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6 Quick Small Business Marketing Tips for 2019

For those small businesses who are looking for an edge, this article highlights the important questions and actions in building an effective marketing strategy. MG consultants specializes in creating marketing roadmaps for business of all sizes. We also help navigate the tricky waters of the difference between Business Development and Marketing. They are wildly different….

 

https://www.digitaldoughnut.com/articles/2018/november/6-quick-small-business-marketing-tips-for-2019

 

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The Digital Difference In What Clients Say is Important To Them

 

The consulting industry has looked at what clients with no responsibility for digital transformation (let’s call these non-digital clients) say is important to them, and ranked each attribute from one to 15, then overlaid what clients with the greatest responsibility for digital think (let’s call these digital clients). While there are some similarities (account management is important regardless), there are some differences that stand out:

  1. First, innovation is more important to clients responsible for digital work than it is to non-digital clients. Twenty-six percent of digital clients say an innovative approach is the most important thing when working with a consulting firm, versus 19% of non-digital clients. Having an innovative approach is likely to be more highly valued by digital clients because they’re in the business of challenging the way their company has done business for decades. Charged with reimagining their business model to succeed in a digital future, fresh ideas about how to achieve their aims are more important than tried-and-tested methodologies.
  2. Subject matter expertise is less important to clients with heavy involvement in digital work. This could be related to the previous point—new ideas are more important than deep knowledge of how things are today. But it could also reflect clients’ preference for consultants that talk about the “so what” of digital technology: They’re more interested in what AI can do for them, rather than deep expertise in the intricacies of exactly how it works.
  3. A firm’s breadth of services is much more important to digital clients. Digital transformation by nature means bringing together many different skills and disciplines; rather than having to orchestrate several firms with different specialisms, having just one that can bring it all together makes clients’ lives easier.
  4. Clients with major responsibility for digital transformation are less price-sensitive than those without. Several things could be at play here: The urgency of change, fear of disruption, and the fear of being left behind are probably all working to loosen purse strings. But it could also reflect clients’ acceptance that there’s a premium attached to complex transformation in which digital skills are in short supply. Previous research has shown that some clients are willing to pay more for the skills of a digital native than they are for the grey-haired experience of a partner.

Article Produced by Alison Huntington who is a leading commentator in the consulting industry

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HEAD COACH CONTROL AND THE DUTY TO MONITOR ACTIVITIES OF INDIVIDUAL STAFF MEMBERS THROUGH THE EYES OF THE COMMITTEE ON INFRACTIONS

The legislation surrounding head coach control has been in the lives of compliance processionals for the better part of five years. Since its inception, much of the focus has centered on how a head coach can satisfy its requirement by promoting an atmosphere of compliance.

 

Bylaw 11.1.1.1 states:

 

“An institution’s head coach is presumed to be responsible for the actions of all institutional staff members who report, directly or indirectly, to the head coach. An institution’s head coach shall promote an atmosphere of compliance within his or her program and shall monitor the activities of all institutional staff members involved with the program who report, directly or indirectly to the coach.”

 

As a result, Bylaw 11.1.1.1 places two affirmative duties on a head coach:

 

  1. To promote an atmosphere of rules compliance; and
  2. To monitor those individuals in their program who report to them.

 

NCAA Constitution 2.8.1 requires each member institution to monitor its athletic programs and the Committee on Infractions (“COI”) has extended that duty to head coaches (See Syracuse University, 2015). So, what does it mean to monitor? Monitoring does not mean a head coach is required to conduct a formal investigation. Instead, head coaches are likely required to seek additional information and report the matter to the compliance office or other appropriate staff member when a situation requires it. The COI has been clear in stating that head coaches are required to be active participants in an institution’s monitoring efforts. What follows is a brief review of cases from the COI where a head coach failed to monitor the activities of his or her staff.

 

University of Louisville (2017)

 

The COI found the head men’s basketball coach failed to monitor the activities of the former operations director. The COI found that the head men’s basketball coach created a residential environment where violations occurred and trusted the operations directors to abide by NCAA rules and delegated monitoring of the operations directors to the assistant coaches. However, the assistant coaches later testified they did not believe it was part of their job to oversee the operations director.

