Dear John...

Change is matter of action, not words.

In my game, I see a lot of analyses, review many reports, hear frequent recommendations. And I'm sure they are useful, but at the back of my mind, I know...

Analysing what's wrong is easy.

Reporting our findings is easy.

Making recommendations is easy.

They are, all of them, easy. If it wasn't, why would we keep doing these things at home, with our friends, our families?

It's acting on these recommendations, making the necessary change, that is more challenging.

If you don't believe me, cast your mind back to the last time you had a relationship with a 'significant other' - and it had gone wrong. (If you can't remember such a time, either you are too young to be surfing the internet or I would like a glass of whatever you were drinking at the time...)

Remember? Talking about it with your friends and forcing them to listen until they ran out of patience (three weeks for women, three hours for men) and gave you the recommendation you knew was right: 'Dump him / her'.

This is a change that is easy to say - but, for most of us, very hard to do.

And all the nonsense about 'Management of Change' doesn't help. The important thing is not 'change' - it's about making things better: more efficient, more effective, less painful. Change is not something abstract to be taught on a workshop, it's specific, it's personal and it takes time.

And, like breaking up, it's better done cleanly, with good manners and by taking into account the feelings of the other person (people?) involved. And sometime down the line, after the pain is gone (but it never really goes away, does it?) it might be possible to see that yes, things are better; yes, it was the right thing to do.

But no matter how it comes out, we shouldn't be surprised that making change happen is hard, because it's always personal.

- Mike

Change to make it easy for the customer

In every business, the customer has a job to do. Make it easy for your customer to do their job, and your costs go down and your profits up.

A couple of years ago, I worked to help a client translate feedback from customers into better ways of working. Stripped of consultant jargon, this meant: "Your customers say they don't like it when you do this. Please stop."

If only it was that simple. The things we were helping our client to change existed because the client needed to manage their costs and the trade-off of improving the customer experience while keeping costs down - was not simple.

So we turned things on their heads. Instead of thinking "what can we do to make things better?" we thought,"what can we do to make it easier for our customers to deal with us?" In other words, we considered the job the customer had to do when they wanted to deal with my client.

And you know? It worked. An example: one problem was that customers called our client for help when the information they needed was already available on the client's website. When we checked it out, we found that while the information they needed was a few clicks down the page, customers found the customer service telephone number at the top of the web page. So they naturally called straightaway, rather than taking the thirty seconds or so to look down the page.

Result? The customer got the information they needed - but after a time-consuming phone call taking five or more minutes, rather than in seconds from the website.

So our client made it easier to draw the customer's attention to the necessary information - by moving the telephone number to the bottom of the page.

Result? the number of calls from customers were cut by 50% - while customers got the answers they need in seconds, not minutes. Lower cost, happier customers.

So many companies don't realise that one of the fastest and easiest ways to boost customer satisfaction and sales is make it as easy as possible for your customers to deal with you.

In other words, pay as much time and attention to managing and motivating your customers as you do your people - and you'll be rich.

Mike