I gave scores the way Advisor wanted because other than timeliness service was good. I re-read the meanings of scores for each of 1 to 10. The ratings meant the following:

• 1 to 6: Bad (Showed red embarassed smiley against this score)
• 7: Average (Showed red embarassed smiley against this score)
• 8: Industry Benchmark (Showed unhappy orange smiley against this score)
• 9: Good (Showed a smiling smiley against this score)
• 10: Exceptional (Showed green ecstatic smiley against this score)

Service Station expected customers to give 9 or 10 score on each of the service parameters. At that time I realized, the Customer Satisfaction Index (CSI) score targets that we (I work for a IT firm) have for our customers is 85% or more. The CSI for each parameter in car service station and IT company matched ditto.

Problem

I wondered, what is the purpose of these surveys? If companies gauge score on the range 9 to 10 out of 10 and then target their area of improvement on parameters that are getting scores of 9 or 10 then there is really nothing to improve; how does 9 differ from 10?

Taking this idea further, I believe companies have no data to improve and differentiate from competition. The current industry benchmark of 8 will become common occurrence and thus, today’s extra ordinary will become just average (everyone company will have the same score).

Solution

Companies will need to enhance these surveys so that they can hear customer’s voice. There can be two solutions to these 9 & 10 Score Surveys:

1. Companies expand their scales as follows:
1. Retain score 1 to 8 for ratings as it is i.e. 1-6 means Bad, 7 means Average and 8 means Industry Average.
2. Expand the range 9-10 for Good score to 9-15. This additional scale will let customers rate the parameters and let companies choose the parameter that needs improvement.
2. Mark each service parameter by two scales:
1. Scale 1: Let customers choose a service by Bad, Average or Good. Bad and Average parameters need major improvement.
2. Scale 2: For parameters that are marked Good, let customers rate those parameters on Scale 1 of 1 to 5. If companies are getting only Good rating then companies can choose the parameters among Good where they may outsmart the competition.

How does your organization gets your customer fill Service Surveys or calculates Customer Satisfaction Index? Is your scale sensitive enough to provide insightful information about areas to improve? Are you always insisting on getting CSI above 85% on all the parameters? Share your thoughts.

Experience of Servicing Tata Nano from Tata Motors

By the end of 2011, Tata Motors had sent a letter stating that starter motor for Tata Nano can be replaced free of cost at their service centre because the company has noticed a manufacturing defect. I was lazily holding onto that notice until one of the Tata Motors service representative called to remind me. The lady insisted me to setup an appointment so that motor can be replaced else after 15 days, customers will be charged for replacement. When I informed that I am short of time to get the service done, the representative offered to let their driver pick up the car and if required drop the car after the service is done.

On the set time, driver came to pick up the car. I chose to go with the driver to service station. At 11:00 AM, I was in the service centre. I had a few minor adjustments that needed to be done. I was told that the whole process would take 4-5 hours. By 7:00 PM service centre was ready with the car. At 7:00 PM, I heard the closing siren of the service centre. However, service representative offered me to take to test drive. After the drive, I suggested a couple of minor complaints and he willfully attended my complaints to my satisfaction.

Customer satisfaction score was mandatory for every service performed and advisor was probably expecting excellent score on service. However, I was unhappy with the service not because of quality of service but because service had taken around 9 hours instead of promised 4-5 hours. I gave rating of 9 or more on all parameters when service advisor insisted on it. However, I gave a rating of 7 on timeliness and 8 overall when Tata Motors called on phone next day.

The rating of 7 and 8 started a series of events. Service Centre in-charge for services called me whether my service was not done properly. Even Service Advisor called and asked how he may satisfy him if I am not happy with the service. Score of 7 or 8 was not acceptable to them and they really looked desperate to fix the problem. I realized that Service was done to my satisfaction except that it took longer than expected. I had forgotten that while it took so long, Service Advisor had worked overtime to mend my complaints. I had a firm belief after the service that feedback is taken very seriously in Tata Motors.

Experience of Servicing Swift Dzire from Maruti Suzuki

Instance 1 - Regular service

Last month, my Dzire completed its one month and I was already feeling some creaking noise and observing that car was giving a lot of vibrations when passing over pot holes on the road. I took Dzire to Moti Nagar service station, the location recommended by sales representative who sold me this car. I had informed that I was feeling lot of vibrations and the creaking noise and I was assured that they will be minor loosening of bolts; bolts will be tightened and noise and vibrations will disappear. The representative sold me the body coating package that included Teflon coating, anti rust coating etc. I entered around 10:00 AM and I was out of the service station by lunch time at around 1:30 PM.

