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Why do people choose to buy from certain organizations regardless of price. (Hint: It’s not about the product.)
Many organizations compete on their primary offering — improving their products, enhancing their features, or adjusting their pricing.
For a long time that was enough. But today the barrier to entry in most industries is lower than it’s ever been, and it’s easier than ever to duplicate a competitor’s product.
So how do the most successful organizations stay at the top of their industry. They know something that most organizations don’t: Not all value is created equal.
Different people value different things. And improvements to your product offerings only matter if your customers VALUE them.
For many customers, having the very best product or the lowest price is less important than other factors – like easy ordering, fast delivery, or an exceptional service experience.
So if you want to be the first-choice provider in your market, you need to uncover more opportunities for improvements that customers TRULY value.
Watch the clip of Ron’s presentation at Amana Key to discover a simple framework for finding hidden value opportunities in YOUR business.
#VideoPosts #ServiceImprovement #CustomerService
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Below is an Autogenerated Transcript
One category is the product that your company provides. Or if you’re a government agency, it’s the policies and the regulations. The pricing is also part of your primary product or service. Like if you’re in an education field and I know we have one university in the room, then it’s the quality of your curriculum. It’s the range of your courses. It’s the degrees of certificates and diplomas that people can earn by studying with your primary product.
But then you also have your delivery systems. Are you 24 hours, 365? Are you easy to use? Are you online? Do they have to wait in line? Do they have to come in person or can they do it on the app? Do they have flexibility for delivery to different locations or at convenient times for them?
The third category is the attitude, the friendliness. The mindset of your people. The tone of voice, the eye contact, the body language, the smile in your eyes. And the fourth category of value is the effort to have an ongoing relationship, not just this situation or this sale, but the continuous ongoing into the future.
These are the four categories: primary product, delivery systems, service attitude or mindset, and ongoing relationship. Now, if you take the six levels of service and you put it next to the four categories of value, you could ask and answer the question, how good or bad is the service we provide? How much value are we creating? Or if we don’t do it well, are we destroying in each of the four categories? And remember, the stairs are always slipping down.
