The Voice Heard Around the World

There seems to be a lot of news lately about people getting fired from their jobs because of stuff they said on social networks. Here’s a video report by CNN today on two folks who used to work at Houston’s restaurant who got fired for ranting about a manager on a private group within MySpace. Then there was last week’s news where two employees of KFC got fired for well, doing things you don’t want done to your food. (the video is no longer available online)

We sometimes forget that the Internet is a powerful tool/vehicle for spreading our voice. If I make one comment online (good or bad), it can be easily and quickly spread to all parts of the world to people I don’t even know.

So what does this mean to me, the customer reference/loyalty professional? I’ve said it before and I’ll say it again, know what your customers are saying about you. Listen to them and help them solve problems rather than helping them become a problem. As businesses, we’re all online and so are your customers. Be aware of what folks are saying by searching for your company, product, brand online via tools like LinkedIn, Facebook, MySpace, Twitter and Google. You can’t know too much about what your customers are saying. And worse case scenario, you stop a mess before it happens. Not only can you use these tools to reactively see what customers are saying about you, but you can use them proactively too. Ask questions and get answers before you make a mistake.

Remember a few months back the big blow up about the new Motrin ad for moms? (here’s the video if you forgot) Who would have thought that it would cause such a backlash? Motrin was aware of its customers (apparently they were a bit late) and they pulled the ad because there was such a forceful backlash to the commercial. (I personally liked it but the only thing I’m a mom to is a 24lb dog that I don’t carry around all day).

If you only get one thing out of this post, get this…know what your customers are saying and do something about it because no voice on the Internet goes unheard.

Pixar Knows Employee Loyalty

As a follow-up to one of my recent posts, I thought I’d give a good example of how a company is keeping its employees loyal.  We all know that you’re never going to have 100% employee satisfied, happy and loyal, but you can come close.

 

A few weeks ago my brother-in-law invited me up to Pixar. He has been working there for about two years (he’s still considered the new kid) and has always spoken highly of the company.  And, to reinforce what a cool company it is, my nieces are very very very proud to tell their friends and anyone who listens that their daddy works for Pixar.

 

Let me back up for a minute.  If you don’t know what/who Pixar is, think Steve Jobs, Toy Story, Cars, Ratatouille, Finding Nemo, Monsters Inc., The Incredibles…you get the picture (literally!) Okay, so now you’re with me.

 

My brother-in-law started his career at Pixar in the on campus theater. He was told to sit in the 6^th row because that’s where all the directors sit.  He was told that he was a film maker (he’s in IT) along with everyone else at the company.  That’s everyone from the producer to the cafeteria person to the janitor to the graphics person. Everyone at the company is a film maker.  If that didn’t get him pumped up enough about his first day, Janeane Garofalo (the voice of Colette in Rataouille) was at the office. 

 

Sure, almost everyone likes their first day at the office, but Pixar has been able to keep employees happy and loyal for a lot longer than their first day.  As my brother-in-law was showing me around the office, I was surprised at the “un-office” feeling the company has.  Employees were zipping around on scooters, there were statues of characters from multiple films throughout the hallways, pictures of employees in the company dance, music, screen writing, fly fishing (yes, fly fishing) and art classes adorned one corner of the building.

 

In one section of the building I felt like I was back in college because some of the offices had a very dorm room feeling to them with two people per brightly painted, couch furnished room with the required lava lamp.

 

Three of my favorite aspects of Pixar are:

1) The conference rooms are almost like fish bowls with glass on at least two walls.  When you walk in the main door, look up and you’ll see conference rooms with the glass wall looking down to the “town hall” like square where people meet up and eat. This allows employees to literally see who they are making films for – talking about voice of the customer!

 

2) Being a movie production company, Pixar has access to lots of movies.  Their in house theater previews movies for employees and not always Pixar movies.  The day I visited, I was able to watch one of the movies up for an Oscar.  On a Friday night at 6pm, the theater was crowded!

 

3) Probably my favorite thing about Pixar is that children born during the production of a movie are listed at the end of the movie credits under “Production Babies”.  How cool is that? My youngest niece will be listed at the end of the next Pixar movie. 

 

There are so many different ways to make employees happy and loyal and Pixar seems to have captured it all.  From calling all employees film makers, to recognizing new babies born during production to offering free classes from movie writing to soccer to providing free cereal and peanut butter and jelly sandwiches, Pixar has captured the market on happiness. My brother-in-law being there two years is still one of the new kids.  That alone says a lot!

