Number 19 of 52 Compelling Communicators: John Munro
May 13, 2013
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| John Munro |
It has been six years since my close friend, John Munro died. This post is my way of paying tribute to one helluva communicator. Our relationship started in the client/agency mode but quickly moved into friendship. We worked closely on major campaigns and highly sensitive issues. I witnessed his compelling ways in virtually every type of scenario – tough negotiations, employee engagement, promotional opportunities and partner/supplier discussions. His support of and dedication to good communication continues to be unparalleled.
My illustrative story takes place when he worked for Greyhound Lines of Canada in the late 80's.
The
company, at that time, was operationally focused and had not embraced the concept
of customer service. He wanted to turn that around. He started the process with
an audit to see what needed improvement. The audit produced quite the list of recommended
upgrades but the one that topped the list was to ensure the bus station
washrooms were clean. It was the biggest area of customer complaint and
dissatisfaction.
John
pondered how to motivate his managers to make this a priority. The operations
style culture was not inclined to embrace any of this “soft” stuff. Managers had
always been rewarded for getting the busses to arrive on time, not nice
smelling loos. After 60 years of nuts
and bolts business tactics, this was not going to be easy.
Using a
somewhat hardline approach, he announced to all managers his expectations for
tidy bowls and pristine washbasins. Then, he added there would be unannounced visits and he expected the
restrooms would be so clean you could eat a meal in them. And, that would be the secret plan – dinner in the
washroom with John (pun intended).
The idea
took off like wildfire. Managers started having candlelight dinners in
lavatories throughout the system. It was
crazy fun and got great media pick up.
Here is a sampling of the headlines - Wall Street Journal: Suddenly, Our Local Greasy Spoon is Taking on an Aura of Luxury, The Financial Post: Peeking' Duck? and the National Enquirer: Gulp, Greyhound Brass dine in bus station Rest Rooms".
John
loved the message it sent to customers and worked hard to make sure the company
delivered on its promise. It even landed
him on the old TV show To Tell the Truth, where people guess the person
behind the story.
Compelling
people to make change comes with actions as well as words. John fundamentally
understood what motivated people and knew how to make even the most mundane
activity fun.
The
hundreds of people at his funeral were a testament to his compelling nature.
One fellow took me aside to say he was taken aback by how many people felt they
had a special connection with the man. He thought he was one of just a few.
That was the magic of John Munro, a truly compelling communicator.
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