As our body ages & changes, it sends signals. We gain or lose weight. Our appetite changes. Fatigue comes quicker, and sometimes during activities that didn’t cause it in the past. Doing things we’ve always done without difficulty now creates pain, either during or after the activity. Businesses also display symptoms, though I prefer to see them a signals of something that’s changing.
Over the last few months, a business that I’ve frequented for more than a year has started showing signs that it’s having difficulties. Does your business show signs like that? Maybe some examples will help you see what your customers might perceive as signals.
I spend about 12 hours a week at this place. I suspect this is far more than most customers are in your business, so I may notice more than your customers do. Maybe. We all notice different things at different rates. My wife tells me my sense of smell isn’t very well developed, for example.
Over the last few months, I’ve seen signs of financial stress when visiting this business. Many of them have been maintenance related. For example, the only two water fountains in the building have broken twice in the first year they were open. The first time, it took almost a month to repair them. The second time, it took a day. They’re adjacent to each other and fail at the same time, interestingly. One of the men’s toilets has been disconnected from the wall of the bathroom for months. It still works, but there’s an almost inch wide gap between the back of the tank-less fixture and the wall.
Paper towels & toilet paper are present some days & scarce on others. The staff often has to be told that TP is empty. Paper towels are replaced by cloth towels. These towels are used to wipe down sweaty workout machines, so cloth towels that remain out in the facility for reuse aren’t a good solution. These things send messages to customers. Some notice, some don’t. Some care, some don’t. Do you ask your customers if they see any maintenance issues that you might have missed? Familiarity makes some of these things harder to see.
If expectations haven’t been set for attention to details and follow up on repairs, these signals could be the result. However, this might also be a case of weak or absentee management. Sometimes, there’s one staffer. Other times, five or six, at the same time of day on different weekdays. While it feels like inattention, it could be the result of using staffing-level management tools used by major retailers. They tell you how many people to have in the store based on same day, prior year foot traffic/sales, etc.
Currently, one of the 16 televisions on the walls has been displaying the same still image for the last two weeks. It’s not unusual to find trash littering the floor in public areas. This business is a locally owned franchise. I’d never seen a manager around, so sometime last year I asked the national company about the broken water fountains that had been down for several weeks. They suggested I ask the local manager. Amazing that I hadn’t thought of that, right? The water fountains were broken again this week.
I hadn’t discussed the issue with a manager only because I wasn’t sure who it was – despite visiting this facility almost daily for a year. There’s no indication of who the manager is (by name, sign, uniform, badge, etc) or how to contact them. All the folks working the facility and the front counter seem to share the same responsibilities. The obvious solution was to finally get around to asking who the manager is and when they were on site. Does your company make it easy to identify on-site management?
Is your business sending signals?
The business used in the example isn’t the point. In your case, the signals could be that you never have parts in stock, or that your team is untrained (or under trained).
A couple of times a day, you might ask your customers if they notice anything that needs attention. That’s vague enough that it won’t taint their response and it gives them plenty of leeway to mention a top of mind situation. Take the answers as a gift – as most feedback of this nature is exactly that.
Want to learn more about Mark or ask him to write about a strategic, operations or marketing problem? See Mark’s site, contact him on LinkedIn or Twitter, or email him at email@example.com.
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