Consistency – the Key Ingredient for Customer Delight
‘The one right way gives your customers the consistency they love and increases profit, which you’ll love.’
For years, I labelled myself as a ‘process’ person when really I’m a ‘making life easier’ person. I’ve lost count of the number of times I’d use the word ‘process’ at network meetings, and see the shutters go down. I’d try ‘systems’ and they’d think I was a techie, into software and IT. I’d used language that put me in a box that no-one wanted to open ‘except in emergency!’
You know what I mean. You’re a ‘get on and do it’ person, and the people who love process are the ‘Rule-Bound Reggies’ of this world, paralysed by the need to analyse, lacking creativity, shackled by the need to ‘follow the system’ – right? Well, sometimes! The truth is, we all need to get past the language.
The only reason a process or a system exists is to make life easier for you, your managers, your team, your customers. There is no other reason for them. But if like many people ‘a process’ brings you out in a rash then try replacing it with ‘a how to’.
At McDonald’s there is a system, a ‘one right way’ for everything, from toasting buns to taking on a new supplier; from mopping the floor to assessing franchisee performance. Yet I don’t remember ever really talking about having systems. They weren’t something we did in addition to the day job; we worked with them every single day, unconsciously. It was just the way things got done.
So I want you to stop thinking about process; I want you to stop fretting about developing systems; and I want you to focus on making ‘the way we do things round here’
SIMPLE LOGICAL REPEATABLE.
At Macs, these were three key ingredients of each and every system that are imprinted on my mind. Three words that encapsulate why McDonald’s systems work:
- Simple – as simple as possible, but no simpler.
- Logical – to a third party because what seems logical and necessary to you may seem like craziness to someone else – maybe even to your team.
- Repeatable – because you want everyone in your team to do the same things in the same uniform way – consistently.
That’s what makes business systems effective.
The other block I find some people have is that somehow the ‘one right way’ is not for creatives. So I’d like you to think about Masterchef. You’ll recall the episodes when the creative contestants have to go into Michelin star restaurants and cook the chef’s dishes to exactly the same demanding standards of content, taste and presentation. I’ve never heard those chefs go, ‘Oh I’m gonna do it my way’ or ‘I feel hidebound by having to produce this in exactly the same way’. No, they use their skills to deliver the same excellent standards and consistency and take pride in achieving them.
If you don’t watch Masterchef what about Bakeoff. A baker will follow tried and tested methodology, the one right way, for baking the cake to free up their time to try new flavours or to focus on decorating their showstopper. It just makes sense.
Think about an author who has a system for plot outline and development, research, character development, and a schedule to work on certain aspects of the story. A disciplined approach to the basics creates time for the creative story-telling.
And so in business, systems keep the nuts and bolts of your business; your invoicing, purchasing, marketing, recruiting etc moving, and form a platform for the creative people to ‘do their stuff’. The one right way gives your customers the consistency they love and increases profit, which you’ll love. 🙂
And the one right way is often evolving as part of your improvement cycle. So even the sacrosanct process for baking a Victoria Sponge may change as you swap traditional scales for digital ones. So establish the ‘one right way’, the ‘howto’ with the people doing the work then regularly review it together, improve it, train it in and off you go again. Your team can then work independently, taking ownership of the task and pride in what they do. And you have the trust in them to get on with driving your business(es) forward or spending more time with your family.
‘Systems are not chains to tie you down, they are wings to help you fly’.
Do one thing: Our Business Efficiency Test will give you an insight into how each of the key systems in your business is operating – including your customer experience system – and will give you strategies for improving them in a pdf report. Take the test now, to see how you measure up: https://scorecard.mariannepage.co.uk