I am a very creative type. With that in mind, I approach projects with a goal of completing them and moving forward. This is especially when creating a device that is long term and requires not only external communication but internal effort to maintain.
The goal is to have an audience read a communication piece. This needs to be constructed, edited and etc. In addition, there needs to be the capacity to ensure it will be maintained and properly distributed in a timely fashion. It is not content heavy but there needs to be a regular investment of time for this to be successful.
Once the focus is on creating a simultaneous piece of communication attention is diverted. The first project isn't yet completed and there's no evidence on how it is best constructed. If the new venture is in social media that requires it's own formulation. How will people hear about this page? How is it to be maintained? What happens when the flow of readers increases? What is the policy with adding friends and allowing comments? What do we do when a comment is inappropriate?
It's important to clarify content, structure and how edits are governed. Without these many groups I've seen move more on an ad hoc reactionary basis that having a set vision for how to move forward. Other may not work this way but I tend to work on multiple projects for different causes/businesses so understanding the time involved is beyond critical.
Thursday, October 22, 2009
Owning my time - No I can't call back later
Today, I needed to call a doctors office to find out their protocol for submitting insurance claims. I visited a few weeks ago and yet nothing posted on the Aetna page. Understanding the office policy would help me not feel stressed out. No need to worry if you submit bills every few weeks
As soon as the receptionist picks up the phone she seems rushed. I answer the questions of first and last name. Before five minutes have passed the answer returns "we're busy, can you call back?" I thought that getting into a back and forth is never succcessful. It is a simple question so we can just get an answer.
She says the woman who does the billing questions is busy and I'll have to call back.
It is time to get my needs on the table.
"Don't you have my phone number? Can she just call when she's not busy?"
I simply state "If she's working ask her to call when she's not busy. I don't want to call back because there's a chance she may be busy again."
With that, I was put on a 5 second hold and was able to ask my question. It actually just took her one second and she answered and said it was implied this was a lengthy question. Basically, she said no without even knowing my need.
As soon as the receptionist picks up the phone she seems rushed. I answer the questions of first and last name. Before five minutes have passed the answer returns "we're busy, can you call back?" I thought that getting into a back and forth is never succcessful. It is a simple question so we can just get an answer.
She says the woman who does the billing questions is busy and I'll have to call back.
It is time to get my needs on the table.
"Don't you have my phone number? Can she just call when she's not busy?"
I simply state "If she's working ask her to call when she's not busy. I don't want to call back because there's a chance she may be busy again."
With that, I was put on a 5 second hold and was able to ask my question. It actually just took her one second and she answered and said it was implied this was a lengthy question. Basically, she said no without even knowing my need.
Thursday, October 15, 2009
I like, met this English tutor at Starbucks
I was sipping on a cup of joe at my favorite chill spot the other day. To the table on my left sat a guy and his "student." She was Japanese and he was (it's implied) a per hour freelance consultant.
It seemed that he was very prepared, toting around many items and books in his napsack. There were workbooks and homework to be given out. Yes, I did "observe" the conversation because of the interest in how consultants conduct their business. It's wonderful insight into how they manage, or fail to manage, clients.
The one thing which struck me as out of tune was...his grammar. Repeatedly, he used the word "like" as if it were a comma. I sat a bit confused because as someone who majored in Japanese this individual undestands the nuances of language yet still speaks with that modern broken English?
Before they parted, I did introduce myself to him (a personal rule, always meet others who are conducting the same model of business) to find out more. My specific interest was how he met clients (i.e. word of mouth, internet postings and website) because during their conversation he referenced "my website." In a twist of irony, he supposed I was giving him a business pitch and told me "I don't need help conveying my message."
I sat - bubbling with thought - "it wasn't being offered, but now that you mention it..." there is one thing. Observation as a practice is a huge resource for learning. Self-reflective observation, though, can be immensely difficult.
It seemed that he was very prepared, toting around many items and books in his napsack. There were workbooks and homework to be given out. Yes, I did "observe" the conversation because of the interest in how consultants conduct their business. It's wonderful insight into how they manage, or fail to manage, clients.
