Jonar Nader says that most organisations have no idea what it is like to be a customer. They do not know how their customers feel, or what they do, or how they do it. Yet, the solution is simple. Get out and see it from the customer’s perspective.
There are two videos below. The second one is of a higher quality for those with high-speed internet connection. The first video is 9 Mb. The second is 17 Mb. Video length is 5 minutes and 14 seconds. Further below is a transcript of the video.
Here is the transcript:
[Music]
Jonar Nader: Do you think the people who run hotels actually ever sleep in them?
[Music]
Jonar Nader: For example, this is the average sort of room I stay in. Have a look at this clock on the left here. I often wonder – you know, when I see things, I often wonder who buys them, who agrees, who raises the purchase order. Did they go to Hong Kong to the Expo Fair to buy? Who bought this clock? That’s what I want to know. Because I stayed in this hotel and I grabbed my mobile phone and recorded this sound especially for you. This is a direct recording by placing my mobile phone on this clock.
[Music]
[Clock ticking]
Jonar Nader: I couldn’t sleep. And I thought, they have purchased 700 of these. Did they ever think of what it would be like – did they go all the way to Hong Kong to buy these? They should have said, ‘I’ll take one with me and I’ll put it near my bed and if I like it, I’ll place an order.’ But no! They placed an order because it was cheap (and if you buy 300 extra, you get another…) they’re focused on the wrong thing. Do they care? You want to talk about customers, talk to me about it from the customer’s perspective. And here’s the beauty of all – what do you need a hotel room for? To sleep and shower. That’s it, right? That’s it. Not the mahogany and the tiles. Shower, the only thing. And apparently, don’t you love this…
[Music]
Jonar Nader: In most hotels that I’ve stayed in, in most, and I stay in all the best of hotels, it is like having three kids with a water pistol saying, ready, set, we’ll give you a shower.
[Laughter]
Jonar Nader: And the cleanest part of my body is always up here on my head. That’s it. You got a bit of dirt down here on your leg, forget it. Have you noticed that? Oh, but there’s a water crisis on. This shower was in Darwin, at a fabulous hotel in Darwin. Now, those people from NT, Darwin, they tell me it rains for 50 percent of the year. Do you not have water? I studied this. Do you not have water for 10 years? If it never rains again – it rains for six months of the year but if it never rains again, Darwin is okay for 10 years. So I called and I said, ‘Excuse me. I just can’t believe this. There’s something wrong.’ She said – before I could even finish my sentence about the shower, she said, ‘I’ll send up an engineer.’
What are you going to do? I know how to turn a tap. I’m telling you it doesn’t work. ‘All right. I’ll send up the engineer.’ What does that mean? That’s not customer service. That means shut up, I’m too busy. Go away. I don’t want to talk to you. I’ll delegate to the engineer.
In comes this engineer. He would have been near 90 with his belt, with all the tools and before I could even explain, he knew what I was going to say. He said to me, ‘I tell them to turn on the pump but they did not turn on the pump.’
[Laughter]
Jonar Nader: I’m in room 503. There’s no pump, no water, no pressure and she’s making out like I don’t know how to use a tap. I said to him, ‘Who are these people who don’t put on the pump?’ And he said, ‘Oh, you know, a committee.’ It turns out to be Housekeeping, Beverage Manager, General Manager, Duty Manager, Engineering and goodness knows, six people. And he started complaining to me.
[Laughter]
Jonar Nader: I said leave it with me. So I called the front desk …
[Laughter]
Jonar Nader: I asked, ‘Who is on this committee?’ Because, you know, Darwin is 43 degrees (109 F) in the shade on a cool day. And my conference was like almost now, you know, starting in the afternoon. In the morning, I was out enjoying the sun and for some reason there, the beaches have the finest sands I’ve ever felt and it gets into every nook and cranny. I mean, all that stickiness and all that, you know – and you’ve been at the beach. Everything is crinkly. You’ve got sand deep down and you’ve got to get it out to be in a suit to present to people. And she said to me, ‘Well, you know, it’s a decision that we have made.’ I said, ‘Have any of these six people who have made this decision to turn off the pump ever been to the beach in 43-degree heat, turned around on the sand and come to room 503 and had a shower? Because until you do that, you are not authorised to sit on this committee.’
You want to talk about customers? Roll in the sand the way they do and don’t you dare make decisions that you have no idea how it impacts them. What a joke! And then you read the brochure of this hotel, the finest, most luxurious, you know. The prince of the world can stay there …
[Music]
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