Awarded the
“Rodinstar” Post
of the week!!
You may not believe this, but I have an incredible set of friends. Every heard of Sam Walton and Wal-Mart? Richard Branson of the Virgin group? Or maybe you have heard of Akio Morita and a small company he made called Sony. All of them have personally told me their life stories.
Ok fine. I’ve just read their biographies. But I have to tell you, that is probably the best way an entrepreneur learns. You can read Kotler all day, but that’s bullshit. Did Kotler make facebook? Or does he even run a ‘kirana’ store? Hell I have more faith in my Kirana guy than Kotler.
My personal vendetta against established text book lords of management aside, there is a good reason for you to spend time reading further. I’ve just finished with a book titled ‘Delivering Happiness’ by Tony. Tony was the dude who grew Zappos and married it off to Amazon for over a BILLION dollars.
Let me give you a summary of the most important things I’ve learnt from him.
1. Decide your focus. And put your people where your mouth is.
What is the focus of your company? And does it have a life beyond the word file titled ‘Company culture’ sitting on your desktop?
Tony had a brilliant system. They decided to focus on customer service. And the aim was to make it integral across the entire company.
So how do you do it?
Every single employee Zappos hired spent the first few weeks answering customer service calls.
Please go through the significance of the above sentence once again. Read it once more. Everyone in Zappos, irrespective of whether he was a lawyer or a software developer, spent time answering customer’s calls.
The way this percolates culture into the entire company is just amazing. And you can’t create culture by making people learn some document by heart.
Take Games2Win. (Note to self: I keep referring to Alok bhai all the time. Need to get to know more Rodinhooders)
___________________________________________________________________________________
Hi Alok bhai,
Does everyone in games2win play parking frenzy? I mean right from the watchman who thinks he’s a big daredevil to Sumant Mandal?
And play means not ‘play a few hours’. It means in the next board meeting/watchman meeting (or whatever that is) they have to show you the completed game.
And if the answer is no, please do this experiment. You might have to gift your watchman an iphone but trust me it will be worth the feedback. And let me know how it goes!
Your unpaid consultant,
Ankur
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Now back to you. How can you incorporate this in your organization? Identify the critical area. And make sure everyone goes through it for some time. I can bet my ijjat on it that the change you will see will be amazing.
2. You don’t sell out if you have the flat screen television:
Tony’s first company was LinkExchange. And just a small time after he started, he garnered quite a bit of success. So much so that he got an offer to sell it at a million dollars.
Now this might be a little racist (I’ve never managed to quite understand what qualifies in that regard, hence I ignore trying to avoid being racist), but being of an Asian origin I am sure this is what would have gone down at Tony’s place during dinner:
Tony: “Dadi Ma! Muzhe one million dollars ka offer aya hain. Kya karu dadi?”
Tony’s Dadi: “Beta, to quote olx, BECH DE!”
Tony: “Par…”
Tony’s Dadi: “Beta bas bech de. Wo paise Fixed deposit me rakh lena. Aur fir shadi karke ladka bhi paida karna”
So, did Tony listen to his grandmother? I guess not.
Instead he decided to give it a thought. What he wanted in life was a short list. I don’t remember it. And I don’t like breaks during writing. So let’s just say it was something like a house and a flat screen tv.
And the funny part is he already could get both.
Hence he used some brains and decided to skip the offer. And soon enough there came another offer for 2 million $.
He again skipped it. But this time I think it was without consultation from dadi ma.
Guess what finally happened. He sold it for 265 million $. And the sale was not for the money but because he dreaded the culture of greed that had formed at the company.
So keep striving hard. Yes in the initial few month/years you might have to drive an old beat up Alto fitted with compressed natural gas. But don’t give up on something you know will grow.
(Side note: You don’t even have to drive the alto. Ping me and I will help you find a brilliant used Accent/Fiesta at that price. And if you have cash, a few lakhs can get you a nice old accord.)
