Connecting Dots… The ABCD Concept

pic via @balloon_ranger

ABCD | Always Be Connecting Dots. I first heard this concept a decade ago. I can't recall exactly who (Danny Meyers, Seth Godin & Sir Richard Branson are all staunch promoters of it), but the idea definitely stuck!!

Always Be Connecting Dots. Sounds simple - take a genuine interest in your customer by collecting 'dots' - small pieces of information about a person and their situation, and use this information to create an exceptional personal experience for them (connecting dots). Make a connection and aim to become a memorable moment, their 'favourite' (note technical excellence can be replicated, connection can't).When writing about this concept, Danny Meyers refers to it as true hospitality (not service).

There are countless stories of employees going over and above - the Ritz Carlton, Zappos etc. In all of them, employees are selected for their ability to recognise and collect ‘dots’, and then connect dots - solve problem, make a moment, create a completely tailored outcome that recognises the importance of that client. Perhaps more importantly, in these businesses they are empowered to do so. 

Interesting. How might a lawyer or consultant do this? How might a firm enable this?

I’ve often seen data entry as the extent of ability to ‘connect’. Putting data into a CRM database is one thing, but connecting the dots is another - it requires trust, access to resources and an expectation. See this article on the Ritz Carlton and how they’ve embedded the ability to connect dots into their business.

In my experience, Professionals, or often it’s the personal assistants, could act on the personal data they collect - provide a congratulatory note, know which AFL team or sport a contact is fanatical about, remember which wine or food a client enjoys the most. But they don’t. Why is that?

Remembering your client's son is in town, loves wine and sending them both complimentary tickets to a private tasting at a winery - one of your other clients (letting the venue know in advance they like reds). That would be memorable.

Are you connecting dots or just collecting them? Is your team?
Tip: you can't connect if you don't collect!