Have you heard that most car accidents happen close to home? It’s often because the driver’s familiarity with the roads leads to complacency.
The same happens in a community. Citizens get used to something the way it is. Chuck Marohn of Strong Towns encourages people to walk their community. When I do this, I see things that I don’t experience in a car. For example, I might see a power pole in the middle of a sidewalk that makes it very hard for a person in a wheelchair, or with any other ambulatory challenge, to travel safely (if at all). Or maybe I notice an intersection where cars tend to speed by and run red lights or is otherwise not pedestrian-friendly.
Now apply this principle to business. Owners, managers, and staff may not experience things the way customers do. Familiarity breeds complacency. Good organizations take time to learn from the users of their services. This can be done via surveys, mystery shopping, and rounding on customers beyond just asking, “How are things?” For example, a good restaurant will test the food they are serving each day to make sure it meets their standards.
My suggestion is to study the touchpoints a customer experiences. Look from every angle to check every way a customer experiences your service and/or product. This is a real complacency buster.
For example, take time to sit where customers sit and see their viewpoint. When the stadium was being built in downtown Pensacola, I made sure every seat had a good view of the field. Sit as if you are the customer. Does the table wobble? A rolled-up paper may be a good quick fix; a quick fix should not be the permanent fix.
When I am presenting at a conference, I check out all the seating. Does the podium block views? Can everyone see the screens? Is the level of the sound good? Is the lighting good? This process can lead to adjustments that will make the attendees’ experience better.
Look with fresh eyes. A hospital CEO’s daughter broke her ankle and was admitted to his hospital. For several days, he was in his daughter’s room. He slept in her room. He spent time in the hallways. He noticed the furniture in the room was old and not comfortable. He noticed some areas would benefit from a fresh coat of paint. These items were in the budget most years but tended to not be approved. This makes sense as there are lots of needs. However, when the CEO experienced what the patients experienced, he realized new and more comfortable furniture was needed, as well as other improvements.
We have all heard the metaphor “walk in someone else’s shoes.” Until you experience what the other person is experiencing, you will not totally understand their perspective. Walk in your customers’ shoes. Experience the touchpoints they experience. When you do, you will see what’s working well, what’s falling short, and what simple changes could make a big difference.
