Influencers Will Not Save You

Have you heard stories about celebrities and how they get to super-stardom? A young attractive girl is walking in the mall and she is….DISCOVERED. She is discovered by the talent scout or industry influencer who takes her under his wing and makes her a superstar. She is picked up for the Mickey Mouse Club, or another late 80s or early 90s TV show, and her career is launched.

I fear we seem to have this attitude when it comes to twitter as well.

Influencers generally build a reputation via talent. They don’t get a fan-base by sitting around hoping to be discovered or asking other people to make them seem good at something they aren’t really good at.

Marketing might be a lot harder in today’s social media world because you can no longer automate it, nor can you buy leads. You need to work hard to make yourself relevant, build relationships and build a community that way. We need to stop worrying so much about influencers.

Focus On the Work:

It is hard to be successful and spend all your time supporting other people. You have to focus on yourself and becoming really good at what you love to do.  In the age of social media now more than ever you need to put out great content, and build followship that way. You will attract other people in time who love what you love, and they will support you. They will show up out of nowhere. You will see over time the way this works.

We need to stop asking for attention from influencers, and just focus on what we’re creating.

Don’t worry about what influencers think. Just keep doing your thing. If you do it enough, and it’s good, you will get attention in time.

And most importantly it’s actually the people around you that will ultimately help you become successful. Look around you. Who do you see?

Results Oriented Work Environments for Social Contact Centers

Granting autonomy to employees in a value-focused, trust based environment, is a powerful competitive differentiator today.

The benefits include reduction in employer overhead costs and improved employee engagement and retention. Providing a results oriented work environment–allowing employees to make their own schedules–can improve employee health and help reduce stress. It’s prime time for a change in thinking in considering post-recession stress levels.

According to the “Stress in America” survey conducted by the American Psychological Association, 75% of Americans say they are “stressed to the max.” Companies like IBM, Best Buy, Southwest Airlines and Chubb Insurance are reaping the benefits of flexible work environments and happier employees who can manage their own schedules.

Tony Schwartz, author of The Way We’re Working Isn’t Working, explains in her book that a truly modern management methodology. In his book he discusses research proving 90 minute intensive work periods, with rest and recovery, improves productivity. In considering the recent Mashable Infographic on the danger of sitting for long periods of time without exercise, companies need to shift their thinking.

Sitting for eight hours straight without breaks and exercise is detrimental to human health. Did you know that people who sit for most of the day are 54% more likely to die of a heart attack. In addition sitting for over six hours a day increases your risk of dying in 15 years by 40%.

Swartz encourages companies to give “employees more autonomy in the way they work–and then hold them more accountable for the value they deliver. Instead, the all-too-common dynamic in today’s workplace is parent-child.”

Fear-based cultures are everywhere–although no longer relevant.  Management frameworks that are rooted in policies that are outdated will break as a result of social media.

We’ve been saying this for years–it’s actually starting to happen. Old management frameworks–grounded in command and control environments for employees–do not support the multi-channel 24-7 customer offering. Command and control management generally involves a top down hierarchy–and as Bryce Harrison illustrates, generally separates employees from the actual work.

Swartz writes:

Treated like children, many employees unconsciously adopt the role to which they’ve been consigned. Feeling disempowered and vulnerable, they lose the will and confidence to take real initiative or to think independently.”

When companies don’t empower their customer-facing reps to make quick decisions on customer problems, it’s bad for the company culture and sales. Don’t you want to know your employees are doing the right thing when you aren’t looking? The only way to ensure this is to provide autonomy and the ability to solve a customer query without a long exhausting escalation process.

When you don’t create a culture with a clear set of values, your reps don’t know what they stand for and can’t make informed decisions that are in the best interest of the company, the process and the customer. Deductive reasoning is like a bicycle. When you don’t practice you forget how to use it.

Swartz reminds us of the employee conundrum that happens when employees are patronized.

“Doing what they’re expected to do often becomes more important than doing what makes most sense, what’s the most efficient, or even what might create the highest value. The real measure of people’s effectiveness in an organization ought to be based on the value they create, not the number of hours they work. That requires a relationship between consenting adults, grounded in rust, fueled by mutual responsibility, and regulated by periodic accountability.”

While in theory we know this, in practice many of us still operate in yesterday’s management environment.

IBM Speeds Up Product Software Updates

Companies reaping the benefits of a trust-based culture includes IBM. A thousand software developers from varying time zones were given the opportunity to work when they wanted. a lot of the workers chose to break up their days into smaller periods. In considering this work flexibility, the time it takes to update a product’s software was reduced from eighteen to twenty-four months five years ago to four to six months today.

