Customers First or Second?

Posted by mattpoy on Posted in Ideas, People, People Skills Talent, Technology Tagged , , ,

I created some new slides this week for a series of presentations coming up at industry events and partner/dealer conferences. One slide that is firmly in my deck asks whether we should be putting customers first. Sharp intake of breath I sense!

My view is that we should be putting customers second, still a silver medal position. My reasoning is simple. If we take care of our people first, they will do a fantastic job of looking after our customers.

Furthermore, if we allow our staff a little time of their own to be creative and encourage them to do a few crazy things from time to time, our organisations will benefit. We will retain our best talent and word will spread that we are a great place to work. The best talent will start to gravitate towards us.

We have all seen the pictures of the Google offices in Switzerland. How many people do you think walk out of Google’s employ on a regular basis and how long is the queue around the block of people wanting to work for Google?

If we take care of our people first, and provide them the tools, the technology and the environment to be imaginative in the fast-changing world we operate in, they will take care of our business, generate new ideas for our future and do a great job exceeding expectations with our customers.

Gold Dust

Posted by mattpoy on Posted in People, People Skills Talent, Skills, Talent, Technology Tagged , , ,

One of my favourite meetings recently was with Alan Loader (Publisher) and Sara Yirrell (Editor) of CRN magazine, part of the IncisiveMedia group. The conversation could easily have continued all afternoon. We talked about the speed at which technology is dictating how we do business, how education will remain the single biggest differentiator regardless of change and that the best people are becoming more elusive.

Alan coined a great term in human gold dust– how it is becoming harder to find good people and more importantly to retain them, to motivate them to stay. Surveys tell us the same thing over and over, that it isn’t always about more money. If somebody is fundamentally not happy doing their job, a few thousand pounds will not change those feelings and 3 months down the line, you will be back in the same position. My earliest blog posts talked about a formula, a magic blend of rapidly changing technology plus talented people equalling tomorrow’s great companies. This is the here and now.

Furthermore, Seth Godin asked, “Do we have to pander” [to people, to customers]? Should we trade our reputations for a short-term boost of awareness or profits? He argues that if we want to build a reputation that lasts, to be the voice that some (not all) in the market seek out, you must resist short-term greed and build something that matters. The same applies with our people. Don’t compromise just to fill a position. Look for the best, give them the bandwidth to be creative and spend a percentage of their time on crazy new ideas, and let them be exceptional. Let them use the technology at their disposal to promote your product or service from every conceivable angle, as long as what they do ties into a central theme for your business.

I think you will find they will flourish, and stay.

Remember, Remember

Posted by mattpoy on Posted in Future of Technology, Learning, Skills, Technology Tagged , , ,

I am just back from co-hosting the Pearson VUE Global Sales Summit, where the business development and client support teams from round the globe descended on Minneapolis to discuss learning and assessment technologies, share case studies and talk futures. It was an excellent event.

At breakfast in the hotel the waiter asked me if I would like some cranberry juice, my morning potion. How did he remember after so many months? That is some service. This led me to think where I would like to see technology heading in the learning space, using IT to remember our learning preferences.

I have been involved in many discussions around lifelong learning and how it will be the responsibility of the individual to keep their skills up to date, as companies reduced their core and people move around from project to project putting their skills and expertise to use. What we need is an App on our devices that tracks our learning, recognises completion of a module specific to our immediate task at hand and then recommends when we are ready for the next stage, each time suggesting local providers, special offers and development opportunities.

If the technology at our disposal can recommend discounted meals, city breaks and electronic goods, why can it not also recommend bite-sized chunks of learning and tailored education – the most important investment of all?

Is Marketing dead or different?

Posted by mattpoy on Posted in Social Media, Technology Tagged , , ,

Social media has seriously impacted traditional marketing, but is marketing dead, as claims Kevin Roberts, CEO of Saatchi & Saatchi Worldwide and one of the smartest thinkers around? He said recently:

“The role of marketing has changed. There is nothing new anymore. If marketers are just hearing about something going on then it is already old in today’s world. Speed and velocity is everything today. Marketing’s job is to create movement and inspire people to join you. Everyone wants a conversation. They want inspiration. Inspire people with your website. Don’t just interrupt, but interact. Asking about Return on Investment is the wrong question today. You should be asking about Return on Involvement.”