The one thing which struck me as out of tune was...his grammar. Repeatedly, he used the word "like" as if it were a comma. I sat a bit confused because as someone who majored in Japanese this individual undestands the nuances of language yet still speaks with that modern broken English?
Before they parted, I did introduce myself to him (a personal rule, always meet others who are conducting the same model of business) to find out more. My specific interest was how he met clients (i.e. word of mouth, internet postings and website) because during their conversation he referenced "my website." In a twist of irony, he supposed I was giving him a business pitch and told me "I don't need help conveying my message."
I sat - bubbling with thought - "it wasn't being offered, but now that you mention it..." there is one thing. Observation as a practice is a huge resource for learning. Self-reflective observation, though, can be immensely difficult.
Business Cards - First Impressions
I am often reminded of how disconnected our thoughts of business are from reality. We tend to internalize one thing as really important and for the audience it's completely invisible. My website has been worked on for a few months and there's not yet traffic (development and word of mouth takes time). As the sole voice of a business strategy it's these things that are important in creating a great experience for all my clients. That satisfaction is what sells and creates relationships, not slick advertising or marketing.
Even so, it's perplexing how often I run into an older player in the business field and receive their card. The proportion of these important vehicles of communication that are flimsy, cheap and produced without much thought is startling. We've always followed the maxim that first impressions are important. In fact, as part of the business creed this flows from everything about product messaging to style of dress. Why then would one sell themselves short with a horrible business card? If you are a serious individual it actually serves as an extension of the thought placed into marketing. My clothes may not be the most expensive but what I offer with communications is top-notch and very professional.
When did we begin to superimpose one as more important than the other?
Please, put back the stock paper that will "save money" and invest where it matters. Why have a very expensive website and yet my first impression looks as though my 9 year old neice might have been creative director?
Even so, it's perplexing how often I run into an older player in the business field and receive their card. The proportion of these important vehicles of communication that are flimsy, cheap and produced without much thought is startling. We've always followed the maxim that first impressions are important. In fact, as part of the business creed this flows from everything about product messaging to style of dress. Why then would one sell themselves short with a horrible business card? If you are a serious individual it actually serves as an extension of the thought placed into marketing. My clothes may not be the most expensive but what I offer with communications is top-notch and very professional.
When did we begin to superimpose one as more important than the other?
Please, put back the stock paper that will "save money" and invest where it matters. Why have a very expensive website and yet my first impression looks as though my 9 year old neice might have been creative director?
Tuesday, October 13, 2009
Starbucks Employee Evaluations - Email Sent to Corporate
This is intended as a resource from my perspective as both a communications consultant and a loyal brand consumer. While in store today I couldn't help but notice employee evaluations taking place in the seating area shared by customers. The evaluator conducted business which referenced satisfaction score targets of 75% and locations which had not met expectations. Furthermore, the conversation referenced employee retention and development with the company.
I must say it is absolutely in direct opposition to your push to retool the Starbucks image for such internal communications to be made public. If I weren't loyal, it would concern me that in certain locations only half of consumers felt their experience was positive. Also, language used when evaluating employees referencing their opportunities for management creates an implied lack of company trust in their employees. I was most disturbed in hearing "...just because someone is doing their best doesn't mean they're doing what needs to be done." It struck me as so odd and unhelpful a statement I typed it in a Word document so it wouldn't be forgotten.
There are ways to train staff and increase cohesion and morale in a setting that is appropriate and this misses the mark entirely.
As a note on marketing, the VIA "push" is understood because of the profit potential in the instant market (courtesy the CEO interview on ABC News). However, the upsell at every turn has the potential not of canibalizing your beverage sales but repeat business and hurting the brand. Brand is not your newest gimmick, rather it is an expectation I have of your relationship with me as a consumer.
Frankly, it grows tiresome; entry way displays, aprons, POS displays and the "ask" at most transaction points. It superimposes a corporate identity onto what is supposed to be a "neighborhood" enterprise.
I love the store and the employees at this location are the friendliest encountered. On several occassions I've forgotten my coffee at the counter an employee delivered my product table-side. That type of excellent service. not marketing campaigns, is what creates the environment that have a value of $15 per week in repeat business.
