Editor’s
Corner
By Phil Walton
FrontLine Editor
Mission Disconnect
With advance apologies to cat-lovers,
you can’t swing a cat these days without hitting a corporation,
organization, or agency not professing to be driven by customer
service. To listen to all the PR, you’d think these folks lay awake
nights fretting about how to delight the customer the next day.
But as we all see in our day-to-day lives, there is disconnect between
the mission statement, the marketing, and front-line reality. Billions
have been spent on consultants framing mission statements, customer
pledges, and the like. The problem is too many organizations drop
the ball somewhere, somehow between the executive suite and wherever
the customer comes face to face with the firm.
Let me relate one very mundane example.
My 17-year-old daughter Allison is entering her senior year in
high school this fall. She recently attended a weeklong seminar
for Top Engineering Prospects at a major, nationally known, university
here in the Midwest. My motivation in enrolling her in this program
was to help her distinguish between academic disciplines. She
has a very wide range of interests but we were confused by the
distinction between a chemist and a chemical engineer, an architect
and a structural engineer, etc. I felt the several hundred dollars
investment was well worthwhile if it could help Allison make these
distinctions. This “investment” was intended to decrease the possibility
that she might change majors once in college and turn 4 years
of tuition into five or more. I thought several hundred dollars
was money well spent to forestall a change of majors later that
could well cost several thousand dollars or more. It was a CBA
(cost-benefit analysis) decision, plain and simple.
We drove to the university on a hot,
muggy Sunday afternoon. We arrived early so were first to register.
At the registration table, the staff gave my daughter a folder
containing her meal ticket, daily schedule, and other orientation
materials. Being a doting dad who likes to know where his daughter
is at any given time, I asked for an extra copy of the schedule.
I explained I would be touching base with her by phone and wanted
to know her schedule so I would know when she was available. The
registration staff hurriedly searched through their materials,
then advised they had no extra copies of the schedules. But they
seemed impressed by the fact that it would be a good idea to have
extras and promised to make a note for next year’s seminar. It
sounded like they wanted me to come back next year. Instead, I
handed them the schedule and asked that they make me a photocopy.
They told me to go to the residence hall desk right behind me
for a copy. I dutifully took the schedule to the residence hall
desk and asked for a copy. The young man at the counter produced
the copy and then asked for a dime. I thought he was kidding of
course. But he stuck to his procedure – copies cost a dime. I
tried to explain to the young man that this was something the
university should have supplied in the first place. He was pleasant
enough but was certain of little else other than copies cost a
dime. The residence hall director happened to overhear the exchange
and interjected. She opined that residence hall policy was the
purview of the Office of Student Affairs, whereas the program
schedule involved was under the College of Engineering. What I
was hearing was this dime was a matter of interdepartmental coordination.
I had to pause for 30 seconds and practice deep breathing exercises.
My sense of organization disconnect was immense. I could visualize
the check I wrote for this program which fell somewhere between
a car and house payment and thought – they want another dime?
In the end, I politely gave her a quarter and asked that she apply
the extra 15 cents to the endowment.
Then as I passed the registration
desk, I mentioned to the registration desk the dime
charge. The person in charge of registration said, “Well, there’s
nothing we can do about that. We’re Engineering. They’re Student
Affairs.” “But you are one university, right?” I asked. “Yes,
but lines and policies are complicated. It’s only a dime, after
all.” I thought, you’re right. I’m just a cheap putz. I should
apologize profusely for questioning this and not understanding
the way organizations work. Perhaps it was the five-hour drive
to get Allison here that had me a bit testy. Then Allison, as
she is wont to do, brought me back to reality. “Rinky-dink”, she
offered.
You see, Allison and I have visited
a number of universities over the past year and know how schools
try to treat prospective students. Not thinking ahead about customer
needs, however mundane, is not part of how it’s supposed to be
done. Everyone, however, slips up now and then. We forget, don’t
anticipate, needs. When this happens, front-line staff has to
feel absolutely, unequivocally free to exercise common-sense judgment
to fill a need. No inter-departmental meetings should be needed.
No call to the president’s home on a Sunday afternoon should be
called for.
Why the engineering staff could not
frame a simple, efficient solution to a very mundane problem is
the heart of the matter. Did they not care? (possible) Couldn’t
they craft a solution like making copies back at their offices
or negotiating with the residence hall director? These people
are engineers after all, the remedy was painfully clear.
All this may seem like minutiae.
But it’s most often a very small irritant that speaks volumes
about an organization. If you can’t tend to minute issues, what’s
that say about your ability with bigger issues? If you think this
is minutiae you would have to see the line of parents with dimes
in their hand to appreciate otherwise.
Organizational mission statements
are absolute fluff if front-liners don’t know how to fill a need
extemporaneously without reference to the organizational chart.
Moral: Tuck this story away in the
back of your mind and call it back up the next time you hear an
SSA front-liner tell a customer the issue lies with a Program
Service Center, OHA, or some other branch of the organizational
tree. Customers don’t want or deserve to be put off. Front liners
have to know they can and should be responsive. There’s always
something that can be done to move a customer need toward fulfillment,
even if only an inch.
But if we revel in excuses based
on organizational lines instead of deriving satisfaction from
the exercise of judgment and discretion, we’re digging a hole
in customer service we’ll not readily climb out of.
It’s a cultural thing, don’t you
know? Now the truly bad news – workplace culture is 90% local.
You got it. When it comes to responsibility, we can yell up the
ladder all we want if it makes us feel better, but we’d be better
served by looking in a mirror.
Copyright (All Rights Reserved)
P.M.Walton 2003