 

“The former operations director attended staff meetings and participated in rules education sessions, but was not specifically trained in any manner regarding the duties the head coach assigned him in Minardi Hall.”

 

 

 

University of the Pacific (2017)

 

The head men’s basketball coach recruited prospective student-athletes from two-year institutions who utilized distance learning courses to meet transfer and eligibility requirements. During his interview, the head men’s basketball coach admitted to failing to monitor the activities of the assistant coaches and he let them “get out of control.” Specifically, the head men’s basketball coach wrote to the assistant coaches and told them it was their job to get it done with regard to the distance learning courses. Afterwards, the assistant coaches were left to accomplish that task by whatever means necessary. The COI concluded that the head men’s basketball coach failed to monitor his staff due to his own acknowledgment of a lack of control over them.

 

Prairie View A&M University (2017)

 

An assistant men’s basketball coach assisted a student-athlete in enrolling in an online class for eligibility. The head men’s basketball coach knew the student-athlete would have difficulty paying for the class, but failed to question the assistant coach or student-athlete on who actually paid for the class. This was despite the fact that the head men’s basketball coach received information that a third-party paid for the course on two separate occasions.

 

The COI concluded the head men’s basketball coach violated the head coach control legislation when he failed to follow up with the assistant men’s basketball coach or on who paid for the course despite receiving credible information that a third-party had done so.

 

Lessons

 

  • Do no rely heavily on your staff to ensure NCAA rules and regulations are being followed (University of Louisville);
  • Head coaches have a duty to follow up on information or situations that come to their attention that might indicate a violation has occurred or will occur (Prairie View A&M; University of the Pacific); and
  • Ensure staff member have received specialized rules education and/or training for any duties assigned to him or her (University of Louisville).

 

Action Plan

 

  • Head coaches should assign a member of his or her staff a “compliance monitoring” component to their duties;
  • Head coaches should require staff members to receive specialized education and/or training for those areas assigned to them;
  • Head coaches should regularly follow up with each staff member and review those compliance areas assigned to them and seek additional information when necessary; and
  • Head coaches should report any items of concern to the compliance office and/or athletics administration.
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Consulting Project Costs Overshoot US Company Expectations

At MG Consultant Services, we work towards a flat rate or predictable reoccurring charge verses what the rest of the industry does which often ends with large project cost overruns. Overall value, not brand or experience alone, should drive your decision making when considering a consulting service.  Read the latest on the industry trends.

http://news.top-consultant.com//Consulting-project-costs-overshoot-US-company-expectations-19699.html

 

 

 

soccer

Barry University Failed to Monitor its Federal Work Study Program in Men’s Soccer

Background

On April 16, 2019, the NCAA Division II Committee on Infractions issued its Public Infractions Report on Barry University. Over a three-year period between 2015 and 2018, thirteen men’s soccer student-athletes logged excessive work-study hours leading to compensation for work that was never performed. In total, the men’s soccer student-athletes received approximately $30,500.00 in impermissible benefits. Due to the length of the violations and the amount of the impermissible benefits received by the student-athletes, the COI determined that Barry failed to monitor its work-study program.

The Committee found that Barry failed to monitor its athletic programs in four areas:

(1)        The assistant coaches who supervised the work-study program did not properly monitor the hours logged by the student-athletes;

(2)        The head coach did not monitor the assistant coaches’ oversight of the work-study program;

(3)        The athletics department did not implement monitoring systems to ensure proper oversight of the coaches who oversaw the work-study program; and

(4)        The institution did not monitor the attendance at training sessions related to employment.

Takeaways

The Committee specifically noted that one assistant coach and the head coach were aware that at least one student-athlete had logged incorrect hours. Despite the assistant coach telling the student-athlete to correct the error and the head coach instructing the assistant coach not to approve the hours, the assistant coach never followed up to ensure that the student-athlete corrected the error in logged hours and the head coach failed to follow up with the assistant coach to make sure the student-athlete’s time sheet was not approved.

Simply identifying that an NCAA issue might or does exist is insufficient to discharge an employee’s commitment to compliance. When faced with a potential NCAA violation, a coach should ask follow-up questions to gain a better understanding of the situation. The Committee went out of its way to note that the assistant coach nor the head coach ever followed up on the information it received. For head coaches, this is important because footnote 5 of the Public Infractions Report states that the enforcement staff discussed bringing a head coach responsibility charge, but ultimately decided against it because the head coach demonstrated that he promoted an atmosphere of compliance.

