J.P. Wilson's Magical Customer Experiences

Chapter One – The 12th Man

The final flashbulb had popped long ago. The team, with their captain and trophy arms aloft had disappeared down the tunnel. J.P. Wilson sat in Block C, Row F, Seat 56 and surveyed the emptying arena. The achievements at the club this past year had been unparalleled and as far as she was concerned, completely expected. Most would have thought this impossible even just a few short months ago.

So what had changed to turn this well meaning, sincere, underachieving group of managers, players, coaches and supporters into such a formidable force? J.P. knew. J.P. was certain. The fundamental change had come about when under J.P.’s guidance, the club began to engage with, and listen to, the voice of the supporters. The voice of the 12th man. Like most clubs, Midtown Athletic had its own band of loyal supporters. Supporters who, against the odds turned up week in, week out. They paid their hard earned money into the club in order to watch distinctly average sporting performances in a crumbling, high maintenance stadium with positively Victorian standards of service.

For years, the supporters had put up with all of this. They would moan to themselves, moan to each other, and occasionally they would vent their frustration at the players and the management. They frequently came up with ideas about how to improve the situation. Ideas that could generate profit for the club, ideas to help keep costs under control, ideas about how to make this a better place to enjoy their sport. No one seemed to be listening, and nothing seemed to change…

Before turning her attention to the local team, J.P. had previously learned all about the power of the 12th man in her business life. She is a successful leader in a division of a large company. A few months ago it was struggling, holding back the other divisions. Its cost base was wrong, its margins were insufficient. The management information was not robust enough to enable sound, informed decision making. On top of all that, the annual employee engagement survey was rarely, if ever, acted upon.

J.P. and a small team of people from across the organisation managed, against the odds, to break some lifelong, previously sacrosanct beliefs and behaviours, to turn the ailing division into the jewel in the crown of the organisation. J.P. isn’t the boss, at heart she’s simply an active listener. Nothing unusual about that, you might think. You would be wrong.

J.P. invested most of her time listening, not to the chain of command and management around and above her, but to those in the engine room of the business. She listened carefully to their stories and suggestions, played them back to be sure she understood correctly and then helped the story teller to bring them to life, own them, be responsible for them. She measured the impact of the idea, developed ways to celebrate its success and deal with the consequences of inaction. Most importantly J.P. ensured that these ideas and plans were communicated effectively so that success was shared, failures were learned from and everyone could be encouraged to develop their own ways of making a better business.

Sounds great, too good to be true almost? Certainly there were times when things didn’t go completely to plan, however J.P. had built rigour into her listening and thinking. All ideas were welcome and were quickly and ruthlessly scoped. If they could immediately benefit customers, cut costs, improve margin or cashflow they were tested. If successful they were communicated and implemented. If they didn’t fit the immediate strategy but were felt to have some potential benefit they were prioritised, sequenced and reviewed at an agreed time.

Enough of the theory, what about some action? Future chapters will tell short tales which made a measurable impact on the business. They all fit the strategy and they all happened as a result of employee engagement, actively listened to, and actively acted upon.

Presenteeism versus Productivity

I’ve never been a fan of the former, and I’ve always believed in the latter. My first boss in BT would expect us to return to the office in Croydon after meeting a customer in Wales/Toddington/Leicester, anywhere. He would rather stare out of his office at the back of our heads (with no knowledge of what we were actually up to) than permit us to return home after the meeting and be productive there. Wasted time, wasted fuel, no trust, no….well you get the idea.

Things change – and before leaving BT in 2009 I and they enjoyed the prodiuctive benefits of flexible working. I know companies will never please everyone but on this I think BT tries hard and does well, most of the time.

Most recently, we’ve seen our old enemy fear lurking in the dark corners. Oh dear, am I being watched? I’d better nail my backside to the chair all day. I’d better get there before everyone else. I dare not leave first. It seems that the recession has caused an overload of presenteeism, and indeed, binge working. My work’s bigger than your work, you get the picture.

I believe in many things. I ask many questions. “What’s the least I can do to have a meaningful impact?” I’m not proud of input per se, (though I see the benefit of research, preparation, training etc.) I love output.

Katherine Wiid runs a wonderful people management business called Recrion. She has written a lovely short piece on the power of productivity and brevity which I think you might like. Have a read, then maybe go for a short walk and have a think. Go on, it’s OK, the lurker has turned its back, and I’ll keep an eye out for you.

Five Steps to Sanity

A panel of scientists (I prefer the collective noun experiment but seeing as I just made it up…) has found that simple activities such as gardening or mending a bicycle, can help people lead more fulfilled and productive lives, and protect mental health. They’ve dolloped these activities into five categories, each with evidence of their success behind it. This group of scientists is part of a government think tank working in this instance on mental capital and well being. Oh. You might now be thinking, that’s handy, five steps to sanity to line up nicely with your five daily portions of fruit and veg. Well I agree that this kind of research is a little unusual but let’s leave the cynicism on the side for the moment with the sprouts and broccoli, and have a look at the five steps:


Connect – developing relationships with family, friends, colleagues and neighbours will enrich your life and bring you support


Be Active – sports, hobbies such as gardening or dancing, or just a daily stroll will make you feel good and maintain mobility and fitness


Be Curious – Noting the beauty of everyday moments as well as the unusual and reflecting on them helps you to appreciate what matters to you


Learn – fixing a bike, learning an instrument, cooking, the challenge and satisfaction brings fun and confidence


Give – helping friends and strangers links your happiness to a wider community and is very rewarding


I like these five steps. I see work and life as part of a wheel spinning truly on its axis. I see strong links between these and satisfaction for our customers, colleagues and others around us. What do you think? Perhaps I’m just not eating enough greens but I think there’s something here…


If you want to take a look at the detailed research and download the report, there’s something in there for all ages.