Answers to Your Burning Questions...

When doing online customer and/or employee surveys, our clients often ask, “How much time should we give for people to take the survey?” Our standard answer is two weeks, unless there is an unusual circumstance that requires a longer time frame.

When the survey first launches, you will get about 80 percent of your respondents completing the survey in the first week, and most of those folks will take it within the first few days. The second week is basically to send out reminders about the survey. There will be an instant flurry of responses the second week from people who intended on taking it, but just didn’t get around to it the first week. Keeping the survey open for more than two weeks will only extend the time period of the survey activity; it will not garner a notable batch of additional responses. In a nutshell, if someone wants to participate, they will do so within two weeks. After that, they lose interest.

Just a quick hit Q&A in case you were wondering!  

If you would like to know how effective your current online customer and/or survey process is, or if you’d like to be proactive in starting a new survey initiative, give us a call. We can help you Know More, so you can Do More. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

Is your organizational culture a good one?

Organizational culture is the unwritten and often unspoken assumptions on which all organizational decisions are made and action is taken. It is the result of demonstrated behavior over a period of time. In other words, it is behavior that has become organizational habit over the years. Organizations pursuing a true quality culture are finding that developing the long-term behavior consistent with that pursuit is more difficult than realized.

Management behaviors consistent with a quality culture include coaching, guiding, and facilitating an empowered work force toward organizational goals and objectives. In more traditionally managed organizations, management behavior involves goal attainment through the direction of others. Problem solving is largely seen as a management responsibility. The challenge many managers face today is demonstrating quality behavior in "moments of truth." Moments of truth are those daily situations that require immediate attention. Often times, our routine behavioral tendencies guide us to actions that can only be defined as disempowering. However, it is in these situations where we have the best opportunity to demonstrate our organization's respect for the ability of our employees to add value, and to have an empowered workforce.

Below are some things to remember when you are faced with moments of truth.

•Think before you act. "How can I involve and empower my people in this situation?"

•Seek first to understand; get all of the facts straight before moving forward.

•Your employees are watching your behavior; set a good example that is consistent with the message you want to send.

•You are not expected to have all the answers; respect the idea of teamwork in problem solving.

•Think of how you would like to be treated by your manager. Most times, this will hold true for how you manage your people.

If you are trying to ensure a culture of employee involvement and empowerment, we can help. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber). Tweed-Weber can provide you with a tried and true method for obtaining employee feedback that can help you strengthen your organizational culture.

Employee Surveys = Involvement and Empowerment

Ongoing customer satisfaction is a result of a focused and well-managed process for continuous improvement. Design your products and services to meet or exceed customer expectations, and you'll enhance your ability to grow your market share. Design the processes that provide those products and services to be performed in the most effective, efficient, reliable, and consistent manner possible, and you’ll enhance your ability to meet your organizational strategies. Proactively involve and empower your people in the previously mentioned steps, and you have the elements for gaining and sustaining long-term competitive advantage.

Even in organizations where there is a demonstrated understanding of this logic, many efforts to succeed in implementing strategies to achieve a more empowered workforce fail. Many times, this failure can be attributed to a lack of understanding regarding the nature of empowerment and the four basic elements required for successful implementation.

Involvement and Empowerment

One of the foundational principles of continuous improvement is “respect for employees demonstrated by employee involvement and empowerment.” The goal of this principle is respect. It involves genuine respect and the understanding that employees have the ability, based on their knowledge and experience, to add value to the organization’s success. While most organizational leaders intellectually and emotionally buy-in to this principle, the positive results of involvement and empowerment are sometimes elusive. To help understand why this occurs, let’s look at how the words “involvement” and “empowerment” are defined and used in a business environment.

Involvement is the ongoing process of informing employees and gathering input from them. This process results in a workforce that continuously thinks of ways to improve performance and acts in a manner consistent with that thinking. Involvement takes the form of information-sharing and can be accomplished in a number of ways. It can be achieved in state-of-the-company meetings, informal group sessions, one-on-one discussions, the Intranet, etc. Whatever the method, the objective must be to provide employees with an ongoing understanding of what is happening within the organization (and why), and how their actions impact the success of the organization.

Empowerment is the ongoing process of providing anyone in an organization with the ability to address anything that stands in the way of doing the right thing at any given time. It means that an employee is given the ability to solve a problem or improve a condition. It means that, at no time, does an employee feel ‘trapped’ in a situation. If something is standing in the way of a quality result, the employee can contribute to correcting that situation. Successful empowerment can be achieved by addressing four basic elements or “tools.”

Four Basic Elements of Empowerment

Belief
Employees need to genuinely believe the company’s leadership sincerely intends for them to be empowered. An employee also needs to believe that he or she has the capability of performing in an empowered manner. Rarely will an organization experience successful empowerment if employees do not believe management is supportive of their individual ability to solve a problem or improve a condition.

Information
Employees need to have information regarding the results of their actions, as well as information relative to the processes they are performing. In order to determine the need to solve a problem or improve a condition, employees need to receive feedback on these measures. If employees are unaware of the conditions that surround them, the chances of developing empowered actions are minimal at best.

Skills
Employees need the skills necessary to act in an empowered manner. These skills fall into two areas; technical skills and interpersonal skills. Technical skills involve those skills specific to an employee’s job. Acting in an empowered manner requires that an employee be trained and consistently updated on the technical skills needed to perform in their area of responsibility. Interpersonal skills involve the skills required for an employee to effectively work with others when acting in an empowered manner. These skills include effective communication and respect for themselves and others, as well as understanding personal styles and how they affect individual and team performance.

Opportunity
This element involves providing employees with the time, tools, and resources necessary to act in an empowered manner. Expecting empowered actions while neglecting the required time, tools, and resources will result in employee frustration. Additionally, it is extremely important to provide employees with the process and guidelines for being empowered. Employees need to understand the steps they can take to solve a problem or improve a condition. Without clearly defined guidelines and processes, many well-intentioned empowerment initiatives bring unsatisfactory and, in some cases, disastrous results.

How involved and empowered do employees in your organization feel? 

There is one way to find out – ask them. Conduct an Employee Perception Survey. Putting in place an effective employee feedback program is the responsibility of strong and confident leaders. In order to develop an involved and empowered workforce, an organization’s leadership team must provide the necessary coaching, guidance, and facilitation to foster its development. Identifying the areas employees feel are in need of special attention and focus will help direct those development efforts.

If you are trying to ensure a culture of employee involvement and empowerment, we can help. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber). Tweed-Weber can provide you with a proven method for obtaining employee feedback that can serve as the foundation for the elements of genuine employee engagement.

Are you providing unrivaled customer service?

