The foundation of pretty much any business is gaining and keeping customers.
What do I mean by a customer decision journey? This is the process your customers firstly select your business to consider buying from, then evaluate your business, and finally buy your product of service, but it also encompasses their experiences post purchase and into buying or using again building a positive performance loop.… Read more
Do your clients view you with delight like a kid does a candy store?
Making your customers buying experience more valuable to them is another critical means to grow.
How can we do this, through three themes. Optimize customer value by ignoring all product, service, and company boundaries. Bundle, unbundle, and reconfigure products and services. Partner, collaborate, and co-create with business partners and even customers.… Read more
As a practitioner, manager, and board director, and as a widely read observer, i can say clearly that Companies which create exceptional customer experiences can set themselves apart from their competitors and produce significantly better business results.
The practice of mapping the journey of our customers, is well established, but typically these elements have been treated distinctly- a piece of point of sale, a price, a sponsorship, and while there is typically oversight from a brand perspective to ensure there is fit with the brand, there is often little co-ordination from a customers perspective to ensure these touch points align to create a co-ordinated and self-reinforcing customer journey,
thats why I’d like to discuss moving from discussing elements of a marketing plan to the overall perception of the plan from a customers perspective.… Read more
Last week, I introduced ways in which you can manage customer expectations.
McKinsey in their review of banks performance focus clearly on the moment of truth or the customer experience in assessing whether banks have increased performance.
So how you manage the expectations and experiences of your customers really does influence their purchase behaviour.
Let me go further, by introducing you to a little background.… Read more
When I spoke with Raymond, he was confused. “I thought he was ready to commit to the order” he said, “but when I presented the final promotional contract, he said he was still considering another offer”.
Raymond and his buyer obviously weren’t aligned in their separate perceptions of where they were in the buyer-seller journey.
Most of the reasons sales fall through is that the sellers perceptions and a buyers willingness to commit are misaligned.… Read more