After the end of service, I was asked pay for the coating package and consumables. I diligently paid and Maruti issued me a gate pass. At that time, I was looking for Service Advisor who was no where to be seen. On my way back home, I realized that creaking noise is still there and the vibration level has not changed a bit.

I returned to the service centre and asked for Service Advisor. This time, Service Advisor came with me for a test drive. We returned to service centre and he fixed the back seat which was lose and might be causing creaking sound. I was assured that vibrations are like that in Dzire and the level of vibration in new car may not sustain now (is a month old car not new?)

I was offered to go home and return if I notice the sound again. Creaking sound was still there although lot less frequent. I returned to service station and informed to the advisor. The advisor advised me to observe the car for a few days as it may take some time for seat to settle and the noise should disappear. I was not fully satisfied but I believed what I was told.

Instance 2 – Repair of bumper

A few days back my Dzire was hit from behind and I took the car to the same Moti Nagar service station. Three days later, I went to pick up my car in the evening. The car was dirty from outside. It had developed a few more nicks. The trunk (boot) that was not closing due to the accident still showed resistance in closing. I got the trunk lock adjusted although the adjustment is still not what I had in the new car (this is anyway just 1.5 month old car). I had to get those nicks touched up. My car was cleaned from outside and inside. I was not offered a test drive and I did not believe that test drive was required.

On my way back, I realized that the dash board panel (where odometer, fuel level indicators display) was hazy with oil marks. I tried to clean the display with my hands and the oil spread further to block the view completely. I noticed from inside rear view mirror that back glass showed similar oil marks and floor mat were put upside down. I could not help but remember the instance when service advisor had adjust the outside rear view mirror by hand when there was a joystick to adjust the rear view mirror (this could disrupt the setting).

I called the service advisor telling him that my car is still dirty. In response, he offered me to bring the car back to service station to get it washed. I was thinking, why couldn’t washing be already done.

Next day, when I thought of cleaning up my car, I found that the new duster that I had bought and I had put in the trunk was missing.

I should have given a really low rating for core service activities (creaking noise still there, vibrations still present, trunk does not close as smoothly as it used to be) and additional service activities (car was not clean). However, feedback form is not mandatory for Maruti.

Overall Comparison of Tata vs Maruti

1. None of Tata or Maruti overcharged me for their service. At least I did not feel so.
2. Tata took longer to service while Maruti was prompt in their service. Tata did not value much to promptness of service.
3. Tata took the responsibility of the quality of their service. On the other hand Maruti does not care.

1. Human resource cost for project staff and supporting staff (Finance, HR, Process, Quality Control/Assurance, Admin, Travel, Legal etc.)
1. Salary, perks and retirement
2. Recruitment expenses
3. Training expenses
4. Sub-Contractors Cost
5. Staff Welfare – canteen, events etc.
6. External Consultants
1. Fees to outside agencies
2. Lawyer/documentation fees
7. Entertainment
2. Product & Equipment Expenses
1. Software
2. Facility furniture
3. Communication – Data Circuit
4. Communication – Others
1. Telephone expenses (office, mobile)
2. Data cards
3. Postage and telegram
5. Depreciation of building and equipment
6. Domestic travel
1. Transportation cost (air fare, bus fare, train fare, taxi, rental car, insurance etc.)
2. Hotel cost
3. Food cost
7. Electricity
8. Facility Running Expenses – Others
1. Cleaning
2. Decoration
3. Security
4. Garbage disposal / recycling
5. Printing and Stationary
9. Marketing
1. Advertising
2. Event sponsorship
10. Overseas Travel
1. Airfare expenses
2. Visa expenses
3. Passport expenses
11. Project Expenses
12. Rent
1. Office
2. Staff accommodation
13. Repairs & Maintenance
1. Repair & maintenance of facility
2. Repair & maintenance of machinery
3. Repair & maintenance of software
14. Research and development
15. Others
1. Bank charges
2. Brokerage and commissions
3. Insurance
4. Periodicals and journals
5. Consumable
6. Exchange rate fluctuation
7. Bank interest

Amounts of above cost factors will vary according to an organization and its accounting practices. However, we must consider or explicitly rule out the above costs for benefit realization estimates.

Do you agree or would you like to add any other cost?

Advantages of blogging:

1. Barometer of knowledge - What you write demonstrates your knowledge on the subject. The more you know, the better you can write. When I am short of topics to write, I encourage myself to learn new and more stuff. Blogging enhances your thought process and helps you to be more creative. When you read, write and share, you get more ideas and your knowledge increases.
2. Opens more avenue - Blogging can help open other job, networking or business avenues because of the learning of blogging subject, demonstration of learning or just by thinking like an entrepreneur. The avenue reminds me of success stories of many famous bloggers at Technorati.
3. Gives popularity - I was amazed to see my photo on google when I searched on my name. It was made possible because of my social presence and blogging.
4. Extra source of income - Blogging cannot earn a living for most but it is still an additional source of income.