Thought-provoking indeed. Globally recognised universities such as Oxford, Cambridge and Massachusetts Institute of Technology are putting entire courses online for free. Why? Because you can’t earn a degree on YouTube, and if that’s where today’s students are hanging out, it becomes free marketing. The best students have a choice where they study and platforms like YouTube are how to reach them.

Amy Cosper, Editor of the excellent US-based magazine Entrepreneur, talks about customers as active participants in companies, brands and collaboration.

Last word to Kevin Roberts: “The big idea is dead. There are no more big ideas. Creative leaders should go for getting lots and lots of small ideas out there. Stop beating yourself up searching for the one big idea. Get lots of ideas out there and then let the people you interact with feed those ideas and they will make it big.”

The social tools and technologies allow us to have a conversation with customers old and new, invite opinions and evolve our business. That is how marketing has changed.

Technology 1-0 Humans

Posted by mattpoy on Posted in Customer Service, Future of Technology, Technology Tagged , ,

In the spirit of the European Championships, my headline represents a football scoreline. Yes, technology has edged ahead in the customer service stakes. Here are two examples.

As my picture shows, the Heathrow car park-to-terminal electric pod is in full swing. It is wonderful. Park your car, go to pod A or B and follow the simplest of instructions to transport yourself to the terminal in exactly 5 minutes. No waiting for buses or queues and every detail has been accounted for in the interaction with the passenger.

On the return journey from my trip, at the terminal in Dubai in the middle of the night, I approached a very quiet Emirates check-in area with no other people around. I checked myself in, printed my boarding card then my luggage tag, weighed my bag, saw it shuffle back and forth as its weight was verified, and finally watched it disappear down the conveyor belt. I marvelled at how easy this was. In fact, I came home and shared how excellent the customer service experience was and yet there was not a human being in sight. I even created a slide for my presentation around this story. This is technology at its best and the place we are heading.

Was I pleased with my experiences because there were no other people around? I don’t think so. I was satisfied because they were easy, I didn’t have to wait and there was no negotiation involved. In a world where there is too much to absorb in too little time, this is what we look for in our daily interactions. What does this mean for us humans? We really have to find other ways to add value.

The Facebook Way

Posted by mattpoy on Posted in People, People Skills Talent, Social Media Tagged , , , ,

Since its IPO, the media has attacked Facebook from every angle. I would like to take a moment and highlight some of the positives to come out of camp Zuckerberg.

You have to give credit to its creativity, its ability to scale and allow millions of people to connect on a social level. You also have to applaud the platform now used by the likes of British Telecom, Heinz and others to get closer to its customers. Heinz in particular is brilliant at marketing via Facebook, involving their customers in creating products such as the new balsamic vinegar-flavoured ketchup and their personalised ‘Get Well Soon’ can of soup. I have said it before, the future of marketing is not about campaigns but conversations.

More importantly for me, when you dig a little deeper into the empire, you start to understand the Facebook way – Mark Zuckerberg talks about moving fast and breaking things. Facebook, like Google and others from its generation, launches products quickly, listens to what its customers are saying and adjusts accordingly. New online furniture company Made.com has built a great business entirely on this model. In some ways, if you don’t develop this way, you will be left behind. At Apple, the iPod is now almost obsolete, and two-thirds of its revenues come from products invented after 2007. At printer giant HP, the majority of revenue stems from products that did not exist a year ago.

Mark Zuckerberg narrows his focus to two things – having a direction for the company and what it builds and assembling the best team possible. The talent in Menlo Park cannot be doubted. We can learn from this model. On a more local level, my good friend Kypros, CEO at Ryman, the UK’s best stationery company, talks about how they differentiate. It is no secret. Go into their stores – the formula is the same. They find great people, train them well and look after them. The attitude cascades down from CEO throughout the organisation and extends to its customers every day.

Technology or not, it’s all about the people. Always.

New York, New York

Posted by mattpoy on Posted in Culture, Pearson, People Skills Talent, Skills Tagged , , ,

I spent most of this week in the Big Apple at a Pearson event called Forum.

Forum brings together 120 people from across the company to brainstorm, network and focus on a specific theme to help drive continuous improvement throughout the company. This year’s theme was ‘Culture.’