The proactive education initiatives of the institution also contributed to the failure to monitor charge because the staff members and student-athletes indicated they received insufficient training regarding the program. The Committee noted that attendance at training sessions were voluntary leading to a lack of understanding about the work-study program. Barry could have prevented the underlying violations had it required attendance at these training sessions requiring all attendees to sign-in.

The complete public infractions report can be found at:

https://ncaaorg.s3.amazonaws.com/enforcement/infractions/decisions/Apr2019D2INF_BarryPubInfractionsDecision.pdf

 

ted

Single Biggest Reason Startups Succeed

This Ted talk from 2015 is hosted by Bill Gross who has invested his career in the pursuit of understanding how and why startups succeed by being an activate participant. The answer may surprise you and it is all shared in about a 7-minute reel.

 

 

 

ncaa

Smaller universities struggle to fulfill NCAA’s many rules

Like most warning shots, it was loud and flashy, designed to capture attention. Like most warning shots, it drew no blood. And like many warning shots, it isn’t likely to force much change.

In early February, the NCAA used Saginaw Valley State University to launch its latest warning to member institutions — this time the smaller schools that make up Division II.

Springboarding off a self-report from Saginaw Valley on paperwork issues that led to 130 athletes in 15 sports competing improperly over several years, the NCAA warned schools that they must have a strong compliance program — a tall task for small schools.

“The committee is cognizant of the financial challenges faced by many Division II member schools,” the NCAA said in its press release announcing its decision. “However, this case illustrates the need for all Division II schools to ensure that they devote the necessary funds and staffing to establish an effective and reliable compliance program that, at a minimum, can fulfill basic and fundamental responsibilities of membership, including eligibility certification, as exemplified in this case.”

Despite the stern words and a finding of “lack of institutional control” at Saginaw Valley — normally the harshest of rulings the NCAA can make — the punishment was largely a slap on the wrist. Saginaw Valley is forfeiting wins, going on probation for four years and paying a $5,000 fine.

It’s unlikely the NCAA’s warning shot will have much impact across the hundreds of universities that make up Division II. Many of those schools are struggling with decreasing enrollment and see adding more sports teams as a way to grow enrollment. The same schools also often run their athletic departments at a loss financially, meaning they often don’t have big administrative staffs.

At Saginaw Valley during the time when the violations occurred, the university had one compliance officer for its 400 or so athletes.

That meant the compliance staffer could spend 6 minutes on each athlete during a normal work week.

A lack of resources

In early September 2017, the then-compliance director for Saginaw Valley discovered problems with the way the university certified its athletes as eligible. The university reported the problems to the NCAA, which launched an investigation.

Among the problems found:

  • From 2013-14 through 2016-17, 69 athletes practiced and competed before being certified, and 13 were certified as early early academic qualifiers before their high school transcripts were sent to the NCAA Eligibility Center.
  • From 2013-14 through 2016-17, 14 four-year college transfers competed during their first year of enrollment without sitting out one full academic year, as required by NCAA bylaws. In 2016-17, four two-year college transfers participated and received athletics aid in their first year of enrollment without meeting the eligibility requirements of graduating from a two-year college or receiving a waiver to void the rule.
  • From 2013-14 through 2016-17, 16 two-year college transfers participated and received athletics aid without meeting academic eligibility requirements. In addition, 18 athletes enrolling as freshmen were allowed to participate and receive athletics aid without meeting academic requirements.
  • In 2016-17, two transfer athletes in football and men’s soccer participated and received athletics aid without earning the requisite nine semester hours of transferable degree credit to certify their eligibility.

Compliance officer turnover

One primary reason for the breakdown of the certification processes was the “persistent turnover in the compliance administrator position,” the NCAA found. “During the four-year period prior to the discovery of the violations in fall 2017, four different individuals filled the role of associate director of athletics for compliance. This constant churn in the compliance office greatly hindered the institution’s ability to implement, maintain and monitor its certification program.

