I previously talked about Device Explosion, where I highlighted the need to allow employees to point personalize their experiences just as we are trying to do for our customers. Friend Mark Tamis commented on the post:
“Getting a new iPad from work is just as exciting as getting a good PC ‘back-in-the-day’. Now it make you more mobile, but these are still only access devices – the question is now what are they accessing and what is presented which helps the employee’s job-to-be-done. The ‘back-end’ is still more important than the ‘shiny new object’ device”
My answer to Mark is an answer he has probably heard me give a hundred times in the past few years: “Yes, but…” Here is my reasoning, there are secondary benefits to the device being owned by the employee. The benefits are that if it is a work device, then IT can control it, for one. Additionally, when I look at the device I think ‘ah, that is work’ and I turn it off. If the device is mine, then I might take it with me on the weekend, or late into the evening. Wait, who gets the benefit here? Maybe some expectation setting is in order.
Where is Work, Who is Personal?
The Mirror Image of bringing my device to work is that I never really leave the office, is this a good experience or bad. The other growing trend is that if I work at home, I really never leave the office. It is not even something the office is asking me to do either. If I use my device at work, there are bound to be work related items on the device, or in my personal cloud (Box, DropBox). Where is the work life balance? For me, I have a decent balance (not optimal, to be fair, but I am working on it), because I enjoy what I do, thus it does not feel like work (except meetings, they feel like work).
If work wants me to be more social at the office, does that mean I need to be less social at home? Yes, my tongue is squarely in my cheek with that comment, but it is something we need to consider. My peers are used to me send notes or publishing content at off hours, because when the mood strikes, I write – On my device. I do have a bit of a rebellious streak, I admit it. My first reaction to being told to do something is not a cheery as it probably should be in most cases.
Fast Company posted an interesting article, regarding work life balance and “keeping the lines of communication open” an interesting phrase to use.
“Decide what you really expect in terms of response and connection. Part of the problem is that leaders are so busy using technology to manage their own work/life balance that they haven’t thought about what they actually expect from their team. The leader who emailed from the bus at 5:00 a.m. told everyone that if he really needed them he’d call their mobile phones. If an email was priority, he’d identify it. Otherwise feel free to respond whenever they can.”
Just because you write an email at 5am, do you want to be expected to respond to an email at 5am? Does your team know your expectations? (As mentioned in the FC article) You might be comfortable with your own work life balance, but is this true for your direct reports or others in the organization? These topics might not immediately seem tightly coupled, but they are. The work life balance, what is work and what is personal is becoming grey at best. As organizations of all sizes work to ‘get more social’ this is going to increasingly be a bigger and bigger concern.
Take the time to turn off, unwind, put the device away – #justsayin
This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet.
Customer expectations are high and organizations are constantly challenged to meet, or dare I say to exceed expectations. Interestingly, I do not think many organizations can definitively state their customer expectations, can you? Go ahead and ask, before your head of sales, marketing or anyone else with a fancy title reads this, ask them: “What do our customers expect?” I also believe that the bar is continually changing. Asking the question above often receives a “we do not simply want to meet expectations, we want to exceed expectations!” Great, you are not really sure what expectations are, but the bar has just been reset!
Think through the following: You walk into the local candy shop and the person behind the counter weighs out the 1/2 pound of Jelly Beans (Strawberry Cheesecake, if you must know). After they weigh it, they affix the little sticky with the weight and price. Before they seal the bag, they throw in another small scoop of Jelly Beans. Your expectations have just been met and maybe even exceeded. Now, what do you expect the very next time you walk into the candy shop? This is obviously an over simplistic view of the world. Take the conversation to cars, houses, software, insurance policies, mobile phone, cable and Internet provider, the list goes on and how do things change?
Expectations Around Service are Different, or are They?
The hyper-connected, mobile, choosier, but ‘I am your customer’ demands simplicity and is less tolerant of business-driven organizational procedures. Customer experiences are made up of interactions and touch points with the people, products and services a company provides to them. The connection – you might say the emotional connection – between customers and an organization consist of the sum of these experiences. The simple question is; “Are you organized in such a way to accelerate your company’s ability to deliver a 21st century experience to the 21st century customer?”
