I’ve been going around and around again with AT&T to get internet service installed in my new, renovated home. The issue for the delay is clear to me. I’m not referring to Hurricane Sally, which has delayed organizations from providing critical services to the community. Instead, I’m referring to a “silo mentality,” perhaps, with a dash of incompetence.
I’m not going to address “incompetence.” Instead, I want to focus on the silo mentality. Specifically, the silo mentality screams, “it’s not my job.” It’s not my job to schedule appointments. It’s not my job to let you know that we aren’t showing up and have rescheduled you. It’s not my job to go into the attic. It’s not my job to come into the home. It’s not my job. It’s not my job. IT’S NOT MY JOB! I do this, and this is all I do in my silo—end of story.
Every member of an organization has an opportunity and obligation to contribute to the customer’s experience with the brand. However, a silo mentality suppresses each member’s opportunity to create a positive experience. In practice, it more often will lead to a negative experience. Creating a positive experience is a critically important job of marketing; therefore, marketing is everyone’s job!
Contrast AT&T with GoDaddy. You speak with a GoDaddy representative, and s/he has the responsibility and authority to serve the customer. One call, one rep, and a resolution to the customer’s issue. The GoDaddy rep is empowered to make decisions and take action to serve the customer. The rep does not need to transfer the customer to other parts of the organization—silos. Moreover, when you call GoDaddy, you are speaking with a decision-maker. Namely, you are dealing with someone who can say, “YES.”
Whose job is marketing? It’s everyone’s job! However, to achieve it you need to replace a silo mentality with a customer experience thinking.
Take your marketing to the next level—create a positive customer experience. Read AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. Learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors
Stay SAFE, and be well.
Peace and best wishes,