A for effort

We scored ourselves 85% on the Q4 OKR. We did not complete the key results, but the team worked very hard, and it would be unfair to them to set it to zero.

Successful companies and product teams know: the “a for effort” doesn’t move the needle. Effort without results doesn’t create more customer value, doesn’t bring more cash in the bank. And having a culture where effort and not outcome are valued doesn’t set up a team for success.

This doesn’t mean that if the result is not there, it’s a failure. Mistakes will be made and learning from mistakes is necessary for improvement. But you will only learn from mistakes if you recognize them, celebrate them and improve. Not if you give mistakes a pumped-up score, and commemorate the a for effort.

The ‘no discussion’ software stack

Email and Calendar? Google Apps
Communication? Slack
Simple website? WordPress
Newsletter? MailChimp

You’ve made it as a company if your product becomes part of the ‘no discussion’ software stack. The software stack that nobody challenges, and everyone expects to be there. The marketing engine seems to run almost by itself for the products in the ‘no discussion’ software stack, by word of mouth and by sheer brand awareness.

How do you become part of the ‘no discussion’ software stack? You are successful if your customers are successful. The best marketing trick is: have referenceable customers.

To get to referenceable customers your product needs to stand out, and above all: deliver. Deliver on the jobs to be done. Great products don’t deliver features. Great products deliver outcomes. To deliver outcomes, you first need to understand the un-served or under-served need of your customers.

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”

Theodore Levitt.

Having a kick-ass product is not enough. Products in the ‘no discussion’ software stack excel at customer service and have a superior sales operation. And smart buyers don’t let themselves be distracted by a fancy feature or great online demo. They know true differentiation is in the operation. They even test your support and sales operations before selecting your product.

The good news? There is ALWAYS room for new players in the ‘no discussion’ software stack. Market dynamics change, new technologies can make existing products 10x better. Companies might trip, and products fall from grace. Or better outcomes, the real jobs to be done are found. And that is for crowded and competitive markets. There are plenty of markets still under-served. From complex markets that are highly regulated (fintech? transportation?) to markets traditionally served by governments (education? healthcare?). Or think about markets with a ‘defacto market leader’ already in power for multiple years (SFDC?). Are they still at the top of their game? There are plenty of opportunities.

The best customer experience: no human involved

It’s something I noticed especially when traveling. Whenever I think “wow that went smoothly” or the opposite “why does this always have to be such a struggle,” it boils down to “are humans involved?” — directly impacting on the overall customer experience.

Hotel check-ins are customer experience suckers #1. You make your reservation online, provide everything from your name to credit card information, and then when arriving at the hotel, you have to give the same information again. Including writing down your phone and email address on which you already received an Apple Wallet confirmation that turns out to be completely useless.

But it can be different. Take the Hertz car rental customer experience at most large airports. Make your reservation online, and when you arrive at your destination, you have e an email in your inbox with a stall number. There you find your car with the keys already in the ignition, drive to the exit, validate your credit card, and done. No queue, no waiting, no need to provide the information you already provided. And: almost no human interaction.

Hertz customer experience at kiosk.

And Hertz knows their customers love this experience. Last December they announced taking it even further: no more handing in your credit card, no: facial recognition and finger prints at the exit terminal, a quick smile and your done.

Customer experience is a hot topic in most industries, especially in the travel, tourism and hospitality branch. Is their solution removing the human worker?

Humans bring something: the personal touch, the personality. And in the end, I don’t believe it is the person to blame when you have a bad customer experience, or a check-in that seems to take forever. Most of the time it’s their system and process. And that is something technology can and should fix. We have to develop more systems and tools that enable the smooth experience and let humans be human, instead of the perceived show stopper. Not apps and tools for the sake of internal optimization, but apps and devices in the hands of people to enable them, not to be an annoyance.