Because the business climate in virtually all industries has become increasingly competitive, and the marketplace continues to change, it is even more important for all employees of an organization to demonstrate responsiveness and respect toward their customers. This means developing a whole new orientation toward customer service.

Business in general is becoming much more customer-focused in this new era of ubiquitous technology that allows for instant personal contact. Companies are recognizing that the degree to which they meet or exceed their customers' expectations will dictate their relative success in the marketplace. In order to be customer-oriented, it is important that your people understand these expectations and perform accordingly. It is also important that your people develop the knowledge, skills, and attitudes that enable and empower them to demonstrate customer responsiveness and respect.

Two Points of Focus

Unrivaled Customer Service begins with two points of focus, customer expectations and organizational outcomes. Customer expectations fall into two areas: needs and wants. When a customer's problem is solved, his or her needs are met. When a customer is made to feel good, his or her wants are satisfied. Providing unrivaled customer service means that your people understand both your customers' needs AND wants.

The first step in identifying what customers want and need is to ask them. Conducting a Customer Perception Survey to identify exactly how your customers view you is essential to understanding how to satisfy them in the future. Annual customer surveys are a best practice among the top organizations that taut unrivaled service.

Organizational outcomes fall into three areas: quality in fact, process outcomes, and final results. If your organization is not getting the outcomes it needs to survive and succeed, then you risk being marginalized in the market, or worse yet, going out of business. It is critical that you are able to balance customer expectations with organizational outcomes.

The Internal Customer/Supplier Chain

Experience shows that most external customer disappointments are created by internal process problems. Often, people within the organization are not working together to serve the customer. An effective way to deal with this is to clarify the internal customer/supplier chain. Every employee in your organization has other employees who are their internal customers. Everyone also has internal suppliers, people they depend on for support to do their jobs.

Organizations with a focus on unrivaled service work hard to clarify this internal customer/supplier chain. Every person needs to know precisely who his or her internal customers are, and what they need and want. Imagine everyone in your organization focusing on their internal customer, and working together to serve your external customers.

Knowing what your customers need and want and delivering it are two different things. The critical ingredients in are people and processes. First, your people must have the knowledge and skills to serve your customers effectively. Second, your internal processes must be designed for unrivaled service.

If you are trying to differentiate your organization through unrivaled service, we can help. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber). Tweed-Weber can help you identify what your customers need and want, not only today, but in the future, so that you can be the consistent market leader.

Are You the Leader of Your Pack?

by Al Weber, President, Tweed-Weber, Inc.

As a research company that does strategic planning, we view all of our research design and reporting activities through the lens of “what does this say about our client’s degree of differentiation.” Good strategy directs an organization to leverage its strengths to mitigate its weaknesses to capture market opportunities. However, in the long run, none of this matters if it doesn’t enable the organization to gain and sustain a measureable advantage over its competitors.

To identify the competitive point from which our client is starting, we regularly go to our client’s customers and ask them to assess our client relative to other similar organizations. These organizations are frequently direct competitors. It’s at this point we are able to determine if our client is competitively differentiated or just one of the pack. Because we are a non-threatening third party with good interviewing skills, we find our survey respondents are surprisingly candid.

In our survey design process, we will identify a number of performance areas that our client believes are important to their customers. These areas can include customer service, product quality, innovation, relationships, reputation, value for price, overall price, etc. We will then ask those customers to evaluate our client as either the “market leader,” “one of the pack,” or “market follower” in each of those areas. The results speak volumes, and it is often the first time our client has statistically valid confirmation of how differentiated they are (or are not) in their market.

In a recent competitive assessment for a logistics company, for instance, their customers unambiguously declared they were the market leader in all areas except price, where they were rated as competitive or one of the pack. It was exciting to congratulate them for developing a competitive advantage that enabled them to not have to rely on price to sell their services. In another assessment of an apparel manufacturer, we were able to tell our client they were perceived as a market leader in value. This, to the dismay of some sales folks, shot holes in their “our prices are too high” complaints.

Unfortunately, it is not uncommon to have to tell a new client that they are completely undifferentiated. Worse yet is telling them they are negatively differentiated. That is, they are a market follower, best known for their weaknesses. While this is certainly undesirable news, isn’t it always better to know the bad news than simply suspect it based on declining sales or increasing customer flight? 

Any company that invests in data that can reliably define it as a market leader can plan to capitalize on the opportunities that come from that competitive differentiation. If the company is merely one of the pack or a market follower, it can focus on improving its performance and moving the needle on its market position.

If you would like to know if you're leading the pack, give us a call. We can help you Know More, so you can Do More. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com, and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

Brand? Humph... What is it Good For? Absolutely Everything!

Brand is a simple five-letter word that holds the fate of a company in its hand. When shopping, we tend to gravitate towards those brands that have the most recognition and deem them as being worthy of time/money (no matter how much cheaper the generic version may cost). Does the name-brand version have different ingredients that make it better than the generic version? In most cases, it doesn’t. It comes down to being psychological, because as a society, we are engrained with this brand is the best, while the other ones aren’t in the same arena.

The idea for the importance of branding dawned on me while I was conducting phone interviews for a client for a perception survey. About almost half of the stakeholders had little to no knowledge of whom or what the exact purpose/mission of the organization was, and most times got it confused with another organization in the area (with a somewhat similar name). This lack of knowledge can simply be defined as a lack of brand recognition, which only takes a simple fix – creating more awareness!

I asked myself, why does branding impact the fate of a company? If the company has a good product, shouldn’t that make it profitable (even if it isn’t name-brand)? Somehow, it all comes back to the brand… but why?

I found this interesting quote by Scott Goodson in his article, Why Brand Building is Important, and it helped shed some light onto this subject for me:

No branding, no differentiation. No differentiation, no long-term profitability. People don’t have relationships with products, they are loyal to brands. In a movement strategy, brands have a purpose that people can get behind. Brands can inspire millions of people to join a community. Brands can rally people for or against something. Products are one-dimensional in a social media enabled world; brands are Russian dolls, with many layers, tenents, and beliefs that can create great followings of people who find them relevant. Brands can activate a passionate group of people to do something like changing the world. Products can’t really do that.

After reading this quote several times, it all started to make sense. No matter what a brand sells, and no matter how good that product may be, the brand is the ultimate selling factor. Like Scott Goodson said, “brands are Russian dolls, with many layers,” they have “beliefs that can create great followings.” In the news, we saw what happened with Chick-fil-A, A&E, etc., when a person’s beliefs were not what the public-at-large believed. Boycotts were started and “loyalties” were hampered for a couple of weeks. But should a brand’s reputation be on the line for one person’s beliefs? In today’s day in age, a brand’s message is what sells the products, and if their message goes against a group’s message, it creates a conflict of interest. It is how a brand can “activate a passionate group of people to do something,” like national movements.