Extending the Jelly Bean example to more complex organizations is hard. For one, it is harder for these organizations to simply give you something extra with regards to service or product. I suppose that you could get a few extra minutes on your mobile phone, but if calls were dropping in the first place, then I am not sure what that does for you. As organizations decide to offer new and different channels, they might be giving the appearance of an increased level of service, but for the general population, did anything really change? You have now met the expectations on these new channels, because you are there. Well, maybe, kinda sorta, for the few that are yelling and screaming on Social channels you may have now met expectations. Did you just reset the bar on Social channels too? Did you invite more people to yell and scream?
I am excited to spend a few minutes with friends and super smart CRM folks Paul Greenberg and David Myron next week, for Webinar. The discussion will be light and we are going to have some fun (probably at my expense) and talk through some of the fun and maybe not-so-fun issues people who think about customer service stay up at night wondering about – basically that Customers are fickle. They change and are changing the way they communicate with each other – and your business – and this change is happening at a frenetic pace. Last year’s never-ending debate was the definition of Social CRM, thankfully, this year we have moved on. I can promise you that we will NOT talk about definitions, Cloud Computing nor Software-As-A-Service, we will focus on the fundamentals of customer service and keep the topic focused on business issues.
A couple months ago, I realized that it was time to renew my passport. I downloaded the forms, filled them all out, dropped by town hall, where I had my official exact size and specification photo taken, verified the details and then mailed the passport application. The application stated something like: “Please allow 6 weeks for receipt of the your passport”. 4 weeks later, there it was, in my mailbox. I was able to check the status online, but never actually did it. Ok, it was just a passport, and the government is the only game in town, but my expectations were met. I did not worry, there was no angst and the event passed without much fanfare
Whether it is a purchase at the local grocery store, a software purchase online, a car, or a phone and the associated service plan, we all have expectations. Trust, boiled down, is ultimately the expectations set between two entities, usually people. It could be between a person and a brand, but that sounds a bit like marketing speak. It is what it is. When a brand make a promise, it is setting my expectations, as a customer. Business to business is no different, actually, more often than not, a business includes a person in-between the brand and the customer. This is not always the case, but often it is, when you make a business purchase, there is almost always a person involved, this person is acting a proxy to the brand. As business purchases are typically more complex, that extra level of comfort of looking someone in the eye makes the difference.
In the age of the social web, this is no different than it was before. The question then, is what should a business, or the people within the business be managing? Customer Relationship Management (CRM) suggests that I am actually managing a relationship with customers, which in some ways sounds kind of silly. Most CRM systems simply manage data, and leave the relationship part to the human looking at the data. So, some have suggested that within this new normal, it might be more appropriate not focus on managing relationships, we should focus on managing the social aspects of the relationship, or SRM. This might bring things closer, in other words, if we focus on the human aspects then we may have more success. We can help business people by providing the right information, at the right time. This fostering a way to focus on the important aspects of the relationship with people (more than just customers even).
The only thing that needs to be Managed are Expectations
As I have said in previous posts, relationships are built on trust, not data. And, as I said above, a large component of building trust depends upon meeting expectations. Therefore, my conclusion, therefore is that to element which needs actual management, are the expectations. Everyone needs to know, and fully understand what each and every customer, supplier, partner and any other member within the ecosystem expects. I am not suggesting that customer data and all the other components of CRM are not needed. I am saying that at the only thing that really needs to be managed are expectations. Everyone needs to understand the brand messaging, as this is setting the expectation of the future buyer, for example.
To me, this is what the word ‘Social’ adds to CRM, it is not only social technology, it is about adding the human element to the impersonal nature of most CRM applications. Since social CRM changes the focus from your rules, as a company, to the needs of your customers, the next step beyond understanding the needs is meeting the needs. Social CRM is about the Social Customer as well, and the new level of expectations. Once a person or organization attempts to meet the needs, more often than not communications, interactions and conversations will occur where some level of expectation will be set. Are you confident that everyone on your team is aware of these expectations? A consumer yourself, maybe a parent, what are the results of expectations missed? How about overachieving, or exceeding expectations?
By the way, I can not think of a better reason for collaborative technologies internally, maybe even as part the CRM application, or Social CRM application itself, where Gartner thinks collaboration is central to Social CRM.
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