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Tag Archive: customer training

The Importance of “Why” in Training

Roast vegiesWhen we were all young children, we all used to bug our parents with lots of  “Why?” questions.  And while this can test even the calmest of parents, the truth is children are curious about the world around them and want to understand why things happen.  It helps them learn and communicate.

Yet, somehow, as we get older, we forget the importance of why questions.

Recently, I went to a talk by Michael McQueen from NexGen Group.  He believes that one of the top five mistakes that leaders make  is that they pass on the ‘how’, but not the ‘why’?

And the reason why this is a big mistake for most companies is that often company processes are perpetuated without people ever questioning why we do something.  Over time, staff are taught processes that solve problems that no longer exist.

He then read us The Pot Roast story:

There was a young woman who moved out into her own house. While living at home, she never cooked. Upon the move, she returned home to learn how to cook a few dishes. One of her favorite recipes was Pot Roast. So she asks her mother to show her how to cook one.

The mother begins to share her expertise with the daughter. She tells her to salt and pepper the meat well. To make sure the vegetables are all cut the same size. Just before the mom places the roast in the pan, she picks up a knife and cuts about a ¼ of an inch of roast from each end. Then she places the meat in the pan.

The daughter stops her mom. “Mom, I understand why we cut the vegetables the same size – that way they’ll cook uniformly. And I know the reason we salt and pepper the meat all over – and rather heavily, is so the whole roast will absorb the flavor of the seasonings. But why did you cut a little bit off each end of the roast before you placed it in the pan?”

“Because that’s what you do”, said the mom.

“But why?”, questioned the girl.

“Does it help it cook better?”

“Well, I do it this way, because that’s the way my Mom taught me”, said the mother. “But I’m not really sure why we cut the ends off. Next time we go to visit we’ll ask her.”

Several months later the family gathers at Grandma’s house for dinner. As grandma prepares the meal the mother and daughter are in the kitchen with her. The daughter asks her grandmother, “Grandma, you’re such a good cook, and I know you passed all your methods on to Mom, but I can’t figure out why we cut the ends off of the pot roast before we cook it.” The grandmother turned to her granddaughter and said, “What are you talking about? I don’t cut the ends off before I cook it.” At this point the mother jumps into the conversation and says, “Yes you do! The time you showed me how to make pot roast, you started to put it in the pan, and then you put the roast back on the cutting board and cut about a 1/4 inch off each end of the roast. I’ve been doing it that way ever since”, she declared!

The grandmother stared at her daughter in amazement. “Every time you cook a pot roast you cut a ¼ inch off the ends? Every single time?” “Yes!” She answered her mother. “Every – single – time, just like you showed me.” “Honey, all I can say is you’ve been wasting a lot of good meat over the years. The only time I ever cut the ends off the roast is if it’s too big for the pan!”

In my role, I am given the opportunity to review new employee induction and procedural training manuals.

When I work on the training materials to write the training video script, I constantly add the “why” to procedures.  And the interesting thing, is that when I ask a company why a process needs to be done in a particular way, they either realise that we either need to get rid of the process or that we can explain the process better.

Where in your company can you ask more ”why’  questions to improve your processes?

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When Coffee Machine Training Videos make Customers Turn Off

coffee machine training videoI love a good coffee.  And my world recently changed when we bought a coffee machine.  Well, two actually.  One for home, one for the office.

We bough a cheapie Sunbeam machine for home and an expensive automated Jura coffee machine for the office.

Both machines are great.  In fact, I was pleasantly surprised that I didn’t need to go out to cafes all the time to get a good coffee.

Jura promotes itself as a premium brand using full page ads in glossy magazines featuring Roger Federer (and I thought print advertising never got me).  And that did it for me.  A quick chat to associates also confirmed that it will last a long time and that it’s easy to use.  It’s a beautiful looking machine and comes with attractive manuals and cleaning devices.

But then it let itself down by providing me with a training DVD that had black texta writing scrawled across it and even a crack.

Naturally, I wasn’t expecting the contents of the DVD to be very professional.  Surprisingly, the training video was put together professionally and featured a perky female voiceover and broadcast quality footage.

But this is where the accolades stop…

One day my barista left me all alone with the new Jura machine.  This just happened to be the day it let me know it wanted to be cleaned.  I’m not technically inclined, so I decided to practise what I preach and go straight to the training video rather than fumble through a manual.

So I was rather frustrated to discover that upon viewing the information about care and maintenance I was dutifully informed by the narrator to visit page three of the manual which was displayed to me with a “Sale of the Century” type hand flourish.

Shocked, I listened on only to find more hand gesture references to other pages in the manual.

At this point, I wanted to make my own hand gesture.

And then when I was actually shown how to use the machine, the language was so stilted and robotic that it was obviously lifted straight from the manual.

Now I don’t want to point out something incredibly obvious here, but there really is little value in producing a training video that refers customers back to the training manual.  I just can’t understand how anyone thought this was a good idea.

And then of course, everyone knows that we all dislike the cold, distant language of a technical manual.  But to do it in training video is pretty unforgivable in my book (or manual as the case maybe).

Producing stilted, un-engaging training videos for a workforce will always be a waste of time and money, but to do this with customer training is incredibly damaging to your brand.  I might still like the Jura for the coffee it produces, but my impression of the brand as premium has fallen quite considerably.

A customer training video is a great opportunity to let your customers know that you care about them and want to improve their experience with your product.  Talk to them like a human (not a robot), help them love your product, not want to make rude gestures at it.

Produced correctly it can also serve as a multi-purpose promotional tool.  And if you are producing a high quality product, your training video also needs to be premium quality.

And what about the Sunbeam coffee machine, you ask?  Well, it also came with a training DVD.  A beautifully produced, well-written script that makes me feel good about my bargain purchase.  I have been pleasantly surprised at how good my low priced coffee machine is.  And I would definitely recommend it.   Cappuccino, anyone?

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