 

You can find Pixar jobs here but if you think you’ll have one interview and be hired, think again.  They carefully select only the top notch candidates to join their creative, talented, fun and energetic team.

Customer Advisory Boards – Are They Worth It? Just ask Chrysler

I ran my first Customer Advisory Board (CAB) about five years ago. Going in to it, I wasn’t sure what to expect or why it was so important. I was told to work with so and so and have a CAB.  That was it. As the meeting took place, my eyes were opened to the power of the CAB. Five years later and a few more CABs under my belt, I am still a huge proponent of them.

Here’s a CAB 101 for you.

What is it? A CAB is a select group of customers (either in a B2B or B2c setting) that have been selected to give feedback on a particular company or product.

Why have a CAB? CABs offer companies a direct touch model for communicating with customers. We sometimes get so wrapped up in what our product does and how it’s better than the competition that we forget that people actually use the product. I can write a blog post that I think is the best blog post ever written, and then turn around and have someone tell me it stunk because of X, Y and Z. Yes, I might be shocked but it’s only going to help me become a better writer. Take the feedback and make a better product for your customer, not for you! They are the ones signing the P.O.’s right?

Who belongs? You need to determine who you want to hear from. Maybe it’s your most loyal customers. Maybe it’s your unhappy customers. If Chrysler isn’t doing well with women ages 20-35 and they want to make that demographic a larger part of their customer base, then they’ll make sure that they have a good representation of that group in their CAB. Select people you want to hear from.

How is a CAB different from just listening to customers? Most companies don’t actually listen to their customers. As crazy as it sounds, it’s true. Most companies just want the next product to come out and for revenue and billings to hit the target numbers. Sitting down with a customer and saying “How can we help you?” usually ends there. No feedback is given to the executives or decision makers in the company. I’m not saying all feedback needs to be given, but there has to be a formal closed-loop process. By having a hand selected group of people allows you to get targeted feedback. This feedback is then given to the powers that be and something is done about it. A closed-loop process is critical for a CAB. Without it you just have a bunch of people talking.

How do you host a CAB? There is no golden rule on how to host a CAB. I have done both in-person CABs as well as virtual CABs where it’s a video webinar. With the economy the way it is now, a virtual CAB might be the most cost effective. Chrysler has created an online CAB which also works.

Why would a customer want to join a CAB? Who doesn’t have an opinion? And who doesn’t want to feel like they are important? By selecting specific customers to be part of a CAB, you are building customer loyalty because you’re asking for their opinion and doing something about it. A successful CAB also allows participant direct access to executives at your company – so make sure you know who you want joining and make sure you have executive buy-in.

If you’re still not sold on a CAB, check out what Chrysler has done.  I have never met Mopar Norm, but the guy knows what he is doing. Don’t just read his post, read his CAB member comments and it’ll sell you on the value of a CAB. Mopar Norm has successfully engaged and encouraged the voice of the customer – something very few companies have done and even fewer have done well.

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Here are some comments from Chrysler’s CAB blog that I think speak volumes:

“The two fastest changes in the short time that the CAB and Chrysler LLC has existed was the new Lifetime Warranty and the numerous interior quality changes made, some even in mid-model year, including the interior upgrade to the Jeep Patriot.”

“The most interesting discussions, albeit the most chaotic, are the live chats that we have with various Department Vice Presidents and Managers, up to and including Vice Chairman and President Jim Press. He proved that Chrysler does listen by giving out his email address to the group. “

“Overall it is the best of any industry attempt to gain direct customer input in order to build a better and more appealing product, because ‘Chrysler Listens’!”

“Sometimes you are so close to a product that it takes outside eyes, looking from a fresh perspective, to spot and identify problems. That is what the CAB brings to the table.”

“As long as the CAB is around Chrysler will have an edge up on their competition.”

 

“With the help of CAB members Chrysler can once again begin to listen to real world customers instead of guessing what people will and will not like.”

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If you’re going to start a CAB I think the two most important things are 1) pick exactly who you want to hear from. You can rotate membership every 6 months or year if you want. And 2) don’t just listen…act! Do something about what you’re being told or else the customers will think that they’re wasting their time.  Make them feel important and make changes. Who wouldn’t want to say “Yeah, the cup holder in the back seat of the new car was my idea!”? Imagine the possibilities.

 

After reading all the Chrysler CAB comments I’m tempted to sell my Honda tomorrow and buy a Chyrsler!

 

Great work Norm!!!!!!!!