“Further, due to this turnover, communication broke down between the compliance office and coaches, especially regarding the expectations of the coaches in the certification processes. In addition to repeated turnover in compliance personnel, SVSU failed to hire enough staff members to fulfill compliance responsibilities and functions, including eligibility certification.

“Exacerbating this situation was the institution’s assignment of additional responsibilities and duties to the compliance administrator. These additional duties detracted from the compliance administrator’s ability to fulfill compliance responsibilities, most notably, eligibility certification. Because of inadequate staffing, the compliance administrator simply lacked the time to properly certify student-athletes.”

John Decker, Saginaw Valley’s athletic director, agreed with the causes of the problem.

“We didn’t have the staff and we asked (the compliance person) to do too much,” he told the Free Press. “There are a lot of steps to making sure a student is certified correctly. When you miss a step, they aren’t certified and then it piles up. It was more than just a paperwork error — it was bad communication — but it was not an intentional attempt to get around the rules.”

Saginaw Valley now has the equivalent of two full-time compliance officers. It also has established a new committee that includes representatives from the university’s registrar office, housing office and others to make sure all departments are communicating about the athletes and any issues they are having that might make them ineligible.

More than 1,100 colleges and universities make up the NCAA (National Collegiate Athletic Association), which is divided into three divisions, based on size. Division I is the biggest schools, like the University of Michigan and Michigan State University.

More than 300 schools across the country — including Davenport, Grand Valley, Wayne State, Michigan Technological, Northwood, Northern Michigan and Saginaw Valley State universities — make up Division II.

Division II schools are smaller, with an average enrollment of about 3,000 students in 2017, the latest year for which statistics are available. They have, on average, about 400 athletes per school.

The schools don’t offer full athletic scholarships, instead using a mix of athletic, academic and other scholarships to help cover costs for students, who also often must pay a portion of their attendance costs.

Same story, different place

Less than a week before the NCAA announced violations at Saginaw Valley, the organization announced sanctions for Lynn University, a private school in Boca Raton, Florida.

It was pretty much the same story at Saginaw Valley, just in a different place.

There, the NCAA found 51 violations centered on athletes that played in games while not eligible.

“Lynn allowed the student-athletes to participate without obtaining, completing or retaining required documents and without confirming that student-athletes met academic and/or transfer requirements,” the NCAA found. “The violations were caused in part by the compliance officer’s lack of experience and resources.

“This case demonstrates the need for all member institutions to devote adequate resources to the athletics compliance effort. While the compliance officer alone is responsible for her violations, Lynn’s inadequate monitoring of the certification process, and the people involved in it, contributed to the problems.”

Within four months of being hired, the compliance officer, who was described as being “inexperienced,” was the single staffer in the compliance office.

The penalties were much the same in Lynn’s case as in Saginaw Valley’s case, although the compliance officer from Lynn was banned from working at a NCAA school for four years for not cooperating with the NCAA’s investigation and for lying to some coaches about whether students were eligible.

“Moving forward, we are dedicated to enhancing our Department of Athletics compliance processes to ensure absolute adherence to NCAA bylaws,” the school said in a news release. A school spokeswoman said the athletic director was not available to talk to the Free Press.

The NCAA used the violations findings document to, just as with Saginaw Valley, to fire a warning shot at its Division II members.

“The (NCAA) is aware of the financial challenges faced by some member institutions. It is not singling out this institution; in fact, the (NCAA) commends Lynn for taking decisive action once the issues leading to the violations came to light. However, this case illustrates the need for all Division II institutions to ensure that they proactively devote adequate resources to a rules compliance program operated by trained and competent personnel so as to prevent these violations.”

consulting

Why you should hire a consultant

If you’re a business owner, you’ve probably been told a few times that hiring a consultant for various needs is a wise move for forward progress.

But is it actually worth the investment?

We’ll give you the inside look into 10 reasons why hiring consultants for your business is not only a smart move but an easily doable one, too!

Hiring Consultants: 101

Let’s be honest, sometimes as upper management, it can seem frightening to admit you need a little more expertise in one area to make good decisions.

Some individuals who are high up in a business may feel they are “admitting” a weakness or lack of know-how if they seek consultant help. The opposite is true.

