Trademark


A trademark is a brand that has been given exclusive legal protection for both the brand name and the pictorial design. People are often impressed by certain brand names, even though they say they know there is no difference between brands in a given product category. For example, when someone who says that all aspirin is alike asks for an aspirin, put two bottles in front of him—one with Excedrin label and one labeled with an unknown brand. See which one he chooses. Most people choose the brand name even when they say there is no difference.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Service Quality and Employee Behavior


Customers’ perceptions of service quality will be impacted by the customer-oriented behaviors of employees. In fact, the five dimensions of service quality—reliability, responsiveness, assurance, empathy, and tangibles—can be influenced directly by service employees.

Delivering the service as promised—reliability—is often totally within the control of front-line employees. Even in the case of automated services—such as ATMs, automated ticketing machines, or self-serve and pay gasoline pumps—behind the scenes employees are critical for making sure all of the systems are working properly. When services fail or errors are made, employees are essential for setting things right and using their judgment to determine the best course of action for service recovery.

Front-line employees directly influence customer perceptions of responsiveness through their personal willingness to help and their promptness in serving customers. Consider the range of responses you receive from different retail store clerks when you need help finding a particular item of clothing. One employee may ignore your presence, whereas another offers to help you search and calls other stores to locate the item. One may help you immediately and efficiently, whereas another may move slowly in accommodating even the simplest request.

The assurance dimension of service quality is highly dependent on employees’ ability to communicate their credibility and to inspire trust and confidence. The reputation of the organization will help, but in the end, individual employees with whom the customer interacts confirm and build trust in the organization or detract from its reputation and ultimately destroy trust. For startup or relatively unknown organizations, credibility, trust, and confidence will be tied totally to employee actions.

It is difficult to imagine how an organization would deliver “caring, individualized attention” to customers independent of its employees. Empathy implies that employees will pay attention, listen, adapt, and be flexible in delivering what individual customers need. For example, research documents that when employees are customer-oriented, have good rapport with customers, and exhibit perceptive and attentive listening skills, customers will evaluate the service more highly and be more likely to return. Employee appearance and dress are important aspects of the tangibles dimension of quality, along with many other factors that are independent of service employees (the service facility, décor, brochures, signage, and so on).

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Revisiting Leadership


Human beings are designed for learning. Unfortunately, the primary institutions of a society are oriented predominantly toward controlling rather than learning, rewarding individuals for performing for others rather than for cultivating their natural curiosity and impulse to learn. The young child entering school discovers quickly that the name of the game is getting the right answer and avoiding mistakes—a mandate no less compelling to the aspiring managers.

 

Our prevailing system of management has destroyed our people. People are born with intrinsic motivation, self-esteem, dignity, curiosity to learn, joy in learning. The forces of destruction begin with toddlers—grades in school, gold stars, and on up through the university. On the job, people, teams, divisions are ranked—reward for the one at the top, punishment at the bottom. Incentive pay, business plans, put together separately, division by division, cause further loss, unknown and unknowable.

 

Ironically, by focusing on performing for someone else’s approval, corporations create the very conditions that predestine them to mediocre performance. Over the long run, superior performance depends on superior learning. A full one-third of the Fortune 500 industrials listed in 1970 had vanished by 1983.

 

Today, the average lifetime of the largest industrial enterprises is probably less than half the average lifetime of a person in an industrial society. On the other hand, a small number of companies that survived for seventy-five years or longer. Interestingly, the key to their survival is the ability to run experiments in the margin to continually explore new business and organizational opportunities that create potential new sources of growth.

 

If anything, the need for understanding how organizations learn and accelerating that learning is greater today than ever before. In an increasingly dynamic, interdependent, and unpredictable world, it is simply no longer possible for anyone to figure it all out at the top. The old model, the top thinks and the local acts, must now give way to integrating thinking and acting at all levels.

 

While the challenge is great, so is the potential payoff. The person who figures out how to harness the collective genius of the people in his/her organization is going to blow the competition way.

 

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Creating and Consuming Knowledge


There are far too many passive consumers of other peoples’ knowledge, and unimaginative users of standard tools. To ensure relevance, individuals and teams should be encouraged to develop their own approaches and understanding. Innovators and market leaders move beyond what is generally known or assumed. They voyage into the unknown, discover new knowledge and create additional competencies relevant to the achievement of their entrepreneurial visions.

 

Learning is dynamic. It is concerned with flows, processes for creating new knowledge. In many companies there is an imbalance between the consumption and development of knowledge. People simply draw down an existing supply without replenishing the well. The value of knowledge can rapidly diminish if it is not developed and kept current and relevant.

 

Winners champion knowledge and sharing. Their balanced scorecard assessments embrace learning, intellectual capital issues, and whether knowledge is being appropriately valued and effectively exploited.

 

Ultimately, a company and its people must outlearn competitors. Effective and collaborative learning can require creative combinations of complimentary approaches, environments, processes and technologies.

 

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight