If you Google Sears Sucks, you’ll get about 317,000 results. So I’m hardly breaking new ground here. What I’d like to do is tell you is provide an example as to why Sears sucks, give you an opportunity to vent your spleen about Sears, and hopefully convince a few executives to pay attention and/or a few people to give up on Sears and shop elsewhere.

Excerpted from the recent annals of Sears’ home service web chat exit survey, which I recently took time to complete:

OK, if high-quality, efficient customer service is the point of all this, I have to laugh. First thing I did was Google “Sears service” plus my Sears’ location, hoping to find a direct number to call. No service number. Only a general number for the location. So I called that number. I then waded through a preposterously poorly designed phone bank – Service, which I found out is only findable directly if you happen to know in advance it’s called “Parts, Service & Repair” – might want to make the voice-recognition system recognize parts of that compound name and or similar names; got news for you Sears, no one is likely to know your precious little term for this offhand. Then I’m in “Waitsville” for about 20 minutes. While waiting, I thought I’d try to find something online and discovered the home services site. But there’s nothing in the UX that tells me where to go to get status on a repair!! So after several fruitless clicks, a chat invite automatically pops up. Note any UX person worth their salt will tell you that auto-triggered chat popups are a last-ditch option for bad websites seeking not to fail users completely. Nevertheless, still on hold, figured I might as well give it a try. Lo and behold, though I had to give the chat person more information than he should have needed to find the status – location and last name should have been plenty, not that plus phone and home address which they ALREADY HAVE – collecting it again for “security reasons” for an appliance repair is preposterous) he DID get the status eventually; ironically, I got my answer literally at the same moment as someone finally took my phone call. I hung up when they said hello. Elapsed time: 33 minutes of my precious Saturday, just to find out if my vacuum was ready to pick up. Now, I ask you: is this good customer service?

More to the point, is that really the best a struggling American corporation can do for its’ customers??? What the heck going on over there??

How has the phenomenal growth of Minneapolis-based content strategy agency Brain Traffic come to pass? Serendipity? Hard work? Probably a bit of both?

Kristina hit on something that has been horribly askew with online marketing, and she’s been remarkably successful at evangelizing a better way. In building web-based marketing assets (websites, microsites, web-delivered applications, etc.) marketers have made great online content an exception, rather than the rule. Yet success still depends on creating great user experiences, and that means marketers must relearn the art of incorporating and managing great content. Good to see this trend happening, as it should improve the web for everyone:

Recently, I helped a consulting client put together a new web-tech-based strategy for growth. We used a combination of tried-and-true innovation techniques and industry- and company-specific stuff that seems to have worked very well, so thought I’d quickly share what we did:

1. Define the problem(s) (Drucker Methodology: Define the Central Problem)
   Drucker makes a big point of isolating ONE problem. While I appreciate the reasons for doing this, in practice, making a point of stating the “one problem” to your client can be stating the obvious, and also is sometimes not the best starting point for solutioning. On the other hand, when a client hands you a set of challenges it is definitely helpful to assess whether there is an overarching theme that ties them all together. In this case, the “one problem” was that the industry’s value chain had evolved and was out of sync with company strategy. Stemming from this unstated “one problem” were a  set of problem statements involving various aspects of the company’s operations and marketing. So, whether one tells the client to start with the “one problem” or accepts their thematically-unified framing of the problem and just keeps the “one problem” in mind while in process, it is key to understand the problem(s) thoroughly and ensure all involved in brainstorming understand them as well. If there is more than one problem and there is no thematic linkage between them, they should be handled separately.
2. Develop a solution ideation plan
   Leadership already had a general idea of how they wanted to work on solutions, so the consulting challenge was to help flesh out a plan and it was executed efficiently. We gathered a diverse team of experts for a closed-door, one-day ideation session. Some participants had deep expertise in the company, others had expertise in potential markets and technologies that leadership identified as likely fertile ground for innovation and growth. Outside participants were to be compensated and non-disclosure agreements signed. As an outside consultant and a solution space expert, my role was to gather key information from internal and external sources, develop written guidance to prepare participants in advance of the meeting, moderate the meeting itself, and create final written recommendations including next steps and mid- and long-term goals.
3. Gather information and create a narrative for participants to absorb in advance
   I gathered background information to understand the problem/solution universe in a series of meetings with key management. Initially, I met with four of their management team; once I understood better the dynamics of the team, I homed in on one or two team members to get deeper-dive answers. I did this to minimize  involvement of team members and to encourage in-depth conversation, asking specific questions about market conditions, operations, marketing resources and capabilities, etc. In this case, that person was the Marketing lead, because marketing was the central to the challenges at hand. As I gathered information, I put together a narrative of the situation complete with supporting company and industry data. The final narrative was a combination of information authored by myself and management. I also included a description of the purpose of the session and the agenda. Overall, this document was critical: by developing a shareable narrative of the company and the relevant problem/solution space, I could be confident that all participants would start from a baseline understanding and that I could effectively guide the session, fading back or directing as needed.
4. Conduct the brainstorming session
   The session itself was comparatively easy and enjoyable. I emphasized informality but strove to enforce a policy of respect for everyone’s point of view (e.g., no squelching!). In this case, the group was comprised of respectful but strong-willed people, so there was little need to suppress dominant participants or encourage shy ones. While it can be a risk to use a group for ideation (groupthink, for example, is one cause for concern) I believe that the combination of independent preparation combined wit the group working session can be optimally effective. By engaging several well-prepared knowledge experts in a controlled working session, we were able to develop solutions on one day that might have taken weeks for a single consultant to identify and elaborate alone. With this approach, keeping the session on task and on-time was relatively easy. I took copious notes, both personal, in a notebook, and for the group on a whiteboard, and engaged a second note-taker as well to help ensure the outcome was balanced. This was also worth doing because, after all, note-taking had to take a back seat to mediation at times.
5. Summarize findings and make recommendations
   The big payoff! This task was time-consuming, yet pleasant. I gathered up all the notes, which I was careful to record in such a way as to make this part easier, and wrote the final document. The task involves: restating the problem(s); listing relevant decision factors; delineating the solutions (or ideas) developed; explicitly stating how they will address the problems; and finally, creating plans to pursue each solution, broken out into immediate, mid, and long term goals.