3. Don’t play the wrong measurements game, change the metrics!
What metrics does your industry use? It may be page views or installs. Or it may be annualized-gross-net-of-taxes-forged-bank-notes. It does not matter. What you do is that you change the metrics.
Now change for the sake of change is not good. But based on what I have observed, almost all the fields are using the wrong metrics.
Getting back to what Tony did. Generally call centers measure performance in the number of calls they can handle in a day. That is unbelievably narrow minded and industrial. Instead measure how much the customers get WOW’ed.
How you ask?
Go figure that out yourself. Don’t be lazy.
Summing it up:
Make your investor play your parking frenzy. Don’t sell out only for the Mercedes. It may not make you happier. And lastly, don’t measure underwear by how quickly it can be made. What matters is how comfortable it is. Ye andar ki baat nahi, sabse upar ki baat hain!
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Another interesting read by the same author: Don’t listen to Alok!
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asha chaudhry
wow. i’m so stunned ankur!
the first time you wrote on trhs you won a tee. rodinhooders like you make the content of trhs so rich. so stimulating. so inspiring. and so awesome!
i’ve read your post twice. and i know i will read it again. i love your headline, the way you have co-related your examples to make a point, the image you’ve used… mark my words ankur… you will write a book some day soon!
pls keep sharing WHATEVER you read. and whatever you write!!!!
Saraswathi Pulluru
Fantastic Post ! Wonderful Insights, loved reading every letter of the article.The book on Zappos was on my reading list, but never got down to read. Will read it this week 🙂
Ankur Khangaonkar
Thats really kind of you. I must say the complement about writing a book was really encouraging.
I do read a lot so wont run out of things to say! Also a semi library for anyone who is interested is on my mind. Lets see how I can do that!
I loved that image a lot too 🙂
Ankur Khangaonkar
Oh its a brilliant book. And Im sure you will find a lot of insights in it. Thank you for your kind words!
Mohul Ghosh
Awesome post..! You write just like you are giving a talk.. (I assume so!) .. very interesting insights and views on entrepreneurship.. Looking fwd to more words from you 🙂
Ankur Khangaonkar
Thank you Mohul! Your post summarizing the Mumbai open house was really nice! Hopefully ill make it to the next one!
Mohul Ghosh
Thanks! and Amen… 🙂
Divyesh Panchal
This is superb!! Thank you for the share. To introduce myself, I own a food company – Just Unjunk! and we serve Juices, Salads, Chips & Dips etc in corporate cafeterias via kiosk model. Now as a company, along with other product categories, we want to pioneer in Salads, make it more sexy, orgasmic, as much as any other junk food. We want to change the way people perceive Salads in India and serve it to the masses (the growing middle class). So when we go in experimenting on trying new recipes for the salads, I always ask my employees who man the kiosk (most of them are not even 4th std passed, below the age of 22 belonging to North India and come to Mumbai seeking job opportunities) to taste the salads first and seek their feedback. Once they like it I even go ahead an ask them how much amount they would like to shell out for a portion of salad. It they like it and if they are willing to pay “aam janta” has to like it. Cheers!
Hardik Shah
Ankur – Loved your post man.
Customers and Employees are the heart and soul of any business today. Customer Service should run through the genes of any person joining your team. Amazing thoughts.
“But don’t give up on something you know will grow.” – Disagree on this put let’s put it off for some other day.
Darshan Bhambiru
Very Lucid writing, and it Flowed till the end, I never realized it was almost the end while reading it in a single breath!!!
BTW CSR (Customer Satisfaction Ratio) is something which almost any Sensible BPO Business person (in the business for some time at least) would maintain on the higher Side with regards to the total number of calls coming in and how many customers gave a +ve Feedback after the call ended or got WoWed, Have this in place in my Best practices and try to implement this always at all of my Centers where I work with them on behalf of The ITES wing of Fine Directions Solutionsz
Customer Service/Satisfaction Ratios are only relevant if they represent significant changes. Significance is determined by the quantity of surveys/feedbacks completed. And that in turn would depend on the Number of Calls received for the purpose in the First place – Relational !!!
