The future of business starts at school. Still a long way to go

Résumé :despite enterprises know they need to change the way they work, they make very slow progress at undertaking a deep change process. The unwieldiness ot their organizational structure is not the only reason to that. People have become the slow factor of change and not only because people don’t like to change. Change implies to re-learn many routines deeply rooted into our minds. If habits are learn young and get rooted over time, we are forced to admit that our education system is key to provide enterprises with a human capital that meet their needs if we don’t want to enter a loose loose game where enterprises struggle to make profess and people lose their added value and their ability to find a job. Enterprises operate in a global context in which they don’t own all the levers and it’s getting essential to build educational systems that favor the learning of collaboration, creativity, mastering a knowledge intensive environment…as well as a proactive attitude toward the emergence of new jobs for people who’ll need to be “oneself entrepreneurs”. Both society and enterprises need new behaviors relying on new values. What means an education system that promotes and teaches them…

Note : This post is mainly bases on my knowledge of the french system but there’s no doubt part of it also applies in many other countries. Those who’d like to know more, laugh or be scares may enjoy this article and all the links it provides.


Despite the fact a wide consensus exists on the need to reinvent the operation and management model, everybody knows it’s far from being easy. In such approaches, people are the slow factor. Their reluctance to change is often mentioned as the main cause but that’s only the visible part of the iceberg. Most of the change process is about unlearning, forgetting wrong reflexes and habits. That’s true for people who’ve been in the workforce for decades but also for the younger. The reason is well known : the “human software” is being programmed from the early years and habits learned young get so deeply rooted that it’s hard to change them afterwards. Contrary, with time, it’s getting harder to acquire new behaviors, most of all when they are the opposite of what has become a part of our unconscious.

In 2006 I wrote on the bad habits we were taught at school, explaining why the damage was already done before people enter the workfoce. Unfortunately, I have not seen any kind of improvement coming and the few smart initiatives are too isolated while we need a critical mass of people sharing the same mindset.

Let’s review some key points.

• Collaboration

I won’t repeat what I wrote in the above mentioned post. But if people are taught young that “one only learns alone”, “knowledge and ideas have to be kept for oneself”, “others should not know what one thinks or does”, it’s easy to understand how they’ll behave once adult. Ok, when we become older, group work is sometimes required by professors. But it’s too late. Rather than thinking together, share and elaborate a common vision, we only divide tasks up according to what each one is better at and the result of the all the individual work is gathered and stacked up instead of being melt. The final result is the sum of all individual skills, never more, what is not what collaboration is about. Of, course, groups form depending on people’s level…a group of good pupils or students will never allow a less talented one to be burden.

• Learning and understanding

In a knwoledge economy, learning, knowing for the sake of knowing is not enough. We need to understand things, make knowledge ours, be able to understand the context to reuse things later, adapt them. That needs exchanges, explainations, discussions, what are the opposite of our model. Of course, writing pages and pages during classes (most of time, nothing more that what’s in the books) may help to learn. But not to understand. Conversations ? Professors know, pupils listen. And the first is infallible so the second should not ask any question implying a answer like “I’m not sure” or “I need to check”.

In the same way, people able to understand the complexity of our world should not be focused on one only discipline, they need of broader understanding of things and their context. Understanding the world, finding relevant models by learning from the past without making the same mistakes needs some historical, economic, geopolitics backgroup…even for future scientists or people willing to spend their lives working with numbers. Our model makes the young starts specializing too young and overlook lots of matters that would help them understand the context around their major.

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How to keep the humane side of moments of truth in online customer relationship

Summary : even if social media are a good means to make the humane side of the company more visible in the customer relationship, online relationships still struggle at making the most of moments of truth that are key in the service economy. As a matter of fact the human factor plays a big role in such moments and has a big impact on the value felt by the customer. To make up for this lack, it’s important to “put employees on stage”, even occasionally, or to mix online and offline experiences in order to create the feeling that will impact what customers will feel and how they’ll subjectively value the service. But there are two requirements for this to work : an actual service that can be valued and the right culture to behave this way.

When a company uses social media as a channel to manage customer relationships, it could be for different reasons. Because they need to be where the customer, when he’s there. Because it increases responsiveness. Because they make it easy to track weak signals that are about the company but are not directly send to her. Because they make the relationship more humane and more engaging. Let’s focus on the last point.

