“Disruptive Innovation Made Easy” by Paul Michelman (Harvard Business Review, 7 June 2012). Since launching my work-streamy Chief Alchemist website (http://ChiefAlchemist.com) I’ve tried to reserve Alchemy United for more “original” proactive content, and less in-response-to content. This post actually started on CA but as it developed I decided its thoughts qualify as Alchemy United material. I hope you agree.
This is the comment I left on HBR:
“Each industry has practices that drive customers crazy,” write the authors of Smart Customers, Stupid Companies. Take technology providers’ technical support, with its long hold times “hopelessly complex interactions.” Is there something companies in your industry do that’s just as stupid? “Identify these types of practices, and wipe them out.”
With a fair amount of certainty I believe I can say we’re all in favor of innovation. With that being said, it’s still no substitute for good old fashion execution. Execution that meets Guest (aka customer) expectations. Forget “wow”, today I’m just shooting for “thanks, that’s great.”
Let me give you a perfect example. A couple days ago I was on the deals site Slick Deals (http://SlickDeals.net) and spotted a product at a particularly great price from Adorama (http://Adorama.com). For those who don’t know, Adorama is a well established retailer of (mostly) camera gear. I was so impressed with the price that I ordered ten—shipping was free.
In the end, they only shipped me one (out of ten) and for some reason they charged me for shipping. Other than the traditional “your order has shipped” email I received no out of the ordinary communications from Adorama with regards to my order. This morning I returned to the SlickDeals thread to find I wasn’t the only one who was short shipped as well as mistakenly charged. The short shipping is acceptable. Adorama elected to make more people (probably) less happy. I’m not selfish, I understand. (Note: Some others might not be so kind.)
On the other hand, clearly Adorma knows about the shipping charge glitch, or should know. My (read: everyone’s) expectation is simple…if you want me to want you, don’t make me take time to ask for something that you (the brand) should be proactive to acknowledge and provide. Surely HBR is not suggesting that such things require innovation? Would anyone like to bet that this was not the first time Adorama encountered an exception in their process? Yet, there’s nothing in place to catch that exception and resolve it? Really?
To top is off, I did notice that Adorama had taken liberties to start including me in their email blasts. Again, unacceptable. How about a “You should have received your order by now. Is everything alright? Is there something we can help you with?…” email first? I mention this because my company did just that when I owned a small (seven figures in revenue) e-comm company. Every new customer got a follow up a day or two after they received their order. Note: That was something we did ten-plus years ago.
My point is, when business common sense is being passed off as innovative then we are all in a lot of trouble. Customers aren’t patting themselves on the back for clicking the Order Now button, or dialing a number on their smart phone. I think it’s time companies stop glorifying themselves about ideas and “innovations” that in 2012 should be as ubiquitous as air.