Task management systems vs. to do list software

by | 10 May, 2018 | Process

Churn can cripple your organisation’s growth and affect your customer-retention. But they don’t just wake up one day and randomly decide to stop using your services. It’s easy to jump straight to money, but research from Mercer Management shows that only 15% of customers are price sensitive. So why don’t they like you?

Value, trust, politics, apathy, neglect, competition…whatever the reason, understanding why your customers chose to defect is the secret to securing your future success.

In most scenarios, it comes back to customer satisfaction; it stands to reason that unhappy customers are more likely to leave.

  • 78% of consumers have abandoned a transaction due to a bad service. (American Express)
  • 39% of consumers avoid vendors for over 2 years after having a negative experience. (Zendesk)
  • 58% of consumers will never use a company again after a negative experience. (NewVoice)

When a relationship is purely transactional, customers are quick to defect if anything doesn’t meet their expectation – perhaps you didn’t respond to their Tweet within 5 minutes, the salesman called them “mate”, you sent them an orange one instead of a purple one…etc. This fickle interaction is driving many organisations towards developing their overall customer experience, where you’re building the brand trust that will allow customers to forgive the occasional slip-up.

Customer experience is predicted to overtake price and product as the primary brand differentiator for B2B sales by 2020 (Walker). And it won’t just give you that competitive edge, it will boost your bottom line too; 86% of consumers are willing to pay up to 25% more for a better customer experience. (RightNow)

So which is best?

Consistency.

It really is that simple. If you can create a great customer experience, that’s the same every time a customer interacts with your organisation, no matter who they speak to, where they find you or what they need to contact you about, it strengthens your brand and creates value.

Think about franchises or multi-site organisations. They have to maintain consistency across everything they do, as the customer has come to expect certain things from them. For example, you know what a Big Mac will look and taste like before you enter the drive through, you know how the next iPhone will operate before you’ve even touched it, and you know you’re always onto a winner when you watch a Tom Hanks movie.

If you haven’t seen it already, I encourage you to watch “The Founder”, a movie starring Michael Keaton. It tells the story of how McDonalds was created.

It shows a travelling salesman called Ray Kroc (Keaton) who is struggling to sell his milkshake maker across America. With every diner he tries to sell to, he sees more inefficiencies with wrong orders, long wait times for food, and poor standards. One day he realises that one diner in California is placing an unusually high number of orders for his milkshake maker so decides to go and visit them. What he finds is McDonalds, a popular burger restaurant with fast service, high-quality food, disposable packaging, and a family-friendly atmosphere.

Ray speaks to the owners and learns all about their restaurant and what makes it so special. The secret: process. There’s a wonderful scene in the movie where we see McDonalds’ employees in a children’s playground, pretending to run a shift.

They want to improve their process to find the most efficient way to lay out and run the kitchen. The result is a burger that takes 30 seconds to make, rather than 30 minutes.

Eventually Ray decides to franchise the model and turn it into the golden arched monster we know today (all while screwing over the original owners), but throughout the film the running theme is always how to use process to drive consistency and ensure that every burger, served by every employee, in every restaurant in every State is the same, so the customers always have a great experience wherever and whenever they encounter McDonalds.

Today, McDonald’s serves more than 75 burgers every second to feed about 1% of the world’s population. Its golden arches have been shown to be more recognisable than the cross for Christianity, the organisation is the 90th largest economy in the world with $27 billion in revenue, and it employs over 761,000 people worldwide. That’s the power of process.

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