Marketing Image and Operational truth
Yesterday I made a mistake!
So what you may ask? Well, the truth is that I've been making this mistake over and over again for a while now.
I didn't back up my harddrive!
And yesterday .... to make a long story short ... it failed me. Damaged sectors etc. So not only did I not have my main computer not working, but I also had no recent backup of my files. And that was a mistake. With a proper backup I could have been back in business in a very short time. Instead it took all day.
I guess I was lucky. Data recovery is a difficult process. I tried a few things (which I probably shouldn't have) and in the end the combination worked out for me.
I guess I made 2 mistakes ... the first by not having proper backups and the second by trying to recover my data myself. I have backups now - and will probably outsource any future recovery if ever needed again.
What kind of "mistakes" are you making? I recently told a customer service representative (CSR) that their automated system was very difficult to use - there was no way "back up" after having chosen an option, and the options I tried didn't give me the acknowledgement I was looking for - that I was in the right place. I had to hang up and try again. The CSR went on to tell me that if I'd only picked the right option I would have been fine. She could not tell me how to get "back up" .... "I've never had to call the system" she said.
Is there a mistake there? I believe so!
If your organization markets itself as a customer friendly business, then this must be reflected in any "moment of truth" - the moments where a customer interacts with your business.
In my case I noticed 3 things that do not support the notion that they care about their customers: 1) The automated system did not let me navigate the way I found natural - a usability issue! 2) The CSR was telling me "You did the wrong thing!" I wonder if she really cared? 3) The CSR had no idea about how their system worked - a training issue.
So, money spent on marketing this organization as a place of good service ... somewhat wasted I'd say. Good marketing cannot deliver long term customers if the organization fails the "moment of truth"-test, i.e. if they fail to live up to their promises!
The same goes for your printed materials, your web site and e-mails. Even your blogs! They all help paint an image of who you are, and if there is a mismatch between the marketing image and the actual experience ... then you loose!
Go fail no more! (Or at least make sure what you say/do reflect who you want to be seen as).
In my case, I missed a deadline yesterday. It doesn't happen very often. I want my clients to trust that I can help them manage their business challenges - I now have backups!
Feedback Appreciated!
So what you may ask? Well, the truth is that I've been making this mistake over and over again for a while now.
I didn't back up my harddrive!
And yesterday .... to make a long story short ... it failed me. Damaged sectors etc. So not only did I not have my main computer not working, but I also had no recent backup of my files. And that was a mistake. With a proper backup I could have been back in business in a very short time. Instead it took all day.
I guess I was lucky. Data recovery is a difficult process. I tried a few things (which I probably shouldn't have) and in the end the combination worked out for me.
I guess I made 2 mistakes ... the first by not having proper backups and the second by trying to recover my data myself. I have backups now - and will probably outsource any future recovery if ever needed again.
What kind of "mistakes" are you making? I recently told a customer service representative (CSR) that their automated system was very difficult to use - there was no way "back up" after having chosen an option, and the options I tried didn't give me the acknowledgement I was looking for - that I was in the right place. I had to hang up and try again. The CSR went on to tell me that if I'd only picked the right option I would have been fine. She could not tell me how to get "back up" .... "I've never had to call the system" she said.
Is there a mistake there? I believe so!
If your organization markets itself as a customer friendly business, then this must be reflected in any "moment of truth" - the moments where a customer interacts with your business.
In my case I noticed 3 things that do not support the notion that they care about their customers: 1) The automated system did not let me navigate the way I found natural - a usability issue! 2) The CSR was telling me "You did the wrong thing!" I wonder if she really cared? 3) The CSR had no idea about how their system worked - a training issue.
So, money spent on marketing this organization as a place of good service ... somewhat wasted I'd say. Good marketing cannot deliver long term customers if the organization fails the "moment of truth"-test, i.e. if they fail to live up to their promises!
The same goes for your printed materials, your web site and e-mails. Even your blogs! They all help paint an image of who you are, and if there is a mismatch between the marketing image and the actual experience ... then you loose!
Go fail no more! (Or at least make sure what you say/do reflect who you want to be seen as).
In my case, I missed a deadline yesterday. It doesn't happen very often. I want my clients to trust that I can help them manage their business challenges - I now have backups!
Feedback Appreciated!
posted by RMB at 1:01 AM
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