A couple of recent experiences have got me thinking about the value of templates to our businesses.
Templates can take the pressure of decision making, save us money through bulk buying and allow us to respond to enquiries more quickly. They can also ensure that our customers and prospects receive a more consistent experience. Templating stops us from reinventing the wheel and therefore saves us time.
Example 1: Velux
Recently my son’s bedroom blind broke after 20 years. Replacing it was an outstanding experience.
I went to the Velux website expecting to jump through a number of hoops to find the right blind. However the process could not have been easier. Velux explained where to find the code for the window. Once we’d located that we were taken to our options… there were five colours to choose from. We placed our order at 5.30p.m. on Wednesday and the new blinds arrived at 10.00a.m. on Friday.
Given that it was December, that we are in London and Velux in Scotland that was pretty remarkable. It was made possible because Velux has a templated system with limited options. They have a consistent range of windows which they have maintained for years. The blinds for the windows are also consistent and supplied in a limited range of standard colours.
By offering a limited range of options Velux are able to maintain stocks of these blinds allowing them to respond to enquiries quickly. The trade-off of course is the lack of choice and therefore individuality. In fairness though Velux do offer alternatives at a price and probably longer lead times.
Example 2: Premier Inn
In recent weeks we’ve had a couple of one night hotel stays, on both occasions we stayed at Premier Inn. We chose the chain because of the value they offered. In Somerset we got dinner bed and breakfast for significantly less than competitors were charging for their rooms alone.
Premier Inn are able to offer such value because they have a no frills templated offer. When we walked into our room in Essex the furniture, carpets, bathroom fittings etc. were identical to those we’d found in Somerset a few weeks earlier. The breakfast menu was the same too. I’m sure these templates allow them to keep costs to the minimum and enable them to keep their prices low.
Would I choose to stay at Premier Inn for a hotel experience? No. Would I go back when I’m travelling on business or for another purpose? Yes.
The templated offer allows Premier Inn to offer a consistent good value, but rather bland experience at great value for money.
How can we use templates in our businesses?
Pretty well anything that we do regularly or even more than once can be templated. That might include products or services but it can also include our systems and processes.
For example, having a template for a newsletter makes it quicker to produce or easier to outsource. The same can be true for routine communications, on boarding new customers or staff or even exit procedures.
Once we have found a process that works we need to document it and share it with all who need to know. We might choose to write the process down step by step or make a video or audio recording. A checklist can be a useful tool to ensure the template is followed correctly and nothing vital is missed.
Injecting personality
Whilst templates have many advantages they can lead to a somewhat bland or limited customer experience. Building some variables into the template can be a way to avoid this.
A letter that allows for an individual opening and/or closing sentence can make the recipient feel more special. Offering a range of components for products or services can add some variety…if you’ve ever bought a new car you’ll be familiar with being able to choose from a range of colours or seat coverings for example.
There will usually be a correlation between the degree of personalisation and the price. If you want to offer a budget option then sticking to a rigid template will keep your costs down and make it easier to charge less. The more bespoke your offer the more premium your price can be.
What action will you take?
Is it time to review your products, services or processes? Would templating any aspect save you time or money or make it easier to outsource?
I know there are places in my business where a template would make my life easier and our customer experience better so time for some work!
