Years ago, I thought “systems” were for people who couldn’t think for themselves. We operated the business largely by the seat-0f-the-pants, with a great emphasis on individuality and freedom.
Of course, there were some systems. We had a few repeated processes and even, towards the end, some measuring tools to assess “customer satisfaction”. Unfortunately, we failed to measure the satisfaction of our real — ultimate — clients who, it seemed, didn’t care to bother to answer our surveys. They were deeply unhappy, though — to the point that the negative backlash almost killed the business about five years ago.
Today, we have some relatively simple but nonetheless reasonably structured internal processes and tools for hiring, measuring performance and generally ensuring that things are done correctly. I expect at some time in the future (probably in about two years) we will re-introduce a formal client survey program, if only to provide an effective “venting” point for our customers and a way of capturing dissatisfaction before things get out of hand. We’ll also update our policy and procedures manuals and have these available as tools and resources for all of our employees.
These points taken, can and should you measure everything with a fine-tooth comb? I would say “yes,” but with a realistic perspective. Sometimes you just know what the numbers are going to tell you, even if they aren’t too exact.
For example, while I could say we gathered about $25,000 in revenue from Construct Canada last year (with a direct cost of about $2,000 to attend), our yield will most likely be quite a bit lower this year and our cost to attend will be significantly higher (probably about $3,000).
We’ll still track things with great detail, actually assessing the leads and orders generated from the show, allowing for the “maturing” process and time-to-market. I expect we will take measures to lower our costs for 2012.
Will we find some new and creative ways to improve our measuring capacity and link this to effective client satisfaction and performance? I think so. With a little creativity, of course.
