Customers are complaining about our service…LOWER THE PRICE
Customers are demanding more service…LOWER THE PRICE
We didn’t keep our promises…LOWER THE PRICE
We mislead the customers with our product and service…LOWER THE PRICE
Getting to the lowest price isn’t always what the customer wants, even in a commoditized world. If it did, every company would live and die by the algorithms they set up for their pricing and delivery of products and the one with the lowest price would win that day. Ever buy corn on the futures exchange? Not much difference.
The hard work comes when you and your company actually want to deliver a “DIFFERENTIATED EXPERIENCE” that your customers find of value. You can buy the same cup of coffee anywhere, so why do people spend $5 a cup at Starbucks. Nordstrom carries mostly brand name merchandise you can get a lot of other places, why do people pay a premium to buy the same clothing items?
There are lots of companies that decided to do the heavy lifting and create a CUSTOMER EXPERIENCE that isn’t the cheapest but is the most desired…for the right audience…their audience.
You have a choice today. Don’t do the heavy lifting and hard work to build a “Customer Experience/Centric” company and play the commodity game of price and hope you are the cheapest today. Or, invest now to create a “Customer Experience” that is the talk of all your customers and where they are not only willing to pay extra for it but they are happy to tell all their friends! It’s your choice…and you get to pick the customers you want and the results you want. Now…what will you choose?
