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competitive advantage

Customer Centricity as an Ecosystem

By | customer centric marketing, Customer experience, Customer Insight, Employee Experience | No Comments

chart 1“Customer centricity is the ecosystem and operating model that enables a company to deliver a unique and distinctive customer experience.” Doug Leather states in his book The Customer Centric Blueprint: Building and Leading the 21st Century Organisation.

I had the pleasure of interviewing Doug this week. Like it or not, all customers are aware, vocal and they are not all the same. We are making demands on businesses and they need to respond. The business models  that use to work, are now archaic, have short term metrics, many of which don’t have a customer centric approach.

Economic Value

Transformation of companies to have a deep understanding of their customers, a holistic approach based on an Outside In” approach and ultimately delivers not a highly valued product or service but a customer experience that will build life long customers is the name of the game today.” Doug states that the DNA of your company needs to the the vision you have with your customers. Companies need to think from the outside in to develop an investment mindset to evolve the customer experience as a competitive advantage, not undifferentiated. It is all around deciding on the promise you want to make to your ideal customers and then delivering on that promise consistently.  It is around supporting your employees to deliver on that promise. It is setting up your infrastructure, training, hiring, goals and research to obsess over that promise. As Doug sates, “too many organisations still don’t mention their customers in their vision statements.”

Having absolute clarity around your customer, the experience for them and communicating this consistently, through every touch point, is critical for a business in the 21st century.

Podcast Interview with Doug

How to create a competitive advantage?

By | Branding, Business marketing, customer centric marketing, Marketing Strategy, Marketing Technology, Service Marketing, Small Business Marketing, Value Proposition | No Comments

What else can you do to stand out from the crowd?

  1. Collaborate. Whether we like it or not customers are in the box seat. They choose to visit your website, view your ad or open your email and they can click delete, navigate to another page or change the channel in a nano second! As a small business, you are uniquely placed to collaborate with your customers. You can do this using social media tools like Facebook, and forums, blogs and Tweets. Innovations are best when they come from the customers because they are telling you (in many cases) a better way to do something! Invite customers to be a part of your planning. Creating a collaborative culture in your small business with your employees contributing freely can really help too!
  2. Offer Understanding and Insight
    Communicating with your customers could be as simple as a phone call or online survey. If done with sensitivity to their needs and not in an annoying five-page survey it can be something that provides great insight for your small business to change something that was losing you business or create something that will give you a competitive edge.
  3. Share your story
    Stand for something and make it count! So many companies still just don’t get it. People buy from those they know, like and trust. How can they get to know you if all you have on your website is the same old company spiel? Your potential customers are making decisions about whether to contact you every day. Give them the whole story so they can make a decision based on what and who you really are. Freshbooks is a good example of this. Remember, you don’t have to try to make your story inspiring, it just has to be real! Read Tell to Win by Peter Guber which tells the importance of storytelling in business.
  4. Make Work Fun and Easy
    How likable are you anyway? The journey, the process and the prospect of working together has to be enjoyable for you and the client. Marketing is not a one-off activity, but an integral part of the business model. Inject some whiteboards, smarties and have a sense of humour! All services have an opportunity to create a customer experience that is enjoyable.
  5. Be Customer Centric
    Step into your customer’s shoes every day. One of the most fundamental changes you can make is to step through the customer touch points in your business and consciously think about them. This awareness of how they feel at each stage in your process makes you change how you do things. Small businesses are best placed to be customer centric but it does take a mind shift. Look at your website, storefront, business card, flyers, staff and services from your customer’s view point. Now should you change something? The answer is always yes.
  6. Fail quickly but create an idea-based culture
    No one will ever get fired for trying something new. If you can create a culture where you and your team are prepared to try ideas and experiment you are likely to hit a few jackpots!
  7. Love your Employees. Would you want to work for you? Employees are the soul of your small business; this is because your customers can feel instantly if they have walked into a positive or negative environment. If your employees are happy you are half way to creating a great brand. Something as simple as bean bags in the coffee-room, a punching bag (good one Pete), and some nice flowers planted in the garden outside your office, can make a world of difference. You have to take responsibility for setting the tone and then allow your employees to add their own flavour to it.

These seven principles are simple yet very effective and can set you apart from other businesses. How can you take these strategies and improve your competitive advantage today? Love to know.

 

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