Sound Wisdom

Once upon a time direct contact between humans in the work place was the only way to get a job done…whether by answering the phone, typing a letter, or sending a memo. Accountability was inescapable, reinforced by processes that relied upon people interacting with other people. If a message or item didn’t make it from the mail room to the executive suite, somebody’s job was in jeopardy…and the intended recipient didn’t have to search far to determine who dropped the ball.

As technology and automation worked their way into the office, this dynamic changed. Communication, empowered with new efficiencies by advancing technology, has been transformed by the likes of Telephony call processing, IVR systems, Voice Mail, Fax Machines, Email, Text Messaging, etc. Some of these developments provide a convenient buffer for those who are too busy to respond to a request or inquiry in real time. Voice Mail in particular creates the ultimate “hiding place” for office personnel who prefer to abandon the practice of talking on the telephone. Now, don’t get me wrong…I am not a Neo-Luddite making a case for turning back the technological clock. On the contrary, I recognize and value the tremendous advantages and breakthroughs that technology has delivered.

However, technology can divert attention from assuming responsibility for follow-up, particularly in highly automated settings. Email provides a good example, for its relatively reliable and convenient features breed comfort and a sense of security, and hitting “send” often creates “done deal” expectations. However, initiating a process with the click of a mouse may not always guarantee the anticipated result, since successful transmission depends on the complex interaction of software, data flow, bit rates, networks, servers, etc. It is no longer unusual to lose legitimate email in a recipient’s Spam filter “zone” or learn that vital attachments have been orphaned by overly restrictive firewalls.

The bottom line is that acts of confirmation and follow-up, especially in regard to fulfillment of mission critical tasks for high profile clients, continue to be essential. As technology continues to affect how we do business, human accountability and responsibility must be preserved and incorporated into the process.

Being in the audio production/voice production business, occasionally we’ll have a client express dissatisfaction with the performance of a voice talent narrating a script. “She didn’t sound like she sounded on the demo.” “There wasn’t enough energy in her read.” “She sounded bored.” Sometimes the complaint is well-founded, sometimes not. Either way, we’ll review the production and sometimes determine that yes, the read was not up to our standards, she did indeed sound different for whatever reason, it was boring. Meticulous about post-production and the review process, those reads rarely get through, but on occasion they do. Sometimes though, we find that the client had an ulterior motive for complaining about the read. They, the client, made a mistake on their script, or got updates from associates after the script was recorded. And now they’re back pedaling and trying to find a way to get a free fix. So many points to make here: Take responsibility for your actions, haste makes waste, take time to get it right, and even… the customer is always right… not! And pity the poor voice talent who may take the rap for someone else’s mistake. Injustice abounds. Expedience abides. And what a waste. Instead of learning and communicating the actual problem, so it isn’t repeated, we’re left with finger pointing and ill will. Not abundant, not the answer for long term personal and business growth. And I’m not even going to mention Karma.

A friend asked me to help her put up her new shades to replace the old ones. She assumed I would be able to put the new ones up the next evening, so she took the old ones down the next morning. Then something came up and I wasn't able to put up the new shades. Now she has a big unshaded picture window. Moral to the story: Don't trash the old shades until you're sure you can put up the new shades. Metaphorically, don't abandon the old until you're sure you have a replacement ready to go, one that can be implemented in a timely fashion, one that will work, one that will work better than the old.

Now there's a different train of thought that says, get rid of the old so you'll be forced to come up with an alternative. Works sometimes, other times disaster.

Either way, make sure you know what you're doing, unless you're ready to stand naked in front of the window.

Labels: changes, old and new

I like to consider myself a fairly conscientious and well-organized person, especially when it comes to my work life. So I was a little surprised when I returned to the office after New Year’s Day and started looking for a vacant space to hang my new 2008 calendar. What I found were the walls of my cubicle completely covered with pages and pages of reminder notes, price lists, and “how to” instructions -- most of which I hadn’t looked at in years! And then I realized that most of the information on these so-called “helpful reminders” was completely outdated. Prices had changed. Certain instructions simply no longer applied. So it was time to purge my workspace of this unnecessary clutter. I made a plan to update these antiquated documents and find a better place to store them – perhaps in an easily accessible binder. Then I looked into my email files to see if I’d find similar clutter. And wow! Was I really still holding onto emails from 1999? These emails were practically a decade old! What purpose was being served in keeping them? In that brief moment of discovery I was reminded yet again, that change can be a good thing. Reorganizing priorities and revisiting business and personal practices can not only streamline your everyday operations, but also improve the way you conduct your business and live your life.

