Remember the book by Jack Trout “Differentiate or Die”? It’s a business classic that many people, including me recommend often. So, stop and pause – did you read the book and put it on the shelf; or, did you actually change?
Trout talks about a USP, unique selling proposition. The proposition must be specific, state benefits, one the competition cannot make, and strong. All fine…in theory. In the 2010 technology world, I think it’s time to take differentiation to a new level.
I had the privilege of listening to small business advocate Jim Blasingame recently. (Funny side note – I actually first met Jim 14 years ago in a former role…wow, we really do make circles in our careers.) His message takes Trout’s wisdom to a new level, and makes it very simple: the only way a small business, really any business, can differentiate itself today is on customer service. There will always be someone else who can beat you on price. There will always be a competitor who offers more features. There will always be a business that can out-market or advertise you. BUT, if you are the business who shows appreciation to your customers, no one can take that away.
I think that Blasingame’s message is true. The customer experience is the main way that businesses can set themselves apart. This works whether you support a product or a service. The challenge comes in how we, as product professionals can be a factor in creating this element.
Looking in from the outside, making a difference is where we have to step up and not only be product leaders, but assume a role as business leaders. Step up and take it on. If your organization does not embrace a customer appreciation attitude, it won’t matter how on-target the developed features are or are well your marketing material speaks to the value. Without the right opening and closing experience with your company, the product will fail. Take on the leadership role to make sure that the customer experiences path is as smooth as it can be. It does impact your product, from the messaging to the results. (Need I remind you that it costs at least 3x more to get a new customer than to keep the one you have?)
And, I want to close with a simple thank you for taking the time to read this blog. You have a choice; your time is valuable; and, I do appreciate your support.
Good post (and I’ll have to take a look at Trout’s book too)! Having experience on both sides (as a customer as well as a customer service rep), I can appreciate the importance of providing exceptional service to customers.
Our company embraces the concept of keeping our members happy as well as striving for FCR (first call resolution). We are not a small business, but a nationally known international company so I think organizations of any size should focus on providing great service.
In the last couple of years, I have seen an improvement in the overall service I have been provided when calling other companies for different reasons. In addition, many companies have surveys for the customer to complete so they can improve their service.
Competition is fierce out there and companies cannot afford to lose otherwise loyal customers. Personally, if I am provided bad service–I take my money somewhere else.
Thanks for the info! LB