Have you ever been in the shower
in a 5-star hotel, nice and wet all over and you reach for the shampoo bottle,
only to find that there are three? That is not because you are drunk and are
seeing triple but because you are faced with three identical bottles but with
totally different contents. What is in the bottles is not a mystery of course.
It has been helpfully printed on the label. However, the label was designed by
a 20-something design engineer sitting in a sweatshop in India or Bangladesh,
who has never seen the inside of a 5-star hotel shower and won’t until he gets
old enough to need glasses to read and the money to pay for the hotel. Then he
will realize what he did all his life when he is forced to play Russian
Roulette with the shampoo, body lotion (complicated way to say ‘soap’) and
conditioner. If you think this is funny, put conditioner on your head instead
of shampoo and you will think that is even funnier. That is perhaps the reason
why I had to decline a haircut recently which was for Rs. 350 on the plea that
I refuse to pay more than Re. 1 per hair, aforementioned number being an
optimistic hair-count of my head. The refusal of hair to adhere to my scalp may
be ascribed to the times that I used conditioner instead of shampoo. No
self-respecting hair can stand such treatment and so they decide to part
company with me forever.
“What’s the big deal?” you ask
me. “Why can’t you read the label?”
“I need glasses to read but I
don’t need glasses to shower. So, I don’t wear glasses in the shower, which is
where I need glasses to read the labels on the bottles.”
What is the solution?
Take all shower bottle label
designers to a 5-star hotel, blindfold them, strip them naked and shove them
into the shower.
Why blindfold them?
How else will they understand how
it feels to hold the bottle in your hand and not know what is in it?
Customer Satisfaction and
Customer Delight can be condensed into one phrase and that is, “See with their
eyes.” The keyword being ‘Their’.
Let me give you another example.
A good friend sent me this video: Titled Mumbai Motorman, peeing in front of
local train. https://www.youtube.com/watch?v=K5lt4avsHsM
As they say, ‘When you gotta go
you gotta go.’ But then the question arises, where does he go? And what’s more,
what if he had to do more than just irrigate the tracks? And even more
critical, what if the ‘Motorman’ was a ‘Motorwoman’. Incidentally for those who
may think that I am being facetious, let me assure you that I have seldom been
more serious in my life. This, lack of facilities to do it decently and in
private, is a major problem with Traffic Police Constables also, especially
women Constables. Maybe the fact that we don’t have a distinct word for a
woman police constable is an indicator of our blindness to their
needs.
To return to our ‘Motorman’ video
and the lessons from it, the reason the man has to do what he did is because
the designer of the engine driver’s cab, never drove an engine in his life. If
you think I am exaggerating, let me tell you another story.
In 2000 I was invited to teach a
series of leadership courses, which we called From Managing to Leading, for the
design team of one of the two major truck manufacturers in India. There were
totally two hundred engineers who would take this 3-day residential course at
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