Educate don’t Denigrate
Such a powerful phrase ‘Educate don’t Denigrate’, a phrase which we should apply in how we think about customer experience, sales interaction, internal training, content creation and quite simply as a way to be a good person in life. Consider that last part, how to be a good person, I won’t go too far off on a tangent but understanding yourself or indeed how any person thinks is a good metric for how a business could and should behave internally and externally. Each of us human beings has nine types of intelligence and Interpersonal or Social Awareness as we call it isn’t often talked about in the positive, it’s often because we only found out AFTER the fact that we were rude, offensive or just being a down right grumpysauraus. When we become socially aware of our actions we take control of not just our own behaviours and feelings but that of the other people that we effect. This is where a lesson in life can be easily adopted a thought process in business.
The How 2 Crew does not see creating content for an internal development program or a Ted style session any different from that of customer experience, marketing strategy or sales methodology.
Why would we?
After all doesn’t the way people feel inside your company have a direct correlation to how those outside the company are treat and feel? It’s the same mindset and thought process we use to create content that makes a difference in the same way they create sales methodology or marketing campaigns, the little details are what wins the day for them and for us. As we explained regarding our Learn2Develop method we understand what it takes to help people thrive in life and to feel their sense of purpose, it’s that same feelings we generate in how we create content for your needs and the needs of your people.
The smallest differences can make the biggest effect. We delivered a programme for a ‘theywhomustnotbenamed’ company where we uncovered lots of little problems which were leading them to a place where they thought they had an unsolvable problem. We were brought in re-do their entire customer engagement delivery, what we did instead was just locate the where and why of their problems, fixed and turned the whole thing around.
A short run down of the problems;
- Not treating people as individuals
- Service reviews were not done in person, actually email ONLY.
- Follow ups were not with tasks so many elements got missed including appointments.
- Only word documents were used for a 6 week follow up program
- No imagery, videos or creative content led to a lack of engagement.
- No live interaction, customers felt like 2nd class citizens, not valued.
The actual content itself relative to the goal was solid, they just needed to understand what was not working. You may think this sounds familiar, perhaps it does but the biggest issue here was this was a customer programme not an internal programme. This was not unmotivated staff it was a chunk of customers that a few detailed changes solved, we reversed the whole situation and actually created a strong increase in customer wins because of what we added after we had fixed the first round of challenges. Everything we deliver is about personalisation in terms of what we create, how and why, the Why being the biggest factor to all we do, it matters as much in the world of education as the same Why matters for marketing a brand;
Think
Do
Create
Feel
Need
Want
Understanding each element of the Why of your target audience is key to creating the content you need to make them sit up and take notice. In order to be a ‘good’ company you need to think about how you Educate vs Denigrate, it is a good phrase and helps to make sure you have a reason why in all you do. We focus on the Why because people need to feel valued, it’s the key to all education led content whether that is employees or customers.