Disadvantages of blogging:

1. Time consuming – It takes too much time to write, decorate and publish even a single blog post. It takes time to maintain the website.

Overall, I recommend blogging for all round growth. Do you recommend blogging or consider that outdated? Share your thoughts via comments.

Related readings:

• Why Blog? I’ll Tell you why!
• Why blog?
• Blog on Wikipedia
• Why Do We Blog?

1. Why do people participate in first place? Keeping up friendships, networking, social pressure, find site useful where people want to contribute, altruistic nature, natural nature to donate blood, creative impulse, show off work if you are not a professional and to entertain etc.
2. Social Media is about
   1. Listening what customers are saying
   2. Talking with your customers
   3. Energizing your customers for word of mouth
   4. Supporting your customer base
   5. Embracing new ideas into product from customers
3. Other than Facebook, Twitter, Foursquare, You Tube, social media also include widgets (gadgets) for branding, RSS feeds, support forums etc.
4. Young people create a lot of content in Social Media so they overindex in Creation.
5. Social media strategy for different brand and different target group should be different. Example: YouTube in US and Daily motion in France. Tools in different countries are different but underlying strategy is the same.
6. For many brands more buzz means more sales and vice versa.
7. Shouting marketing does not work anymore. Conversation and talking with customers does.  Social Media has changed the game.
8. Ratings and reviews generate more purchases. It is another tactic for selling your product. More than 75 percent consumers depend on ratings to buy things.
9. Social media support forums saves a lot of money for call centers.
10. Crowd sourcing from customers: Creating communities to get ideas from customer such as create an ad, how to be a good banker, creating polls, not only this saves ad production cost but also help marketer understand consumer landscape.
11. Many companies use internal wiki and social network for idea exchange and strategy. This should include top management with open environment for healthy discussion.
12. Last but not the least, make sure social vendor give good analyst to monitor your social media study.

 Would you like to share some more facts? Jump in the conversation via comments below.

Current Media Buying Environment

• Online Ad inventory (placements for ad online) is more abundant and ever increasing with more sites, blogs, social networks etc. This means there are multiple buying options for a brand for buying Ad Placements.
• Options for buying Ad online:
  • Direct from Publishers
  • Ad Networks which handle inventory from multiple publishers.
  • Bid-Based exchanges through various pricing options such as cost per impression, cost per click or cost per action.
  • DSPs
  • Agency Trading Desk
  • Real Time Bidding (RTB)

  Definitions of all above can be found in Excellent detailed PPT for various kinds of Display Media Buy.

What is a DSP?

As this is a little complicated, I collected definitions through various sources to help us understand DSPs better.

• A dedicated buy-side tool that helps media buyers aggregate, bid on, and optimize display inventory across exchanges and ad networks.
• A developed technology that enables advertisers and agencies to use “real time bidding” to buy display ad space, and to optimize display ad campaigns, across multiple advertising exchanges, all in a single interface.
• Real-time bidding platforms to buy highly targeted “audiences” – buying display and video ads on the fly to reach in-market consumers right when they’re researching products or are ready to make a purchase.
• DSPs include companies who built their technology and services solely for “demand side” of the industry the agencies and advertisers.

What is the difference between DSPs and Online Ad Exchanges?

Ad exchanges and DSPs

Use of DSPs is constantly growing, but is still a small share in Overall Display Media Buying.

Percentage of DSP buy in Display Media Buy

Other Good Reads and References on DSPs

• Google Whitepaper the arrival of real time Bidding
• Will Wall Street Quants Corrupt Online Advertising?
• A quick guide to demand-side platforms
• Not Every Demand-Side Platform (DSP) Is Created Equal: What Is A True DSP?
• The Rise of DSPs

Hope the article above helps. Please share via comments.

1. Communicate the crisis and include team to solve crisis. Every team member should be aware of the crisis that project is running through and what is the impact on project. The communication should not be a threat to team rather should try to win team’s support. Team should work to collectively win.
2. Provide basic amenities to project team. Basic amenities include food, AC/Heating, seating arrangement, transportation, phone, security etc. Team should not struggle for basic amenities else they will lose focus.
3. Let team work. Supervisors should not take over team member’s task because doing so will cause
   • Team will be motivated only if team performs its task. Taking away its task will only cause de-motivation
   • Snatching work puts team and supervisor in competitive spirit rather than collaborative spirit
   • Supervisors lose oversight and that may aggravate the crisis

   Helping team member perform one’s task is ok as long as that does not become micro-management or snatching of team member’s work.

