American business writer
Por ejemplo, si pregunta a cien personas que hayan tratado con un contratista de obras sobre cómo ha ido el proceso, seguro que al menos setenta y cinco responderán: «No lo acabaron en el plazo al que se habían comprometido; si no ponían una excusa, ponían otra». Si pregunta a cien personas que hayan llevado su coche al taller sobre cómo ha ido el proceso, seguro que al menos ochenta responderán: «Sentía que había perdido el control y me hicieron sentir todavía peor». Si pregunta a cien personas que hayan ido al médico sobre cómo ha ido el proceso, seguro que al menos noventa responderán: «¡Tuve que esperar demasiado!». ¿Estereotipos? Sí, por supuesto. Pero estas respuestas estereotipadas contienen tanto la frustración primaria como la mejor manera de hacer las cosas. Qué sucedería con el contratista de obras que dijera: «En Construcciones Sinceridad, siempre cumplimos los plazos, siempre cumplimos el presupuesto y siempre ofrecemos resultados impecables. O pagamos nosotros. ¡Garantizado!».
En resumen, para alzarse sobre lo ordinario, la empresa ha de convertirse en una afirmación visual de una creencia, de un significado; en un medio de comunicación para que las personas transmitan lo que creen, qué les preocupa y qué les importa. Llevada a ese nivel, la visualización de una empresa adquiere visos artísticos. Y, al igual que con las obras de arte, al menos hay seis elementos tangibles en la matriz visual que hay que tener en cuenta a la hora de construir una empresa.
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CONFUSION 4: HOW TO KEEP YOUR CUSTOMER HAPPY Let’s say you’ve overcome the first three confusions — now how do you keep your Customer happy? Very simple…just keep your promise! And make sure your Customer knows you kept your promise every step along the way. In short, giving your Customers what they think they want is the key to keeping your Customers (or anyone else, for that matter) really happy. If your Customers need to interact with people (high touch, Tactile), make certain that they do. If they need to interact with things (high-tech, Neutral), make certain that they do. If they need to interact with ideas (in their head, Withdrawal), make certain that they do. And so forth. At E-Myth, we call this your Client Fulfillment System. It’s the step-by-step process by which you do the job you’ve contracted to do, and deliver the product you’ve promised. But what happens when your Customers are not happy? What happens when you’ve done everything I’ve mentioned here, and they are still dissatisfied?
CONFUSION 5: HOW TO DEAL WITH CUSTOMER DISSATISFACTION If you have hit each step to this point, customer dissatisfaction will be rare. But dissatisfactions will happen. Here’s what to do about them: 1. Always listen to what your Customers are saying. And never interrupt while they’re saying it! 2. After you’re sure you’ve heard all of your Customer’s complaint, make absolutely certain you understand what he or she said. You could ask, “Can I repeat what you’ve just told me, Mrs. Jones, to make absolutely certain I understand you?” 3. Secure your Customer’s acknowledgment that you have heard his or her complaint accurately. 4. Apologize for whatever your Customer thinks you did that dissatisfied him or her even if you didn’t do it! 5. After your Customer has acknowledged your apology, ask exactly what would make him or her happy. 6. Repeat what your Customer told you would make him or her happy, and get his or her acknowledgment that you heard it correctly. 7. If at all possible, give your Customer exactly what he or she asked for! But what if your Customer wants something completely unreasonable? If you’ve followed my recommendations to the letter, what your Customer asks will seldom seem unreasonable. That’s assuming you’ve got the right Customer. CONFUSION 6: WHO TO CALL A CUSTOMER At this stage, it’s important to ask some questions: Which types of Customers would you most like to do business with? Where do you see your real market opportunities? Who would you like to work with, provide service for, and position your business for? A Tactile Customer for whom people is most important? A Neutral Customer for whom the mechanics of how you do business is most important? An Experimental Customer for whom cutting-edge innovation is important? A Traditional Customer for whom low cost and certainty of delivery are absolutely essential? In short, it’s all up to you. No mystery. No magic. Just a systematic process for shaping your business’s future. But you must have the pa
This book, then, is a product of the last fifteen years, as well as a product of the fifteen years that preceded them. It was almost exactly eight years before The E-Myth was published that I founded our company, E-Myth Worldwide, which has provided the fuel and experience for the point of view I have shared with those of you who have read The E-Myth, and with those
Disse à Sarah que todos os técnicos que sofrem da Convulsão do Empreendedor passam exatamente pelo mesmo processo: primeiro, excitação; depois, terror; em seguida, exaustão; e, por fim, desespero. Uma enorme sensação de perda — não apenas a perda do que lhes era próximo, a sua relação especial com o seu trabalho, mas também a perda de sentido, a perda de si próprio. A Sarah olhou para mim
Color. El color es lo primero que ve la gente y, por lo tanto, es un elemento crucial de la matriz visual. ¿Qué colores transmitirán mejor el objetivo de la empresa? ¿La empresa es divertida? ¿Es seria? ¿Es dinámica? ¿Es formal? ¿Quiere llegar al corazón de las personas, a sus mentes, o a los dos? Si digo «divertida», ¿le vienen unos colores concretos a la mente? Si digo «seria», ¿ve los colores oscuros que evoca la palabra? Si digo «dinámica», ¿puede visualizar qué colores aparecen? ¿Puede oír el sonido de esos colores?