I was meeting with a sports business client recently, and they were describing that they have allocated portions of different staff’s time to use in relationship development with season ticket holders. And while it is interesting that they were beginning to devote time to serving existing customers through account representative relationships, it is also interesting to note how they were doing it. They were not devoting staff full-time to relationship management. They were taking about 30 percent of multiple people’s time to develop relationships with their account holders.
It was their perspective that they were managing approximately 4,000 season ticket holders with five employees (a high 800:1 ratio). In fact, since staff only spent about 30% of their time managing those relationships, they were actually managing 4,000 accounts with about 1.5 employees (or an even higher 2,700:1 ratio).
It is very difficult for employees to spend the vast majority of their time doing things other than developing relationships and still be expected to do a great job in relationship management. In other words, it is very difficult for people to spend their time on many different tasks and be expected to be great in any one of those tasks.
As an organization, if you want to be great at customer service or great at relationship management, can you be great if it is a small percentage of a lot of people’s work?
If you want to be great at something as an individual, can you be great if you are doing 15 or 30 often unrelated tasks during the course of the day?
Organizations wanting staff to be generalists need to understand the difficulty in creating great performance.
As an individual, you need to organize your work so that you can spend as much of your time as possible in blocks focused on one or two activities. Continual shifting into/out of different tasks does not lend itself to efficiency and high quality.
In order to be great at one thing, we need to figure out how to allocate our time to focus on that one thing for longer stretches of time.
Multi-tasking minute-to-minute is overrated. Focus your work, allocate your time in blocks, and succeed.