Even with the national movements I just talked about, we will still always go towards something that is more familiar and we know has a good track record, no matter what the product or message may be. Take for example, Sony. We all know it is a reliable brand, plain and simple, but take another electronics company, let’s say Acer, and we double-think about how the product will be because it’s unfamiliar to us. This occurs in every industry, with people gravitating towards the familiar. It’s all about how you can set yourself apart and become the name-brand in your industry. 

But how can you tell if you’re the name-brand in your industry? For starters, a perception survey could be greatly beneficial to your company because not only do you get strategic feedback (either negative or positive, or both), but you get your name out there and draw awareness to those who may be unfamiliar with your company. With designed-personally-for-you surveys, you get the chance to showcase your company – mission, vision, areas of expertise, etc. It’s the “simple” fix your company just may need.

To find out more about our designed-personally-for-you perception surveys and how they can help you KNOW MORE so you can DO MORE, contact Tweed-Weber, Inc. at toll-free at 1-800-999-6615, email us at mail@tweedweber.com, and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

 

About the author: Gretchen Koch has been with Tweed-Weber, Inc. since 2012 and serves as Operations Manager. She oversees office processes and provides quality control on all market research reports and strategic planning documents.

Tweed-Weber’s Strategic Planning Q&A

1) What is strategic planning?

 

Strategic planning is the process by which an organization envisions its future and develops the necessary procedures and operations to achieve that future. The basic steps of the strategic planning process include preplanning research, SWOT analysis, strategic assumptions, identification of key issues facing the organization, and the development of mission and vision statements, long-range strategies, strategic actions and operational objectives. Overall:

• Defining how you will differentiate your organization in its service area.
• Determining the direction in which your organization should be headed.
• Building change activities into the organization’s daily work activities.

2) Why should an organization do strategic planning?

The primary motive for organizations to do strategic planning is to make decisions based on preplanning research and purposeful thinking. There are many specific reasons for an organization to initiate a strategic planning process, including the following:

• provide a structure for management
• give the organization better control over external forces 
• serve as a tool for decision making and resource allocation
• develop a strategy for innovation so the organization can compete effectively
• bring everyone together in the organization so that they are on the same wavelength
• raise management/employee awareness of current issues and operations 
• reawaken and motivate key people within the organization 
• position the organization for a merger or joint venture 
• create a document suitable for fundraising and/or public relations 
• increase morale within an organization and develop a sense of trust and cohesion 
• set the stage for the organization to make a "quantum leap" to a new level of product/service development or functioning

3) What is the difference between strategic planning and annual planning?

Annual planning has an operational focus and is concerned primarily with concrete goal setting and the scheduling of specific tasks to meet these goals. It does not usually concern itself with an analysis of the external environment or the fit between the organization and the environment. Strategic planning gives explicit recognition to the organization’s outside environment and places an emphasis on the organization’s strategic advantage in meeting the contingencies in this environment. Although strategic planning also involves goal setting, it is broader in scope and much more comprehensive than operational planning.

4) How long does it take an organization to complete a strategic plan?

The amount of time it takes an organization to complete a strategic plan varies greatly depending on a number of factors, including; the size and complexity of the organization, past experience with strategic planning, accessibility of planning data, and time and availability of planning participants. In general, it will take an organization about two to three months to complete a strategic planning process.

5) When should an organization do strategic planning?

While there is no “right” time to do strategic planning, it is usually inadvisable to initiate a strategic planning process if the management team is extremely weak, if there are serious internal conflicts, or if top leadership has recently left the organization. There are advantages to doing strategic planning when the organization is in a relatively strong position, as management may feel more confident about undertaking a serious, in-depth examination of products and services. If things are going well, however, people may feel no real need to change. On the other hand, if the organization is in a state of transition and introspection, there may be more openness to a process of renewal and to consideration of a new direction for the organization.

6) How often does an organization have to redo their strategic plan?

It is a good practice to review and update the strategic plan on an annual basis. For most organizations, adjustments are made at the level of strategies and perhaps goals. Most of the time, changes would not be made on an annual basis to the language of the mission and vision statements unless there have been dramatic changes and shifts in the organization's external environment during the past year.

7) Who should staff the strategic planning activity?

There is no one right answer to this question that would apply to a broad range of organizations. It is typically a mixture of management and staff members. However, it is important for one person to be responsible for guiding and monitoring the process. Even if the group uses an outside consultant, it is still important that there be a staff person on the inside who works closely with the consultant and the strategic planning committee. Typically, this staff person is the president.

8) How much do you mix management and staff in planning?

In general, the planning process will be more productive if it includes participation of management and key staff members. In preparing to plan, one of the important steps is the establishment of the strategic planning committee. All members of the planning committee need to receive an orientation to the planning process so that they understand what strategic planning is, the steps involved, as well as the time commitment required. Beyond the strategic planning committee, other stakeholders can be involved in various information gathering activities including completion of surveys, participation in focus groups, and attendance at periodic review sessions.

9) When implementing the strategic plan, what factors most significantly enhance or inhibit that part of the process?

What is always most critical is the level of involvement that people have while developing the strategic plan. In general, if people are involved in the process in meaningful ways, they will be ready to do their part in implementing the plan that results from the process. The opposite is also true - if people whose involvement is critical to the successful implementation of the plan have not been involved in meaningful ways, they will not be excited about the plan nor will they be very motivated to take some responsibility for implementation.

10) How does an organization stay focused on its vision when there is a major change in the organization's management? Does the organization have to start all over?

If the strategic planning process and the development of organizational vision involved a wide circle of management and staff, it is less likely that a change in leadership will cause the organization to lose focus. You don't have to start over in most cases. In fact, having a strategic plan in place should help in recruiting the new leadership.

If you would like to learn more about strategic planning, give us a call. We can help you Know More, so you can Do More. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

Fact or Fiction? The Guide to Becoming a True Myth Buster

Recently, I had a friend, let’s name her Anna, that was venting to me about work and how her employees are impossible to work with and have some sort of seniority complex. This, ultimately, was driving her to insanity. Not only was she becoming disgruntled, but those she worked with who had the same work ethic as Anna were starting to feel the same way. The morale on her floor was becoming toxic and the productivity level hampered. 

 

So what exactly does this six-letter word, morale, mean? Why is this important to the success of your business? Well, to state it briefly, morale is the confidence, enthusiasm, and discipline of a person or group at a particular time. Just from the definition, imagine if an employee’s confidence, enthusiasm, and discipline were on the brink. How would that impact the overall productivity of everyday tasks?

 

After hearing Anna’s story, and asking myself about the impact, I decided to surf around the web and see what caused low morale in the workplace and how you can essentially fix it. I stumbled across this interesting article from Kennesaw State University, adapted from Employee Retention Strategies, that doesn’t state the reasons for low morale, but gives eight myths that we assume would cause low morale. It was truly an eye-opener.

