Seven: Communication and relation system - communicate with precision, constantly reflecting and building your brand, vision, purpose and mission.

The relational aspects of your business, internal (with your people) or external (with your clients and stakeholders), should be managed impeccably, with discipline to reflect your brand, vision, purpose, mission and corporate culture.

Manage these elements for and through all your channels and in the media, whether traditional or social. I argue that separate marketing, CRM, and employer brand divisions are outdated. Have one thing (a version of COPE), and use it consistently. Realise that the ultimate consistency is re-use, i.e. using the same thing repeatedly.

Embrace signposting. You should always be able to provide enough information so that the people you relate to (your people, clients and stakeholders) know how to take the next step - if necessary. Better yet, aim for an intuitive understanding of your products and services. Then, repeat the formula.

What problem are we solving with a modern communication-relational system?

Shaw's quote (above) reflects the typical problem. Please do not assume that communication has taken place. Instead, through communication design, become certain that it has taken place and is understood.

Let's unpack each communication element: message, sender, channel, noise, receiver, medium and context.

It is easy to begin with the intended message. Could you make it clear, i.e. short and relevant and deliver it in line, accompanying the appropriate process?

You're the sender, so that should be easy to parse.

The channel is usually known. Honour the client's preference, provided it is ideally digital and operates in real-time.

Noise isn't (usually) expected, but this element needs to be considered. What could distort the meaning of the message?

You may have a vague idea of who the receiver is, but how well do you know them? What medium do they prefer; do they learn visually; what else do they have on their mind; how much of your product do they understand; in what context will the message be received?

No wonder communication is one of the most challenging problems in large, complex businesses (at least to me).

My 10X insights into any communication system

For such a pernicious problem, my 10X prescription is simple: signpost in real-time on the client's preferred channel and also store messages and information to be found by the client when needed.

This is one system where modern online businesses have clearly shown the way. Their real-world equivalents once looked like this:

Could you deliver communication in real-time, in bite-sized chunks?

Importantly, any communication that requires a client to act has an automatic feedback loop built into it. That is why I advocate signposted (or breadcrumb) communication almost exclusively. Integrated with the knowledge system, your communication system can rely on information available for every conceivable situation, correctly atomised (chunked down) and ready to be sent.

Let's go back to the ideal process design formula. Is the process intuitive (from the client's perspective)? Is it integrated (into any system needing to receive or give input)? Does it operate in real-time (i.e., when the client must take note or act)? This process design formula is also the formula for designing signposted communication.

Back to the Apple product unboxing example - your device packaging will tell you: Take this step now; then the end of that step will tell you what to do next, etc. The first step is noted on the device itself, in the box, or is intuitive, e.g. turn me on or plug me in if I won't start.

In addition to chunking up your communication, delivering it when needed and making it available for ease of later reference, what else can you do?

Please ensure that the client acts on it and then gives feedback regarding that action; it will signal understanding or failure to communicate effectively.

In short, apply a feedback loop to all communication, whether attached to a transaction or not.

Here's what I find so very interesting. We already know all of the above. Initially, all communication was one-to-one, with real-time feedback, as required. As we scaled, we lost the principles that determined and signalled successful communication. The person you were talking to nodded, asked a question, traded with you based on that understanding, and any misunderstanding was cleared up there and then. The trade or successful service event happened, or it failed with reasons understood.

When we scaled this and made the resulting transactions impersonal, we needed to remember all the principles underlying the real-world example illustrated above.

So, we have to find our way back...

You can invest in a communication system or systems module.

Technology allows us to go back to (now scaled-up) one-on-one communication. It makes this stuff simple, provided that we design well. At the most basic level, we must be sure that our client receives and then perceives the signal through the noise with a complete understanding of our intention. It would be easier to architect our communication module using modern tools. At scale, there is only one way to solve the problem.

The good news? Your clients already have the most potent communications device, the modern smartphone.

Go back to basics. Imagine you were a sole proprietor or you did business the old-fashioned way.

A necessary segue. I always return business problems to the basic model (e.g., the café on the corner, Pure Potential). How does this stuff work for the sole proprietor? Almost all apparent problems disappear through this lens, but the insights for big business are profound; in my experience, few people see or do this. When designing a communication system, aim for as simple as possible. Think yourself into the position of the sole proprietor.

Think delight.

Once you have the basics right, you can think of the opportunities to delight, sending unexpected and valuable messages. Technology has enabled this, but imagination is still required.

Anecdote: Don't let your imagination let you down.

In the year 2000, we established a travel agent at Pinnacle as part of the operation of a new wellness program. We used the standard travel agency software but created messages no one else sent then. When our clients reached their travel destinations, we welcomed them to that city and told them where to find their luggage, i.e. which carousel. We used basic SMS functionality with triggers from the standard software. Today, that same experience might use the native IOS (or similar) functionality (upload your boarding pass onto Wallet; send a message when the GPS notes arrival at the destination), but the idea remains similar. Yet, very few airlines or travel agents bother, even today.

Anticipate!

What does your client need to know, and by when?

I have mentioned before that I love restaurant examples. Most of us have these experiences in common. A good waiter tells you what is listed on the menu but unavailable, even before you look through it. They anticipate. They can only disappoint you if they wait until you've made your (unfortunate) choice.

Health insurance businesses modelled on the US managed care model have all sorts of rules that result in short payments of ambulatory (out of hospital) and hospital care. If they don't make these rules known to you at the moment of truth (service), you will experience unexpected out-of-pocket expenses. These problems are often complex. This is not because the technology doesn't exist but because doctors do not practice medicine with the coverage policies in front of them. You can only disappoint a client in these circumstances.

ROI? Significant downstream savings.

You can expect significant ongoing downstream savings from an excellent communication system. At Pinnacle, we reduced call rates (a clear signal of message failure) by double-digit percentages, getting communication right. Our lowest-hanging fruit was stopping unnecessary contacts and making statements readily available rather than pushing them out proactively to the whole base.

The communication system integrates into and relies on the other seven systems.

Client feedback is the gold standard quality system component. The learning organisation rests on this. The communication system rests on the content system and is designed into the process (task level), which again benefits your people. Business architecture ensures the right fit. Data dashboards track your communication levels, impact and efficacy.

Master list: communication system.

101 (know): You have selected a communication model based on your business philosophy.

Bachelors (play): You have implemented and formalised most aspects of this communication or relational model, whether manually or (ideally) using a modern software tool.

Masters (work): You have your communication system independently reviewed, and feedback loops are built in and acted upon.

A PhD (solve) level of communication architecture is integrated into your overall management system.

A 10X management system incorporates the ideas in this chapter, particularly signposted communication and relevant information snippets delivered in real-time. Or, with full knowledge, you have decided on something that is better suited to your business.

Protips for the relational or communication system.

Return to elemental communication principles, putting yourself in your client's shoes. Then, keep it consistent and straightforward. Make it very convenient to read in-line or to retrieve when required.

If your client must behave in a particular manner because of your message, please don't hesitate to nudge them. Behavioural science is one of your best friends. Could you make a study of its insights?

Next, we look at how to adopt some or all of these systems.