There seems to be this prevalent magical thinking that we can do something once and it will be perfect and we’ll never have to look at it again.
It drives me a bit mad because I see it backfire time and time again.
Good things time time and consistency.
This means the first time you do the launch it probably won’t be the best launch. Work the process.
This means your first draft of your welcome series probably isn’t going to be a game changer. Work the process.
This means that the first sales call you do might not close. Work the process.
What’s at Stake? In the world of business, the term ‘one and done’ is often equated with a fleeting success. It’s the notion where a company implements a solution, checks it off the list, and promptly moves onto the next task. At first glance, this doesn’t seem problematic; after all, the job is done, right? But here’s the rub: setting up a system without follow-through is akin to striking a match and walking away, expecting a bonfire.
Let’s dive into a practical example. A recent client shared their experience during their onboarding process. They had outsourced their event automation setup for a large upcoming event. The contractor faithfully followed the brief—creating the event page, setting up the registration, attaching a price tag, and flicking the switch to ‘on’. However, upon launch, several critical oversights came to light:
- Attendees didn’t receive confirmation emails.
- No receipts were issued post-purchase.
- Compiling an attendee list was a Herculean task due to missing guest details.
- There was a complete absence of event reminders.
Two strategies could have averted these mishaps: comprehensive end-to-end testing and a commitment to working the process.
End-to-End Testing: The First Step End-to-end testing isn’t merely a precaution; it’s essential due diligence. It’s about donning the user’s hat and trudging through the entire sequence, from start to finish, all while querying:
- “Does this journey make sense?”
- “Is it a smooth ride?”
- “Can we enhance this experience?” This isn’t about finding what’s wrong; it’s about ensuring everything is right.
Remember, to any event-goer, basic expectations like confirmation emails are so fundamental that their absence can significantly disrupt your brand’s image.
Working the Process: The Flame That Sustains More than a one-time setup, working the process is about kindling that initial spark into a roaring, mesmerizing bonfire. It’s the continuous monitoring and tweaking of systems to preemptively spot and resolve issues. Much like a vigilant gardener who nurtures and prunes plants to prevent disease, working the process protects and enhances the customer experience.
At Business Tech Ninjas, we’ve honed this into a fine art through our three-tier issue resolution protocol:
- Proactive Measures: Steps taken to identify and solve problems before they impact our clients or their members.
- Bleeding Control: Responsive actions when our clients notice issues that haven’t yet affected their members.
- Infection Management: Mitigation strategies for when both clients and their members feel the pinch of an issue.
In the tale of our onboarding client, a ‘one and done’ approach led to uncovered gaps and potential dissatisfaction. But by fostering a culture of ‘working the process’, we aim to snuff out such risks, ensuring each event is not just a task completed but an experience enhanced.
The Takeaway Every business solution should be viewed not as a static, one-off event but as an evolving process that craves attention and improvement. ‘Working the process’ is the commitment to iteration, to excellence, to ensuring that the fire you started with your ‘first spark’ idea grows into a beacon of success.
Don’t just strike the match; tend to the fire. That’s the BTN way—where we don’t just set up; we nurture, we refine, we excel.
