Is it time for monovision?

mono- a combining form meaning “alone,” “single,” “one”

How many times have you experienced a long winded sales pitch where the individual reels off every service you could possibly imagine an organisation to offer? Establishing your ‘single-minded’ proposition will be crucial to your success and allow you to communicate clearly with customers and prospects exactly what solution your provide.

Put simply, what does your organisation do from your customers’ perspective?
You may be surprised to know that what you may think you do and provide is different to what your customers think you do and provide. Have you ever asked them the question? The major benefit in asking is that these people will assist you in finding the best way to market and communicate your business.

I found an excellent example of this in Wendy Evans – Choose & Grow your own business in 90 days.

“The single-minded reason for sending red roses is sex & guilt. I see no reason to disagree! Yet most florists promote their wares generally and delivery service primarily. One memorable day I did a workshop on the single minded proposition with an advertising agency. My brief to them was to create the name of and the tag line (from the single minded proposition) for a business that sold only red roses: 24 hours a day, seven days a week, 365 days a year, plus the balloons and cards that went with such a purchase. Their response?

The name was to be Bad Boys and the tag line, based on the understanding that red roses were about sex and guild, was to be, ‘We get you into and out of trouble, 24 hours a day’.”

Spend time listening to your customers, listen to the language they use to describe your business that you can use to promote your business. Go on to communicate this correctly and you will have established exactly what you do and why people should buy from you.

It’s time for monovision – differentiate yourself!

Why thinking strategically is a MUST!

Thinking strategically is a much-discussed topic in most of today’s business environments where it is often seen as a core competency for leaders. But what does it actually mean to think strategically and what are the benefits?

There are many definitions for strategic thinking but in essence, it is the ability to shift ones focus from operation efficiency to long-term effectiveness.

To think strategically, one must be:

1. Systems orientated – an end-to-end understanding of value creation
2. Focussed – focussed on the end result, the goal, and the ability to achieve this without distraction
3. Broad thinker – the ability to review the past, present and the future at the same time to make better decisions
4. Balanced, focussed and adaptable – keeping an open mind to changing environments and responsive to good ideas
5. Good communicator – focussed on two-way communication; the ability to ask questions, give direction and listen

Organisations that have achieved the integration of strategic thinking throughout their business; from the individual, group and organisation have created a core competency that forms the basis for competitive advantage. In any business, strategic thinking which results in strategic planning will save time, get your team focused and provide a pathway to success.

So what are the benefits?

1. A well defined vision
2. A proactive, rather than a reactive approach
3. A detailed plan with action items to achieve goals
4. A united approach with all members of the team moving in the same direction to achieve the same outcome
5. A method to be held accountable for and success to be measured against

Strategic thinking involves many things; the ability to embrace innovation and creativity that will energise the individual, interactions with others and challenge conventional thinking.

Are you a strategic thinker? Do you put strategies into actions, make decisions and communicate priorities?

How does your organisation build a customer focused culture?

In an increasingly competitive environment customer service and engagement becomes vital to the success of an organisation where great service can often outweigh price when customers are choosing which organisations to do business with.

Without a doubt, in every organisation, the core focus is its customers, whom without; the organisation would fail to exist.
So then why, in so many instances, do bad customer experiences seem to exist, and even be on the rise?

We have all been a customer at some point in time, and for most, have had a bad customer experience. Should this be correct, why do so many organisations, and people within it, treat its customers with the same level of bad service as they have received, and didn’t appreciate?

In many instances, it is a direct result of an organisation that has not invested the time and money in building a customer focused culture.

Do you know what your customers needs are, what they expect? You may be surprised that customers do not expect a lot. A good customer experience can be as simple as a fast, accurate and fulfilling one. If you understand what your customers want, when they want it and how they want it then you are already on your way to building a customer focused culture.

So how do you create a culture that ‘lives’ good customer service and takes nothing less than 100%?

1. Firstly, what is realistic and feasible for your organisation to achieve? Set some goals for the organisation and for the individual. The main reason an organisation fails to achieve a customer focused culture is when it is not linked to the overall strategy.
2. Ensure senior management supports it. If it doesn’t stem from the top down through the organisation, its chances of success are slim.
3. Recruit competent people. Ensure they are customer focused from the beginning and are able to demonstrate this ability.
4. Create a positive environment. A negative individual/team will have a negative impact on others in the group and ultimately the customer.
5. Actively manage and review. Include customer service focused KPIs and review progress. If there is no accountability, it will most likely not be done.
6. Train if required. Not every individual is going to be a star performer, train your teams to ensure you are all striving towards the same goals.
7. Celebrate success. It is just as important to celebrate success, as it is to address negative customer issues.

If you follow these seven simple steps and continually review, evolve and grow based on the changing needs of you customers and prospects you will inevitably see an increase in your bottom line.

And remember, customer service and engagement is an investment, not an expense!