglomerate then perhaps a bunch of hotel rooms with Wi Fi connectivity might be the go…

I guess what I am really saying is to ‘go deep’ and look at the specific reasons your team need the space they need and how they will interact (or not). I guess I am also thinking make the space adaptable so things can be altered when the need arises.

Oh and let’s not forget the concept of status, where the ‘boss’ gets the ‘closed office and privacy’ and the others get ‘open space and prying eyes’ surely we can think beyond that and come up with spaces which cause people to believe they are highly valued contributors without any loss of status.

Perhaps open plan failure is just a starting point to creating office space success.

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