We were in the point in our lifecycle where we had a decent number of customers and the time was right to focus on customer support and focus. I proposed that we build on top of our core values and extended them out into a concept I called “Metamaze”
Background
MetaTV has hit a new phase in our growth whereby we are embarking upon a launch of products for our customers which will go “live” to thousands, then hundreds of thousands and eventually millions of consumer homes.
To date we have done a good job at our CAS (Customer Acquisition and Satisfaction) objective of acquiring major customers (Cox, Comcast) and keeping them satisfied (delivering on time and meeting their requirements).
In order to ensure our continued success and to meet head-on the challenges that greet us in this next phase, we are evolving our CAS objective to : AAC (Acquiring and Amazing Customers)
Why Amaze vs. Just Satisfy?
Customer “satisfaction” is a mantra that most businesses today rally around in the hope that it will lead to retention, improved market share and ultimately profits
Many studies have shown that anywhere from 60 to 85% of customers who switch services/suppliers could have been classified as “satisfied”
The problem with “satisfaction” is that depending on how it is measured:
It is just beyond the barrier of pain. For instance, a complaint from one customer combined with no complaints from three customers under incorrect “satisfaction metrics” can lead to high marks for a company but in reality masks issues which can affect the reputation and ultimately the business of a company
It does not distinguish a company from the competition who may also strive for mere “satisfaction”
Introducing Metamaze
In order for MetaTV to be strongly positioned to succeed in our goals, we want to set our sights on the next level that makes us stand out from other companies, like everything we have done to date:
Other companies vs. MetaTV
Look to Improve vs Relentlessly Innovate
Hire Good vs Hire Great
See Problems vs View Opportunities
Could Panic vs Always Adapt
Aim to satisfy vs Strive to Amaze
Definition of Amaze: To affect with great wonder; astonish.
Definition of Metamaze: To provide MetaTV products and services that exceed all expectations of our customers. Taking every opportunity of contact with customers to amaze them time and time again.
Marketing’s Role
As stewards of the external brand image and internal communications, marketing leads and manage the efforts to ensure that everyone at MetaTV rallies behind our objective to be “Metamazing”. Marketing will perform activities such as:
- Continuously “touch” customers with “care” packets (surveys, personal communication pieces)
- Provide analysis survey and measure quantifiable data to ensure targets are being met for customers to be metamazed not just satisfied.
- Work with each department/teams to define metamazing roles, responsibilities and activities
- Communicate progress and recognize efforts
Employee’s Role
Employee satisfaction must not be overlooked. Morale must be high and unified focus must be agreed upon. Regular surveys of Employee loyalty and mindshare must be built into our Metamaze initiative. In addition:
- Employees must be empowered to metamaze customers
- Employees must be capable, having received sufficient training and knowledge in order to metamaze customers
- Employees must be productive with specific goals and objectives to effectively metamaze customers
The 3 base tenants of successful ongoing execution of Metamaze are:
- Processes
Defined guidelines for how to interact and deal with customer requests and concerns with suggested proactive measures that can be executed quickly and efficiently. Includes identifying any inter-department miscommunications or non-efficient procedures
Provide an evolving model in which internal suggestions and recommendations can be rapidly incorporated - Metrics
Consistent personalized surveying and analysis of customer experiences and requirements
Consistent internal communications and display of current customer sentiment and progress tracking against defined goals - Recognition
Continuous calling out of “acts of metamazing” as well as quick resolution and non-repetition of anti-metamazing events
Aligned performance reviews, objectives and bonusing around metamazing results
In order to put in place all the building blocks for “Metamaze”:
- IN PROGRESS: First draft of Processes and Metamaze framework to be created by Ramon (includes resourcing and budget)
Review with Exec Team and agree on go ahead strategy. Need unanimous agreement on commitment to execution. Once external and internal expectations are set, they need to be seen through or the process may do more harm than good - Introduce to other VPs and directors for management buy-in
- Announce initiative to company in general meeting setting
- Meet with individual groups and collate suggestions to gather feedback to add/modify processes, metrics and recognition for final go live guidebook
- Rollout in phases, surveying customers for baseline metrics and continuously monitoring progress, announcing results, successes and identifying and correcting issues
Some examples of what Metamaze would mean in different industries:
Hotel example
- Could: Recognize me as a previous guest and thank me for returning, offering a courtesy upgrade to show appreciation
Should: Have my reservation at hand, recognizing frequent guess status and providing the accommodations requested - Will: Have a room available with the accommodations I requested
- Better not: Be oversold and either send me to another hotel or offer me a substandard room
Answering a call example
- Could: Recognize me by name and understand who I am in the context of my organization
Should: Understand the activities, projects ongoing with my company and any outstanding issues and incidents currently being worked on - Will: Recognize my incident immediately, if this is a follow-up call and treat my concern with compassion and assurance of follow-up if this is a first call
- Better not: Forward my call to another extension and hang-up to let it hit voice mail and/or minimize my issue regardless of my tone or attitude
The PPT slides which I updated in April can be found here