 

Myth One: People most often leave a company for more pay.

 

Shocking, right? We always think that people leave a company for a better opportunity, but according to exit interviews, people cite “leaving for more money” because it’s the easiest response. Even though it is the first response that comes to mind, people tend to begin to look for jobs elsewhere if they are unsatisfied with their job or the company in which they work. 

 

Myth Two: Incentive programs produce long-term profits and improve productivity and morale.

 

When we hear incentive, we automatically think what’s the prize going to be and how do I receive it? For our surveys we do for clients, we offer incentives to arouse interest in giving productive feedback for our clients so they can reach their objectives for the survey. For this purpose, incentives work extremely well, but for employees, not so much. An incentive-based structure is usually geared towards quantity, instead of quality. Employees start to care less about the work they do and more about what they can receive if they meet it in the allotted time given. According to the article, the real glue that creates employee commitment isn’t incentives, but in fact, it’s the chance to learn and grow, meaningful work, good supervisors, and respect and appreciation for a job well done. 

 

Myth Three: People don’t want more responsibility.

 

Responsibility. The word itself holds the weight of the world on its shoulders, but according to research, this weight is one that is welcomed, not dismissed. In any circumstance, especially in the business world, people are looking to grow and learn and develop new skills to help them advance their skills. It doesn’t have to be a job promotion to allow this, but broadening the scope of one’s job description will help garner more responsibility for that individual.

 

Myth Four: Loyalty is dead.

 

Surprisingly, even in our ever-changing society, this is just a myth. Today, people are gaining a better work-life balance, and employers are making this easier by giving better hours (or flex-time), dress code, responsibility, etc. Not only does this balance affect the employees, it also affects the customers. If an employee is able to make on-the-spot decisions about an issue a customer is having, it will keep the customer coming around for the long-term. 

 

Myth Five: Improving employee satisfaction is expensive.

 

Employee satisfaction is huge and goes hand-in-hand with customers and their loyalty to your company. According to research, satisfiers can’t be bought, so trinkets and prices or recognition programs aren’t always the way to go when trying to gain satisfaction. However, the main adhesive that keeps satisfaction high is communication, support, and good relationships throughout the company, especially with management. The good thing is these adhesives aren’t expensive to your company; they cost nothing!

 

Myth Six: Employee satisfaction is “fluff.”

 

Once again, satisfaction is huge to the success of a company, and if employees aren’t satisfied, then the turnover rate will be high and profitability will decline. Take a look at these five statistics, and see how important employee satisfaction really is:

•  In a study by PricewaterhouseCoopers, a strong link was found between employee retention and the quality of service as rated by companies’ customers.
• According to the American Society of Training and Development, organizations that invested the most in training had higher gross margins and income per employee.
• Various studies have found that the cost of replacing an employee who leaves has been estimated to be between 70 and 200 percent of that worker’s annual salary.
• The Council on Competiveness found that a 10 percent increase in education has a more positive impact on productivity than a 10 percent increase in work hours.
• The bottom line on the bottom line. Investing in people and learning the most effective management practices increases profits.

Myth Seven: Supervisors are the problem.

 

Today, supervisors are given more responsibility with employees and customers, but the amount of training given to supervisors for this added pressure is very minimal. How can you fix this? Teamwork; it is essential to any thriving business. All of the pieces to the puzzle have to be aligned just right so you can begin to see profit instead of loss.

 

Myth Eight: My company, industry, and people are different!

 

If I had a nickel for every time I heard this, I would be one rich gal. Most people want to believe that they, or their company, don’t apply to the stereotype. But, every research study that crossed various industries, settings, and economic conditions, produced the same results. So don’t ignore the outcomes, but instead embrace them for a better future!

 

Do you want to be the myth buster and uncover the truths behind your company? Look no further than to Tweed-Weber, Inc. We can help you Know More, so you can Do More. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

About the author: Gretchen Koch has been with Tweed-Weber, Inc. since 2012 and serves as Operations Manager. She oversees office processes and provides quality control on all market research reports and strategic planning documents.

Can You Hear Me?

By Sharon Danks, Vice President, Tweed-Weber, Inc.

I recently had a brutally painful customer experience with a telephone service company. The amount of repeated efforts I had to go through to resolve an atypical, yet fairly simple issue was just “ridonculous.” To be more accurate, that would be ridonculous x 100. Suffice it say, they will never get our business again, and I’m just hoping the twitch I get every time I hear their name isn’t obvious and/or permanent. The overall experience left me asking the question, “How did the string of people I talked to throughout the process of trying to get resolution not hear me?” I was extremely clear, both verbally and in writing, about what our issue was and how we needed it to be resolved. However, not one person took the time to understand the details, nor did anyone care about what I was experiencing as a customer. The funny thing is, at every turn, I think each one of them honestly felt like they were doing the best they could to help given the “authorization” constraints placed on them. When each of them passed me off to someone else, I really think they felt good about their efforts to assist.

To add insult to injury, after months of lunacy, when the issue was finally resolved, we received an email sent automatically when your “case number” is closed out, asking, “How was your experience working with us?” Really?

The point of sharing my sad tale is to highlight this as a classic example of a company with a process for surveying customers that’s not connected in any way to the reality of the customer’s experience and/or to the touch points the customer has with the organization. If you’re doing customer surveys for the sake of saying you do them, and are not making your employees who deal with customers accountable for the experience and/or immediate problem resolution, then your process is fatally flawed.

The best way to gather customer feedback is through a proactive process that makes your customers feel valued versus a reactive process that customers easily recognize as an afterthought. All of us know when something is being done half-heartedly, and if your customers believe that is your attitude towards them, it’s only a matter of time before the result of that is lost business. All employees in the organization should be on-board with understanding how a customer’s experience impacts the bottom line, positively or negatively, and their role in providing customers with unrivaled service.

Conducting a customer perception survey on a regular basis should be an engaging, ongoing, exciting, meaningful activity that helps shape your organization’s products, services, and processes. It’s a chance to partner one-on-one with your customers to learn about the state of your organization as viewed from the outside. Bottom line: Is the opinion of anyone else more important than your customers when it comes to identifying ways to improve their experience so you can grow your business?

If you would like to know how effective your current customer survey process is, or if you’d like to be proactive in starting a new customer survey initiative, give us a call. We can help you Know More, so you can Do More. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

One last thing: “Ridonculous.” From the movie Nemo. A must see.