Labels: change, office operations

While working on a household project with my wife the other night, the conversation jumping around from kids schedules to what to eat for dinner tomorrow to this weekends hectic agenda, we somehow got on the topic of actresses. I can’t even remember which one, but my wife said she thought a particular actress was pretty and my comment was “oh yeah, she’s cute.” Then my wife said you know so and so from that show, she’s really beautiful and my comment was “yeah she’s very striking.”

Suddenly I am plunged, rather dragged, deep into a debate about labels and attributes, cute versus pretty, beautiful and striking, and suddenly, like an anvil dropped on my foot, the question: “Well how would you describe me?” “Well," I said, "of course honey, you’re all those things!” No sale. She pressed on, “Okay if you weren’t married to me how would you describe me?”

How did I get here? I was minding my own business working on a project with my wife having a pleasant conversation. The music was playing, The kids were watching a movie. Suddenly I have to answer a question that may determine where I’m sleeping that night.

How many times in business, have you found yourself in a conversation with a customer, not focusing on the matter at hand because you're checking email or talking with someone stopping by your desk to ask you a question? If you’re not 100% present when talking to someone face to face, on the phone, or via virtually, you might find yourself in an awkward position, unprepared to respond properly or primed to respond poorly.

Remember, if you're about to close the biggest deal of the year and your customer suddenly asks, "Do I look fat in this dress?" what are you going to say? You could try, "honey, you're all those things." No sale.

I recently called the customer service center of a large Fortune 500 financial services company and was astonished by the quality of the recorded voice that greeted me. Its overtly immature character sounded like that of an adolescent female, and the more I listened, the more I questioned whether this behemoth corporation might be in violation of child labor laws. What kind of image were they trying to project? Had this been a funky girl’s sportswear retailer, or a trendy accessories chain, I might have accepted the approach with much more aplomb. But, this was ridiculous! Here I was, about to entrust this organization with management of my 401K portfolio, and I’m being prompted by some “kid” who sounds like she’s about to pop her bubble gum. Yikes!

Although certainly not the rule, I am nonetheless amazed at how often businesses neglect to properly address this critical first impression that launches the customer experience and ultimately contributes to their bottom line. Yes…we all know the importance and value of a positive first impression…the crucial moment of truth…the first thing you hear…the first thing you see. Of course, for the first time caller…the esteemed “prospect”…chances are that their first exposure to a company is the voice (live or recorded) that greets them on the phone. Why put that responsibility in the mouth of a non-professional? Why look for the first available customer service agent or telecom assistant, closest to the phone room, to record your IVR prompts and assume the role of company spokesperson? Does your Fortune 500 CEO buy a pair of scissors and cut his or her own hair? Does your IT department’s resident Etch-a-Sketch enthusiast render your print ads and PowerPoint presentations?

The next time you even consider “stealing” one of the guys or gals from the jobs they were trained and paid to do, and ask them to leave messages on an IVR system that cost six figures to implement, think about spending what amounts to pocket change on professionally produced prompts. That expensive IVR system is only as strong as it’s weakest voice. And believe me, you and your customers (and your CEO) will hear the difference…all the time.

Once upon a time the choices your customers had was fairly straightforward. Two or three big competitors vying for your customers' business, so by putting out a fairly acceptable product or service at a competitive price, you could count on winning a reasonable share of the business in your industry.

Technology nowadays has given consumers and business customers more options than ever to get the most for their money. In the business world, where the only constant is change, its imperative we keep up with the technology that will enable you to provide the most diverse options for clients, while keeping costs low and flexibility high.

As an audio producer, I know having the latest and greatest gadgets at my disposable gives HOLDCOM a competitive advantage in offering our customers the choices they require. No matter what industry you're in, it's important to stay on top and up to date.

Perhaps its time for new equipment in your business? Maybe a software upgrade? You'll be saving yourself time and money by having resources that perform quickly and efficiently, not to mention the headaches of having to troubleshoot faulty and out of date technology. Or are you just too attached to your floppy drives?

Labels: audio, competition, technology