The Best Buy ROWE Program

An early adopter of cutting edge ideas, Best Buy pioneered ROWE–the Results Oriented Work Environment. ROWE, was launched in 2001 and is now offered to more than 3,000 corporate employees in Minneapolis at their headquarters.

The ROWE creators Cali Ressler and Jody Thompson told author Tony Swartz, “The employer’s job is to create very clear goals and expectations for what needs to get done on a daily, weekly, monthly and yearly basis. The simplest definition of a Results Only Work Environment is each person is free to do whatever they want, whenever they want, as long as the work gets done. Everything else-when they come in, how much time they spend in their cube, how long their lunch lasts-is no longer [the employer's] concern. The point here is to always redirect focus back to the work.

The program resulted in a decrease in turnover by 90% in 2005. Best Buy estimates the average cost of turnover per employee to be $102,000 and they estimated the cost savings to be $6.7 million dollars.

Evidence shows employee retention, productivity and overall happiness sky-rockets when employees are measured by the value they create, not by what they have to do to create the value.

The author Tony Swartz says of her own consulting firm:

We ask no one to answer e-mail after hours or on the weekends. If there is an urgent need to reach someone, we’ll call, but that is rare….We have no sick days or vacation policy. Instead we assumed that our people are committed to getting their work done and that they’ll take a vacation when they need it. We invest almost no time or energy in monitoring how our employees get their work done–and they do.

When you support your employees, and you establish a culture of trust, the rewards are many.

Southwest Airlines Remote Agents

Early on a few companies clued in to hiring remote agents for their call centers. As companies fight to manage the volume of customer inquiries coming in through social channels, in addition to their traditional channels, they will understand the importance of flexible work conditions. Also this work option is very helpful for stay at home parents, VETs, the physically handicapped, or anyone who prefers to work from a home office.

Southwest Airlines is a company who was early to recognize how powerful it is to allow people to work remotely. People who appreciate the trust and freedom given to them by their employer will feel more ownership over their roles, and rise to the occasion of responsibility. If the employee is treated like a child he will act like a child. If the employee is treated like an adult he will act like an adult.

Chubb Insurance

Another example in Swartz’ book of a flexible work environment is Chubb Insurance. Employees were given the choice to decide which hours best worked for them. 400 participants in the Chicago office, 75% of the employees participated and built their own schedules. The productivity gains jumped from 82 percent to 91 percent (measure was customers contacted within twenty-four hours) and from 90-100% in timely benefit payments to claimants.

Have I reminded you this is free?


We are all afraid to try these new management tactics–but what’s the worst that can happen? The worst that can happen is it won’t work.

And you will go back to what you did prior to, and try something else.

Next Generation Call Center Technology for the Next Generation of Purchasers

In San Francisco, the streets are always bustling with multi-taskers—they are eating and walking, texting and walking and reading and walking.

It’s not a rare day that I hear someone walking in the street on the phone with customer service—New Yorkers are loud as it is, but their voices are earsplitting when they are screaming into their phone: “AGENT, AGENT, AGENT!

Fortunately the recipient of this anger is not getting their feelings hurt. That’s because it’s an automated attendant at the other end of the line. Most companies today use an IVR (interactive voice response) to answer customer service calls. As consumers, we come to begrudgingly accept these as a fact of life.

But it doesn’t have to be this way. If the customer service department would look at some of the next generation technologies available today, like those that make the most of web and smart phone user interfaces, their customers would have a much different experience — one where customers gained a faster connection to a real human and without the IVR frustration. And one where the service interaction starts off on a pleasant tone, making the process of providing and receiving satisfactory service that much easier to achieve.

A Maze Here, A Maze There

Widespread adoption of IVR started in the 1980’s along with Nintendo video game Zelda. One was invented for amusement, and the other was invented for…well most of us actually still don’t know why. Both Zelda and IVR have Web sites devoted to cheating—Zelda has hundreds of pages on cheatscodesguides.com and IVR has the notorious GetHuman.com—created by Kayak.com’s co-founder Paul English when his elderly father had so much trouble navigating the phone menu trees on his own.

Ever notice that many IVRs have a disclaimer reading “please listen carefully as our menu options have changed” only to find out that they haven’t? Customers have stopped listening. Still, in 2009, the call center industry spent more than 2.5 billion dollars on speech recognition technology alone.

IVR: The Black Plague of Customer Experience?

Purdue University conducted a study on 18-25 year olds and found 100 percent of customers who were unsatisfied with their call center experience said they would refrain from purchasing from the company again. For all other age groups the number dropped to 63 percent. Call centers should consider this a call to arms. Gen Y’ers expect their customer service encounters to mirror the speed, agility and simplicity of their smart phones, iPods and flat screens. But so far the call center industry has failed to do so.

