Can you clearly state what customer segments your company services and what unique experience you provide them? If your answer is yes, you belong to a very small and exclusive segment in business. For you there is no need to continue reading. Companies that deliver an outstanding performance share some common characteristics. They all know very clearly what customer segments they serve and they are very concise on what experience they promise their customers. If you want to join this group of outstanding performers, start with a clear customer promise.

You probably know that providing a unique customer experience requires more than a clear customer target segment and an attractive customer promise. But let’s just start at the beginning and do a small test. Check the websites of your competitors and look for their commitment. Can you easily find who they are serving and what experience they are providing? Who seems to have a very clear and attractive value proposition? What competitor is self confident enough to state a detailed customer experience promise? Who seems to be the most ‘worthwhile’?

Jewson

Tomorrow’s challenge

If you read the demographic forecasts on the European marketplace it is clear that finding competent employees will become much more difficult in the years to come. On top of that, finding and retaining profitable customers has never been so challenging. The winners of tomorrow are those companies that succeed in finding and building a competent workforce that delivers maximum customer engagement. To me, it seems that we need to start putting a lot of extra effort in this area to maintain a competitive position in our global economy.

Larger companies lose touch

Howcome so much fastgrowing and larger organisations tend to lose touch with both their customers and their employees? What makes it so difficult to create the kind of engagement that is so characteristic for a small flower shop? Is it technically impossible to have high levels of customer and employee engagement in a larger organisation? Or do we just lose focus along the path of growth? Why do so many companies turn into a fortress?

Desire for small