We need to consider carefully the group(s) of customers that we can serve best. Do your customers really see the values you claim to deliver to them. It is always best to ask them. They may not fully appreciate what you products or services can do for them. Please see the mind map below to find out how you can segment your customers for better value delivery; to understand that customer's value-curve has multiple factors - utility and emotional ones. You are to create a value-curve that differentiate yourself from your competitors. Finally, the value the customer pays you is dependent on the market and competitive offering. Customer buying decision is more emotional than rational. It is an experience.
Customer's Experience
Whether a customer will be your long term client depends on his experience with you. A good packaging is important in attracting the potential customers for a try. However, you must deliver the real excellent value in the use of your products or services.
- Exceeds the Competitor
Mat 5:20 For I say unto you, That except your righteousness shall exceed the righteousness of the scribes and Pharisees, ye shall in no case enter into the kingdom of heaven.
Applying the above in business, the value we deliver must exceed that of our competitors that we may enter into the heart of our customers to enjoy a long term relationship.
- Price is dependent on the Value Given
Mark 4:24-25 (KJV) with what measure ye mete, it shall be measured to you: and unto you that hear shall more be given. [25] For he that hath, to him shall be given: and he that hath not, from him shall be taken even that which he hath.
The value they give to you is proportional to the value you deliver to them. If you don't deliver real value, you will loose your business soon.
- Delighting Them - Exceeds their Expectation
Mt 5:39-42 is all about exceeding the expectation of the customers. Please note also that giving is based on what you have and can. Don't borrow to give and
- Do not make promises that you can't deliver. see also Mat 5:37.
- Quality at the Core
Most organization go for ISO certification to gain recognition for quality. In reality, the spirit of quality is seldom instilled in the staff. They do the necessary to pass the exam but see extra work as a necessary evil. Mat 5:22, 2:28 shows us that we must embrace quality in our Heart, Head and the Hand.
- Be Bold in Facing the Defects and Handling Complains
As in Mat 5:29-30, face up with realities in our organization and take the bold and tough steps of cutting off units, departments, teams or even people for not delivering after attempts to train, change or develop them. The market and technology may have moved and you have to face up withe realities to cut them out. Don't let the sick part of department or people destroy the whole company.
- Branding
Most people think of branding as just telling. Branding is much more than nice packaging and a catchy message. Branding is acquired after a long series of experience by many customers. The fastest way to destroy a brand is to tell one thing and deliver another thing. Branding is "Projecting Right Kind of Image and Making sure the Image is Really you." It is what comes from the hearts - revealed in what you said and delivered in the long run that creates the branding of who you are and what you stand for. Mark 7:18-23. It is your differentiating and consolidated identity . A good brand is reason for employees, investors and customers to want to do business with you and your asset for long term survival & profitability.
- Outcomes vs Output
Outcomes are Customers' purchase orders, goods received in good order and payment received.
Outputs are the things you do or deliver to the customers. Spending lots of time, output measures in man-hours, with customers may not leads to the right Outcome - signed deal.
Hence, make sure you spend your output wisely :
- Make sure you are doing the right things with the customers.
- Listens carefully to his needs; expressed, implied, unawared.
- Make sure your proposal deliver the right value to him.
- May need to demonstrate your ability to deliver to gain trust in proposal stage.
- A signed contract is a trust. Customer trusts that you can deliver according to your promise.
- Your price can be lower than competitors and still loose the deal because of lack of trust
Bible for Business Seminar#11 Customers & Blue Ocean Strategy
See also Taking Back the Initiative - Going the Extra Mile
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BJ#0 Business According to Jesus TOC --|--BJ#10a Golden Rule of Service
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