I think the above approach worked very well mostly for two reasons: First, I did enough research and shared it with participants to ensure everyone was empowered to provide maximum value in the session itself. Second, I kept the endgame – a series of actionable, rationalized recommendations – in mind both for myself and for all participants.

Have you attempted to use techniques like this to jump-start innovation? Let me know what worked (and didn’t!) for you.

Check out this great SlideShare presentation on LinkedIn titled SMAWG – Social Media Overview. Andrew Eklund is a friend and former colleague of mine who owns a local web marketing consultancy. The last several slides in particular demonstrate an unusually deep understanding of how Social Media is changing the online marketing landscape, as well as where it “fits” contextually relative to user behavior and marketing philosophy. When it comes to putting Social Media to work for business, Andrew sure knows his stuff.

Apparently my family is not alone in spending much of their morning time on a laptop: (see 8/9 NY Times article “Breakfast Can Wait. The Day’s First Stop Is Online“).

At Cafe McLaren, typically Mom rises first, makes coffee, and jumps online to check out Facebook. About 30 minutes, later, Dad stumbles downstairs and waits for an opportunity to, well, blog about things like this, check email, and fire up the TweetDeck.

What to make of all this? Well, for one thing, Gen X seems to find itself in the Boomers’ former position with Web 1.0: Web 2.0 has found its legs, and it is acknowledged because segments other than Gen Y have fallen in love with it – particularly Gen X.

Me: Hi. My name is Chris. I’ve been working in Marketing IT, Online Marketing, Product Development and eCommerce for 11 years. And I’ve never built my own blog.

(Voices of other Online Marketing professionals who’ve never built their own blogs): Hi, Chris.

Me: So, I guess it all started back in 2001. I was working as a creative director for a web dev shop in Minneapolis called Ciceron (they’re still around!) and they had a company blog, which I contributed to once or twice, but never built my own. I actually tried once. Used an early version of Movable Type. It sucked. I gave up after a few hours… (sob!)

Moderator: It’s OK. Go ahead, you’re among friends.

Me: (Pulls self together) Thanks. So I’ve doing ebusiness consulting lately and realized I really ought to build a blog to share and learn from others as a passionate practitioner of marketing, innovation, and product development. After all, I’ve been working in roles that require varying degrees of knowledge in these areas for most of the last decade.

(Voices of other Online Marketing professionals who’ve never built their own blogs): (Fearful Moan…)

Moderator: So, Chris, what did you do?

Me: I discussed the issue with a few colleagues to confirm what the best platform might be for my particular purpose. They suggested WordPress. I set up my own domain, and installed the software on my web server. I set up the database using cPanel. It was actually pretty easy!

(Voices of other Online Marketing professionals who’ve never built their own blogs): Oooooo!

Me: Yeah, I was surprised. As a design guy, I ended up doing a lot of futzing around with php to get everything looking and working the way I wanted it to, but it took me back to my old coding days a bit. The main differences between now and 2001 is the software is way easier to use and there are resources everywhere online to help with every aspect. Nice to see things have evolved.

Moderator: Well! Sounds like you’ve had quite a breakthrough. Let’s give Chris a hand. (Applause)

Me: Thank you… thanks… I’m glad I got that off my chest (takes a deep breath). Whoooo-yah!