Create an Employee "Think Tank"

The saying, “perception is reality” is never more true when observing employees of an organization relative to how they perform and interact with each other on a daily basis. Having a clear and common understanding of employee perceptions offers enormous opportunities for ideas and improvement in the future. Have you ever wondered how to implement an employee survey to help foster high regard and recognition for employees’ thoughts and opinions, and to help them feel like a valuable part of the team? We can help.  

 

There are different types of employee surveys that help to obtain feedback, and the goal of each of those surveys depends on the questions you want to ask.

 

Employee Climate Survey

 

The typical survey we conduct for our clients is an online Employee Perception Survey, also called a “climate survey.” For this kind of employee feedback initiative, you are trying to understand how employees feel about working at the organization. The following categories are normally used as a basis for asking questions:

• Job perception
• Work environment
• Opportunities for involvement and work improvement
• Management support
• Compensation and career advancement
• Education and training
• Overall understanding of (your organization)

Conducting a climate survey is essential in your efforts to identify areas for internal improvement. Retaining employees is a huge issue for most organizations today, and doing all that you can to create a work environment that fosters respect, teamwork, and loyalty is not only the right thing to do, but a smart one as well. A high level of employee retention positively impacts the bottom line.

 

Employee Think Tank Survey

 

Another type of survey that is gaining speed with our clients is an “Employee Think Tank” survey. For this kind of feedback initiative, you are trying to tap into the minds of your employees by asking more strategic questions that could identify potential opportunities for the company based on what they see and experience at work. The following are some questions to ask employees in this type of survey (just to name a few):

• In our current strategic plan, XYZ actions are described as critical elements for reaching our long-term growth plan. Which one do you feel is most critical to our growth in the future, and why?
• What specific factors do you believe influence customers’ purchasing decisions relative to the products/services we offer?
• What are the top three things you believe customers need most from us? 
• What is one idea you have for making it more convenient for customers to do business with us?
• If there is one area in which you feel we have lost the most ground over the past two years, what would that be, and why?
• What factors do you believe stand in the way of our overall growth?
• What customer service/support activity do you think we should offer to satisfy customer needs/demands, but currently we do not provide?
• Overall, what should we STOP doing or offering because you feel it adds little to no value at all to customers?
• If you became President of our organization tomorrow, what’s the one thing you would do immediately to increase sales, and why?

You would be surprised and thrilled with the depth of thinking and feedback these kinds of questions spark in employees (especially those employees in positions that have direct contact with customers and the marketplace). Because they view the organization from different angles, they provide a holistic snapshot that you can feel confident covers all bases within your operations. Implementing an Employee Think Tank survey will help you see things through a different lens that will help ensure you are not missing the obvious when developing strategies and planning for future growth.

 

How much insight, knowledge, and wisdom is being untapped within your organization? An Employee Think Tank survey will help you find out. We can help you Know More, so you can Do More. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber). 

Have You Spotted New Customer Trends?

While reading the February issue of Quirks Magazine, I stumbled upon the article “4 customer experience trends for 2014,” and it got me thinking about how with each New Year, new trends are tracked and researched and the things of 2013 are no longer “cool.” This is true with every industry, especially fashion, which turns around new styles each season (sometimes a couple times a season). But how do these new trends of 2014 affect you?

A customer’s experience is the make-or-break for their loyalty with a company. According to the study from New York customer experience management company, LivePerson, consumers are willing to wait an average of 76 seconds for customer service support when visiting a website. That’s 76 seconds for a customer to see if they like, or don’t like, your company.  

Because you only have 76 seconds for a customer to decide your fate, there are some steps you can take to improve the outcome and maintain customers. 

The first is there is always room for improvement. No matter how good one person is at something, there can always be tweaks to make it spectacular. The same goes with any company. In today’s society, consumers are quick to go somewhere else if a deal, service, or product is better – it’s the name of the game. According to Anurag Wadehra, blogger for LivePerson, 33 percent of consumers struggle to help or locate customer service, whereas 49 percent of consumers find websites to be difficult to navigate. By stepping-up your game, those 76 seconds can be a life-changer.

The second is brand trust and loyalty. People tend to stay with or go with companies that have a good reputation and can provide a good quality service. With that said, 78 percent of consumers agree that they will be loyal to a company that provides real-time, one-on-one support. 

The third is, speed and efficiency, especially with our fast-paced society today. Everyone expects to have everything at lightning speed, no matter what the situation. This is especially true with consumers. About three-quarters stated speed and efficiency were the most important factors in creating a great experience.

The last, but not the least, is high-impact moments. How does this affect you? Consumers are looking for anything to help them during their times of need, especially when navigating a website. If you provide the right support, it will be a “high-impact” moment because of the willingness of your company to help them. According to the Quirk’s article, 35 percent of consumers say the actual moment of purchase is when they need the most help. Does your company have an easy, turn-key check out process?

Though this article is driven by trends in the online sector, I thought it was important to write about it because our society is so focused on technology and the impact of this is huge when it comes to companies. It is important to come into the 21st century and adapt to the changes popularized by Gen-Y, since one day they are going to be your biggest customer. As a Gen-Y myself, I know how important it is to have an easy process from navigating a site to check out. I want it to go smoothly and efficiently, and any hiccup makes me go elsewhere. This is true for mostly everyone of my generation because we are used to having everything at the tips of our fingers. How is your company dealing with the shift in technology? Do you think your company is up-to-speed on all of the latest social media, such as Twitter, Facebook, LinkedIn, blogging? Maybe it’s time to analyze the inner-workings of your company and see what your employees are saying about this. 

Let Tweed-Weber, Inc. help your company find its strengths and weaknesses to make your “New Years’” resolutions a reality. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber). “With every new year, comes a new you.” We have all heard that saying each time another year flies by, but now with the end of the first quarter quickly approaching, it’s time to look to back and see if the new year really did bring a new you.

About the author: Gretchen Koch has been with Tweed-Weber, Inc. since 2012 and serves as Operations Manager. She oversees office processes and provides quality control on all market research reports and strategic planning documents.

The Search for Clarity: Balancing Perceptions with Concepts

A recent article by Itamar Simonson and Emanuel Rosen, reprinted in Quartz, makes the claim that market research can no longer predict what consumers will like. The authors point to a 2007 study in which 10,000 people worldwide were asked about portable digital devices—specifically, the yet-to-be-released iPhone. The study concluded that there was no true need in more developed nations like the United States, Germany, and Japan for one product that would replace existing digital cameras, cellphones, and mp3 players.

When asked to rate their agreement with the statement, “I like the idea of having one portable device to fulfill all my needs,” only 31 percent of those in the United States completely agreed, compared to 79 percent of those in Mexico. In theory, the study’s authors suggested, people in the United States would be much less excited about a phone that is also a camera and a music player.

Thankfully for Apple, this proved to be incorrect.

