United Parcel Service had used this slogan for some time to show how responsive they can support your needs with effective and efficient processes. This is expressed regularly in commercials and their whiteboard website. As this successful commercial shows, questions are a good way to get us thinking. UPS has long been successful at delivering their promise with predicable and repeatable results which we’ve all come to rely upon. UPS shows with this slogan and the whiteboard campaign how the company can find ways to service the varying needs of its residential and business customers.
This past week, we learned that Scott Brown had won election in Massachusetts for Ted Kennedy’s long held U.S. Senate seat. The chances of this were unthinkable several weeks ago, with Brown’s opponent having a large double digit lead.
So what can Scott “BROWN” do for you? And what in the world happened, anyway?
This question is really about what we as citizens (and possibly in our business lives) can learn from this sea change event. Here are some personal takeaways :
- You can’t take for granted each vote (or customer) no matter how large your lead (or market share advantage).
- You can fall out of touch very quickly if you don’t have effective polling (or market sensing) in place. A lead was lost in a matter of days, with a candidate that seemed paralyzed on what to do to counter the underdog’s surge.
- How effective is your polling (market sensing)? Taking polls (and visiting customers) are all good things to do, but are you really getting OBJECTIVE, CLEAR and UNFETTERED input and not group think? Talking to customers doesn’t guarantee that you fully hear and interpret true needs. In running for the long shot senator position, Scott Brown developed the right message at the right time and took advantage of concerns towards which both parties seemed tone deaf.
- Never give up. This goes to those that are not in the lead – be watchful as events unfold and situations occur that can be leveraged. Getting a message that resonates goes a long way to winning. If you’re a market leader, don’t think for one minute that you can’t be overtaken; especially now as we move into a recovery and knowing that customers – like voters – have been affected by the past two years.
- The message is important. In 2010 the points that resonate are different. The majority of voters in Massachusetts were loyal to Senator Kennedy for decades. Times change, and going through the motions and taking the voters for granted is the kiss of death. Brown’s message was clear. It engaged and resonated with voters. It was fresh, delivered very well, and in the end it was embraced against tall odds.
There is a lot we can learn from this election, whether we’re a market leader or follower. You can control your fate if you’re first and foremost in touch with your customers or voters, listen effectively, and then provide a new or restated value proposition, like Brown did. We’re learning from research that that customers and decision makers have been deeply affected by the economy. Thinking that customers will “bounce back” to where they once were some time in 2007 or 2008 is ignoring the fact that times have truly changed. If you’ve significantly misread the situation, don’t be surprised if you’re knocked off your position.
Given all that was riding on this one senate seat election, for the state, the country, our President, key initiatives that were in the works, it’s all the more shocking. Certainly this political change was not about who had the most money and support. A wake up call, perhaps?
Scott Brown focused on his state, its voters, and what they were telling him. He seemed to have worked very hard, traveling many miles, and he effectively translated what he heard into some keen messages. He didn’t have a lot of super support from his party and their internal bias (probably to his advantage).
Executives are like politicians in that they’re immersed in their job and can miss subtle signs. As a leader you’re flanked by your senior team, supposedly armed with wise insights from your market analysts, trade associations, and board of directors. Martha Coakley had higher name recognition and seemed to be flanked by every advantage possible. But in the end she didn’t effectively connect with the people. For market upstarts/followers, you can learn that if you do the right things and don’t give up, you have a chance. If you’re a market leader, you can be too cautious, so for the next stage of growth you need to garner all the things that made your company what it is.
In B2B, we tend to spent very little on voice of the customer and even less when times are tough. We believe that our channels will provide feedback and figure how to overcome any gaps. And the “What Can Brown Do For You?” campaign from UPS is an example of a market leader looking for new ways to connect with its customers and build confidence.
What steps are you taking to learning about your customers? How do you know that these steps will be effective?