A quick share about two companies I came across this month – one through direct experience, the other via LinkedIn, both while hugely different in size, demonstrate the critical fusion between people and purpose.

Let’s start with a little food, shall we? MOD Pizza:

This is based upon a recent experience – maybe one you have experienced too. A couple of weeks ago after a busy week, I was excited for Friday night, pizza night. No cooking, no cleaning, just get my toddler to bed, order-in, sit down with the Mrs to eat, switch off and relax. We order from MOD Pizza. We love it as it’s super fast, super fresh (all made to order) and (my personal favorite) you have unlimited toppings – so literally whatever exact type of pizza you want, with whatever you want on it, for no extra cost. For those of you who know me, you know I like my food, and I’m not shy of a little volume. It’s the same deal for their salads.

Anyway, I’m not sure whether it’s a national or local arrangement, a long-term or Covid-pivot, but MOD at least in our area have been delivering recently via Door Dash. We’ve only ever had two negative experiences with MOD in 26 months – both of which have occurred in the last 2 months and involved Door Dash with deliveries not arriving (at least not at our door). We paid through MOD but it’s the Door Dash person who left the orders at the wrong apartment (two separate people, two separate occasions). Because we didn’t process and pay through Door Dash, they couldn’t solve our problem (nor did they seem to take ownership for it), so they attempt to coordinate a refund through MOD and, for whatever reason, that never happened.

As you can imagine, this experience really took the edge off our MOD halo. At the time, I blamed MOD – we don’t care who delivers the pizza, or whatever arrangement you have to get it here, so long as does, in fact, get here…and in good time. That’s MOD’s responsibility. So, we called MOD directly ourselves. Now, bear in mind it’s a Friday night and they are crazy busy. We get the manager. We explain the situation. Everything changes. He apologizes, completely empathizes with us, offers us a full refund and tells us to come and see him or his colleague the next day and he’ll give us a couple of free pies. I turned up (Saturday night, equally busy), mentioned his name and we got taken care of, I was also offered a free drink while I waited. In short – a great turnaround experience that has kept us as loyal customers of MOD….even if now – we choose to pick up our order!

So, what on earth has this got to do with purpose?

Well, MOD are on a people-first mission based around a culture of doing good. Their ethos is simple, the better they treat their people, the better their people will treat their customers. They exist to make a positive difference in their people’s lives and in turn, the communities they serve. Not rocket science you might think in the people service industry yet, seemingly lacking in so many service businesses. Clearly, Door Dashers are not going to have the same passion and pride in MOD as the “MOD Squad” – and definitely, MOD will have to fix this issue before it gets too costly. However, how the MOD Squad manager handled the situation was first-class and it’s kept us as loyal customers.

MOD’s people-purpose is backed up by a number of people friendly policies one of which being hiring people who are in need of a second chance; community impact and authentically sourced food choices. As we’ve said on multiple occasions recently, as the economy opens up again service businesses especially will win or loose through their people. As people continue to eat at home, ordering in more as income rises and start eating out more, the people-edge will carve out critical market share. Firstly, the companies who have done right by their employees will be able to pull people back off the bench more quickly, accelerating their ramp-up with less cost and more effectiveness; secondly the customer experience will be better because their people care (and are cared for). Most other things can come third, forth, on later, to these.

Flying high on Purpose – Virgin Atlantic:

On the flying front, Holly Branson’s interview here with Shai Weiss the CEO of Virgin Atlantic, explains eloquently the importance of purpose for senior leaders, their people and organization.

At Virgin Atlantic Shai states how purpose has been the “connective tissue” that enabled them to galvanize their people to fight for survival during Covid. This was despite having to let 40% of their people go, simply to survive.

Virgin’s purpose is: “Everyone can take on the world” – which is an incredible mindset to instill in their people, something they can support their people with, something inspirational and a common purpose everyone can get behind. It is therefore easy to see how it can be applied not only to Virgin’s recent survival-focus but, also in preparation for travel opening up to adapt and thrive again (even if, unfortunately for a while with a few less people).

As Holly points out in her blog and as we consistently say at PurposeFused – purpose is the “heartbeat” of the organization. You can see how a strong pulse will fly them towards their vision of “being the most loved travel company in the world” – another aspiration based upon human connection and experience. We can only feel loved as consumers, if their employees feel loved first. I for one am keen to see see how Virgin are able spread and connect the love as we hop back on International flights again. We could all certainly use a little more love!

Right – time to order a pizza!