I must say it is absolutely in direct opposition to your push to retool the Starbucks image for such internal communications to be made public. If I weren't loyal, it would concern me that in certain locations only half of consumers felt their experience was positive. Also, language used when evaluating employees referencing their opportunities for management creates an implied lack of company trust in their employees. I was most disturbed in hearing "...just because someone is doing their best doesn't mean they're doing what needs to be done." It struck me as so odd and unhelpful a statement I typed it in a Word document so it wouldn't be forgotten.
There are ways to train staff and increase cohesion and morale in a setting that is appropriate and this misses the mark entirely.
As a note on marketing, the VIA "push" is understood because of the profit potential in the instant market (courtesy the CEO interview on ABC News). However, the upsell at every turn has the potential not of canibalizing your beverage sales but repeat business and hurting the brand. Brand is not your newest gimmick, rather it is an expectation I have of your relationship with me as a consumer.
Frankly, it grows tiresome; entry way displays, aprons, POS displays and the "ask" at most transaction points. It superimposes a corporate identity onto what is supposed to be a "neighborhood" enterprise.
I love the store and the employees at this location are the friendliest encountered. On several occassions I've forgotten my coffee at the counter an employee delivered my product table-side. That type of excellent service. not marketing campaigns, is what creates the environment that have a value of $15 per week in repeat business.
Employee evaulations in a public setting?
As I sat in Starbucks today, typical day, a manager (one can assume) was conducting several employee reviews. I found it a bit alarming that she would be conducting such sensitive business in an area where she is amongst customers. One of the aspects of delivery is that the image should be seamless, not constructed in full view of the potential buying audience.
As an example, I love to deliver speeches and am preparing a very philosophical piece for an inagural offering for Toastmasters. However, the very same audience that listens to a flawless speech is totally dissinterested in watching me practice the speech for a few hours (it does take practice).
Even more odd, she was referencing customer satisfaction numbers. The goal, stated the manager was to get the numbers up to 75 percent of all customers satisfied. Some of the locations hadn't "hit" 50 percent yet, and there was room for growth. As a potential buyer, if I hear that half of the people in your business are unsatisfied how detrimental is that to your marketing initiatives? That's not speculation, it's coming from the aggregate pool of your consumer base.
A final nugget of wisdom is encapsulated by the following quote:
"Just because someone is doing their best doesn't mean they are doing what they should be doing."
Vauge? Yes. Corporate? Yes. Helpful? You tell me.
As an example, I love to deliver speeches and am preparing a very philosophical piece for an inagural offering for Toastmasters. However, the very same audience that listens to a flawless speech is totally dissinterested in watching me practice the speech for a few hours (it does take practice).
Even more odd, she was referencing customer satisfaction numbers. The goal, stated the manager was to get the numbers up to 75 percent of all customers satisfied. Some of the locations hadn't "hit" 50 percent yet, and there was room for growth. As a potential buyer, if I hear that half of the people in your business are unsatisfied how detrimental is that to your marketing initiatives? That's not speculation, it's coming from the aggregate pool of your consumer base.
A final nugget of wisdom is encapsulated by the following quote:
"Just because someone is doing their best doesn't mean they are doing what they should be doing."
Vauge? Yes. Corporate? Yes. Helpful? You tell me.
Wednesday, October 7, 2009
Email Turnaround - When to Walk Away
I have, of late, been very involved in a number of causes through which my learning curve is bending in a positive direction. However, my own rules for engaging individuals via email and acknowledging their requests isn’t shared by all. More specifically, some individuals will request an item, let’s say during a phone call, and lose everything in translation to email.
Sometimes, this is because they feel that responding via email makes things a bit more formal. Also, some have a lacking time management system and can’t respond to messages.
My own rule is once an email is sent with an ask or items that a party has requested there are two reminders. After two weeks, there’s no need for me to spend any additional time on the matter (we’re not talking about payment collection, although you can just put someone on small claims notice). It’s no longer effective to ruminate on why they aren’t responding as the perspective can often become personal. My business, in communications and RE, will require retainers for the purpose of avoiding large financial losses due to lack of turn around. It’s a policy to protect my work and time.
