Near the end of The Invisible Leader (a book about which I will have more to say on this blog), author Zach Mercurio gave a useful analogy about African safaris to make a great point about modern business.
Mercurio pointed out that when people are on safari in Africa, they are focused on the elephants and giraffes in front of them. What aren’t they focused on? Malaria-carrying mosquitoes. Writes Mercurio:
Elephants don’t bite, but mosquitoes do. It is the small, even tiny, things that have a huge impact. Similarly, organizations focus on the big things – the branding initiative, strategic plan, key meeting, value proposition – while the little things are creating their reputations. How the receptionist out front says hello, how a call is handled or how an email is returned, these are all important experiences that, when added up, become the organization’s reputation.
What Mercurio is talking about, and something we wholeheartedly agree with, is the impact of customer experience on an organization’s reputation. Organizations can get the big things right, but it’s the hundreds or thousands of daily interactions with their customers that determine the public perception. It’s the little things that can kill you.
By the way, I looked it up. Elephants kill approximately 500 people per year, according to National Geographic. Mosquitoes? The W.H.O estimates 435,000 annual malaria deaths, or 870 times as many as elephants. Elephants don’t bite. Mosquitoes do. Get your organization to pay attention to the mosquitoes and you’ll stand a better chance of survival.