Forget guitars. Dave Carroll should write a song called “United loses 10-year-old girls“. Apparently, United didn’t learn anything from the United Breaks Guitars fiasco.
While that story is deeply disturbing, Peter Shankman makes a good point. Your employees have to care to provide decent (or even minimally acceptable) customer service:
Customer service has to start at caring. No matter what employee of the company is approached first, that employee has to be trained to care. Because if the first person doesn’t care, the company doesn’t care.
How do you train someone to care? How do you instill empathy on the assembly line? I don’t think you can. It has to be central in the company culture and you have to beware of it in the hiring process. United and the other airlines will never have it.
I will be moderating a panel discussion later in the month about “creating great events” which has prompted me to think about what’s essential in creating and marketing an event.
Events have the ability to build awareness and create personal connections that other marketing tactics can’t match. But even with their power, you know there are lots of bad events to attend. And you’ve probably attended ones that didn’t pass marketing muster. In fact, many times most conferences and meetings are a complete waste of time/money/resources for both organizers and attendees.
I think for all that can be said about event planning, a great event comes down to one simple rule: Primal first, enlightenment second.
You have to make sure the basic needs of your attendees are catered to before the awe-inspiring stuff. It goes back to our old friend, Maslow’s hierarchy of needs that I based much of Brand Zeitgeist on.
You’d think the key to event planning would be to focus on the big bang sublime stuff. But those first three levels of basic 1) physiological, 2) safety, and 3) group needs are in line before the transcendent self-actualization growth occurs. It’s only in the two top levels of the hierarchy that people can learn and grow. You delight and awe in the basic stuff before you hit the other levels to wow the audience. The trouble is that most event planners see the bottom three levels as “just logistics and details” that have to be taken care of.
In simple terms what this means is, that on a fundamental level, your event attendees are more concerned about the rubbery chicken they’re eating and their need to pee … than the $50,000 speaker you paid for them to listen to. Looking at event planning in that frame of mind could help you to focus on the mundane as a way to delight attendees.
I wrote this post about web designers who are browser snobs 5 years ago.
I’ve embarked on another project with a completely new set of web designers and I see attitudes haven’t changed.
Sure. You can hate on Internet Explorer & love another browser. But if you want people to visit a website and have a good experience, you have to be realistic about the stone cold numbers.
And these numbers aren’t even close. In this example, Firefox, Chrome, and Safari put together don’t add up to the share held by IE. Why would you ignore the reality and shoot yourself in the foot?