Article – Looking on the bright side

What can we do to jumpstart the economy?

Why do we need to redefine what a customer means?

How can we make our company exceptional?

Read my latest interview below:

http://www.galwayindependent.com/business/business/looking-on-the-bright-side-2010/

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Business Growth Tip

Build friendships, not customer relationships for business survival.

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Motivational Seminar in Galway for jobseekers and entrepreneurs

It is fantastic after an excellent five conference tour of Iran to be addressing an audience in my home city:

http://www.galwayindependent.com/business/business/free-seminar-for-jobseekers-and-entrepreneurs/

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Complaints – a unique business opportunity

Complaints represent a unique opportunity to strengthen your relationship with your customers! The fact is that most people don’t expect complaints to be handled well, so when you train your team to detonate this potential time bomb at base, you exceed immediately your customers expectations. This helps builds the relationships and moves the relationship closer to a friendship one which is more sustainable in the long term.
Remember customers leave, friends dont.
Of course, there is a right and wrong way of dealing with complaints – here is an example of the worng way!
SHOES WITHOUT SOLE!
Some time back I purchased a pair of shoes. Two days later the shoes were making their debut in the auspicious surroundings of the Grimaldi Forum in Monaco. Just before I entered the conference room the sole of one shoe detached itself. Thankfully I was happy to remove my shoes, turn the crisis into a comedy and address the audience in my socks!
When I got home I revisited the shop where the shoes had been purchased, approached the customer service staff and explained the situation.
After reviewing the shoes and the receipt, she indicated that she would have to speak with the manager!!
I was left standing at the top of a growing queue while she discussed my case with her superior before eventually refunding the price of the shoes!
There was only one acceptable way of dealing with this situation: a sincere apology followed by a refund on the spot. Nobody needs a further cross-examination or an induced feeling of guilt as your case is thrashed out in front of other customers.
I greatly admire companies who choose to take the rap over seemingly unreasonable complaints. Their research has shown that this response positively affects their bottom line.

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Raise your game!

Raise your game to meet your customers needs and improve customer retention by:
- Managing all contact points

- Soliciting and solving complaints

- Guaranteeing your service

- Thinking and doing differently

- Leveraging the power of the team

Capture your customers imagination by:
- Knowing your business and your message

- Packaging that message: make it an experience

- Telling stories

- Being brief

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When will the media learn?

“Double the pain on way…..four draconian budgets….savage cutbacks…” – just a few nuggets from a Daily newspaper.

These headlines and the past few years of non stop doom and gloom coming from our papers, radio and tv have brainwashed our people to believe we are in dire straits.

Many of us know people who are very well off and have now decided to “close up shop” curtail all spending because armageddon is on the way…apparently!

Business colleagues of mine tell me that people have stopped spending due to their concern over a potential death “by a thousand cuts.”

A few interesting statistics:

There are aproximately two and a half million in the tax net.
Lets put the bank bailout at 50bn euro – that works out at approx 20,000 euro per taxpayer.
As this debt tends to be rolled on, the important figure to focus on is the interest on servicing this debt say approx 5%.
This amounts to 1000 per taxpayer or 20 a week.

Is this the media’s version of end game?

If this figure was put on the front page of all the papers would this elicit the current response?

In an era where there is a vacuum in political and spiritual leadership, we need the media to fill this vacuum with balanced views – maybe even a slant towards positivity – not being misguided agents of doom and gloom.

Note: I am not or don’t ever want to be an economist!

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A letter to our Taoiseach

I guess the Leno video was the final straw  most definitely a call for action.

The current crisis that has engulfed our very talented nation requires strong leadership.

Though it may require you to move outside your comfort zone, ongoing communication with the people of this country is a necessary and essential strategy.
Speaking in the Dail – though useful, isnt the only approach.

I recommend that for the duration of this Government that a State of the Nation Address happens monthly on a chosen day just after the nine o clock news. In this time period, the various pressing issues are addressed, the actions that are being taken are highlighted and indeed advice is sought from the public through forums etc so that they recognise they too have a part to play in the process.

As you are probably aware Einstein once said you cannot solve problems with the thinking that created them. Honouring this wisdom, I believe you need to look outside the current cabinet and your advisors to help get this country up and running again. I recommend you invite ten of Irelands best business minds or more to sit with you on a monthly basis and plot a potential recovery strategy. This group will also help in creating a compelling vision for this country  one that will inspire confidence and trust in the journey ahead.
As an aside, I am concerned about the focus on “the smart economy” in isolation. Based on a cocktail of gut and logic, I believe other economies will get smarter. However I believe we are not leveraging our main competitive advantage which is our friendliness. The whole world knows that the Irish are probably the friendliest in the world so how can this unique competitive advantage be leveraged more? Attacking growth markets like learning English abroad; developing new innovative business/tourism products around that theme, setting new standards in tourism that ensures that all visitors receive a truly authentic Irish experience…may be the way ahead.

Taoiseach, I know you understand the power of leveraging the talent in every community. With this in mind, I believe the unemployed should be used to harvest all the good ideas that exist in our communities from the schools to the different societies and groups. The farms may be just a better starting point for transformative ideas than Farmleigh.
Just a quick piece of research to point us in the right direction.

