Your company provides a tangible product or intangible service to someone who has a need for the ‘thing’ you have created.
But what is it that your company or your department really, really delivers to your customer?
It depends on who you are and who you serve.
John Costello, Dunkin (Donuts) Brans president, believes it is vital for their organization to be involved in all things digital to stay ahead of the digital curve.
Dunkin serves coffee and donuts – but what they deliver is efficient and quick delivery of a good start to each customer’s day.
And digital helps them to do that effectively and consistently in 11.700 restaurants worldwide.
They could choose to do things the old fashioned way, but hey …. Coffee can be bought in a lot of places. A GOOD START might be a little harder to find.
Your Bank – More than a Place to Stash Cash
A bank provides a safe place to keep money. There are lots of banks. But what makes your bank different?
Perhaps you go to a small, local bank or credit union that provides you with a deep sense of trust and familiarity. Greeting you by name and chatting it up with you about last night’s football game – they provide you with a grounded confidence that your money is with friends – people who really care about their neighbors.
Others may prefer a big, international ‘financial institution’. This world wide name delivers a sense of confidence because of their size and stature. They aren’t as concerned about the ‘friendliness’ as much as the knowledge that a strong, large, reputable organization is in trust of their savings. A different kind of caring and confidence.
Both types of banks ‘hold’ your money, but they deliver a different banking experience for a customer.
How to Find Out What You Deliver
At Market Viewpoint, our ‘product’ is mystery shopping services. A paper or digital report of a customer’s experience in their place of business is what we provide to our client.
What we deliver is peace of mind (or not) to our clients when they can ‘see’ what their customer is really experiencing. We also deliver knowledge – and we all know that knowledge is power.
Power to reward, recognize, train, adapt, change… all things to make our client’s staff and product better. All from a report of observation.
So our goal is to continue to find new ways to provide information for our clients to assure our clients have peace of mind and knowledge.
So again, what is the real product YOUR company provides?
A great start to their day? Trust? Confidence? Peace of mind?
All of that is much more important than a cup of coffee or a place to stash cash.
Please tell us how this article made you think differently about what you deliver to your customer!