4. Keep the SMEs available or on standby. In crisis situation, SMEs may be urgently required any time. Furthermore, they may help alleviate the crisis.
5. Be available. In crisis it is best for a Project Manager to be available for any eventuality. Virtual availability is equally effective.
6. Relax some office rules such as dress code if possible.
7. Be truthful. Telling a deadline tomorrow and not reviewing first draft today is a mistake that will cost credibility.
   
8. Keep the mood cheerful. Following above points and understanding individual’s perspective and pain may keep the atmosphere light. Furthermore, communicate to team to take appropriate break to reduce burnout.
9. Appreciate the effort of those who helped project come out crisis. You may reward team appropriately as per individual’s aspiration – compensatory off, desired role, certification/higher education approval etc. However, think with a grain of salt about those who intently brought the crisis to get appreciation by working overtime.
10. Analyze what had gone wrong, capture that information in lessons learnt and try not to repeat such mistakes in future.

Display Advertising

The difference between frontend and backend data for Display is explained in Table below.

Why data aggregation is required?

1. Several times impressions are served by ADServer such as DART/ATLAS and action data on client website is captured by other vendor such as Webtrends, Omniture, Google Analytics etc. In case of Rich media the ads might be served by Pointroll or any other rich media vendor.
2. As data is collected through different vendors, it is imperative to merge it properly to make actionable insights.
3. The task is to merge frontend/backend data and segment data by Site, Placement, Creative, Geography, Day Parting etc. for Display Advertising.

How to set Digital Display Campaign for proper data integration?

1. Have you ever noticed a Display visit URL? For example when I clicked on PRWeb AD on shilpagupta4.com I noticed the following URL. Notice the parameters at the end of URL highlighted in green.
   
   http://service.prweb.com/go/psg_dcobrand_ba_q311/?utm_source=google&utm_medium=cpc&utm_campaign=psg_dcobrand_ba_q311
2. If Display AD is tagged (trafficked) properly and we click on Display AD, URL will have parameters appended to its end that will capture all the campaign information.
3. As AD appears on a website an impression tag fires, someone click on it, click tag fires and with the click tag a referring url is generated on brand website and action tag is fired which captures the referring url. Everytime a tag fires all data is stored in the database and using these parameters at the end, it is easy to find out which campaign, site, placement, creative the traffic came from and what those particular consumers did on the site.
4. So when an AD appears frontend data is stored by the frontend vendor and backend is stored in database by backend vendor and data can be easily merged using same parameters in both databases (frontend &backend).

Paid Search Campaign

The difference between frontend and backend data for Paid Search is explained in Table below.

Why data aggregation is required?

1. For Paid Search, often times the task is to merge frontend and backend and segment it by keyword, keyword type, adcopy etc.

How to set Paid Search Campaign for proper data integration?

1. Notice a Paid Search visit URL. For example when I clicked on Paid Search Geico AD on Google.com I noticed the following URL. Notice the parameters at the end of URL highlighted in green.
   http://www.geico.com/landingpage/go168.htm?soa=56543&gclid=CNe83ILI8qoCFQ865Qodn2bZMQ
2. Again, notice the referring URL parameters, URL parameters can help track specific keyword, adcopy, keyword group etc.
3. Similar to Display Advertising, when a Paid Search AD appears frontend data is stored by the frontend vendor (engines such as Google, Bing etc.) and backend is stored in database by backend vendor and data can be easily merged using same parameters in both databases (frontend and backend).

In sum, make sure all your campaigns are tagged properly in order to produce complete data and make actionable insights.

Do you agree? Do you know of better method or above is a standard procedure for your brand as well? Please share your thoughts via comments below.

1. Stage 1 – Life sucks
2. Stage 2 – My life sucks [other(s) is/are better than me]
3. Stage 3 – I am great [you are not]
4. Stage 4 – We are great [others are not]
5. Stage 5 – We have to be better than ourselves

In this context, a tribe is a group of 5 to 50 people that works to achieve something. A bigger group comprises of tribe of tribes. People may be aligned or isolated and depending upon that achieves more or none. A person can move from one stage to the other in succession only without skipping any step. A person in Stage 1 is destructive while a person at Stage 5 is very constructive and his team can achieve the miraculous feet.

