When we consider the three elements of what constitutes a great client experience, ease of the transaction, was it effective, meaning did something happen from the client perspective, did they get what they expected; and finally the emotions the client experienced during the transaction. More simply, was the transaction easy, effective and did it generate positive emotion? So with this in mind organisations build processes so that they can transact with their clients easily and be effective so the clients leave with positive emotions. This can create momentum for organisations. This is a good thing, right?
Impetus, drive, thrust, energy, motion, force, push; momentum can be defined in many ways and can be a harmful force in business and in our personal life if we are unaware. Think about it, when you do the same thing over and over again you become efficient and build momentum, it’s as if you are in auto pilot. Organisations love building processes to sustain momentum and then, once in place cover them over with concrete so that they become business as usual, fixed, rigid and inflexible. We often associate momentum as a positive thing, do not fall for the spell. Momentum is sensational for efficiencies but counterproductive when it comes to reinvention.
The reason why we fall for the spell of momentum, is while momentum and the client are pointing in the same direction everything is fine, in fact, we are lead to believe we are being successful thanks to that very momentum. However when the client changes direction, all we can do is wave to the client as they deviate from us and leave us behind. Our clients go elsewhere.
Picture a train running on rail tracks, its wheels cannot deviate off the tracks; it’s stuck and limited in what direction it can take. If our organisation is locked into rigid and inflexible processes, we are stuck like a train on tracks. Unable to move and respond with agility to meet the new expectations and demands of our clients in a changing environment we are at risk of missing opportunities. Momentum will efficiently make us irrelevant.
What processes can you redesign to ensure your organisation has the flexibility it needs to adapt to an ever-changing environment?