While the study and subsequent article focus on consumer research, it is possible to draw a parallel with predicting trends in business research. Simonson and Rosen introduce the idea of “O source” information, such as user reviews, expert opinions, and price comparison tools – “other” places one would look for information rather than what consumers have traditionally used – prior perceptions, beliefs, and experiences. It is difficult to conceptualize ideas if we have no concept of what they could be. It sounds like we’re talking in circles with that statement, but think of this: the bewilderment and cries of a young child while playing “peek-a-boo.” The child cannot see you and, therefore, truly believes you are gone. The child, at that stage of development, is incapable of perceiving the existence of something he or she cannot physically behold. This idea of perception versus reality, about which we have previously written, was the stumbling block in that 2007 market research study.

We’ve noted numerous times that market research cannot guarantee results, but that it can guarantee clarity. Asking the right questions—both initially and as follow-ups—is the key to eliciting meaningful information. But it doesn’t stop there. The way an interviewer frames a question is just as important as the question itself.

Imagine answering the following question: “How likely would you be to use one portable device to fulfill all your needs?”

Now imagine answering this question: “If there were a device that could store and play your music, take quality pictures, serve as a web browser, and still provide telephone capabilities, how likely would you be to use it?”

Chances are, you’d be more willing to provide an answer in the affirmative to the second question, likely because of the level of detail, albeit concise, and the theoretical picture it paints. Experienced survey designers and interviewers know how to balance the level of detail needed to accurately paint the conceptual/theoretical picture in the interviewee’s mind with time constraints of a telephone interview.

So while we are inclined to agree in principle with the notion that “market research can no longer predict what consumers will like,” we do so with a proverbial grain of salt: market research that asks incorrect or incomplete questions will certainly prove deficient in predicting trends, while the accurate framing of forward-looking questions will, at the very least, provide a degree of clarity in the otherwise murky waters of assessing a market opportunity.

If you would like to bring clarity to your market research, feel free to call us at 1-800-999-6615, email us at mail@tweedweber.com, and/or visit us online at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

Tweed-Weber's Information Assessment Profile

Have you ever wondered about your organization’s current level of awareness and knowledge relative to your market(s)? Tweed-Weber has developed a tool that can help you focus on the three essential areas of market information: Market Characteristics, Market Perception, and Competitive Information.

 

In this assessment, we ask you to decide to what extent 15 specific descriptions are true of your organization today. The following are five to show you as an example:

• We have identified the markets that represent opportunity for us. We have further prioritized these markets to focus our efforts on those that represent the greatest opportunities for us.
• We have a tool to monitor our customers’ needs. We systematically use this tool on a continuous basis. As a result, we know precisely, at any time, the needs of our customers. This tool includes an established method to statistically measure our customers’ level of satisfaction with our products and services. As a result, we are continuously aware of our customers’ level of satisfaction with our performance.
• We conduct a competitive assessment with our customers on a regularly scheduled basis. As a result, we are completely knowledgeable as to how our customers perceive us versus our competitors.
• We have an instrument and systematic method to understand the key steps in our markets’ purchasing and distribution processes. We use this instrument on a regular basis. As a result, we are constantly aware of shifts in our markets’ purchasing and distribution behavior.
• We have a tool and method to monitor our markets’ needs. We use this tool on a regular basis. As a result, we are constantly aware of the needs of our markets and their product and service preferences.

After completing the full assessment, Tweed-Weber will score your answers and provide you with your own personal Information Assessment Status. The result will help you to focus on the areas of most need (Market Characteristics, Market Perception, and/or Competitive Information), so you can enhance and optimize your organization’s overall knowledge about your market(s).

 

If you would like to learn more about Tweed-Weber’s Information Assessment Profile, feel free to contact us. We will help you Know More, so you can Do More. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

 

BE SURE: Customer Research from Tweed-Weber

Customer feedback. We’re told how essential it is to a successful business. At Tweed-Weber, we absolutely support that notion. Here are some common questions we get asked about obtaining customer feedback:

• How can we engage our customers in a way that will encourage them to provide us with candid perceptions about our performance?
• How do we obtain customer input that is objective?
• How do we know what to ask our customers about us?
• How do we obtain customer input that is easy to understand?
• How do we make the customer feedback we receive actionable?
• How do we obtain customer input in a way that is most cost-effective?
• How do we get satisfaction ratings we can benchmark over time in an effort to track our progress?
• How do we impress our customers with a genuine effort to understand their business issues?
• How can we identify specific opportunities for increased sales within our current customer base?
• How do we do a customer survey when we really don’t know how?

Many companies still mail a paper-and-pencil survey to gather feedback from their customers, thinking it will meet their most basic requirements for gathering their input. However, every completed paper-and-pencil survey that you receive represents a missed opportunity to have strengthened that customer relationship on a more personal level. Mail surveys are most effective when you are mailing to an enormous audience, like in consumer research versus B2B research, because the number of surveys sent out will hopefully garner a large enough sample that is returned to be meaningful.

For B2B customer surveys, we highly recommend online surveys or telephone interviews. Online surveys are more engaging, and the entire process of online surveys can be managed, implemented, and tracked in a much more targeted and efficient manner. Customers also love incentives, so online surveys with incentives can help increase response rates.

We believe telephone interviews offer the best way to obtain in-depth customer feedback. If your customers were willing to take the time to complete a survey without you being present, just imagine what they would be willing to share if they were asked purposeful questions by a person who was offering them his/her undivided attention. The amount of feedback that can be gathered and interpreted from telephone interviews is far more fruitful than other methodologies.

In the past, we've talked about survey methodologies. Every research method has its appropriate place and time, and we invite you to learn more about how you can gather customer feedback in the most effective manner. At Tweed-Weber, we specialize in designing and implementing customer surveys, so we can help you create a process that’s right for you. Listening to the voice of your customers will help you Know More, so you can Do More. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

Assessing a High Performance Team

Teamwork in business has become one of the hottest subjects in business and supervision literature. Everywhere you look, there is another article on self-directed teams, self-managing teams, cross-functional teams, project teams, quality improvement teams, and of course, management teams. The primary reason for this is simple.

 

It appears that baby boomers and other people born after World War II like being part of a team. Where their parents relied on themselves, their own skills, their own motivation, and their own ability to get the job done, later generations look to their peers for the support, motivation, and assistance to achieve work-related objectives. Whereas those people born prior to 1946 (the year traditionally used to mark the beginning of the baby boom) generally want to be told what to do and simply allowed to do it, the people born after 1946 want to be involved in as many aspects of their business lives as possible. They want to participate. They want to be “in on things.” They want to know why they are doing the work they are doing. They want to feel they are contributing to a “greater good.” They want to feel they are part of a team.