Nothing is more impersonal than a company that tries to communicate. And things aren’t even better when a company tries to interact with her customers. At best you get  a cold message delivered through an anonymous voice. At worse you get a ticket number from the customer service department. In fact things can get even worse when the rules of traditional communications are applied to customer service, what often happens when the communication department starts to try to take care of customers for the only reason they own the social media channel. Using a channel they own to deliver things they don’t master often leads to catastrophes (remember….it’s all about multiplexing). Sometimes, some manage to cross the chasm and, behind the interaction, you don’t feel the cold corporate mechanism but someone who takes care of you. That’s what I call an online guardian angel. This kind of qualitative interaction that make customers feel that, behind the customer relationship/service job there are fully engaged and committed people is more likely to happen on social media than anywhere else. It’s impossible to have the same impact with a contact form. Some may say a phone call should be better at that…but most of time you’ll be answered by someone working at a call center who has nothing to do with the company in question, only following a script to try to answer you. Most of all, you’ll have to fight with the vocal server for a long time to manage to talk with a real human being.

Despite of that, even with the help of social media, online relationships are a true challenge for organizations. When you’re in front on someone, in real life, you can se her attitude, motivation, attentiveness to do something for you. During these moments of truth you can feel more than the corporate customer service policy : you can feel the personal committment of the whole staff. Or not. So, even if some companies ask their employees to sign with their initials the message they publish on the enterprise twitter account, there’s still something missing. Something to compete with these moments of truth when they happen in real life.

Hence the idea to “show” the employees from time to time. Of course it’s only a communication performance around customer relationship that can only be one-shot but they aim at showing this commitment on customer satisfaction. As a matter of fact there’s one thing to be kept in mind : in the world of service, the perceived value matters more than the objectively delivered value. Impressions are essential.

In some ways we can say that Lipdubs, that were very popular a couple of years ago, were a clumsy try in this direction. But they did not deliver any message, any value proposition. But, with time, we began to see more clever and relevant ways to create the “moment of truth” effect on an online interaction.

 

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From the 5 eras of social web to transforming organizations

I had the chance to meet up with Jeremiah Owyang during his last coming in Paris. He presented us his report on the the future of social web. An interesting discussion followed, then we came to have a drink and carried on.

One thing I used to sense and which was confirmed is the specificity of european and especially french people according about privacy issues. Jeremiah launched the discussion on his blog, feel free to participate. Generally speaking, and I had the opportunity to discuss it many times whith German Friends, it’s obvious that social media adoption is a lot about cultural issues. Local culture on the web, both corporate and local culture within companies even if, considering enterprises, the fact people have to achieve things together, things they are assessed on, may help to unlock the cultural barrier. Language matters too. It’s an issue I’ll tackle in a later post, I just need to throw myself into Geert Hofstede‘s work again for what’s about internal issues. Common sense being enough to explain external ones.

During the presentation, Thierry De Baillon was quicker than me and asked : “the” question : how can these “5 eras” apply to organizations. Jeremiah answered that the model was only about the outside. We got deeper into this point later in the evening.

Jeremiah’s words makes a lot of sense : his work is about of internauts, consumers will behave and businesses have to understand that in order to adapt and not to lose their market. Let me add another point : in order to follow their customers and adopt appropriate strategies toward the outside, businesses will also have to change internally, for many reasons :

• efficiency : it’s impossible to have the needed culture, the vision and implement projects that will be successfull externally if they contradict what the company is, the way the work is done. There will be a moment when the elastic will break, when employees won’t be able to meet customers’ expectations anymore.

• credibility : it’s harder and harder to keep things secret, to make enterprises walled gardens. It’s impossible to be engaged in social dynamics with the market and, at the same time, to have internal practices that isolate people, refuse to accept everyone’s specificities. The only fact the market will learn, understand, how the company operates, to what extent organization and management are not aligned with the marketing promise, will ruin all the undertaken efforts. Would you hire a torturer as a babysitter ? QED. I’ll also add that the impact on employees would be very negative. They surely won’t accept to be less considered than clients, or to be accomplices of a masquerade. Bad for engagement and motivation.

• socilogy : future employees are also players of this under construction social web when the walk through the office’s door. No suprise that they will try to bring their usages inside the company.

In short, businesses will have to adapt to the reality of social web. Articulate with it. The challenge : avoiding to lose their clients and demotivate their employees. This makes me feeling like thinking more about this articulation, about what could be the “5 eras of the social enterprise”. What could they be, in your opinion ?

Thanks to Gil Yehuda for providing me with these few tips to help me getting started.