DESIGN THINKING- STORYTELLING

CHALLENGE

I had to convince a local gym franchise to create a more positive atmosphere for its members  who had started leaving and the management wanted to learn the reason for customers  leaving. The root cause seemed to lie in the depreciating quality of gym equipments and the  lack of maintenance at proper intervals. The problem turned out to be much worse. Majority of  the management was arrogant and was not very responsive to the consumer demands, thinking  that the money saved is the money in pocket. Consumers on the other hand, seemed  disconnected with the fact that even a small issue of “not playing the ‘proper’ workout music”  could leave a mark of sloppiness in the eyes of consumers. This hurt feeling led the consumers  to leave more frequently. The challenge remained that how can we create a more open  consumer atmosphere.

SELECTION

I believe that Storytelling is a powerful tool to inspire both consumers and the employees to  make the better judgment. Storytelling can inspire people in ways they can connect and help  them in ways unrecognizable. People draw analogies from the story and project that story on  them to see cause.

APPLICATION

I engaged with the team to tell them a story about how empathy can carve a way to a better  value creation for stakeholders. I told them a story about two shopkeepers, let’s call them Yin  and Yang. So, Yin had a very peculiar way of approaching his customers. Whenever there was  no stock available in the store for a particular demand for a customer, he used to ask them to  come later. Things used to get worse when customers used to call back to check on the  products, Ying used to yell, “I will tell you, when products get in. Don’t call and create a fuss”.  Consumers felt offended and started looking for a store that knew how to respect them.  Shortly, Yang opened a new store. Treated customers with a smile, respected their calls and  slowly customers started to move towards Yang.

Not to my surprise, Yin went out of business and started begging the older customers by calling  them back. Some customers did come back. But it only took them a while to understand that  the shopkeeper still hasn’t learnt to respect. In short term, an illusion of change works but if  someone wishes to see in long run, the customers will definitely see through the façade. In a  relatively short time, Yang dominated the market and Yin, well; let’s just say he retired, keeping  it a little respectful.

INSIGHT AND APPROACH

Upon speaking with the gym’s owner, observing the gym’s manager’s behavior, and several  consumers, I realized that the problem goes into the root cause, “the ego”. As the gym is known  for its low cost, the managers feel that the consumers don’t deserve the services they demand.  The managers intimidate and get offensive with the customers whenever they demanded that  the necessary work be done.

After listening to the story, the managers realized that the customers are the most important  parameter of the entire operation and creating value for them is the only thing keeping them  viable. Just by inviting the old customers into the gym and still making no positive changes to  the gym, they will run the gym into ground.

The approach would also have worked with mind mapping, where the gym managers would  need to understand what is and reflect on themselves. Create a chart that would track the  needs and customers ideas (knowing their persona) and then brainstorm ideas to make the gym  better.

However, by storytelling, the crux of the issue could be addressed by a third party. If the  managers are more self aware and accept criticism well, the gym would better able to create  value.