 

This emerging reality causes us to focus on two fundamental questions:

1. What is the difference between a group of people and a team?
2. What is the difference between a team and a “high performance” team?

The key difference between a group of people and a team is a team is a group of people pulling together in the same direction and dependent on each other for their common success. 

 

The distinction between a team and a high performance team is not so easily drawn. In order for a team to be properly described as high performance, it must possess seven characteristics. These characteristics are: 

1. A mission that motivates 
2. Common goals 
3. Mastery of the fundamentals 
4. A communications system 
5. Trust 
6. A need for continuous improvement and the ability to correct course
7. A task/social mix

When all seven of these characteristics are present, the performance level of a team increases significantly. It moves from average performance to high performance, and its members enjoy the corresponding benefits. Let’s take an in-depth look at each of these characteristics and the role they play in team building efforts.

 

A mission that motivates

A mission raises people above the day-to-day tasks that make up the bulk of what we call work. This is no less important when attempting to focus a team than when attempting to lead individuals. In order for a team to rise above the average, it must have a focus that is above the average. High performance teams have a clearly defined mission. They are able to look beyond the immediately visible and see the future. Most importantly, it is a future that is worth the extra effort required if the team is to distinguish itself through its performance.

 

Common goals

While a mission is the first characteristic of a high performance team, it alone is not enough to unite the individuals who comprise the team. Somewhere along the path to exceptional performance, that mission must be converted into specific, measurable, attainable, relevant, time-based goals – goals that can be seen and touched.

 

Organizations invest a considerable amount of time, effort, and energy in establishing strategic goals, annual performance plans, and budgets. Once established, these goals should be measured on a regular basis. If you learn about and pay attention to these planning functions, you should be able to connect the vision of your mission with your actions as team members.

 

Mastery of the fundamentals

Once a team has a mission that motivates its performance and goals to direct its activity, it is essential the individuals who comprise the team have the skills necessary to successfully achieve the first two characteristics. Average teams have ability. High performance teams master the fundamentals. They know the basic skills of their work so well their execution of those basics is instinctive.

 

A communications system

On closer examination, however, you would find the main reason people feel communication is a problem is there is often no real agreement as to what they should be meeting or talking about. The business world does not suffer from a lack of communication, but rather from unfocused communication. Everyone is talking; we just are not talking about the same things.

 

High performance teams do not just communicate, they agree as to what the communication should center around. They have a system for communication.

 

Trust

Whenever two or more people work together, the question of trust is bound to be raised.

 

High performance team members understand there are three different kinds of trust that must exist if true trust is to exist. Those three kinds of trust are:

1. Disclosure trust is the trust that exists when any member of a team believes he or she can say absolutely anything to any other team member without fear of being criticized, ridiculed, or talked about behind his or her back.
2. Contractual trust is knowing when someone makes a commitment to you, they have every intention of keeping that commitment – at the time it is made.
3. Informational trust is the ability to trust what a person says to you is, to the best of that person’s knowledge, true, complete, and accurate.

A need for continuous improvement and the ability to correct course

All teams perform at some level. High performance teams perform at a level consistently above the average team. One reason is they are never satisfied with their present level, whatever it might be. They consistently strive for continuous improvement as a natural part of their day-to-day activities. Course correction is the ability to realize you are going down the wrong path and having the courage to change direction. This is often easier said than done because it sometimes requires an admission that an earlier decision was wrong.

 

A task/social mix

The final characteristic of high performance teams may seem trivial at first, but upon closer examination you will find it is actually the result of the presence of the first six elements. This seventh characteristic is a task/social mix. Sometimes referred to as the “beer and pizza syndrome,” task/social mix is the ability of team members to enjoy and appreciate each other’s company on a personal, as well as a professional basis. It is the ability to grow and improve from simply being together, regardless of the setting.

 

As you invest your energies in building a high performance team, it is essential you understand the role each of these characteristics plays in your efforts. All are required if you are to build a truly high performance team. Most importantly, you, as a member of your team, must constantly and objectively evaluate your team’s progress toward them. The status of being a high performance team does not come without effort. The results, however, are clearly worth the work.

 

Everyone enjoys being part of a winning team. Research shows that winning teams demonstrate certain characteristics and patterns of behavior. By assessing how frequently and effectively your team demonstrates these characteristics, you will be able to make improvements that are necessary to become a truly high performance team. For more information on how to embark upon a High Performance Team Assessment, call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com, and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).

 

 

Social Media and Market Research

In today’s ever-changing society, social media impacts everything it touches. From everyday tasks to communicating to friends and those in different countries, social media opens the door for new and improved ways of thinking, communicating, and doing. But how does social media affect research?

With everything in life, utilizing social media the right way will help benefit a business with marketing, branding, and other important aspects that shape a business. There are six easy “tips” for implementing social media in a business, ultimately improving results.

Tip One: Track trends
You may be asking yourself what a trend is. According to Webster, a trend is a general direction of change, a way of behaving, proceeding, etc. that is developing and becoming more common. A trend can also be depicted as a trend line – showing the general direction that a group of points seem to be heading – either upwards, downwards, or staying the same over time. But how does one track changes? It’s easy. Social media – Twitter or Facebook – makes it simple by offering many ways to analyze trends. These sites allow one to search posts, both new and old, and popular ideas, giving insight to the emerging trends of customers and prospects. By doing this, it allows one to see what people are looking for and what they need.

Tip Two: Learn the language of your audience
Learning the language of your audience is extremely important because it helps a business grow. The language you may think is appropriate may not always be what your customers are thinking or view as being important. Social media gives an outlet to businesses because it is a free tool where one can analyze comments and data about certain products, services, or brands offered by a business. By utilizing these results, a business can change their direction and focus on the areas where they see the greatest impact to costumers.

Tip Three: Social media = quick research
Market research, traditionally speaking, involves the implementation of surveys or study groups, but today with social media, the implementation is easier because it is so fast. Because of its fast-paced nature, the results may be there, but beware: are they always correct?

Tip Four: Broaden the scope of your market research
According to a Nielson report, 80 percent of people use the Internet to utilize social media. With such a large percentage, it gives a business a larger audience to conduct market research.

Tip Five: Discover unnoticed trends
Research is driven by questions, and asking the right ones, the right way, will give great results to those burning questions businesses want to know. With social media, information is gained through interaction and observation, which is easy since it is all just a “click” away. It gives a person the choice to be either an observer or a participant in the discussions found on social media, but it can also help a business discover new and innovative ways of thinking and doing.

Tip Six: Cost-effective
Social media is  cost-effective. It is a great tool for research, as well as advertising because it reaches millions of people. Though it does take time to use social media, if it is used right, it can greatly benefit a business.

