Most European organizations firmly believes that customer-oriented strategy is the main growth driver (recent study conducted by the firm Mercuri Urval).
The result of this study Rams open doors you say? How many times have we heard or read these expressions "the customer is central to our concerns" , "We are conducting a customer-centric strategy initiatives" .... ?
Yet how many organizations in their presentation on their corporate websites, they really aimed at their customers?
Yet how many organizations in their presentation on their corporate websites, they really aimed at their customers?
From words to deeds
Extract from the presentation of a company on its website:
"With over 50 years experience, we became a leading partner for the world of xxxxx. We are a subsidiary of Group A, our vocation is to design and distribute ... .. .
"With over 50 years experience, we became a leading partner for the world of xxxxx. We are a subsidiary of Group A, our vocation is to design and distribute ... .. .
Admittedly, many sites of organizations adopt in their presentation that speech without type differentiation: "We are the leader in our market. We carry the best products for our customers through an ambitious strategy of innovation, research and development. "
Where is the customer focus in these speeches? Where is the creation of value for the customer? The customer is central to our concerns, our strategy but we only talk about us: "we are ..." , "we do ..." , "our vocation ..." . When I was younger, I was told that you should never start a sentence with "I" or "I am" ! Have we forgotten these values?
This tendency to talk about themselves rather than going to his client actually is, curiously, still more prevalent in service companies where there is, in presentations on their websites A list of know-how more or less undifferentiated relative to competitors.
An example of differentiation
I'll probably make some enemies, but take the example of a company providing management solutions transitional world that sensitizes me today, a presentation that I found on internet s 'states as follows:
"initiator Transition Management, X is now the leader of the International Emergency Management, from its offices worldwide yy. Zzzz with missions to his credit over 20 years, X has the best network of highly experienced leaders immediately available.
know-how X is built on three pillars:
- an unparalleled field expertise, acquired over two decades of history,
- a global network of offices yy spread over 4 continents, working in close synergy
- a unique methodology: the acceleration of change. "
If the organization is a leader in its business two decades since it usually has been able to differentiate in the perception that its customers in its value creation and in its image. So do not hesitate to explain and to address its non-client today to induce to become a customer of tomorrow.
course this is only an institutional communication service, the drivers of customer strategy at age 3 but remain confidential communication is a vector of organizational strategy.
What do you think of this presentation (which I certainly some arranged) another company of this same activity on the net and who also qualifies as a leader (!):
"Your business process suffers no interruption. You want a know-how and tailor your actions.
The success of your performance needs of the projects on time by professionals, experts accustomed to driving and accelerating change, the optimization of all your processes.
Our leadership position gives you access to highly qualified managers for a high quality service. "
Communication is the customer-oriented, it is for the client and he gives the impression of a company also customer-oriented, who understand their expectations, needs, gaps.
speech What do you think has the best chance to bring to the "customer delight"?
I said "take it to the customer delight" ?
This will be the next section.
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