What is an operational framework? What are ways to get your employees on the same page about customer experience?
To create a quality mindset as a manager, you need to create operational frameworks for your company. A framework is essentially a detailed plan that every employee should follow to meet the same goals.
Continue reading for an overview of an operational framework’s purpose in a business.
Creating Operational Frameworks
What is an operational framework? An operational framework explains one of your company’s processes in a clear and detailed way that your employees can easily follow to give every customer the same, high-quality experience that you would’ve personally provided.
For example, part of an operational framework for addressing complaints might look like this: “Listen to the customer’s complaint without interrupting. Write down any details they mention so you can resolve the issue quickly. Once they’ve explained, say something like, ‘I understand why you’re upset. I would be too.’ This validates their feelings and shows them that you’re on the same side, so they’re more likely to work with you instead of blaming you.”
(Shortform note: In First, Break All the Rules, Gallup Press recommends the opposite approach. They say dictating processes is a form of micromanagement that stifles employees’ talents and productivity. And while dictating processes may ensure employees meet the basic requirements of acceptable service, it won’t help employees create true customer satisfaction because it doesn’t leave room for employees to form personal connections with customers. Instead, they say, focus on defining goals for your employees to achieve, and let them decide how to do so.)
The Benefits of Creating Operational Frameworks
One benefit of creating operational frameworks is that they keep the company running smoothly as it grows. When your business was small, you likely kept everything running and did most of the work yourself. As the business grows, this becomes unsustainable: You won’t have time to ensure each customer is satisfied and receiving high-quality service, so you must ensure your employees can provide that service without direct supervision. Otherwise, you risk your quality of service declining, which can drive customers away.
(Shortform note: Operational frameworks don’t just allow you to deal directly with a growing customer base—they also help ensure a smooth workflow within the company. In The Phoenix Project, Gene Kim, Kevin Behr, and George Spafford highlight the importance of creating frameworks that prevent bottlenecks that constrict workflow. This includes creating a tracking method to monitor and schedule work, integrating a quick feedback system, and identifying and solving problems immediately. This speeds up workflow, aligns departments within the company, and ultimately enables you to more efficiently meet your customers’ needs.)
Creating frameworks also grants you greater freedom. Instead of working long hours trying to manage a large number of customers because you’re the only one who can do so, your employees can manage the customers themselves by following the established process. This means you can work less even as your company grows—the company can continue operating normally without you, so you can take time off, whether for leisure or in case of an emergency.
(Shortform note: In Fix This Next, Mike Michalowicz describes taking time off as not only a benefit of documenting processes, but also a way to encourage it. If you schedule a four-week vacation, you’ll be forced to document your processes so your employees can continue normal operations in your absence. He recommends scheduling such a vacation for every essential employee, to ensure anyone could take time off for leisure or an emergency without risking the company’s stability.)
Finally, creating frameworks for your company will save you time and effort in the long term. Once you establish the framework, your employees can complete the task whenever necessary, giving you more time to complete more important tasks. Many entrepreneurs avoid doing so, however, because creating a framework is time-consuming and effort-intensive in the short term. They’d rather spend an hour completing a task than spend 10 hours creating the framework. Michalowicz suggests overcoming this mindset by remembering that the time you spend on the task is cumulative: If you have to complete the task every month for the next 10 years, you’ll spend 120 hours on it. Compared to that, 10 hours to create a framework is reasonable.
(Shortform note: Another reason people may avoid creating frameworks is a lack of urgency. In The 7 Habits of Highly Effective People, Stephen R. Covey says urgent tasks are ones that must be addressed immediately, while important tasks are essential parts of your job but aren’t time-sensitive. Tasks can be either urgent or important, both, or neither. You may be tempted to neglect tasks that are important but not urgent—like creating frameworks—because they’re less attention-grabbing. These tasks will most benefit your company, though, so you should prioritize them. You can also save time and energy by delegating or eliminating unimportant tasks. To help you identify unimportant tasks, first define your goals and principles—what is important.)
How to Create a Framework
To create a framework, Michalowicz says to first identify the task you perform most often for your customers. Then, explain exactly how you do that task. The goal is for someone with no training to be able to read the explanation and then complete the task exactly as you would have, so be detailed and include all of your tips, tricks, and advice. Once you’ve completed the initial draft, walk back through the process and add any information you missed on the first pass. Keep doing this until you’re certain you’ve recorded all the information necessary to execute the task.
Once you’ve recorded all the necessary information, simplify your explanation of the process—Michalowicz says it should fit on a single page. Anything longer will be overly complicated and difficult to follow. He uses airline safety cards as an example of a properly created framework: They clearly and simply explain the process for surviving a plane crash on a single page, in such a clear way that anyone can understand it.
