The Power of Outside In

During a recent strategy & planning meeting with the senior team in a rapidly growing client company, a question arose relative to something that was on the company’s website. We took time to have a look. What we found was not encouraging.

Admittedly, we went down a bit of a “rabbit hole,” spending far more time drilling down into the website than the agenda called for. But with good reason. Seems the closer we looked, the more questions arose. So, just who is minding the website store? No one on the senior team, it would appear.

Newer offerings and recent technology investments were not mentioned. Team members no longer with the organization still appeared under the “About Us” tab. You get the picture.

While it is common knowledge that a website is open to the cyber world, all day, every day, what is less clear is how this will be maintained and kept up to date so that any change in products, personnel, location, contact information, etc. is reflected on the site.

In retail, it is common for leaders to engage “secret shoppers” who pose as customers and then report back to management about their experience. While their feedback can, at times, be difficult to hear, it is nevertheless needed. This information forms the foundation for continuous improvement and is often the first step toward a better customer experience.

When was the last time your senior team conducted an “external communications audit"? That is, a systematic review of how you look to the outside world. Are your brand standards clearly marked and maintained? Do you communicate in a way that creates the kind of positive impression you want to make? And most importantly, who “owns” the responsibility for external communications? (Not to mention, internal communications — an important subject for a future column). Is it a function of the IT department? The marketing department (which for many is an extension of the sales team)? The senior team? One thing is for sure. This function is far too important to leave as an ad hoc activity.

Oh, and while we’re on the subject, when is the last time you called your office? Try it with your senior team. Write out 2-3 questions or pieces of information you’d like to gather. Then dial the phone and see what you get. Caution: This exercise is not for the faint of heart.

Find out how this and other agenda items can bring your senior team closer together and increase their effectiveness. Contact me at joe@ajstrategy.com. Or visit my website at ajstrategy.com.