Opportunity to WOW could only be created when there is an Issue which is available to resolve! So Would we all now Pray that All Customers should have Issues, Reason for the Opportunity would be a Failure somewhere, in turn which would be required to get Resolved, so they can Wow them 🙂 Now it gets tricky right ? Perception!!
Then again it is Limited to the Number of the Agents handling all those calls and They are again limited to their number of hours of working per Day, Week, Month for which they get paid, and the number of calls per Working Shift as well, with each call having no fixed time duration to end it in as well, adding or removing any of the factors in consideration affects everything else too now doesn’t it? – Limitation!!
The key in your customer service analysis is to recognize significant improvements or declines in Performance.
Compare these changes with the progress of your competitors, if you also track competitive ratios and scores.
That way you can pinpoint your advantages over the competition and recognize which customer service attributes need improving.
Oh!! and Yeah Intelligence is like Underwear, It’s Important that you have it, but there’s no need to show it Off !!
A survey is requested by Atul Todi doing a research project to better understand the innerwear industry and would really appreciate help from one and all, take this short survey and provide your valuable feedback. 🙂
Then again Don’t polish your Ignorance, it will Shine also Holds True 🙂
Cheers!!!
Ankur Khangaonkar
Excellent method! And since they might be working with smaller amounts, they willing to shell out 10 rs might mean a middle class person will happily give you 30-40 rs. Bad example, but I hope I made my point clear!
And getting people to eat healthy is more almost like social work! Best of luck in your endeavour!
Ankur Khangaonkar
Thank you Hardik!
Sure! Do tell me your views on it sometime. It would be a big favour to me if my thought process (or opinion in this regard) could be improved!
Ankur Khangaonkar
Thank you so much for the insights you have provided. Clearly you have much more experience and knowledge in this field than me!
Just a few points to help me explain what I feel a little better:
The feasibility of such a proposition might be difficult to assess. But then that depends on what the companies priorities are. If a company prioritizes efficiency they might be willing to spend 10,000 per person per month. While someone else whose priority is customer service is the core differentiator might be willing to pay thrice as much. Allowing a larger budget, more people and happier people (doing what they do).
On a totally different note, Zappos had one policy. They focussed only on what the customer needs. That is incredibly difficult to do. Hell, I cant stop thinking of what the competition does many a times. But with competition I often set a lower benchmark for myself. Working on being able to channelize all my energy and mental resources on only what the customer wants. Competition and industry leaders are often stuck with old systems which need to be reworked from ground up.
P.S. It may sound as if I am contradicting your knowledge but let me be very frank and tell you I dont know horseshit about running or even how a call centre works. This is solely based off of my own limited experience and what I have read about what Zappos does.
So if I am wrong anywhere in my assumptions, do correct me. It will be so much better for me than carrying wrong notions in my head!
Thank you so much!
Darshan Bhambiru
Everyone Makes their own set of Rules for their Comfort levels and also for successful Business closures, so there is no SET Standard which could be followed from one company to another (though overall POV does look similar) it is the finer details which each Individual company employs to achieve its Achievement targets and Go beyond that after learnings and Improvising too. Some Go By Scripts, others use Impromptu with a set of Instructions and a Leeway. (Average Time Hold) ATH matters and is a COST to all Cost Centers (read call centers), Listen, probe, suggest, resolve, close seems to work best in the least time utilized for Profits on the Higher side.
With Attrition at the highest rates in the BPO industry so to say also easy access to Multiple choice of Employers for the Candidates today, making tough competition to recruit the best talent available and retain them too, a lot of the investments usually go in Moulding the candidates as per the Concerns Requirements and get them to be productive to expect returns is the toughest Job and a HR managers Nightmare on a daily basis.
Though there are few Globally acceptable Standards which do guide this to make things simpler to implement with a System in Process and update it with every change in either Personnel or Customer feedbacks to make it even Better always!! Six Sigma, ISO standards of Process ad system implementation with operations and HR in place, Professional Personality and Training Institutes and Coaching professionals are employed at regular intervals with Individual Assessments done for the same purpose to keep a healthy ratio working at all times.
