March 29, 2020
Season 2 | Episode 10 | How to reduce dips and improve pain points

Season 2 | Episode 10 | How to reduce dips and improve pain points

Matt: Come on, Chris! Time to get up! Come
on. Chris: What?
Matt: It’s another Monkey Monday, Chris. Chris: Is it?
Matt: It is. It’s come round already. Chris: Well, that’s good.
Matt: Hi, I’m Matt. Chris: I’m Chris.
Matt: And we’re here today to talk about how you reduce your dips and improve your
pain points. Chris: Wow. What is it, Matt? What’s a dip?
Matt: Okay, so there’s a really good book by Seth Godin you might wanna check out – I
think it’s called The Dip – we’ll put a link below. Really anything you do in life,
you may end up doing a load of stuff at the start of it, and then you’ll end up – there’ll
be a dip somewhere in the middle before you actually come back out of that dip and complete
it. It could be a relationship, it could be in your business, in your growth plan… We
identified one in our own company, actually, and it’s to do with web design, web development,
we’d always hit a point where we needed copy and content from the customer, and the
project would slowly grind to a halt while we were asking them to produce copy for their
homepage for instance. And it was something that always sort of slowed the project down.
It could be part of your manufacturing process, but generally they always follow the same
kind of shape. And a pain point is something more related
to your customer. So it’s any sort of negative experience that a customer might have. I don’t
know, it could be the time it takes to get something delivered, maybe it’s 10 days
delivery or something. So there’s some kind of pain point. And you can identify the pain
points by doing the custom – check out some of our videos on the customer journey – they
sort of show you how to find what these are. Chris: So now we know what it is, it’s sort
of pretty obvious why you would choose to sort them out. Because it improves your brand,
it improves your product, and it also improves your service. Matt: Yeah, we know that when we look at these
pain points, we do the customer journey stuff, you can see where your customer’s not having
the best experience. Improving them makes a happier customer, makes for better reviews,
makes for more successful business. Chris: Yep, so how do we reduce our dips?
Matthew? Matt: Reduce your dips. Chris: Well, it’s nearly Christmas. Matt: We’d recommend the first thing to
do is communicate with your team really. They’re going to be the guys in the best position
to understand where projects slow down, where manufacturing processes slow down. Perhaps
you have a growth plan for the business, and that again in the middle has slowed down somewhere.
So your team are gonna know best where those dips are and what they look like. Chris: Yeah, and if they’re all on board
they’ll help you with number 2, which is identify and embrace. So identify where the
problem is, initially. Matt: Yeah, so if you can see them in advance,
then you can deal with them much better. So whether it’s a pain point for your customer,
or it’s a dip somewhere in your processes, in your project, once you know what they are
you can get past them. Chris: Yep, and the way we get past them is
the use of technology, people or communication. Matt: So if we go back to our example, actually,
we found that once we took the effort away from the customer to create the content, and
we offered that service to them, that really shallowed that dip out. Because we used our
professional copywriters and content creators to do that, to achieve that for them. So the
projects run smoother, there’s less emphasis on the customer to do that. So that was a
case where we used people to do it, but perhaps you could embrace technology if it’s a manufacturing
process, if something’s slowing it down. There could be a technological solution. If you can’t mend what the dip might be,
or you can’t mend that pain point, then use communication. Explain to your customers,
or explain to your team, that this dip is coming up – so if we go back to the delivery
thing, if it’s a 10 day delivery and that’s it, as long as the customer knows there’s
gonna be a 10 day wait, then their pain is taken away. And perhaps you can do things
in between that 10 day period, send them some reassuring things, let them know that it’s
being packaged. Chris: Send them some love. Matt: Yeah, exactly. So these are the best
ways to get round it – technology, people and communication. Chris: And finally, once you’ve started
working on your dips, you need to measure and refine. We’re never going to be perfect,
so you just need to keep working at it, and keep trying to smooth it out. It’s not going
to work in your first iteration, but, you know, you’ll make an incremental increase
every time, so just keep going. Matt: Yeah, assume nothing’s mended. And
just look at where you were last year and measure that improvement, and see how you’ve
gone. So we hope that was very helpful. Chris, you can go back to sleep now, mate. And we’ll
see you next Monday. Chris: Okay, see you next Monday. Matt: Goodnight. Chris: Nanight.

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