Customers arrive at your business with a bigger picture than view we have from the seat at our desk.
They don’t always want us to “solve” their problem or save them money; although these may be their stated goals. Truly, not every problem is in search of a solution and cheap certainly doesn’t guarantee success.
From where we sit, inside a business, it looks different. Yet, when we are customers we know that the intrinsic value of a brand interaction is the delight we feel from the interaction, and not merely satisfaction. Delight is defined as extreme satisfaction, it thrills us.
So the view from our desk or conference room isn’t the customer’s perspective! The customer doesn’t care what department we’re in, what channel we’re responsible for or even sadly how hard we try.
Customers simply don’t care where you sit! They only care about their experience with your brand.
Maybe your company’s perspective is different.
The Delivery Gap
Please consider the following:
When Bain & Company surveyed 362 firms, they found that 80% believe they deliver a “superior experience” to customers. But when they asked customers, they say only 8% are really delivering.
This “delivery gap” doesn’t exist because businesses fail to recognize the importance of their customers. More than 95% of surveyed management teams say they’re customer focused.
Bain found two reasons for the gap.
Paradoxically, many growth strategies damage customer loyalty. For example, efforts to pursue new customers can distract from serving the core.
Building relationships with customers is difficult. Understanding what customers really want and keeping our promises while maintaining a dialogue to evolve with customers’ changing needs is challenging.
Bain says the 8% do something differently:
We call them the “Three D’s”: They design the right propositions for the right customers. They deliver those propositions at the lowest system cost. And they develop the institutional capabilities to do it again and again. Each of these Three D’s reinforces the others. Together, they ensure the company is continually led by the voices of its customers.
What We Have Here Is a Failure To Communicate
Buyer Legends Can Help Close The Delivery Gap
We’ve developed a simple-to-learn business process that can help you see your customer’s perspective from where you sit; we call it Buyer Legends.
Buyer Legends are not the stories you tell your customers; that’s just promotion. Buyer Legends are stories told from the point of view of your customers; because your brand isn’t what you say it is but what your customers say about it. Buyer Legends are designed to create and improve the interactions customers have with your brand; and that’s the rest of the marketing mix.
Buyer Legends combine the emotional power of storytelling with hard data to open new opportunities, spot gaps and optimize your sales and marketing. You can use them to communicate your brand’s intent and describe the responsibility of each critical touchpoint within every level of an organization — from the boardroom to the stockroom.
Many have found (in the month since publication there over 60 reviews on Amazon and we’ve linked to many others from this blog) and we hope that you too will find that Buyer Legends improve execution, communications, testing, and provide a big boost to the bottom line.
Please feel free to get “Buyer Legends: The Executive Storyteller’s Guide”, it should take less than an hour to read, 90 minutes to implement and then you’ll be able start closing the delivery gap immediately.