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Greetings!
When my first child was born a friend gave my wife and I a poster that said "What we are and who we become is determined by those who love us." A very true and poignant insight indeed for a new parent. I believe this can be extended and applied to the work place too.
"What we are and who we become is determined by those who lead us." - that's my quote by the way.
So I wanted to share with you two recent experiences, one concerning the new MD for BMW UK, Tim Abott and the other an involving Gary Richardson the BBC sports presenter.
Read on to find out how both these individuals impacted upon my customer experience of their brands in two very different but positive ways.
By the way, if you missed last issue's free download of expert insights on how to manage the customer experience in a downturn here it is again.
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A Change of Leadership at BMW UK
BMW UK recently appointed a new managing director - Tim Abott. I know Tim but not well. Our paths have crossed on numerous occasions throughout our careers, we have what I would call a passing acquaintance - we'd acknowledge each other in the street, say hi and stop for a chat for a moment or two, but we're no closer than that. So upon learning of his new appointment in the press I quickly penned (no that's not right - keyed) an email offering my congratulations and swiftly hit the send button.
I guess I didn't really expect a reply based upon previous experiences of sending emails to very senior execs. After all Tim and I are no more than acquaintances and the purpose anyway of my email was to wish him well not to trigger a response. I imagined Tim would have far more important and urgent correspondence to deal with given the crisis the automotive sector is in and the burden of taking on such a challenging role.
So I was very surprised to receive a message back from Tim within the day thanking me for my best wishes. For me this is a green shoot of hope. I believe Tim's response truly is the measure of the man and gives some insight into the way he does business and what's important to him. Surely if he can take the trouble to reply to me it indicates that he sees great value in communication, relationships and the value of a few moments to say thank you?
Those of you that know me well will know that I have been a regular supplier of consultancy and training services to the BMW Group for over 12 years so my experience of both BMW Group brands and what it's like to work with the organisation is extensive. I sincerely hope that through Tim's leadership others will follow and demonstrate that even in times of pressure and of economic uncertainty, a simple human connection can ensure a large blue chip organisation can stand out as a caring and emotionally grounded one. All those that Tim now leads including the influence he has over BMW and MINI dealerships must use every touch point with customers to demonstrate their brand promise. After all
"People may forget what you did, they may forget what you said but they never forget how you made them feel."
If Tim can find the few minutes to reply and treat me in this way, what more will he do for those that he knows better, his employees, his dealers and his customers. I wish him well as he certainly has his work cut out given the economic state the market's in.
"What we are and who we become is determined
by those who lead us."
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The BBC Journalist and the 13 yr old
| There's no doubt about it Jonathan Ross screwed up big time and the press had a field day. But he seems to come out of it unscathed for the time being as the headlines focus on the credit crunch, global melt down as well as the bankers and their pensions.
But at the time it illustrated how a brand can be damaged by actions and careless words. And for a while I thought less of Mr Ross and of the BBC. How could they have been so misguided?
But then along came that green shoot of hope we often look for to indicate all is well. An action that restored faith in the brand. Not from Mr Ross of course but this time it came from Radio 4 and 5 sports presenter Gary Richardson.
In September 08 Gary had spoken at my son's school speech day. He talked to a packed hall of students, parents and teachers for almost an hour sharing his colourful stories of the sports personalities and celebrities he'd interviewed during his career and the events he'd covered over the years and of his recent experience covering the Olympics.
As it happened on this speech day the school's choice of speaker was very relevant, for one boy at least, my 13 year old son. His ambition is to be a sports presenter so to meet one in person was a golden opportunity for him.
After the speech my son and I met with Gary and I asked him for some words of guidance about a career in his field. Gary's response was a surprise. Bear in mind here's a man who must be very busy, he gets up at 4.00 am to be at his desk from 6.00 am, he frequently travels the world to meet the sporting world's greatest. He must have a very hectic diary indeed. Gary didn't just give words of advice he offered the chance for my son to come and meet with him at the BBC and watch him prepare and then broadcast Sport on Sunday. WOW! what a great opportunity for an aspiring sports journalist of 13.
So back in November on a cold and frosty Sunday morning we did just that, we met Garry at 7.30 am at the BBC, had a tour around some of the studios, visited where they filmed various well known TV serials, had a coffee at Gary's desk and then spent the rest of the time in the recording studio as he prepared and then broadcast his Sport on Sunday show. It was the morning after the Joe Calzaghe and Joy Jones Jr fight so there was plenty to report on.
Gary's actions over shone those of Jonathan Ross. My faith in the BBC brand restored - no in fact strengthened because of the actions of Gary. Like Tim he took the time and trouble to do something that valued the human touch, that demonstrated a behaviour that built a positive impression of the brand.
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In Conclusion Then...
What we are and who we become is determined not only by those who love us but in the workplace by those who lead us. The actions of Gary and Tim demonstrated a personal behavior that can impact upon others. It demonstrated that no matter how busy you are there's always enough time to fire off a thank you note or to fit someone into your busy day.
So consider these three things:
- When you next receive an email from some one that you don't know at all or not well, how will you respond? It could be an acquaintance, a customer or a supplier. Will your response build a better impression of your brand or will you simply hit the delete button?
- What could you do today to build a better impression of what others have of you and therefore your brand?
- Who do you know that could use my examples as a way to make a point with their team? When you've worked out who they are foward this email to them.
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if you'd like to find out more call me on 0784 3284310 or respond to this email.
And remember "What we are and who we become is determined by those who love and lead us."
Please take my two question survey telling me if you found this newsletter useful or not.
Kind regards,
Mark Gregory
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