It was a great experience, especially listening to Marjorie Scardino enthral us with her stories at dinner, meeting the Management Team and working with people I have never met before. We were assigned to ‘Home Group’ number 7. We called our group ‘I’ll Have Another.’ John, Allison, Ramesh, Natalie, Ken, Adrienne and myself. We hit it off immediately. I don’t know why and I am not sure how. But it clicked right away and it worked. On an evening assignment we created one of the best videos, as highlighted by our faciliators the next morning. Seven people in a group spanning a range of countries and continents – and yet it all came together very quickly. What does it mean? It tells me that when the chemistry is right, and when people get on, amazing things happen in the workplace. I thank the team for a great 3 days. We laughed so much.

I also learned that culture is not down to the CEO or management team to establish and cascade down to us. Culture is us. It is up to us as a team to find the connections, have the right attitude, communicate, share and motivate others, to feel and to be the culture. It was an inspirational week, especially going for runs along the Jersey shore facing Manhattan and waking up every day to this view. Thanks New York, thanks Pearson, thanks Team 7.

The Best Advice

Posted by mattpoy on Posted in People, Skills, Talent Tagged , ,

Often, the most profound things are the simplest.

I read an interview with Christian Louboutin who said his father gave him the best advice of his career. His father was a carpenter and once told him that to make beautiful sculptures in wood you should work with the grain. If you go against the grain, you end up with splinters. Louboutin took this as a metaphor for getting along with people.

I think that is a golden nugget of advice, especially when people, skills and talent are the future of everything.

‘I am nothing without my Nintendo DS’

Posted by mattpoy on Posted in Education, Skills, Technology Tagged , ,

A few years ago, my wife was attempting to take my son’s Nintendo DS away from him as a form of punishment for not listening to her. It was the toy he loved the most and like most kids that age, he was glued to the device. He was 8. He screamed “I am nothing without my Nintendo DS.” I was in my office shrieking with laughter at the dramatics. As I reflect today, there is a lesson there.

In Korea, families spend more of their disposable income (22%) than any other nation on their family’s education. Within 2 years, all elementary school education in Korea will be delivered via tablet or other device. In Kent in the South East of England, the Longfield Academy school has provided their students with an iPad (not entirely free, but that is besides the point). I think it goes without saying what has happened to the levels of immersion and concentration in the classroom in those institutions that have adopted the technology that kids were born with – they are digital natives after all.

I have talked before about technology, gadgetry and the internet being the ‘oxygen’ for our youngsters – for them a computer or smartphone is a gateway to a world of communications. So, let’s start building lessons and assignments on these devices, give them the gadgets so that the kids are learning via the tools they are so comfortable with. As Secretary of State for Education, Michael Gove, said earlier this year, a Victorian schoolteacher could quite easily pick up where she left off in delivering a class in today’s school.

The problem is more ours than theirs – give the kids the tools and technologies that they devour each day, and I think we will be pleasantly surprised by the levels of creativity and engagement.

Using technology to drive the best marketing of all – Word of Mouth

Posted by mattpoy on Posted in Social Media, Technology Tagged , , , ,

There is some interesting research and debate around technology facilitating word of mouth marketing. I have always believed that nothing competes with shaking hands, making eye contact and building relationships, but Facebook and other social platforms are adding something else by creating conversations and driving engagement.

Brands are constantly seeking ‘likes’ and ‘recommendations’ from users and marketers are always looking to find those individuals who can spread the word very quickly because they are well connected – we call these people the ‘one-percenters’, yawners or sneezers!

The fact is, you tell one person something in the office, they will typically share it with one or two others. If you tell them on Facebook, it is likely that you tell an average of 140-150 others.

While word of mouth is more commonly understood in face-to-face contact, it is more about recognising what drives people to talk about things, then applying appropriate tools and platforms to create that engagement. British Telecom famously ran a series of adverts for their broadband service where Adam met Jane and after years of uncertainty they got married. BT cleverly tied the TV ads into email invitations and a Facebook page that encouraged the public to vote for the wedding dress, wedding car and music for the couple’s first dance. 500,000 people voted. That is some success.

Heinz have done it brilliantly with their ‘Get Well Soon’ can of soup that can be personalised and sent to an unwell acquaintance via Facebook, and my favourite of all is Blendtec, a blender company with more than 150 million views on YouTube taking requests from followers (in the thousands) to blend anything and everything. An ordinary product doing extraordinary things, creating buzz, conversation and deeper engagement.

Word of mouth is ultimately people talking about cool things, brands, events, products and stories that have raised levels of interest, regardless of tools or tech – just as I am doing now.