Winners and Loosers

I was sitting down with an excellent group of consultants last week discussing what is working well in the UK at the moment and what is not. These are people who have very strong track records of giving solid business and marketing advice to significant businesses over a long period. Our converstation covered a full range of topics including markets, techniques, relationships and strategies. While you always learn something new in an exchange with business people of this calibre, I was struck by a common thread in the discussion. Of course people and companies who think and act in the correct ways will be successful, but finding people who do this consistently is reasonable rare.

More often you find groups or individuals who are good thinkers or good doers but not both. So if you take away all the exceptions who do both well most of the time, who are the winners and loosers? Looking back at the businesses that I have worked with over the past five years leads me to the conclusion that the doers are quite a lot more successful than the thinkers. Their propensity to action and their willingness to accept a less than perfect abstract solution make them more likely to learn by doing and to profit from it.

Social Media

I have recently finished a social media engagement for a national organisation and that got me thinking about the amount of hype that there is about this topic at the moment. Our project was use a team of marketing consultants to streamline how this business ran it’s social media operations and to set clear priorities for their social media efforts. We originally developed an internet strategy for this business and social media was an important element of the strategy. Staff in the business were very keen on social media and they jumped right in. We become involved because people were putting too much effort in for not a lot of reward.

Now the social media efforts of the business are on a new footing and everyone is clear what the priorities of the business are and how much effort should be devoted to each element of work. It is easy to get carried away with all the hype surrounding social networking, but it just another technique that takes time and effort to master. It is not the magic bullet that some would have you believe.

 

What Price Customer Service

One of the commonest questions that people in customer service ask a marketing consultant is when can you say no to a customer. Most consumers that you come across are perfectly reasonable and if you treat them fairly, they will respond in kind. However, every now and again we all meet someone who is always on the take. Nothing you do is good enough and they make unreasonable demands which are out of proportion to what could be reasonably expected.

Conventional wisdom says that the customer is always right, and there are some businesses like luxury hotels where that is definitely the case. If you are running a low cost airline or a discount store you cannot afford to live by that rule. All consumers would like to pay discount prices and to get luxury service levels, but that is not a realistic expectation. Businesses must set out realistic service expectations among customers and staff that are closely related to pricing levels and customer profitability. When they do that explicitly they reduce the chances on damage to their reputation should someone complain about the service that they offer.

The Power Of Markets

 As economic turmoil has gripped Europe in the last few years, one characteristic of the political commentary is the need to find someone to blame. In fact, to be more precise, it is the need to find someone else to blame. The bankers are a favourite target, although a rather obvious and now stale one. Property developers feature in the chatter in both Madrid and Dublin where a property bubble has been a cause of wealth destruction. In Lisbon and Athens, the focus has been on elites who have spirited all the wealth away. Germans and Finns talk a lot about fiscal incontinence in the south of Europe, or the periphery as it is now known. Perhaps that was a carefully chosen term! Throw into the mix the rating agencies who have downgraded sovereign debt and you have a failry representative view of which ways the fingers are pointing.

 However, the last example is a little different, as it is an example of shooting the truthful messenger. They are merely reflecting the facts as they see them and while politicians have been slow to accept those facts, the markets are perfectly in tune with the sentiments of the rating agencies.

I was slightly amused by the comments following the meeting of Frau Merkel and the Pope this weekend. The views relayed by the press were along the lines that it was shameful that markets were deciding the economic futures of people and not elected politicians. Now these are an illustrious pair – both intelligent and at the top of their callings – but I am not sure which one knows less about economics and business. The Martians would probably put money on Frau Merkel, but I am not so sure. Apart from the lack of leadership that she has shown at home during this crisis, she has always done too little, too late in response to crisis events. At the heart of the problem with the view that they expressed is a lack of understanding of waht constitutes a market. In this case, people who have money are being asked to lend it. They see that such loans are at risk because the European banking system has some bad banks in many countries and that a Greek default is becoming a probability. Politicians deny that this is the case and don’t take action, but they don’t have the funds to support their opinions, so money votes with its feet.

The idea that banks and sovereign wealth funds would ignore the facts and their instincts because politicians or religious leaders tell them to is a rather quaint notion. It says more about the people who express it than about those who are its target. At the end of the day it does not inspire a lot of hope that solution to the problem will be found any time soon.