Time: The New Currency

Since the late 1950s, the history of branch banking in America has been all about being in the midst of the population. No bank could survive without being accessible in a timely fashion. Convenience became one of the prime factors for locating a branch. The focus was to reduce the time it takes to get from point A to the branch. If it was by car, banks planned around the flow of traffic. If it was a pedestrian environment, banks planned the location along the path. This was all about convenience of doing business with the bank and to ensure that the customer did not have to go out of the way. If a bank was in the path, it made sense for a customer to bank there—it was about how to better save time.

Enter technology. Now, being in the path of customers meant being readily accessible in their hands. Most transactions are performed—not in person—but online and through mobile devices. Technology quickly became the ultimate time saver. This opened the question, ‘”Where do you locate now and what should the branch become?”

The best way to address this question is to change the framework of the question. Before it was about doing something for the customer they could not do on their own, now banking needs to refocus away from saving customers time to creating places where time is well spent. The only way to do this is by going beyond services that are tailored towards doing for the customer to creating things to do with the customer. Stage an engagement that is memorable and sharable that the customer does within the branch.

Here’s the idea. Take some ‘thing’ that is usually used at a bank and create some activity around that thing. This is called “Ing the Thing”, a principle in the Experience Economy. Take a normal action of a thing and create an engaging activity around it that people come to do or watch others do. Now, exaggerate the idea to make it a spectacle.

Look at the classic piggy bank. The piggy bank is a great ‘thing’ to ‘ing’. First, make it really oversized. Now, stage an activity around the oversized piggy bank that generates interest. Maybe it squeals when people put coins in it. It becomes a photo-worthy opportunity for your visitors and becomes a great fund-raiser. “The Piggy Bank That Is Saving….” Use whatever best applies. Saving—the action word—now takes on a new meaning and purpose.

 

Cracking the Safe.

Any object or thing can be a source of an experience if you take the action related to it and leverage it as the activity. Now the branch becomes a stage for an experience and a place to engage customers and make memories. Then you change from time well saved into time well spent.

 

Need help ‘Inging the Thing’ send me an email and let’s see what we can do together.

 

Signature Moments

Have you ever wondered if there was something more you could do to extend your brand or message? Well, there is.

One opportunity that is usually overlooked is at the point of when your customers are exiting your business. Add a signature moment that adds that little punch to the engagement. As a Visual Translator, I find that taking photos of attendees at the wall acting as if they are doing the work, is a great piece of memorabilia and a signature moment for them. It also gives me another chance to communicate my brand and my work through various channels the attendee wishes to use. It’s both branding and a signature moment.

Take a look at your business. When is there an opportunity to add that moment outside of the normal business transaction? Now fill it with something that is uniquely you.

Attracting Customers Is Not Enough

generic-5es

In the Experience Economy, the authors use a flow process. Over the years of working with them, assisting clients with customer and employee journey maps, I realized that the first stage of most journeys begin with “Attracting”.

Attracting is good, yet the idea of attracting merely means you want them to notice you and nothing more. This term creates no call to action. Because of that and that I tend to never let an idea go, I rethought the whole initial process and change the beginning from Attracting to Enticing.

Look at an experience or business you have. Are you merely trying to attract attention or is it that you want people to enter your business? Me, I want to entice people inside. I want them to engage not merely notice. Enticing truly means you are actively generating interest that is sparking curiosity in the mind of your prospect in hopes to make them your customer.

If you would like to learn more or remap your customer journey, let’s chat.

Guided Change

I have written, tweeted and even presented a fair amount about change. Change in personal, business and organization environments. The one thing I have not shared is that desired change is guided.

change

Many speak about change as if it was a package you can just pull from the shelves, It’s not. Proper change is a guiding process which requires outside supporter, experts and journey guides. No desired change happens in a vacuum, we all need someone else to guide us along the path, because each of us travels at a different rate and course. There is no one single plan that can work for everyone.

Over the past many years I have worked with some powerful teams help clients with change. In every interaction, the clients that were the most successful had a clear picture of what change would look like and feel like. By creating what they wanted to become and mapping it out, could individuals, teams or whole organizations understand the path that they needed to take and the obstacles to overcome. Most importantly, they knew they had a guide to help them when they faltered or got off course.

Take as an example of personal hardship and eating disorders. a young woman who had fallen into a ritual of poor eating to fit in with the crowd. When she finally realized, after great pain and medical issues, that she needed to change, she found a guide coach who could help her change, not change her. Soon she was on the road to who she wanted to become, and not what others wanted her to be. Read her story here and see how she is now helping guide others along the path she once traversed. The Unpolished Journey.

The second thing I have rarely shared about change is that it is never over. Change is ever evolving as time passes and events unfold around the change that is happening. With change, you can only describe what you believe you wish to become, map the path and begin the journey. Change is not a destination, but truly a journey where new ideas and revelations are revealed that may take you even further. As with Morgan Blair, founder of The Unpolished Journey, her journey of change rippled out around her, changed her from traveller to guide.

Now let’s take an organization who needs and wants to change. Healthcare organizations are being forced to change. These organizations are being directed from external forces. This method of change is not good nor will they control their outcomes. This is a spiral down and not a journey forward. Companies like Starizon are gathering people to help make change a positive path. Even the team members that help the transformation are called Guides and the client as explorers. In change, we explore options and possibilities and our guides help us, never lead or dictate the paths taken.

Change is transformation. We move from one state of being to another. Transformation is the journey we take to self discovery and change. Just as illustrated below, change is only possible in the future state, the past is unchangeable. In order to cross the gap of change, We need to redefine our purpose of why, map the process of ‘How’ to achieve ‘What’ we want to become.

Change Deltasm

To learn more or chat about how mapping your bridge to the future, just contact me when you decide that you want to take control of your own change.