The concept of brand delivery is not rocket science. You have already identified the customer needs to be delivered—while still making a profit of course. You have the resources to deliver those needs; people, money, equipment and software. Activities and processes have even been put in place to effect continuation and consistency. The quality level of the resources and activities you invest in will decide whether you have good or bad capabilities for delivering your particular service.
When you provide consistently good or better capabilities, you attract a reputation for supply reliability. Supply reliability delivers a quality product or service and attracts positive word of mouth. Positive feedback on Twitter, Facebook, Trip Adviser or simply over a beer or coffee will grow your market share. Market share grows net profit. It’s all an inevitable chain reaction—it either goes up or down.
Paul Deeming* stated that at least 85% of business problems are caused by management. After more than 20 years of business consultancy, I totally agree. Inadequate processes, inconsistent business rules, poor team leadership, failure to measure results and poor cash management are all management problems. It’s time to stop blaming staff or customers for these problems. Staff problems often stem from a lack of training, lack of tools to do the job, lack of supervision and a lack of knowledge about what the business expects.
Small business success is all about identifying a niche with a significant gap in the market—and then filling that gap. By setting yourself up in that niche, you have indirectly created a brand promise that you will meet the needs of those clients.
Direct reinforcement of your promise via marketing efforts is important, but it isn’t enough. Social platforms such as Trip Advisor will ensure that any unmet promises are quickly made public. The direct promise message works to bring in new customers who haven’t heard of you, but the investment is a waste of money if you aren’t able to deliver.
Do it right. While working within a service orientated company in Bali, I assisted the General Manager with totally transforming the customer experience. First we walked through the whole operation looking at everything from a customer perspective. We listed 59 action items that needed improvement or needed to be added. We defined responsibilities and set goals for the completion of each task. He and I also identified the resources needed and made sure they were available. Every week we got together and reviewed progress, kicked butt and took names when necessary. After four months we had nearly all of those action points sorted; and the final cost was minimal.
What was the end result? Were customers more emotionally satisfied? It could be measured at least partly in the Trip Adviser rankings, of which we had a significant improvement; jumping from 12th to 4th place in our particular category. This all took place over a period of about 12 months! Sales increased by 50% in the same period. Coincidence?
What about YOUR Business?
Are you delivering pleasant surprises or consistent disappointments?
Are you brilliantly inspired but seeking actionable know-how?
To start you off, you need to have is a business framework; which will be the subject of our next article.
CEO and Co-Founder
neXtep Business Builder Community Pte Ltd
Singapore ACRA Business Registration Number: 201424522Z
80 Kitchener Road #09-09/10 Singapore 208539