It is an ever changing Field of Personnel improvement and thereby adding value to the Concern as well in the long run to maintain High Standards of Response, of course it all starts with some Basic Assumptions which get confirmed when in Action and post it too to Improvise yet again and change them for the Best results!! I did not name any concern so Zappos was your reference for this ? Maybe thats why it was personalized to your experience.
There are always funny Examples and also GREAT feedbacks too in all Businesses, ITES is not alone in that as well !!!
This is priceless :
If you’ve ever worked for a boss who reacts before getting the facts and thinking things through, you will love this!
Arcelor-Mittal Steel, feeling it was time for a shakeup, hired a new CEO. The new boss was determined to rid the company of all slackers.
On a tour of the facilities, the CEO noticed a guy leaning against a wall. The room was full of workers and he wanted to let them know that he meant business. He asked the guy, “How much money do you make a week?”
A little surprised, the young man looked at him and said, “I make $400 a week. Why?”
The CEO said, “Wait right here.” He walked back to his office, came back in two minutes, and handed the guy $1,600 in cash and said, “Here’s four weeks’ pay. Now GET OUT and don’t come back.”
Feeling pretty good about himself the CEO looked around the room and asked filling up his chest, “Does anyone want to tell me what that goof-ball did here?”
From across the room a meek voice said, “Pizza delivery guy from Domino’s.”
Another Example: This is how a Professor explained Marketing Concepts to a class:
1. You see a Gorgeous Girl at a party. You go up to her and say: “I am very rich. Marry me!” – That’s Direct Marketing.
2. You are at a party with a bunch of friends and see a Gorgeous Girl. One of your friends goes upto her and pointing at you says: “He’s very rich.Marry him!” – That’s Advertising.
3. You are at a party and see a Gorgeous Girl. She walks up to you and says: “You are very rich! Can I marry you?” – That’s Brand Recognition.
4. You see a Gorgeous Girl at a party. You go upto her and say: “I am very rich. Marry me!” She gives you a nice hard slap on your face. – That’s Customer Feedback.
5. You see a Gorgeous Girl at a party. You go upto her and say: “I am very rich. Marry me!” And she introduces you to her husband.- That’s Demand and Supply Gap.
6. You see a Gorgeous Girl at a party. You go upto her and before you say: “I’m rich, Marry me!”, your wife arrives. – That’s Restriction for Entering New Markets.
I hope Concepts are clear… Class is adjourned.
Customer is always KING!! Keep them Happy and you would be Happy too always!!
Whatever ways used to get to this Works!! 😀
On a lighter note – Here are some Funny ones, while on the Floor!!!
What are the common grammar mistakes of call center agents?
Can I hold you? 😀
Are you currently taking classes, right now?
Can you repeat it again, once more?
Please repeat it, AGAIN!
Let me repeat it, back again.
Can you repeat it again, for the second, twice.
You will gonna’ be able to (Bouncer)
cust: are you there?
Agent: yes I’m there!
We’ll give you a FREE GIFT
I will call you back! again!
you can hung up me now!
what did the last rep told you?
We can’t LOWER DOWN your payment
I tried to keep it as simple as possible without going into technical Jargon in my comment (previous and this one too) for all to understand, Call me, You would not be disappointed 🙂
Hope this Resolves the Issue, is there anything else that I may assist you with apart from this ? or shall we go ahead and Close this ticket now ? 🙂 Cheers!!
Ankur Khangaonkar
Completely agree. My point is I wish more people focus on customer service as their priority. No attempt to set standards, just encouraging people to focus more on it.
For some scripts may give a better experience while others might find them annoying. Reiterated what I feel as a consumer and what I read in the book – Scripts dont work very well.
I hope people start seeing customer interaction less as a cost and more as an investment. And what I read in the book, the investment did pay off in good word of mouth, trust and customer loyalty.