In 2006, Columbia University tracked the major break through companies in the US. They found that 88% of the companies were the result of exceptional execution of an ordinary idea  12% were considered new inventions/innovations. Consequently we need to look for incremental improvements right across the board, not just wait for that rare golden apple to fall off the tree.
Of course, the construction industry was hit very hard in the past few years  can the unemployed resources from this sector not be redeployed to rebuild our communities, make them green and more marketable for the future.
(Note I am obviously suggesting that the unemployed work for their jobseekers allowance.)

Let’s get Ireland working as a team again and allow those outside the establishment to shine a light of hope and inspiration for the future.

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Ireland’s Competitive Advantage?

The question is what is Ireland’s competitive advantage?

Without doubt, it is our people – more specifically the friendliness of our people.

If you ask anyone around the world what comes to mind when they thing of Ireland, the answers are in the main very consistent. Number 1- the friendliness of the people. After this probably Green down the line Guinness and Riverdance!
These findings though unscientific have huge implications for Irish policy into the future.

In the current attention deficit society it is difficult to get your message across. ( Thousands of messages are crossing our consciousness in a day.)

Indeed it is difficult to differentiate yourself from the rest not so in Ireland’s case because we have a very powerful unique selling point. Nowhere in the world will you meet friendlier people.

Note: People can become smarter in other parts of the world but may not be as easy to become friendlier!

So how can we exploit this?

1. Ensure that we deliver an authentic Irish experience for tourists.
2. Target growth industries like teaching English as a foreign language where students can learn the language and enjoy the warmth and friendliness of the host country as the same time.
3. Think laterally the most highly paid intelligence in the world is interpersonal intelligence  the ability to relate to others. To an Irish person this comes naturally. Are there training/ tourism products that can be built around these? Obviously we need more than Kissing the Blarney stone.
4. Customer service centres a complete fit with the friendly Irish.
5. Green  well the green economy works well!
6. Ask our people what do they think in every community around the country.

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Package that experience

“Experience is the brand.” C.K. Prahalad
To stand out from the crowd and catch (and hold) your customer’s over-stimulated attention you have to attach a memorable experience to your product or service.
Adidas stores provide running tracks where people can have a real experience of the shoes before buying them. Their 3000 sq ft signature store in Beijing pushes the brand boundaries and is the first to pioneer fully integrated sports and lifestyle solutions via experiential options like different virtual features centred around the core skills which will help upskill customers in their favourite disciplines,. The store also features a wide menu of services targeted at providing an holistic platform for sports and sport lifestyle such as professional running clinics, in-house fitness coaches, style advisors etc.
Being comparable to the rest doesn’t register in the customer’s memory in today’s busy, noisy and demanding world.
As a motivational speaker my own training style acknowledges the fact that we are living in an Attention Deficit Society and that the average listening span is approximately 15 minutes. So, in any presentation that lasts for 60 minutes I will engage the audience in various exercises at least 4 times. I would also ensure that everyone was getting the full experience by using different styles of presentation: visual, auditory and kinaesthetic.
Remember people buy into and remember emotion, but are rarely moved by cold facts.

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THE BREATH OF POSSIBILITY

“I had asthma from a very young age. I was often caught for breath and had to stay in bed because I did not have enough air to physically move. By the time I was in my early twenties I was on high doses of medication to control the asthma.
In 1997, I graduated from Trinity College Dublin and started work.
I stumbled across an article about a Russian doctor, Konstantin Buteyko, who claimed to know and reverse the cause of asthma. Upon further enquiry, I contacted people in Australia and learned more about the technique. Logically it made sound sense – breathe through your nose and keep your breathing quiet. Simple as it seems, Buteyko discovered that the cause of asthma is over breathing. By using his methods, my asthma improved dramatically!
When I was a full two years symptom and medication free and still in the same job, I realised that I wasn’t happy. Something was missing from my life and an emptiness or hollowness prevailed. Driving to my hometown, the thought struck me that asthmatics should be made aware of correct breathing and other lifestyle factors. There was no doubt that it worked. I was living proof!
That weekend was a momentous one for me. It felt as though a weight had been lifted from me and even though I had not thought about the intricacies of starting a business, I had an overwhelming comfort that everything was going to be all right. I contacted the Buteyko clinic of Moscow and by 2002 had completed my training.
As I think back, I can see that if I had given starting a business much thought AsthmaCare would not exist! I was entering an area that was traditionally the domain of doctors and the pharmaceutical industry. I was also aware that some people around me thought I was mad. However, the overwhelming feeling that I experienced that weekend – that I was not going to fail – became the driving force behind my work.
I am now one of a few people who can say that they love their job. I apply myself to it effortlessly. In the past six years, I have written several books including the best seller Asthma Free Naturally. Thousands of asthma patients have attended my clinics and AsthmaCare is now taught in seven countries. There is no stress in this, nor is there much effort.”
(Excerpt Basics before Buzz.)
Patrick McKeown has just launched a new book:
Anxiety Free: stop worrying and quieten your mind
(includes free relaxation CD)
Priced 14 Euro approx
Author Patrick McKeown
ISBN-10: 0954599640
240 pages

Available Easons and www.amazon.co.uk

www.asthmacare.ie

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