Aug 19, 2009 | Management, Marketing, Sales
What happens when you meet someone…? “where do you work” is a common conversation starter.
Someone who responds enthusiastically, extolling the virtues of their employer and the products they produce, will have a positive impact on those they meet, and the “word of mouth” that originates with that conversation can be substantial.
Conversely, an employee who expresses no confidence in their employer and products will create a negative impact, which has the potential to multiply with the telling, and after all, who is in a better position to know the real quality of a product than one who participates in the production process?
Thinking about employee satisfaction in this way puts a new perspective onto now almost standard annual employee satisfaction survey.
Customers are cautious, advertising savvy, and cynical, so getting a message to them is very difficult.
In a networked world, it now requires measures to develop employees as advocates for your business, as the advocacy of one person will have more impact than a 1000 TARP points in a TV advertising schedule.
Aug 18, 2009 | Management, Marketing, Sales, Strategy
The aim of brand builders is to engage with consumers to the point where they become apostles for the brand, an much effort has gone into developing measures that use this notion as a measure of brand strength.
On the other side of the coin are the detractors of your brand, and the damage they can do.
The development of a brand therefore also has the two dimensions. Powerful brands encourage powerful emotions, and some of those are very likely to be negative, it almost goes with the territory, anything capable of arousing powerful positive emotions is just as capable of arousing negative ones. An overlooked, but key challenge is how you manage the detractors, and the things they use as hooks for adverse comment.
Recently a measure “net promoter score” has become the favorite or marketers, as it appears to offer a methodology of collecting quantitative data on the behavior of your customers. Introduced in a 2003 HBR article by Fred Reicheld it has quickly become accepted as almost gospel.
However, experience suggests we should be pretty careful when someone has all the answers to all our previously intractable questions, and it is no different here. NPS is a great start to measure those who use, or have used your product, but relying on it solely to save the day is a big ask.
Aug 17, 2009 | Governance, Management, OE, Strategy
Return on Asset calculations as a realistic basis of performance measurement for many firms is rapidly going out the window.
On one hand we do the financial calculations, based on the accounting notion of tangible assets in the business, whilst on the other, saying that the primary assets of the business walk out the gate every night and go home.
This paradox should radically change the ways we measure the return on assets, it creates the need to find ways to consistently measure Intellectual Capital, not an easy challenge, but one that Directors and management need to start grappling with.
Consider, physical assets depreciate with use, but intellectual assets appreciate with use, so perhaps there is a measurement matrix in there somewhere, but probably fashioned by psychologists and anthropologists, rather than accountants.
Aug 16, 2009 | Innovation, Management, Operations
Over the last 10 years in the farming operations that make up a substantial portion of my client base, the foundations of the decisions being made have been radically altered by the rapidly increasing cost of water.
Water productivity is a now common term, coined to describe the relativity of the return per unit of water used to grow differing crops.
Water is now a capital item, traded independently of the farming operations to which it was originally attached.
Is it too long a stretch to consider other productive inputs in a similar light?.
Electricity is produced by coal burning power stations, and is used in a variety of ways from domestic lighting to powering industrial manufacturing. What would happen if we started to make decisions about the power usage in the same manner we make decisions about weather we grow rice or stone fruit, by the value of the output for a unit of productivity of the base input, power, or water.
Decisions would then be made about the relative value of lighting an office block at night, and making another container load of widgets. Simplistic, but you get the point.
It may be a dumb notion, to be considering the relative value of the output per unit of electrical power used, but 25 years ago, so was considering which crop to plant based on the relative value of the output per unit of water.
The current debate about the fmanagement of greenhouse gas production, the balance between its total environmental and economic costs of production and the value of its use, and how that is to be integrated into a sensible economic framework has a long way to go despite politically motivated noises of certainty emerging from Canberra. As with most unknowns, it should evolve with experiment, and we should be hoping that the rules put in place now to satisfy expediency do not have an adverse impact on that evolution.
However, water is still a political and economic mess, so expecting the carbon debate to be any better will be a very big ask indeed.
Aug 13, 2009 | Demand chains, Management
The following list was imbedded in an article “putting the I back in Alliances” by Rosabeth Moss Canter, one of the better management thinkers around. It creates a simple list of things any successful alliance requires.
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Individual excellence: Both sides bring strengths and neither can be expected to prop up the other.
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Importance: The relationship must matter strategically to both sides.
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Interdependence: You need to need each other.
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Investment: Have a stake in the partner’s success.
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Information: Transparency strengthens the partnership; hiding information impedes trust.
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Integration: Create several points of contact across the organizations.
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Institutionalization: A formal structure can aid in objectivity and ensure the partnership works for both sides.
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Integrity: Trust is critical and ethics are a must.
In all the work I have done in alliance formation and management, there is no time when this list would not have been of value.
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