“It is a sign of strength, not weakness, to admit that you don’t know all the answers.” -John P. Loughrane

Successful businesses and business owners are able to identify weaknesses in their structure or information and seek well-qualified and educated help. This is where proper consultants come in.

1. Expertise

No one person can be an expert at everything. You’re more likely to achieve expertise in something if you’ve narrowed your field of experience and study.

Hence, hiring a consultant who has a proven track record of success and expertise in the area you need help will prove an asset to your business.

The proven track record is essential as anyone with a Facebook account can write on their resume that they are a “social media specialist.” But, the fact of the matter is, that Jerry from accounting can’t do as great a job at boosting your online social presence as someone who has actually done it before…

If you hire a consultant who has real experience in boosting social views or follower numbers, (and they can show you the stats), there’s where you want to put your money.

2. Objectivity

A little metaphor: No one thinks their newborn is ugly. After all, it’s their baby. They’ve put time and effort and money and love into that little person and they are of course perfect in every way.

But, let’s get real. Most newborns do in fact, look like potatoes.

Do you see what we mean? Having an outside business consultant come in to analyze your business or an area of your company can really help provide an honest assessment of where your weaknesses lie.

Consultants aren’t as worried about offending a coworker they know put in years of work on a certain project. They won’t be influenced by potential politics or the individual desires of those working for your organization.

They can most easily give you straight facts, and sometimes you gotta be told, “this is an ugly baby.”

3. Teaching New Concepts

Say your company simply needs some improvement in their email marketing, but you don’t want to hire (and can’t afford to hire), a whole new employee just for this.

You’re in luck because a consultant can be brought in simply to teach your existing employees a new skill.

It’s the consultant’s job to stay up to date and competitive in their area of expertise so you can hire someone to come in and teach you what you may be lacking. This can help improve even top executive’s value to a company.

4. Doing the Dirty Work

Unfortunately, sometimes you realize cuts need to be made, and it can be hard firing someone you like. Did you know you can actually hire a consultant to come in and let go of certain employees?

They can even help you eliminate a whole division if necessary.

Sometimes relationships can be helped or simply awful situations can be avoided by hiring an impartial consultant to come do this task for you.

5. Identify Issues

It may be hard to know why your website isn’t working properly if you know nothing about coding. Maybe you had your site set-up once by a developer who no longer works for you and you need help with fixes, this is where a consultant can come in.

Even in situations where you suspect employees are too close to the project to really see the problem, a consultant can jump in for a short period to shine light on any wrenches in the works.

6. Save Some Dough

If you’ve initially been put-off from hiring a consultant because they seem to be paid more than a full-time employee, don’t be fooled.

If you have a small project that needs to be done, or a temporary change to be made, it can save your company thousands to hire a consultant for a short time instead of bringing in an entirely new full-time employee.

After all, consultants are responsible for all their own work expenses, insurance, and benefits. Once you’re done with them, they are no longer on your payroll.

7. Catalyze Change

Change can be hard for an organization, especially if you have a well-established company culture.

However, change is essential to progress. Sometimes bringing in a consultant to breathe fresh air into a business can help boost morale, generate new ideas, or smooth out existing issues.

8. Business Creation

Simply put, sometimes you have the grand idea for a product or service, but don’t know how to get things rolling.

Hiring a business consultant to get your fantastic idea off the ground can be a great way to launch.

9. Being Able to Plan

As an executive, you have a myriad of responsibilities weighing on you every day as it is. This can make a new project or development take much longer than it ideally would.

However, bringing in a consultant for a time who devotes all their time and work to this one task or development gives that project more opportunity to be well thought out and implemented.

Managers are left to do what they do well and consultants can delve into research, testing, quality control, etc.

10. Outside Market Awareness

Again, it can be burdensome for executives to not only stay on top of all going on within their own company, let alone the market in which their company operates.

A consultant can bring in news from the outside, so to speak.

They can tell you what changes, or news is current to give your business an edge.

leadership

Why visionary leadership fails

Visionary leadership is widely seen as key to strategic change. That’s because visionary leadership does not just set the strategic direction — it tells a story about why the change is worth pursuing and inspires people to embrace the change. Not surprisingly, then, science and practice have a very positive view of visionary leadership as a critical leadership competency.