While the cost savings are steep and the importance of ‘triaging’ inbound calls is understood, it’s no secret that IVR is the black plague of the customer experience. So why do we continue to plague customers with legacy IVR technologies and menu trees that mirror a Zelda maze? One problem may be that individuals responsible for customer experience are not always those overseeing call center operations. When performance is measured by the rate at which callers use self service tools, customer experience can get compromised in the decision tree.

Who Is Doing It Right?

Shai Berger, CEO of Fonolo, has started to generate major buzz in the technology world. His company Fonolo, was named a “Top 25 Canadian IT Up and Comer” by the Branham Group, “Best New Product” from Emerging Communications Conference, and “Fierce15″ from FierceVoIP.

Fonolo is an enterprise service that turns any phone menu into a visual interface. This allows customers to navigate phone menus in a more natural way—visually from their browser or mobile application screen. The paradigm here is that callers, like visitors to a standard or mobile web page, get to click or tap on the box that best represents what they need. From there, the Fonolo application connects them directly to the agent that can best serve them.

In this Fonolo scenario, the structure of the IVR itself stays unchanged. Callers get directed to the right agent on a first try, instead of ‘mis-directing’—but no longer interface with the plague of DTMF (dual tone multi-frequency) or speech driven menus. Nirvana!

Shai’s mission is not to dismiss or replace the IVR, but rather to make it work better by inserting more intuitive interfaces between the call center and the customer to better both sides of every manager’s equation—customer experience and cost control.

Aren’t Call Centers About the Caller?

A pleasant customer experience makes for happy city dwelling multi-taskers, happy customer service managers and happy shareholders. When you imagine your customer walking around the city, perhaps on their lunch break or after work, trying to fix a product or service, do you see palms sweating, furrowed brows and clenched teeth?

If we continue to see the call center as a cost that is exactly what it will continue to be—we continue investing in technology that increases profit quarter to quarter. However, if you plan on your company being around through the next 20 years as Generation Y gains purchasing power, you need to get educated on the next generation of call center technology.

Innovative systems like Fonolo help companies score higher customer satisfaction and loyalty and that means more revenues and profitability.

*First published on Customer Management IQ.  For more information on Fonolo you can visit them here.

Someone Like Me, Customer Value Co-Creation and Biodiesel Fuel

In episode 30 of hit HBO series “Curb Your Enthusiasm” Larry David hires a bald chef for his restaurant (see above clip). Larry is accused of giving bald people preferential treatment by Jeff Garlin his manager.

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In response Larry accuses Jeff of giving fat people preferential treatment.

After watching this show I thought about how people, in addition to Jeff and Larry, have an affinity for people who look like them. And it’s true. Most of us want to hang out with people that have a common denominator with us. It’s of course not always physical appearance.

At the 2010 Social CRM Summit (May in Atlanta) produced by Mr. Godfather Paul Greenberg of BPT Partners  one of the topics was “I want to be sold to someone like me.”

After I left the summit I thought more about why people want to be sold to someone like them, and how that relates to trust. On the airplane ride home I came across an older (but still relevant) article from Nielsen featuring a survey of 24,000 internet consumers from 50 countries.

What Nielsen found is ninety percent of consumers trust recommendations from people they know.

I Trust Someone Like Me

So there might be some truth to Larry and Jeff’s perception of each other. We do gravitate toward “someone like me.” Makes sense. Why? I assume that you are your own number one. Who do you trust the most? Hopefully yourself! And this DOES NOT MEAN someone with the same cultural or religious background that I have. It just means someone I identify with–most of my friends are not from the same demographic as I am.

Co-Creation of Value and the Mercedes That Runs on Corn Oil

And yes you are nodding your heads saying “yah yah Blake, we’ve read about the trust barometer.” But so few companies have truly put their money where their mouth is. We as an industry, haven’t made peace with the new reality of an increasingly social customer. Social media will bring a seismic shift to the “management of the customer life cycle.” It’s important for the folks behind big brands to have their ear to the ground.

Companies need to listen for innovative ways customers are using their products.

For example watch this video below. I am sure these local farmers and grocers were shocked when their customer drove up to their parking lot n a car powered by rapeseed (also known as Brassica napus), soybean, mustard, flax, sunflower, canola, palm oil, waste vegetable oils and alcohol.

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Who knew that natural crops could be turned into Biodiesel Fuel? I’m sure that the guy from this video didn’t initially buy alcohol to fuel up his 1500 dollar Mercedes.

While most of you who found this article on twitter know it’s not enough to have a “google alert” on a product or brand, our customers and the brands we shop haven’t clued in.

Brands need to be out scavenging the beautiful desert that is the world-wide-web. The good news is we no longer have to go to the ends of the earth to find out how products and services are being used.

