Seeing this hideously dirty ceiling tile at my dentist’s office today reminded me of the Broken Windows theory and how it relates to businesses.
The Broken Windows theory hypothesizes higher crime rates occur in cities when broken windows are left unrepaired because people will conclude no one cares enough to fix them. More windows will become broken and attitudes of lawlessness will spread, resulting in higher crime rates. Michael Levine applied this theory to business in his book, BROKEN WINDOWS BROKEN BUSINESS.
According to Levine, broken windows are telltale signs to customers that a business doesn’t care, that it is poorly managed, and or it has become too big and arrogant to adequately deal with little details.
He warns businesses that customers draw wide-ranging conclusions based upon their perceptions of the broken windows they find. These negative perceptions will undermine a business as they can turn once highly-satisfied customers into very-dissatisfied customers who choose take their business elsewhere.
I’m not saying my Dentist poorly manages his business. I am saying his patients could draw wide-ranging conclusions based upon the fact he hasn’t replaced the severely water damaged ceiling tile.
Every business has broken windows. The easiest way to tell if your business has a broken window is when you find yourself saying, “A customer will never notice that.” Because chances are, they will … just as I did with the way too soiled ceiling tile at my Dentist’s office.
Learn more in this vintage Brand Autopsy post (Dec. 2005).
And you stayed to have your teeth done? Brave man...:-)
Posted by: Dennis | July 02, 2009 at 12:37 AM
For a business that has its clients staring at the ceiling all day, you would think they would have done something about it.
Question--did you bring it up to your dentist? The broken window theory, as it pertains to law enforcement, is a community wide issue. It's to be addressed by all of those involved not just the "landlord".
Thanks for the post!
Posted by: Tracy | July 03, 2009 at 09:46 AM
Tracy ... the Dentist knows and has told the landlord. However, to your point, the Dentist doesn't have to stand back and wait. He can find some creative way to cover it up until it gets fixed. Good point.
Posted by: john moore (from Brand Autopsy) | July 03, 2009 at 10:57 AM
Too funny. I do the same thing at my dentist (with the details, not the ceiling, that is)...the curse of the "marketer's eye," I suppose.
Posted by: jer979 | July 03, 2009 at 12:32 PM
The curse of the "marketer's eye" lives with me everyday. I purposely have to take off my "marketer's hat" when visiting a restaurant or a retailer to better enjoy the experience.
That said, having on the "marketer's hat" allows me to notice some pretty cool things. Such as ... I just made a Home Depot run and saw the coolest in-store sign holder. Home Depot uses smaller ladders and affixes a sandwich board-style sign atop the ladder for a two-sided sign. Brilliant. Simple. Loved it. Wouldn't have noticed it had my "marketer's eye" not focused on it.
Posted by: john moore (from Brand Autopsy) | July 03, 2009 at 01:35 PM
Great post!
Ever since reading New York's tale of crime reduction I've been utilizing my understanding the broken window theory
Never knew there was a book on it - so very handy - thanks for the link
Posted by: Scott Gould | July 04, 2009 at 11:25 AM
It is the little things that create the impression for both the client and for the vendor working in that environment. The client feels like the vendor doesn't care about something like the ceiling so what is he doing about upkeep of the equipment that she's using on your teeth? The maintenance issues give the same impression for employees, if my boss doesn't care about this then what does she care about me, which leads to poor performance? It's a vicious circle.
Nice post.
Posted by: Thomas | July 06, 2009 at 06:04 PM