Now that the journey through the six “tips” of social media is complete, it is up to you to see if it fits for you. Social media is present in everything we do; it surrounds us. But is that always a good thing? Do we want everything at a “click” of a button? Social media is very accessible to those who know how to operate the different sites and how to use it to benefit their business. As you saw throughout this article, social media helps you track and discover trends, broaden the scope of your market, and is cost-effective. These are all enticing, but how does it influence research?
It makes it easier to find results and to analyze trends to who don’t know where to begin. Social media is always changing to adapt to society, and so must a company. It helps a business know the markets surrounding them and how they can create a niche to adapt to them. How do you exactly do this? 

Market opportunity assessments and market perception surveys allow a business to see how they are doing in their given markets, and if they should look into a new and/or different niche. If you don’t know where to begin, we can help. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com, and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).Today, sit back and allow us to do all the work, and help you figure out the perfect picture for your company. No one can guarantee certainty, but market research can guarantee clarity. You will Know More, so you can Do More.

Research-Based Marketing

Marketing. What is your message? Who is your audience? What does your audience really care about? What grabs the attention of your audience? All of these questions need to be asked prior to rolling out a marketing campaign. Having a significant and purposeful information-gathering activity will help answer those questions. The following is a three-phase process we use when helping management teams develop the appropriate market research to help make their marketing campaigns successful.

PHASE I: Survey Design
The primary objectives of survey design are to identify the essential information to be gathered from your market and identify the appropriate people to contact in order to obtain that information. A brainstorming session is conducted with the management team to define the desired objectives. During this session, a great deal of awareness-building takes place which leads to a heightened sense of anticipation to see the survey results.

PHASE II: Survey Implementation
After Phase I, a survey is developed and implemented using whatever research method is most appropriate (e.g. telephone, online, focus groups, direct mail, intercept, etc.). Much of the information gathered during the implementation stage provides valuable insight into your market's perception about your organization. This information enables the management team to define key opportunities and threats that exist in their competitive arena that will help to properly aim the marketing campaign.

PHASE III: Analysis and Reporting
DATA à INFORMATION à KNOWLEDGE à WISDOM

These are the four levels that form the basis of our model for effective information-gathering. Intelligent and meaningful interpretation is required beyond simply communicating data. The data needs to be interpreted and converted into easily understood information that will help a management team make confident, smart decisions. This is the job of the research firm. When done correctly, the anticipation that exists among management team members is met with answers that fuel strategy development. The research provides the wisdom needed to guide the organization into the future, with a strong marketing campaign leading the way.

If you are looking for research that can provide insights, ideas, and inspiration for your next marketing campaign, we can help. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber). We will help you Know More so you can Do More.

The Five Sources of Cost Advantage

There are five commonly recognized sources of cost advantage – people, material/supplies, processes/systems, facilities, and capital. It is not necessary to focus on all of them in order to experience the benefits of being the lowest cost producer in your industry; any one could be enough. However, by achieving a true cost advantage in more than one source, you further ensure your company’s success.

 

Now, let’s explore each of these five sources and determine the relationship it has on your business.

 

People

 

Many organizations boast that their people are their most important asset. While this may be true, people can also represent the most significant cost to a company when you shift from the balance sheet to the operating statement.

Companies do not become the lowest cost producers by paying their people the lowest wages and benefits possible. They become the lowest cost producers by leading and managing their employees to performance levels that exceed those of their competition. To do this, they continuously focus on enhancing the skills of their people. They create highly flexible employees who are capable of meeting the demands of an ever-changing marketplace.

 

Lowest cost companies create highly disciplined teams who understand their real competition is outside of their organization, not inside. They: 

• tell their people what to do
• support them in their efforts to do it
• measure how well they do it
• reward and/or discipline based on their measurements

Materials/Supplies

All companies use materials and supplies to produce their products or perform the services that their customers buy. Lowest cost companies do not simply focus on the lowest unit price of materials or supplies, they establish purchasing practices that result in the lowest total cost for these materials and supplies.

 

This distinction is essential because the lowest unit price for a particular purchased product may not be the lowest total cost for the same material. Lowest cost companies identify and separate their strategic purchases from their low-risk purchases. They then align their purchasing resources to ensure that strategic material purchases receive the level of attention they deserve. They understand and track their total purchasing costs and work hard to continuously reduce them.

 

Processes/Systems

 

Everything that a company does is a process. From the way it hires to the way it fires, from entering orders to collecting receivables, from manufacturing products or delivering services to the way you ensure their quality, everything that an organization does can be reduced to a series of definable steps. Processes that are linked together become a system. Lowest cost producers design their processes and resulting systems to be highly efficient.

 

Organizational processes and systems can be classified into four basic categories:

• Sales processes – positioning your company and products, generating leads, converting those leads into orders, and entering those orders into your operations
• Operational processes – engineering and manufacturing your products, and ensuring the quality of your products/services
• Distribution processes – getting your products or services to your customers
• Support processes – human resource activities, management information systems, financial management, administration activities (to name a few). Support processes are essential for your sales, operational, and distribution processes.

As a company grows, these processes and systems tend to evolve with it. Lowest cost companies recognize that evolution does not always yield efficiency, and they constantly evaluate and re-engineer their processes to ensure they are performed in the lowest cost way possible.

 

Facilities

 

After people and materials, the most significant cost center for companies is often their facilities. Facilities include physical plant (offices and factories), equipment and technology hardware.

 

Lowest cost organizations work hard to ensure their offices and/or manufacturing facilities are designed to produce the most cost-efficient performance. They invest in the most effective capital equipment to do the essential work of their business. Increasingly, lowest cost companies look for ways to use technology to increase their productivity and reduce their costs.

 

Capital

 

The last (but not least) source of cost advantage is capital. Capital falls into two fundamental categories, money that you have (cash on hand and equity) and money that you don’t have (receivables and credit availability). Lowest cost companies recognize and maximize the advantages that come from effective capital management.

 

What does this mean for your business? All of these sources are just the first piece of the puzzle. The rest is actually performing them. Once all of these pieces come together, the picture it paints will be one that customers can’t look away from. But how does one figure out if all of the pieces are working together? It’s easy; conduct an employee perception survey. This survey is designed to allow you to get into the minds of your employees. It helps you recognize areas that are and are not working. Most importantly, it instills the fact that you care about your employees and the success of both them and the business.

 

If you’re wondering if an employee perception survey is right for you, we can help. Call us toll-free at 1-800-999-6615, email us at mail@tweedweber.com, and/or visit us on the web at www.tweedweber.com. Also, be sure to follow us on LinkedIn (Tweed-Weber, Inc.) and Twitter (@TweedWeber).Today, sit back and allow us to do all the work, and help you figure out the perfect picture for your company. No one can guarantee certainty, but market research can guarantee clarity. You will Know More, so you can Do More.