I worked in a technical support role for Apple. One day the manager of the business asked all the team leaders (we supported a range of software manufacturers) to meet.
In this Post:
- “…doing nothing!”
- A Lesson in Attention
- Visitors in Google Analytics
- Random quote
He showed us the call centre dashboard, which was colour coded. If a techie was on the phone, it showed red. If they were on ‘busy wrap up’ (writing up notes from the last call) then it was marked in blue. Now, if they were ready for a call their status showed up as white.
The guy was obsessed “White means they’re doing nothing!”
“Not so Mr Freaky Stat Man.” Is what I wanted to say. Instead, I kept schtum. Waiting. Another team leader explained the techies were ready for a call, that is at their desks and willing BUT they were doing stuff, researching a customer problem, learning online, preparing for the next call.
A Lesson in Attention
The manager’s interpreting a stat, ‘white space’ as nothing. He didn’t attend to the people who were the ‘white space’ stat. We need to attend people like a mighty Eagle Owl seeking breakfast.
Visitors in Google Analytics are People
Well, most of them. There are many, many bots on the lose and they bu**er things up.
I spend many, many hours finding out about the customers for a business. Who are the average visitors, buyers, who spends the most money, can we upsell or cross sell? I talk to the business owner, sales and customer service people. I then identify 3 – 5 buying persona. Then I make them real people. Why? The more you know someone the more you can personalise their experience, so they are more likely to buy.
‘All the Stage…’
Please tell me I don’t have to finish this quote. O’, alright then. ‘All the world’s a stage. And all the men and women merely players.’ Another one from Big Bill. Everyone is a person and you shouldn’t judge (I’m still working on NOT judging people, one day, eh)?
The Mental Shopping List
Once these personae are assembled, I give them a name, age, gender, job, interests, use of tech and a lot more. Now they are characters (one of the many benefits of being a creative writer is you love making stuff up) but they exist. I create a matrix of what would be on their mental shopping list (cost of postage is the main one). I add their frictions, goals and a few other things. I know have a rounded fictional ‘real person’ I can write to and persuade.
We Interrupt this Post for a Random Quote
In an effort to lift the surprise element in my post I introduce a random element. A quote from Stephen Graham, one of the greatest actors of his generations.
‘I don’t wanna work with Tw*ts’
We can all agree with that one Stephen.
Where’s your attention now, people or numbers?
[image: Kim Hurst, unsplash.com]
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