PLEASE NOTE:

MyNews24 is a user-generated section of News24.com. The stories here come from users.

 
Eldon Phukuile
 
Comments: 0
Article views: 166
 
 
Latest Badges:


 
View all Eldon Phukuile's badges.
 

What some customers really feel

21 May 2012, 07:12

I saw this diagram in a journal, or a whitepaper a while ago. My sincere apologies to the author as I really can't recall who developed it – but I think it so accurately depicted the experience of customers.

I can almost stop right here.

The reaction time in delivery in so many instances is lamentable, despicable.

There’s something honourable in wanting to be the ‘best’ company in your industry in some way – best product, best service, fastest whatever.  Roger Sant of Maritz Research argued very plainly that there is often a gap between the inter-dependent Brand promise and experience. To a customer, he states, this is unacceptable because he views the company holistically. By way of an example, Roger indicates that a service failure by a no-frills, low-cost airline is more likely to be forgiven, and will matter less than an equivalent experience of a fully-fledged national airline. The lesson here is that a company should be clear and realistic about its capacity to deliver. The company also needs the same level of clarity and realism about is quality to deliver.

The CEO of Zappos, Tony Hsieh is doing it the other way around. He states that they spend no money on marketing – instead they spend this budget to improve the customer experience, doing faster delivery to customers. This means that Zappos is not putting any brand promise out and allowing the customer experience speak for itself. This is definitely a more powerful way of going about it!

OK, OK – that’s not all that Zappos does differently. I know about the mantra “create fun with a little weirdness”, but writing about that is not the objective of this piece today. Research it out for yourself – you’ll be surprised and inspired by what else they’ve done.

Let's get back to the picture above. When your company delivers to your customers, do you have blind spots and/or bottlenecks that hamper speedy and effective delivery to customers?

I’ve seen something incredible at a client company. They readily admit to problems and delays in customer delivery, but they were not willing to invest in infrastructure to fix the basics that would speed up this delivery. Instead, their approach has been to create different departments, each with a very senior manager and support team – to own the different aspects of the delivery chain, but within the constraints of the current infrastructure.

Fortunately for them, times are still good and money is still rolling in. This solution is extremely short-sighted and consequently, the jury is still out on the sustainability thereof. An unintended consequence of this approach has resulted in less autonomy and less empowerment for workers, and more politics overall.

I'd like to branch out on this picture above from a customer perspective and introduce the measurement of the applicability of the solution that is delivered – against the customer request. Here is an example to illustrate the importance of this.

I drive a fairly exclusive brand of motor car. At some point, I started noticing a strange knocking sound when turning the steering wheel in a certain manner. Over the last few months, I’ve constantly booked in the car to have it seen to. I’ve got no understanding of the mechanics of a motor vehicle, so I’m happy that they try whatever they have to fix it. The problem is – it has not worked and I still have the problem, AND frustratingly – each time the car goes in, they stamp the service book and capture it on their systems that the vehicle has had a full service done.

Let's summarise the arguments (AKA fire the warning shots):

1.     From a customer perspective, some companies take unacceptably long to deliver.

2.     Delivery should have a louder voice than the brand promise.

3.     Continually review your basic infrastructure and invest to keep the basics right.

4.     Classify and resolve service failures and customer requests according to the customer’s ideal outcome. Do not into a retro-fit the solution into the parameters of current policy and process as this will inevitably lead to a solution that does not deliver according to the customer expectation.

5.     Be truthful and ethical. Do not ‘stamp the service book’ for services that did actually take place. There may be severe downstream consequences for your brand, as well as for your customers.

6.     Do not let the finance managers dictate what can, or cannot be delivered to your customers.

7.     Be innovative, more innovative, more innovative and more innovative. The best thing for innovation is innovation. Although not all innovations will be successful, the culture of innovation within the company is excellent for creating additional markets, and finding that truly spectacular next innovation.

Disclaimer: All articles and letters published on MyNews24 have been independently written by members of News24's community. The views of users published on News24 are therefore their own and do not necessarily represent the views of News24. News24 editors also reserve the right to edit or delete any and all comments received.
 

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
0 comments
Add your comment
Comment 0 characters remaining

Read more from our Users

Submitted by
The Last Contrarian
My drunken scrawl VS an illiterat...

I am a writer; that is to say I’m an alcoholic. The link between alcoholism and writing ability is the only reliable indicator of good and profound writing.  Read more...

24 comments 593 views
Submitted by
FrancoisFMarais
Religion or Relationship - Lookin...

We were out fishing somewhere but the clouds came up and the weather looked bad. Winds were howling and rains were threatening. Read more...

42 comments 415 views
Submitted by
Bheki Dlamini
I celebrate fear. That works for ...

I can never say that the last four years, following my venturing into formal business, was any easy. It was the test of a lifetime. There were times when I wished I had never left my employ. Read more...

5 comments 321 views
Submitted by
Jerry Mashile
Changing face of culture

Heritage day is here again. While other groups in South Africa have defined their cultural practices, some remain confused and lost. This  Read more...

10 comments 282 views
Submitted by
Molifi_Tshabalala
What revolutionary duty for ANC t...

The ANC sounds more confused, using some words and phrases such as radicalism, revolution, and economic transformation out of their proper contexts.  Read more...

9 comments 1260 views
Submitted by
Mpiyakhe Dhlamini
Where are the intellectuals?

South Africa has a relatively free media, it's citizens enjoy the right to say whatever they want and to whomever they want with some sensible restrictions. Read more...

10 comments 339 views

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Magical Massinga

Spend 5 nights at the gorgeous Massinga Beach Lodge in Mozambique and only pay for 4 from R13 220 per person sharing. Includes return flights, accommodation, transfers and romantic turndown. Book now!

Kalahari.com - shop online today

Pre-order your iPhone 6 at kalahari.com

Hurry and pre-order your own iPhone 6 now at SA’s favourite online store!

Bargain box – 60% off

Reduced prices, very limited stock. While stocks last. Hurry and shop now!

Mind blow low prices on electronics

Get either the Prestigio multiphone or Proline tablet 7” tablet for only R699. Offers valid while stocks last. Shop now!

30% off Barbie toys

Save 30% on all Barbie toys and accessories. Offer valid while stocks last. Shop now!

Baby extravanganza month at kalahari.com

Celebrate baby month with a wide range of awesome baby products. Offers valid while stocks last. Shop now.

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

 

services

E-mail Alerts The latest headlines in your inbox

RSS feeds News delivered really simply.

Mobile News24 on your mobile or PDA

E-mail Newsletters You choose what you want

News24 on your iPhone Get News24 headlines on your iPhone.

SMS Alerts Get breaking news stories via SMS.

Blogs Your opinion on you, me and everyone.

Calais Website keywords automated by OpenCalais.

 
Interactive Advertising Bureau
 
© 2014 24.com. All rights reserved.
There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.








Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.