An example at Zappos (I keep quoting because the post is about what I learnt through this book) was that a lady called up Zappos helpline late night because her hotel had stopped serving food and she wanted to have pizza. No script can be designed to answer that. The representative looked for places where she could get one at that time and told that to the customer.
Was that efficient or cost effective? Not at all. But did the customer turn loyal to Zappos? Yes.
Summary of what this is all about. The problem, in my opinion, is that you hardly come across organizations who do this. Happiness, again in my opinion, really comes from over delivering.
Ive read this story before. Its a good story but lets consider this just for arguments sake. The CEO made a fool of himself by losing 1600 $. But his intent was to show people he will not tolerate slackers. In that regard he probably made his intent clear even if the money he gave to was the pizza guy.
That demonstration could very well make slackers realize that they will get fired if they do not work hard. I am sure that message could yield a very good ROI to arcelor mittal compared to the loss of 1600$.
All in the spirit of a spirited discussion 🙂
Darshan Bhambiru
It’s Business as Usual!!! And that too Cut Throat!!!
Change takes time and then again by the Time people adapt, there is once again a Process Evolution, so things are always churned and made better, though at times we see it is still not 100% but yes we all are striving to get there ,but not there yet too. The Strive to make the Process Better, delivers more results which require yet some more Process to fine tune them again, a never ending Story 🙂 To the Point which is Achievable within the available resources Individually as per Capacity too.
Looking from the Agents angle, (s)he gets paid a salary to the work (s)he does in the 9 hours per day of the week for the month, from the Employers angle no calls coming, no point of the business, it is a requirement which is satisfied and catered to with best efforts basis, expectations always are the Benchmarks for all to keep striving and then again Incentives like Customer satisfaction and Positive feedbacks, always do make everyone Jump with double the energy too now, doesn’t it?
So effectively if it happens All are Happy!! Point re emphasised!! Over or Under is just A measure with your own Markers, it could be a different measure for the person on the OTHER Side. EveryOne does their BEST at all times (at least all try to), but still there are Some above and other below always m/ As I said One standard may not fit all, hence the variations found.
Save wherever you can, Earn however you should, its all about the Money, Honey!!, No one here for the Charity (Not in the literal sense though)
You can have any one of the Sides and Stand by it too. 🙂 (Many factors would try to Influence you, ultimately it’s your choice solely)
My comments do not reflect any particular Concern (Zappos or any other here) in question, nor any book or ATH does not matter when Numbers are small (Per Seats cost) but matter a lot when VOLUMES Speak for themselves in Call centers (Cost Centers) (no Pun intended) These are not my Stories, I just keep them for reference and share when required for all to benefit as a good read and learn too 🙂 (Sorry do not have the source of ref with me now though)
Everything else is Personal, Looks like the Message got through too!!! Thanks.
Customer is God, and customer service is the art of praying to your God. 🙂
Keeping up the Spirit of Learning and Sharing!! Cheers!!
asha chaudhry
dude… i couldn’t resist… i kinda messed the top of your post!
🙂
Kartik R
Dada don’t count on the accord. I spend a few lakhs on the accord and a few lakhs on petrol … and I love it so much, I don’t want to sell it and fear converting it to CNG .. I’m so obsessed with it, I might modify it than buy any other car.
Lesson learnt : Find your own lesson :-/
Ankur Khangaonkar
Haha! True that. Kuch pane ke liye petrol (and hence cash) khona padta hain 🙂
Ankur Khangaonkar
Holy *Bleep Bleep*!
Aaj kal bhagwan humpe meherban hain shayad! Thank you so much.
Brace yourself for more stunts!
Darshan Bhambiru
Congratulations!!! 😀 See SWSWSWSW go Figure this now 😛
Customer is God, and customer service is the art of praying to your God. 🙂
Keeping up the Spirit of Learning and Sharing!! Cheers!!
Hardik Shah
It’s more like a personal biased opinion from certain experiences.
Not every dream is meant to be fulfilled – maybe.