How you deliver your product/service is starting to be as important as What you deliver.
One of the foundation building blocks in the BizQuack Vision Plan is to identify the promise you make to your customers and the next questions is: How do you deliver on your promise? Recent research by McKinsey Consulting tells us that those who focus on customer experience will see revenue gains of 5% to 10 %.
In today’s digital age, the delivery process may be on-line or in person, depending upon what is being provided. There is no “WOW” being delivered when I get an e-mail from my insurance agent stating “Your new policy is attached; please download a copy for your records.” I only hear from my insurance agent twice a year, first to tell me that my policy has to be renewed and to send in my premium. The second is the on-line delivery of my policy. I don’t even remember the name of my insurance agent or if he still works for the same insurance company. If you deliver your promise on-line, are you adding something extra? A hand written thank you note or a telephone call would help to keep that “human touch” a part of your delivery.
Consider the physical delivery of a product. Do you just hand a customer your product? There are a lot of WOW’s that can be included such as a 10% discount on the next purchase.
The management of your customer’s experience is deeply meaningful in terms of outcomes and value. Delivering a WOW to your customers in addition to the delivery of the product/service is a challenge, but one that has to be met and constantly improved.
The How starts with the first contact a customer has with you. It becomes part of all your marketing material and the delivery process. It doesn’t end there! The ongoing follow up with that customers closes the loop and the cycle is repeated with their next purchase.
Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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