2% + 5% DOES NOT = 100%

You don't have to be a math major to know 2% + 5% doesn't = 100%. However, I see plenty of people who react to the 2% to 5% who whine and complain, as if they represent the opinions of 100% of their customers.

I've witnessed the 2-5% rule in many places and ways. They're your customers that hate their life and they want you to hate yours too. They think their water is too wet, the sky is too blue and their ice cream is too cold.

I attended a lunch and learn today led by Mike Wagner of the White Rabbit Group and held at ScaleFaster.com (thanks Doug Mitchell) that was about building your brand - but through a very thoughtful process. At the core is WHO is your right customer and WHAT do you want their experience to be.

If you answer these questions well and stick to your compass (you'll have to ask Mike about the compass), you won't worry so much about the 2-5% because you may never end up serving them. And, if you do, you'll understand that although their cash is green this time, they're not your 'right customer' anyway.

If you make the experience right for your right customer, your business will thrive.

Want to know more about this idea? Click here to sign up to attend next Wednesday's free event.

How to make people care.

Many have written about this topic and the issue is not solved evidenced by an example I witnessed while traveling recently. Here's the short version: Flight was oversold in an airport full of people who had been delayed by weather, so there is a standby list. Gate agent continually begs people to give up their seat, so they can get down to the number. I'm not sure if anyone bit or not. Regardless, boarding goes on as normal.

An adult son of one of the standby passengers is on the plane. He calls Mom and says they are about to close the door and there are 5 seats available. Mom goes to gate agent saying, "Hey, please get me on that plane. My son on the plane says there are 5 open seats." Agent was about to close the door says, let me check. Turns out there were 6 seats available, so most of the stand by passengers got to go - thanks to the son.

I understand that in this situation there are MANY moving parts. Stress is huge for all involved. The airline wants to be 'on time.' However, I was struck by how little the airline staff seemed to care. They had 6 open seats on a plane leaving an airport PACKED with people and they didn't appear to be acting to fill them. Wow!

Again, I realize it is crazy for airline staff in situations like this, but what a perfect time to really care about the people standing there waiting to go - wherever they planned to go.

This situation caused a discussion among our traveling party about how to make people care. Of course, there are no quick fixes and even caring people can have a bad hour or two.

So what can you do to instill caring as part of your company culture? Here are some things to consider.

     1. If you have the chance, hire to this skill. Make it one of the skills you MUST have. Department doesn't matter.

     2. Make sure you model caring to your staff. Help people. Show compassion. Let them know this is who you are as a company.

     3. Make your expectations clear and give them permission to fix a problem. You might need limits, but keep them general.

     4. Reward employees who consider customer experience - before or during a problem.

Regardless of your industry, caring employees matter. Your company will thrive because of them while others wilt.

What are your favorite ways to make employees care?