Worst Case Scenario for Delivering New Customer Value

Here is a worst case scenario:

• A well known product, already experienced by the entire market.
• It’s had many re-introductions in different forms, packages, and industry verticals.
• Fully commoditized.
• The market may be emotionally attached to the original version so the new version may be potentially undesirable.

We must agree that under such a scenario new value-add, demand and certainly loyalty would be difficult to achieve.

However, if we are willing to look beyond our paradigms, and if we know our customers well enough to offer them something they never knew they wanted,
then, maybe we have a chance to lead.

Take a look:

What is special about this video?
Knowing your customer is the key to adding unforeseen value.

Rudy Vidal
Committed to XCL

I’d rather pay more, take longer and get tired, wouldn’t you?

Brilliant !
Here is a good example of the overwhelmingly powerful effect of experiences in creating customer behavior and loyalty.
The new product is clearly less effective than the alternative, yet customers prefer it 66% after the addition of the experiential component.

Suggestion:  Reduce your costs by dropping features and re-invest in adding experience.  The results are evident.
take a look:

Thank you  Volkswagen for the vision to undertake this project.

Rudy Vidal
Committed to XCL

 

 

A couple of days ago, I answered a question on a linkedin group that I thought was interesting:

Should we Send Client Holiday Gifts?

Answer: Yes, but having the right motivation and choosing the right gift is key.

Here are some thoughts:

1. If you need to – don’t:
If we feel not sending a holiday gift would hurt our relationship with the customer, then it’s probably too late. The gift should not be seen as a way to improve the relationship, it will not. Ironically, holiday gifts are most effective when they are not needed.

2. The purpose:
the purpose of the gift is to remind the customer we are thankful for their patronage and are thinking of them at this special time.  But the power of the gift is in the opportunity to underscore what our customers should already know and feel about us; that we are aligned with their values; that we care for their success and for them as people. After all, they value us because we add value.

3. The right gift:
Choosing the right gift is not always easy; it should address the purpose above.  If the person in charge of maintaining the customer relationship has not thought carefully about what the gift should be then a card is probably best.

4. Personal gifts:
If we’ve developed a personal relationship with our customer then we shouldmake a personal gift in addition to the corporate gesture, where appropriate.

5. No self serving gifts:
Don’t send gifts that are boldly logo-ed, can be seen as advertising or mild reminders of our presence in the market.  Save those for the trade show. The customer should remember who sent the gift simply by knowing no-one else would have thought, would know or would care enough to send it.  Special offers, pricing are not gifts.  Send them at some other time.

6. Make it fun:
We rarely take the time to choose the right gift for a customer if the process is not fun.  Encourage relationship managers to think out of the box and to know that choosing the gift is important.  Small brainstorm groups for similar customer segments can save time.

7. The same gift?:
There is nothing wrong with sending the same gift to multiple or even all our clients, as long as it hits the mark.  In fact, if we can figure out that one gift that shows the essence of what we stand for as a brand, then sending them to every customer, maybe the best thing we could do.

8. A gift for every customer?
Depending on the business, a gift to every customer may or may not be a reasonable undertaking.  We should also consider than all customers are not created equal.  Some are more strategic and may warrant special attention, while others may suffice with a more generic or less costly approach.  I remember sending Christmas cards to 800 customers, where every employee wrote the card’s greeting for two customers and then asked five other colleagues to add their signature and role they played in providing great service.

Regardless of what we choose to do, our token should be true to our purpose and the essence as our company.  The customer should remember the gift fondly and after the second year of receiving such a gift, should suspect a potential theme or trend in our effort or choice.

The best business gift I ever received was a research project reviewing the best project management programs along with an independent assessment of which would be best for my company.  Beautiful ! – How did you know ?

Happy Holidays !

Committed to XCL
Rudy Vidal

BlackBerry – Taking Their Eye Off the Ball?

We prefer to find good examples of customer centricity to make our point.
However, sometimes examples of poor alignment with customer values can serve as helpful warning beacons.

First, I must say that I love BlackBerry products, they are reliable and do the job.

Today I was delighted to see BlackBerry had corrected their lack of a Desktop Manager for Mac, which has caused me countless hours of grief in trying to sync my PDA and Entourage on my Mac. I was excited, so I followed the link and downloaded the software.

Here is my experience:

1.  The download did not include a pdf of the instructions. I went to the website to find the instructions and also found release notes – Cool.
2.  Oops, the release notes say that when synchronizing with Entourage there are several unresolved issues with data integrity, the same ones that were giving me grief with the third party software.
3.  I decided to call the contact center to ask if the release notes were still current and/or to get advice on whether I should make the switch.  No phone number listed for customer support.  They have self help and forums, I spent 15 minutes looking for an answer then gave up.
4.  Decided to send an email to the support desk with my question – I received a reply saying the email was not delivered, we have self-help options or payed-for-support.

• Why would a device come without necessary software to synch to well known computers?
• Why would they deliver software without operating instructions?
• Why would they deliver software that does not work, and not let you know before you download?
• Why would they lead customers to believe there is a support email address when there is not?
• Why would they consider reliable customer support for business people something beyond their responsibility?

The answer could be simple, and it can happen to any company in the blink of an eye:
Sometimes we may not consider the effects of our business decisions on the customer experience.
Perhaps even less if our products are leading the market.

Well, it’s not about the product, its about the customer and the company’s alignment to their values.

My 7 years of BlackBerry usage mean nothing if I don’t feel the company is ready to support me when I need them.

The point here is that great companies can quickly loose their footing simply by forgetting that we are no longer in a product economy.
Products are great, but no longer brand differentiators.  The differentiator is now the customer experience due to the company’s integrity of purpose.

My partner Donna Root, said it perfectly yesterday :  ” A company’s alignment to their purpose is critical because in an experience economy customers care about “HOW” companies win.”

Your customers have evolved.  Their criteria for loyalty has shifted to a more holistic view.  They care about what company’s stand for and about their authenticity in that purpose.

What does your company stand for?

Rudy Vidal
Committed to XCL