One of the most important solutions we deliver to our clients at Stone Mantel is helping them figure out what jobs their customers need them to do. It speaks to the heart of value, and figuring out those jobs can literally mean the difference between success and failure. A great example of this follows.
I recently heard a news report on BBC World Radio about the Rotterdam Police Department in the Netherlands. They reported that in a European city where crime is well-known that incidences of crime were down over the last two years. Surprising news given the state of the world economy and unemployment rates!
The reporter explained. For years, the modus operandi of the Rotterdam police force was typical of most police departments—focus primarily on the worst crimes. The police spent much of their time investigating serious crimes. Safety on the streets deteriorated. The community was outraged. In response, the police force decided to involve the community. They opened forums and invited the residents to determine how the force would spend a portion of their time each week—in fact, they gave them 16% of their time. Together the residents decided. Rather than focusing on nabbing hardened criminals, they wanted the police to control speeding within the city proper and cleaning up the streets—literally, not figuratively.
The police force obliged and the result: crime rates fell in every category—violent crimes, theft, vandalism, drug-related, etc.
Everyone wanted to know why. Upon study, they observed that when the police focused on serious crimes, few residents ever saw them on the streets. When they spent 16% of their time walking and cleaning the streets, lots of residents, visitors—and even criminals—saw them. They were more visible than they had ever been. The residents and visitors stayed. The criminals left.
The Rotterdam Police Department did functional, emotional, and social jobs for the community. (Click here to read an article with more insights on Jobs to Do.) They literally asked the residents what they wanted help with (the functional jobs), and while going about fulfilling those jobs they showed their faces in the community (social job) and inadvertently brought security to the neighborhoods (emotional job). The program continues with periodic community meetings to reassess what jobs residents want them to focus on next.
In order to do the right jobs for your customers, you have to follow the lead of these Dutch policemen and figure out what they want you to do first, then do it.
Posted by Bryan Searing
Would you like to explore this topic with us further? Feel free to send an email to us at Ideation@gostonemantel.com and we'll discuss!