Costumes and Crowds: Surviving Cologne’s Carnival Commute

Recently, I traveled via Cologne’s central train station. I forgot to calculate that November 11 is a special day in Cologne. And whether you like carnival or not, it will be memorable. I had to catch my connection train, but everything was different this November 11 evening.

Thousands of people were in this train station, and almost everyone was in a costume. Squeezed between hundreds of people on a platform, waiting for a train, it felt like I was the only sober person there. This is what chaos must feel like. So many people laugh, argue, fight, sing, hug, celebrate, and have fun. There was a band about 10m away on the platform, tirelessly performing in the middle of the crowd. Right next to me was a person sleeping on the ground dressed like a bee. Right next to this sleeping bee, a puking princess and a pirate arguing with heavy gestures with Robin Hood. And people everywhere. I wasn’t aware that so many people could fit on a single train platform; bizarre and impressive at the same time.

The situation became even more traumatic when the announcement was made that the train would arrive at a different platform. Then, the entire crowd got active and moved. But there was no real space to move, but somehow, everyone found their way nonetheless, running, pushing, cursing.

Most of the trains had been delayed since the trains had been heavily overloaded, and drunk people tried to squeeze in or hold the door open for a friend. The trains had been so packed you could not move nor fall in any direction. This is how a fish in a can might feel if still alive. On the plus side, you meet many people and get involved in funny conversations. Here and there, an elbow in your stomach if the person next to you tries to move. This was socializing at its best. I made many new friends, even if I will not meet those people again or might even recognize them without a costume. Interestingly, it was horrible and annoying and fun at the same time.

However, from a quality management perspective, the train station management was prepared for this event. Security guards were on the stairs and the platforms and at the most critical bottleneck points. At first, I thought those yellow high-visibility vests were just a common workaround if you forgot your costume, but those people had been placed there for a reason. They tried to regulate and control the constant flow of drunk people. They stopped people from entering an already overcrowded platform. They tried to get the train doors free from people so that they could close. They ensured nobody was too close to the platform’s edge when a train arrived or departed.

This means there was a process in place for precisely this kind of event. And that’s good! The process had been initiated, and the security guards appeared in the right places. But now, it was observable that those guards did their jobs differently. Some ran around screaming angrily, yelling at people if they didn’t follow their instructions. Others had difficulty getting heard, and it appeared they had given up and just stood there. Again, others did their best but didn’t find a way to influence the crowd. As a result, the customer experience went down. Consider the people on the platforms to be railway customers. Nobody likes to be yelled at or treated without respect, not even the Prince of Persia or Bumble Bee, nor that nun with the strange face tattoo. Other security guards acted in an assertive but understanding, friendly, humorous, and funny way. But probably not because they had been told so, but because it was their way of doing things anyway.

What does this mean? There was a process in place, but it probably wasn’t detailed or precise enough so that the players in that process knew how to execute it. In addition, they were not enabled to perform the process either. It appeared like: “Here is a yellow vest. Show up at this place and ensure nobody gets hurt or delays a train.” But how to do that wasn’t specified, nor were the people enabled to define the ‘how’ themselves.

As a result, the process didn’t work as expected. It failed in significant parts. Sometimes, good intentions, a good start, and a good idea aren’t enough if the implementation has flaws and fails.

And isn’t that the case in many companies? There are processes in place, but people either are unaware of them, essential pieces are missing, people are not enabled or empowered, or the organization is not mature enough to execute the processes. The good intentions got halfway stuck here.

Hence, if you do quality, do it right. There is no half-assing when it comes to quality.

The Importance of Listening to the Voice of the Customer

One mantra remains true in today’s fast-paced and increasingly competitive business environment: the customer is king. Understanding the customer’s needs is the cornerstone of success, and many companies need to embrace this lesson fully. The “Voice of the Customer” is underrated and underutilized, and companies should prioritize listening to their customers.

First and foremost, listening to the Voice of the Customer is essential for gaining valuable insights into your customer base. Knowing what products they need, what features are most important to them, and why they have chosen you over competitors, and vice versa, gives invaluable insight that can be used to refine product offerings further.

You can have an extraordinary product, but it doesn’t matter if your customer’s needs are elsewhere. So better understand your customers before spending money and effort on something they don’t need or want.

Let’s consider “The Voice of the Customer” as the first stage.

Stage 1 – “The Voice of the Customer”

The initial step is actively listening to what customers are saying. This is the pure, unfiltered voice of the customer, expressing their desires and needs in their own words.

Steps to understand the Voice of the Customer:

  1. Collect Information: Begin by gathering feedback, reviews, and comments from various channels. Social media, surveys, direct interviews, or online platforms can be excellent sources.
  2. Analyze It: Examine the information collected to identify patterns and commonalities. This is where you uncover what the customer truly wants from your product or service.
  3. Act Quickly: Responding to customer needs promptly is vital. Implement the necessary changes or enhancements to address the identified concerns.
  4. Keep an Eye on the Results: Continuously monitor the outcomes of the actions taken. Are customers satisfied? Is there more to be done? Keeping a close watch ensures ongoing alignment with customer needs.

Stage 2 – “The Actions of the Customer”

Listening is essential, but observing how customers use your product provides a richer understanding. Sometimes, customer descriptions can be vague or fuzzy, but their actions will always tell the truth.

The Importance of Listening to the Voice of the Customer - Illustration - two people talking

Understanding customer behavior by observing their interaction with the product helps fine-tune the offering. Are they unexpectedly using the product? Is there something that could be enhanced to improve their experience? Observations translate to insights and can drive innovation in surprising ways.

