Baseball offers many analogies for almost any industry. Communication is no exception. In fact, just last week I wrote Communicationsball which looks at the importance of data-driven decision making. Good website analytics and online monitoring tools help determine the strengths and weaknesses of communication efforts. Analysis helps us understand what the data mean and how to apply them.
You’ll often hear baseball fans talk about how games are won. Strikeouts and home runs provide sizzle and can often determine the outcome of the game. However, most hard-core baseball fans will tell you the data show baseball games are won by (and pardon how simple this may sound) getting players on base and then moving them around the bases to score runs.
That means walks, base hits and bunts are an integral part of a winning strategy. Put another way, it means players must be patient and willing to be part of a team effort which recognizes wins are achieved through smaller victories. It also means individual performance stats such as batting average and home runs tell only part of the story – the traditional glory part of the story. Moneyball, as I noted in the aforementioned post, proves there are other more meaningful ways of measuring and achieving success.
It was pure chance that as I was preparing to write this post, I noticed an example of this in today’s news. OC Transpo, our local public transit service, which was on the receiving end of a significant amount of earned criticism, has taken to Twitter as a customer service tool. They didn’t make grand public pronouncements of their plans to reinvent their operations from the top-down, they’re turning their reputation around through simple acts.
How? It’s simple. A proven technique.
OC Transpo is monitoring Twitter for customer feedback. Then, rather than ignoring concerns or saying “noted,” OC Transpo is taking decisive action (where possible) and responding directly with substance.
The result is exchanges like this…
Sometimes even tweets like this…
That’s how you win ball games.