Stage 1 (Life sucks)

Type of people in this stage

• There are very few people in society who belong to this category. If you regularly read developmental blogs such as this then you very unlikely belong to this stage.
• These are the people who have been so much abused that they have lost all hopes. To them, everything they do is fair.
• These people destroy themselves or others with no remorse.
• People who are completely isolated from all good things in life may fall in this category. These people fall below “Love/belonging region” in Maslow’s Hierarchy of Needs.

Life of the stage

• This stage is highly unstable. People at this stage either get killed or see a ray of hope and move to Stage 2 (My life sucks but there are happy people).
• I believe many a times, we stay in Stage 1 for a very short period of time and we don’t even realize.

Stage 2 (My life sucks)

Type of people in this stage

• These are the people who believe that they are not getting what they should get.
• These are the people who generally have to work with Stage 3 people.

Life of the stage

• They either try hard to get into Stage 3 (I am great) or get pulled into depression/rage in Stage 1.
• A person can stay in Stage 2 and Stage 3 for a very long time (sometimes even lifetime).

Stage 3 (I am great)

Type of people in this stage

• They consider others “not great” and thus treat them like that.
• These are the people who are experts or consider themselves to be expert. These people can be scholar, noble laureate or very successful as individual but they are very tough to work with.
• They tend to organize their time very religiously because they believe that others are not smart and they have to work extra because of others.

Life of the stage

• People who work with this stage people are generally sucked into Stage 2 (My life sucks [because of you]).
• A person can stay in Stage 2 and Stage 3 for a very long time (sometimes even lifetime).

Stage 4 (We are great)

Type of people in this stage

• Once a person elevates from “I am great” to “we are great” then that person can inspire. A group can achieve more than an individual can so these individuals are high achievers.
• Leaders in such tribe do not snatch team’s achievement but takes moral responsibility for any team effort gone bad.
• A leader of such a tribe can manage time very well because now the whole team works with almost zero supervision.
• A group in this stage is very satisfied and people proudly show belongingness to the group.

Life of the stage

• Motivation of the whole team is to stay ahead of the competition. With change in dynamics of competition, the group can rise to Stage 5 or drop to Stage 3.
• The group is dependent upon values and beliefs and less upon the leader.
• This stage is very dynamic and leader must push the group to surges of Stage 5 frequently.

Stage 5 (We have to do better than ourselves)

Type of people in this stage

• People in this category are at the top of Maslow’s Hierarchy of Needs. This group can achieve the most.
• They are driven by the desire to perform for their own satisfaction. They want to be better than before and want to bring radical changes.

Life of the stage

• This stage is very unstable because sooner or later competition and commercialization kicks in and people have to fall back to Stage 4.
• A leader needs to bring surges of Stage 5 to maintain people at Stage 4 and Stage 5.
• The group can rapidly degrade to lower stages with the change of leadership.

I have seen groups at Stage 4. Working at such stages is very satisfying and people give up their personal assets (time, money, job titles) to work in such groups. Overall, Tribal Leadership is an eye opener.

Which Stage is your project team in? Are you breeding lower stages individuals who are bringing down people from their higher stages? Do other groups play a role in changing stages of your team?

Hurricane Irene 2011. Click to see higher resolution image

1. A common event can bring together people – Have you noticed that now people have a common topic to talk about. Everyone is preparing for the same thing – what if the worst happens, let’s arrange supplies, seal windows, plan for evacuation etc. Same situation happens when a common event happens in office for example project party, external audit, fire drill or even bad boss. A common event can be a good team building tool.
2. Fear of worst is worse than the worst – Irene is undoubtedly a big storm (~500 miles in tropical storm diameter and moving slowly ~10 mph), however, it is going to stay for only 24 hours in any area. People are piling up supplies for over a week. Yesterday, our local Walmart Store had run out of all sorts of drinking water viz. regular, sparkle, children water and even flavored water. There were queues on the register so long that a customer would take over an hour to check out. I expect that there will be a long queue at customer service on the coming week to return the extra merchandise that people have brought. Sometimes, we plan frantically in our projects just by the fear.
3. Planning for disaster before-hand is better than at the last moment – There may be a plan for hurricane, earth quake or other disasters but the plan is hardly reviewed until disaster is at the door step. Many a times, late expenses are costlier than prior preparation. For example spending on safety checks (prior preparation) is cheaper than spending million dollars in law suits because of accidents (late expenses). We know disaster strikes, when, no one knows.
4. Disaster management plan can be impractical – Corporations in New Jersey/New York are preparing for disaster management. Companies are setting up alternative sites for human resources to work if an office premise is rendered useless. However, will employees leave their home to work if they have to choose between work and family? Sometimes, disaster management plan can be impractical.

If you are in the path of Irene, how are you planning? How does your project plan or react during a disaster? Would you like to share your experience about any disastrous situation?