Conclusion: Customers First

You can have the best and most innovative products, but if the customers will not or cannot use them, it all doesn’t matter. Tuning in to the customer’s voice and actions helps align products or services with what the market genuinely needs.

In the era of technological marvels, remembering the core principle of ‘Customers First’ is essential. It’s not just about listening; it’s about understanding, observing, acting, and continuously evolving, with the customer at the center of it all.

By adopting these practices, companies ensure that they are not just meeting customer expectations but exceeding them. A satisfied customer is not only loyal but becomes an advocate for the brand. That’s the real power of putting the customer first and letting their voice guide the way.

Customer Satisfaction: A Recipe for Success

Customer satisfaction is the cornerstone of a thriving business. Happy customers become loyal advocates and contribute to a positive brand reputation and sustainable growth. In today’s competitive landscape, businesses must prioritize customer satisfaction to stay ahead. In this blog post, we’ll explore a high-level step-by-step method—a recipe—for achieving customer satisfaction. By following these key ingredients, businesses can cultivate a customer-centric approach and foster long-term success.

What is Customer Satisfaction?

First, let’s agree on the term itself. How would you define Customer Satisfaction? Let me give it a try:

Customer satisfaction refers to measuring and evaluating a customer’s perception of their experience with a product, service, or brand. It is a subjective assessment based on the customer’s expectations and the actual performance or delivery of the offering. Customer satisfaction reflects the extent to which an organization meets or exceeds a customer’s needs, wants, and desires.

Customer Satisfaction illustration - happy customer

It encompasses various factors such as product quality, service excellence, timely delivery, effective communication, responsiveness to customer inquiries or complaints, and overall customer experience. Customer satisfaction is a critical metric for businesses as it directly influences customer loyalty, repeat purchases, brand reputation, and, ultimately, the organization’s long-term success.

Customer satisfaction can be measured through surveys, feedback forms, online reviews, ratings, and other methods that capture customer sentiment. It provides valuable insights into customer preferences and areas for improvement, and helps organizations identify strategies to enhance customer experiences and build lasting relationships.

So far, so good, so what is the Problem then?

Well, there are a couple of hurdles to overcome:

  • First, it is subjective, based on expectations, assumptions, and many other factors influencing the customer.
  • Then there is the difficulty of getting to know if a customer is satisfied or not. Not every customer is communicating that.
  • Then, even if the dissatisfaction is communicated, companies often misunderstand certain aspects of the feedback simply because of how it is communicated.
  • And many companies are struggling with following up on that feedback or putting it into action.

As a result, many businesses struggle with declining customer satisfaction, resulting in reduced customer loyalty, negative reviews, and missed growth opportunities. Customer expectations constantly evolve, and meeting and exceeding them can be complex. Without a systematic approach, businesses risk losing valuable customers to competitors. It is crucial to address these issues head-on and invest in strategies that enhance customer satisfaction.

A Recipe for Customer Satisfaction

So let me walk you through a simple step-by-step recipe on how to approach that topic of Customer Satisfaction.

Step 1: Carefully review existing customer feedback.

To begin, take a deep dive into the feedback you already have from your existing customers. Usually, you have got some feedback already. Analyze their comments, suggestions, and complaints to gain insights into their satisfaction levels and identify areas for improvement. Pay close attention to recurring themes or patterns that emerge, as these can highlight critical areas to address.

Step 2: Ask the right survey questions.

Crafting well-designed survey questions is paramount to gathering relevant and meaningful data. Ensure your questions are clear, concise, and tailored to address specific aspects of your business and your customers. Ask about their overall experience, specific product features, customer support interactions, and other relevant factors contributing to their satisfaction.

Step 3: Obtain rich, reliable, representative data.

Collecting robust and representative data is crucial for accurate analysis and decision-making. Employ various methods such as online surveys, focus groups, and customer interviews to obtain diverse perspectives. Strive for a balanced representation of your customer base to ensure your findings are comprehensive and actionable.

Step 4: Identify your product satisfaction drivers.

Pinpointing the factors that drive customer satisfaction is critical. And they can be different for different companies. Analyze the collected data to identify the product features, service elements, or other variables that significantly impact customer satisfaction with your business. This understanding will help you prioritize your efforts and allocate resources effectively.

Step 5: Use customer insights to drive decision-making.

Customer insights derived from feedback and data analysis should guide your decision-making processes. Leverage these insights to make informed choices that positively impact customer satisfaction. Let customer insights be your compass, whether it’s enhancing product offerings, streamlining customer support processes, or improving overall customer experience.

Step 6: Close the loop.

Closing the loop is about taking action on customer feedback and providing timely responses. Acknowledge and address customer concerns promptly, demonstrating that their feedback is valued and taken seriously. Engage in proactive communication and ensure customers feel heard and appreciated throughout their journey.

Step 7: Refine & Repeat.

Achieving sustainable customer satisfaction is an ongoing endeavor. Continuously refine your strategies based on feedback and results. Analyze the impact of your efforts, identify areas for improvement, and repeat the steps iteratively. This cyclical process ensures that you constantly adapt and evolve to meet evolving customer expectations.

Let’s summarize this Customer Satisfaction overview.

Customer satisfaction is the foundation of business success. By following this recipe for customer satisfaction, businesses can build stronger customer relationships and create positive experiences. Businesses can achieve long-term customer satisfaction and drive sustainable growth by carefully reviewing customer feedback, asking the right survey questions, obtaining reliable data, identifying satisfaction drivers, leveraging customer insights, closing the loop, and continuously refining their strategies. Embrace this recipe, and let customer satisfaction become the secret ingredient to your business’s success.