But our research finds that the positive impact of visionary leadership breaks down when middle managers aren’t aligned with top management’s strategic vision. This can cause strategic change efforts to slow down or even fail.

When we think of visionary leaders, our first blush response is to think of CEOs. Widely celebrated people like Steve Jobs, Walt Disney, and Oprah Winfrey come to mind. But visionary leadership is not just important for senior managers; it also matters for middle and lower level managers, who play a key role in carrying out strategic change. Their ability to inspire their own teams and create strategic alignment — a shared understanding of and commitment to the company’s strategy — within them is a core element in successful strategy execution.

This is why company leadership frameworks typically list visionary leadership as a key leadership competency for managers. For example, Google’s data-driven Project Oxygen identified visionary leadership as one of the eight traits of stellar middle managers.

However, this emphasis on visionary leadership relies on an untenable assumption: that managers outside the C-suite are always aligned with company strategy. What if they are not?

We studied visionary leadership and strategic alignment in two service organizations in Western Europe (one in the energy industry and another in the transportation industry). Both companies were going through similar processes of strategic change, and creating strategic alignment throughout the organization was a high priority goal in both companies. We surveyed 136 managers and their teams to assess visionary leadership (rated by team members), strategic alignment in the team (determined by computing the agreement between team member rankings of strategic priorities), and the strategic alignment of the managers with top management (determined by computing the agreement between the manager’s ranking of strategic priorities and the CEO’s ranking of strategic priorities). We also interviewed several of the managers and their employees to get a deeper understanding of the relationships found in the survey research.

Our findings unambiguously support the conclusion that visionary leadership is a double-edged sword. When middle managers were aligned with top management’s strategic vision, things played out as the widespread view of visionary leadership would suggest: the more these managers engaged in visionary leadership (by communicating their vision for the future and articulating where they wanted their team to be in five years,) the greater the shared understanding of strategy in their team, and the more the team was committed to strategy execution.

For managers that were misaligned with the company strategy, however, the dark side of visionary leadership became evident. The more these misaligned managers displayed visionary leadership, the less strategic alignment and commitment were observed among their teams.

Out interview findings extended these results. Employees of misaligned visionary managers indicated that their managers created confusion and uncertainty about what the company strategy entailed. This disengaged their teams from the company strategy. As one employee from a team with a misaligned visionary manager explained: “Well, we talk a lot about strategy with our manager. But I don’t see a clear company strategy. I rather choose to focus on my daily tasks and leave it [strategy] for what it is.”

Whereas visionary leadership thus was a positive force when managers were aligned with the company strategy, it became a negative force standing in the way of strategic alignment when the manager’s vision diverged from the company’s.

The importance of these findings lies in the fact that they caution against what is common practice in many companies. Many companies invest heavily in leadership development. Almost invariably, visionary leadership is seen as a crucial leadership competency in such efforts.

At the same time, companies tend to invest markedly less in creating strategic alignment among their managers. Rather, managers are charged with aligning the organization around the strategy as if their own alignment with the strategy is a given by virtue of their position. Research on strategy execution has documented, however, that there are a range of reasons for why managers may not be aligned with company strategy (e.g., they’re too focused on the interests of their own business unit and can’t see the bigger picture). Managers’ strategic alignment cannot be assumed as a given.

How do you ensure that managers are aligned on your company’s strategy? Our experience working with companies around strategic alignment suggests it starts with creating strategic alignment among middle managers before strategy execution efforts begin. This should not be one-time communication but a dialogue; people will only take ownership of strategic change if they are consistently persuaded by its value. Our research suggests that such efforts are well-advised to ensure that companies benefit from developing their managers’ visionary leadership rather than suffer its dark side.

experience

What Is Customer Experience?

If I were to ask you the last time you had a really great experience as a customer, it probably wouldn’t take you long to come up with the story of how the lasting impression of the experience made you happy and satisfied.

And the same goes for a poor customer experience, too — you could probably think of the story and reason within seconds, and how the feeling afterward was just the opposite. You probably felt angry, upset, annoyed, frustrated, or any combination of these negative emotions.

A positive customer experience not only results in making your customer happy, but it can also lead to additional revenue. The best marketing money can buy is a customer who will promote your business — because they’ll refer their friends and family to you, free of charge.