Sometimes, this is because they feel that responding via email makes things a bit more formal. Also, some have a lacking time management system and can’t respond to messages.
My own rule is once an email is sent with an ask or items that a party has requested there are two reminders. After two weeks, there’s no need for me to spend any additional time on the matter (we’re not talking about payment collection, although you can just put someone on small claims notice). It’s no longer effective to ruminate on why they aren’t responding as the perspective can often become personal. My business, in communications and RE, will require retainers for the purpose of avoiding large financial losses due to lack of turn around. It’s a policy to protect my work and time.
Group Communication – Solving role clarity issues as a new member
Many times, we engage in group activities. This can be for a variety of reasons and is usually quite helpful in the flow of information and ideas. Also, usually the members of a group share values and a common goal, so most tension can be easily resolved.
What becomes a bit more complicated is when one requires clarification as to their role within the group. That’s even more so for a new member. These types of situations can either be viewed as an outsider attempting to redirect the processes of an already established group or another way. The more effective approach is to realize that the specific member simply has a need to understand what is happening within the group. Moreover, they want to be clear about how they can best assist with the ongoing projects and structure their inner-group relationships.
In my experience, it is ironic that such a disconnect between the primary causation for the groups existence forms that things become personal. Instead of simply addressing what is a question, especially if directed in a targeted manner, senior members view such items as challenges to their institutionalized processes. As a new group member, I have often pre-empted such responses (i.e. once a member sends an item of clarification via email) by reminding members of the commonalities we share. Also, suggesting means by which the need can get met will sometimes allow everyone to remain solution, versus individual, centric.
What becomes a bit more complicated is when one requires clarification as to their role within the group. That’s even more so for a new member. These types of situations can either be viewed as an outsider attempting to redirect the processes of an already established group or another way. The more effective approach is to realize that the specific member simply has a need to understand what is happening within the group. Moreover, they want to be clear about how they can best assist with the ongoing projects and structure their inner-group relationships.
In my experience, it is ironic that such a disconnect between the primary causation for the groups existence forms that things become personal. Instead of simply addressing what is a question, especially if directed in a targeted manner, senior members view such items as challenges to their institutionalized processes. As a new group member, I have often pre-empted such responses (i.e. once a member sends an item of clarification via email) by reminding members of the commonalities we share. Also, suggesting means by which the need can get met will sometimes allow everyone to remain solution, versus individual, centric.
Communications Networking - Long Term Foundation
I am not one for the constant flow of networking. Let me be very clear, setting up a path towards a goal based on meeting the right number of persons isn’t very effective for me. What if one of the relationships isn’t something to which the other can commit? Then, I am left either with a huge gaping hole in the plan or a need to re-evaluate and locate yet another person.
Also, maintaining relationships that matter takes time. There’s a huge difference between having someone in your contact book and actually having a relationship. Just because I hand in one completed project for a client doesn’t assume any connection is there. A need was met and now that particular need no longer exists. What is the fuel that keeps them coming back to maintain an actual relationship? I would say it’s the manner in which you listen to the information the person is telling you. One example, a faith based organization in which I am doing some work had a need for content review. However, at the root of the need to shift was activity happening within the faith community. Listening to what the contact point had to say about this root causation created a real opportunity to learn and develop trust.
I am not into disposable contacts. If there is an attempt to reach out that is not honored usually there’s another message sent. After I know a reasonable amount of time has been invested on my end, whether they actually take up the chance to work again says nothing about me.
Also, maintaining relationships that matter takes time. There’s a huge difference between having someone in your contact book and actually having a relationship. Just because I hand in one completed project for a client doesn’t assume any connection is there. A need was met and now that particular need no longer exists. What is the fuel that keeps them coming back to maintain an actual relationship? I would say it’s the manner in which you listen to the information the person is telling you. One example, a faith based organization in which I am doing some work had a need for content review. However, at the root of the need to shift was activity happening within the faith community. Listening to what the contact point had to say about this root causation created a real opportunity to learn and develop trust.
I am not into disposable contacts. If there is an attempt to reach out that is not honored usually there’s another message sent. After I know a reasonable amount of time has been invested on my end, whether they actually take up the chance to work again says nothing about me.
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