Companies who listen can accrue a real wealth of business intelligence. And it’s only a click away.

***

For an introduction to social business tools and methodologies please join us for this free educational webinar sponsored by blueKiwiSocial Business: The Business of Being Social on September 23rd, 2010 featuring Martin Schneider, Senior Director of Communications from SugarCRM and Jacob Morgan, Principal, Chess Media.

Winning Over Antonio Banderas With a Very Social Contact Center

Have you ever tried to talk to a robot? I have and let me tell you it’s quite frustrating. I don’t think I am the only one who wishes every IVR a long slow death.

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Amtrak Julie Operatory Lady on SNL, posted with vodpod

In the early nineties we got a little “automation-happy” in the contact center. The more “happy” we got in the contact center, the more unhappy our customers were.  We saw the quick cash we could save with IVRs, and laughed all the way to the bank never looking back. But guess what? Now as an industry we are paying the price. When was the last time you were at a party and the topic of call centers came up–and everyone started cheering? Yah that’s what I thought.

Contact Center: the Undiscovered Land of Opportunity

All eyes are now on the contact center.

It’s only a matter of time before before call center directors figure out the right way to convince leadership to invest in  unorthodox customer channels–non-traditional touch-points. Non-traditional customer touch-points will soon become traditional.

Get excited!

Customers want answers where they feel coziest. That means Twitter, Facebook, LinkedIn–you need to be there. And sooner than you know all call centers will have successfully bloomed into fully capable “contact centers” doing just what they should be doing–offering a place where the customer can “contact” help. I’m not talking automation.

That means human beings on the phone, human beings (geniuses or geeks) behind some kind of bar or on a squad or human beings on the other end of a computer. Phew that was a mouthful!

Today the contact center has an opportunity to prove its value. The contact center can push its head out of its turtle shell and support marketing to co-lead the social business charge. Soon you will forget the contact center acronyms AHT, ACD, FCR, IVR and all the rest.

As someone who has a kind of strange love for call centers, I sincerely hope none of us ever have to watch a video like this ever again!

Pretty scary right?

For an introduction to social business tools and methodologies please join us for this free educational webinar sponsored by blueKiwi “Social Business: The Business of Being Social” on September 23rd, 2010 featuring Martin Schneider, Senior Director of Communications from SugarCRM and Jacob Morgan, Principal, Chess Media.

Four Rules to Court the Influencer (and Why BIC and Montblanc Pens Are Equal in Value)

This Labor Day weekend I started thinking about labor.

Labor in the sense that delivering on brand promise and customer experience takes exactly that–labor. And in thinking about customer segmentation don’t even bother looking at your customer’s shoes or watch anymore for a sign of customer value. In addition purchase history might not help you either.

The pen is mightier than the sword…whether it’s a  Montblanc or a BIC. And social has thrown out a lot of the longstanding rules about traditional marketing.

Four New Rules to Court the Influencer:

1. Treat all customers with respect.

People are watching and listening all the time. Whether you are respecting or disrespecting an influencer, or the guy ahead of her in line, you are probably screwed either way. Treat everyone with respect and you will have crossed your T’s and dotted your I’s.

2. Keep your friends close and your enemies closer.

Keep the curmudgeons on your good side. They like to complain. Don’t let it be about your brand’s products or services.

3. Everything matters.

Every interaction & every customer touchpoint has to be seamless. Multi-channel messages need to be communicated with one message in one voice. Every step along the “throughput” of the customer matters.

4. Surprise and delight. Do it often. Do it randomly.

Surprise marketing is everything. Shake things up. Make your prospects and customers feel something when they come into your store, call your contact center, or tweet to you. Human beings love to be surprised. You won’t be sorry.

 

What Does An Influencer Look Like?

Today I strolled into my favorite local mom and pop coffee shop. As I waited for my coffee at the register I watched two mustache sporting police officers. I noticed how proud and tall they stood. I imagined what it must feel like to wear a police uniform and a rifle on the belt–to feel that powerful.

But I couldn’t help but feel the officer uniforms were from some kind of past historic world where easily identifiable uniforms communicated power and instilled fear (or a feeling of safety depending on context).

Today’s most powerful people, on the web at least, don’t don police uniforms. They are incognito and can quickly uproot your entire brand with one blog post. It’s guerilla warfare out there.

Opportunity is missed by most people because it is dressed in overalls and looks like work.-Thomas Edison

Go the extra mile. You never know if your customer uses a Montblanc or a BIC. And if they don’t use a Montblanc, their customers, friends and networks might. It’s big brother whether you like it or not. You never know who is watching or listening.

You’ve been warned-but it’s an opportunity to delight and shine.