GROWING YOUR BUSINESS
FEATURE
requirements across the customer journey from initial interest in your type of product or service to sale completion and beyond. It’s best to take an outside-in approach and fully understand your customer needs and emotions at different stages in the customer journey. Once you have a ‘customer journey map’ you can
evaluate your performance at key touchpoints and review opportunities to improve processes, policies and procedures along the way. There will be upfront opportunities to bring more customers successfully through the sales cycle and downstream opportunities to develop customer retention and loyalty. The good news is that many ideas will cost from zero to
very little to implement and a touchpoint-based approach enables you to pick off one improvement opportunity at a time, ideally starting off with some quick-wins.
DARE TO BE DIFFERENT A customer experience project will allow you to get the basics right with customers, but it also provides opportunities to spot areas for differentiation that might not previously have been considered. As you look at different touchpoints you should be asking questions about whether you are making life easy for customers, for example, are you taking their emotions and higher objectives in to account? Workshops with staff are a great way to draw out opportunities for differentiation and improvement.
FINAL MESSAGE With products and services becoming increasingly commoditised, and customers able to publicise positive or negative feedback at the touch of a mouse, the customer experience is quickly becoming the new business battlefield, and it’s time for SMEs as well as corporates to get in tune with this new business discipline.
Using creativity to develop better businesses
True creativity requires a great idea, and crucially, the ability to bring it to life. Without passion and commitment to see it through to reality, you will be left imagining what exciting opportunities are out there.
In taking the next steps to truly transform your business, can you say:
At Marjolo, we make better businesses. We are fascinated by the possibilities that can be created following that spark of imagination. By working together, we can help you to identify the right design for your business; creating an environment where you will be able to nurture those new ideas and create truly amazing changes.
Talk to us now, to begin reimaging your future.
letstalk@marjolo.co.uk /
www.marjolo.co.uk A new conversation in action
www.simplybetterit.co.uk business network May 2017 43
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