The way you think about customer experience has probably had a profound impact on how you look at your business as a whole. This is just one reason why creating and obsessing over a great customer experience is so important. And if the customer experience you’ve created is not great, how to improve it and where to start.

Before we differentiate a good or bad customer experience, or for that matter, how to improve it, we first need to understand what customer experience even is.

What is customer experience?

The best way to define customer experience is as the impression you leave with your customer, resulting in how they think of your brand, across every stage of the customer journey. Multiple touchpoints factor into the customer experience, and these touchpoints occur on a cross-functional basis.

The two primary touchpoints that create the customer experience are people and product. Are you blown away by the performance of the product? Are you delighted by the attention a customer support rep gives you to help solve your problem? These are some general examples of what factors are at play when creating a great customer experience.

Since multiple teams impact the customer experience, let’s break down how to measure performance to see if you’re on the right track.

Importance of Customer Experience

Customer experience is of critical importance to the sustained growth of a business. It’s important to ensure a positive customer experience so customers build brand loyalty and affinity, evangelize your product or service and refer their friends, and leave you positive customer reviews that will help your business retain revenue and earn new customers.

In 2018, the customer matters more than ever before. Customers have the power, not the sellers. Who gave them this power? Us — with help from the world wide web. Customers have more options than ever (your competitors), greater ease of switching power than ever (with so many subscription and freemium options), and more power to influence your business than ever (using social media and online reviews).

But it’s definitely a change for the best. Customers are your best resource for growing your brand awareness in a positive way — because their recommendations shared with friends and family are more reliable than your marketing and advertising channels.

We’ve spoken about how customer the customer experience is ultimately how the customer feels about your brand. So ask yourself, what happened the last time you had either a great or terrible customer experience? You probably went to a friend or coworker to tell them the story, or you went to your social networking channels to broadcast your feelings to the world.

As a company, you have to take this personally and obsess over the reasons why people feel the way they do about you — it’ll dramatically help you grow your business.

How to Measure Customer Experience

  1. Analyze customer satisfaction survey results.
  2. Identify rate and reasons for customer churn.
  3. Ask customers for product or feature requests.
  4. Analyze customer support ticket trends.

1. Analyze customer satisfaction survey results.

Using customer satisfaction surveys on a regular basis, or after meaningful moments along the customer journey, will give you an idea of your customers’ experience with your product or service.

A great way to measure customer experience is Net Promoter Score®, or NPS. This measures how likely your customers are to promote you to their friends, family, and colleagues and that’s determined by the experience you provide.

When measuring NPS, be sure to consider data in aggregate across teams. Since multiple teams impact the customer experience, we need a clear picture of performance, and that comes from multiple data points. What is the NPS for in-product usage? What is the NPS for customer service teams across communication channels (phone, email, chat, etc.)? What is the NPS for sales? What is the NPS for attending a marketing webinar?

Multiple data points must be considered to determine the NPS of the overall customer experience. Your customers probably want to share their feedback, so let them. Analyzing NPS from multiple touchpoints across the customer journey will tell you what you need to improve, where you’re excellent, and which customers you can connect with and engage in advocacy and evangelism.

It’s easy to skew NPS results, so be true to the data and take it personally when you see what your customers think of you. If the results show a poor customer experience, be open to making changes and take results personally. If the results show a great customer experience, dive deeply into team-by-team performance to ensure you’re meeting standards across the board. And make sure you’re following up on customer feedback — whether it’s positive or negative, connecting with customers can deepen your relationship and improve your customer retention and loyalty outcomes.

2. Identify rate and reasons for customer churn.

Churn happens — it’s part of doing business. But it’s important that you learn from churn when it happens so you can (hopefully) prevent it from happening for the same reasons.

Make sure you’re doing a regular analysis of your churned customers so you’re identifying if churn rate is increasing or decreasing, the reasons why the customers churned, and what action your team could take in the future to prevent a similar customer from walking out the door.

