Q. How can other business leaders apply those steps to
their business?
Have a system to capture some of that information, what customers are asking for and looking for, in an actionable way. We take that information back to each of our respective departments … and work on a continuous improvement program that allows us to be more responsive to our customer base. We put that in place systematically and close a loop with our customers.
Q. What happens if companies don’t follow up on client feedback?
Missed expectations by customers. Customers think that they’re listening, and when they don’t see action taking place, they actually get more disappointed with the company.
We developed a system for McDonald’s to capture some of this actionable information and
then take it out to where it can make a difference — again, the idea of continuous improvement — all the way down to 15,000 franchise owners. It’s creating a solution that would actually get the information out of corporate and take it down to where it would make a difference, the local stores.
Q. How do you foster innovation among employees?
You have to set aggressive but achievable goals. I’m a firm believer in trying to raise the bar a little bit. Occasionally, we’ll miss a stretched goal, but I’d rather reach up a little bit and occasionally miss it than to never have tried.
It’s OK to fail trying to achieve something that’s a little better than average. I try to encourage that and try to run the company that way. If you never try to reach up a little higher, you’re never going to do it.
HOW TO REACH: Astute Solutions, (877) 769-3750 or www.astutesolutions.com
