Author : Dianne Perrett
I've had some very interesting meetings over the last couple of weeks with organisations that, on the surface, seem to have it all together. They are well branded names, they seem to have the right people in the right seats on the bus, they pay well, they do all they can to develop their staff, and the list could go on. However, what they don't seem to have is a culture of getting things done.This has severe consequences, not only internally on frustration levels and time wasted on incessant follow-up, but more importantly on service delivery to the customer. We are all customers at some time and what we want more than anything else is to deal with someone who understands we don't have all day. We want someone to serve us that has a sense of urgency and that cares.It doesn't sound like a lot – in fact, it is two little things. Urgency and caring. The two words seem so innocuous when you see them written like that but they have such power.So often in business these days people get thrown at them this system, that procedure, this new format, that new spreadsheet, this new report, that new information. Frankly, they don't give a damn about half of it. And why? Because for them they don't see the significance of it all. We need to share with them the 'why' and the 'how' in order for them to get the 'do' right!There's the old 'See – Do – Get' model that puts it so nicely. We all See things a certain way, so we Do things a certain way. Because we Do things a certain way we Get certain results. But if the result we get is not what we want, what do we do? Of course, we go back and Do harder and faster in the hope it will produce the desired results. And, if not, we keep Doing even harder and faster in the hope that by some miracle the desired result will magically appear.But what happens when it doesn't? And, more likely than not, it won't because doing the same thing harder and faster will only give you more of the same. Remember an earlier newsletter when I mentioned a quote that says "Every organisation is perfectly aligned to get the results it does." Yes and that means you - and me!What we need to do is to See the challenge differently. By Seeing it differently we will choose to Do things differently and, by definition, we must Get different results. These results may still require some adjustment but, they are more likely to be closer to the target because you viewed the target from a different perspective and managed to get an entirely different take on it.So how does one manage to get day to day operations to fundamentally change for the better? I believe if you can instill two simple things into the way you carry out your business and in the way your staff relate to everyone with whom they come into contact, you'll go a long way to developing a culture within your organisation that will see sustainable growth yours for the taking.Urgency and Caring. Yes it really is that simple. A sense of urgency, a "nowness" that permeates everything the company does cannot be underestimated. If you clocked for one week the amount of time you , or your colleagues, spend chasing people up for things they promised you, but didn't deliver, how much time could you free up? Imagine being able to put that time to more productive uses, like finding ways to serve the customer better! Image what that alone would do.And try matching that with a genuine sense of caring for the customer and for your colleagues. Imagine what your company could achieve if everyone genuinely cared about all those people with whom they came into contact. If they genuinely took an interest in the next stage of each transaction and genuinely cared about how their performance impacted on your company's image.Imagine what would happen in the marketplace if your company became known for its commitment and consistency in providing a caring service delivered with a sense of urgency. Now wouldn't that truly position you as a great company to be associated with!!Before you close this e-mail I'd like you to think of two things that you could focus on within your organisation TODAY that would build a sense of urgency and caring. Do those things consistently for three weeks and then e-mail me with what you noticed within your team, your customers and your company performance, and I'll share any feedback with you!Happy Marketing!
DianneDianne Perrett has been an international marketing consultant for over 15 years. She has worked at both corporate and entrepreneurial level on 3 continents with hundreds of clients in a diverse range of industries. Few have as much experience with different cultures, industries, countries and marketing challenges.She regularly contributes to marketing forums, business publications and, through her own free marketing newsletter, to hundreds of marketing individuals globally.Dianne can be contacted through http://www.themarketingmanual.com.
Keyword : Marketing strategies,Marketing effectiveness,Internal marketing,Company culture,Values,Reputation
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