3. Ask customers for product or feature requests.

Create a forum for your customers to request new products or features to make your offerings more useful and helpful for the problems they’re trying to solve. Whether that forum is an email survey, on social media, or on a community forum, give customers the opportunity to proactively offer suggestions. This doesn’t mean you must implement all of the customers’ suggestions. But if there are recurring trends cropping up again and again, they might be worth digging into with some additional research to see if they would be worth investing some R&D in.

4. Analyze customer support ticket trends.

Another regular practice to ensure you’ve created a positive customer experience is to dig into the tickets your customer support team is tackling every day. If there are recurring issues that cause a lot of pain for your customers over an extended period of time, take the effort to try to resolve them — either with clearer in-app or product instructions, explainer videos or articles, or product tweaks to make the process easier.

How to Make a Great Customer Experience

To make a great customer experience, you need to: build a customer journey map and buyer personas so you can effectively understand and solve their challenges, build a positive connection with your customers, ask for and act on feedback from customers and employees on how to improve, create helpful educational content, and build communities for your audience.

As we’ve discussed, there are a variety of touchpoints in the customer experience, so the first action required to improve the customer experience is to identify which touchpoint to start with. This will vary by industry and business, and this blog post details how to identify and improve these key touchpoints to make a significant difference.

For businesses with customer service teams that take incoming calls, think about reducing the customer hold time or service agent quota to ensure your customer service teams have the resources they need to provide a high-quality experience.

Poor Customer Experience Example

At this point, we’ve probably all endured a crummy customer experience. The stories seem pretty endless — however, in an age of technology, one stood out to me beyond the rest, in an area you may not think of so quickly.

Blake Morgan wrote about Groupon and how difficult it is to delete a basic account, and how that creates such a poor experience. Transparency is vital in creating a great customer experience, so it leads to an uneasy feeling when a company makes it seem impossible to leave. Everyone expects to be able to go into their online account and go into account settings to deactivate or delete their account and confirm the deletion — and that’s just not possible in this case.

Morgan explains that the rationale for this may be to inflate user metrics. Higher user numbers confirm to key stakeholders that their marketing strategies are working when in reality, they may just be preventing users from leaving on their own. When a company isn’t transparent, it can be the result of bad practices, and those practices translate into a poor experience.

Companies that provide consistently good customer experiences make an effort to delight customers at every touchpoint — and offer transparency along the way.

Exemplary Customer Experience Example

Earlier this month was Pi Day — March 14th, or 3.14. I’m a bit of a math geek, so I personally get giddy about those little things. Why is this relevant to a great customer experience? Simple. A pizza company in Boston, Blaze, ran a promo that created a great customer experience — by offering discounted pizza pies (get it?) for only $3.14.

The promo was sent over email, but it was available in-store without having to pull out your phone or a coupon. The store I went to was a packed out, but, every employee I interacted with greeted me by name and thanked me for coming in for the very first time. I felt appreciated and welcomed, regardless of how many customers were waiting. In Boston, where lunch options are plentiful, experiences like these matter — because I went back to my desk and told my coworkers and friends about the deal — some of whom ended up checking out this deal for their dinner that same night.

There were a few things about this experience that made my Pi Day so great:

First, being part of Blaze’s email list was key. I never receive more than one email a week, and this one was highly relevant, with a day-of offer I actually cared about.

Second, the ease of the experience left me with a positive impression. I didn’t need to use my phone or print out a coupon code to take advantage of the deal, and despite it being incredibly busy, I was greeted and served kindly and quickly by the team.

Third, I went to Blaze with my girlfriend, who asked for a gluten-free pizza crust. Sometimes, when you have allergies or dietary restrictions, you get a grunt when your request requires workers to change gloves, clean the surface areas, and switch out utensils — but not this time. Employees all stopped for a few moments to swap out their gloves, wipe down the area, and retrieve out the gluten free crust and to prepare it for use. Right there, they created a level of trust through their accommodations and transparency.

And for what it’s worth, the pizza was delicious — and sometimes, customer experience is as simple as that. I ate the entire pi (get it?) in one sitting for less than half of the typical price.

I was able to write an entire blog post about it, so you can rest assured that customer experience is extremely important to your customers. Identifying key touchpoints along your customers’ journey, collecting customer feedback to improve or keep iterating on those experiences, and analyzing trends will help you improve customer sentiment about your company — and keep them telling their friends and family about your organization.