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To optimize
both your market share and your margins, you must provide
customers with consistent, compelling experiences-before,
during, and after their orders-across all channels. You have
to be so good at what you do and to offer products that are
so obviously wonderful that your customers will spread the
good word about you. The tremendous impact that customer experience
has on business reputation is also evident on the downside.
Nowadays, when customers have a bad experience with a company,
they don't keep it to themselves; they instantly start venting
on social networks. This means you don't just lose one customer;
you lose many, hindering your reputation and opportunities
to grow your business. You also lose brand value and positive
word of mouth, which is one of the most cost-effective forms
of marketing.
In the
ever-evolving world of marketing, in real space and cyberspace,
organizations are constantly challenged to change their marketing
strategies. Changes are good when we respond to them rather
than resisting them. For instances, communication systems
enables marketers to advertise in the Internet and get results
as good as advertising on television in prime time. Although
marketing concepts continue to change so fast, the following
CORE components of marketing remains unchanged:
- Consistency
- Consistently means regularly and for a good period of
time. When you are ready to market your product and service,
be prepare to put the word out consistently.
- Order
- An order is a confirmed request by one party to another
to buy, sell, deliver, or receive goods or services under
specified terms and conditions.
- Reputation
- Reputation is how the public perceives products or services.
Reputation drives word-of-mouth advertizing, the most effective
form of marketing. As your business grows and you create
a pool of satisfied customers, your reputation will grow
naturally.
- Experience
- Customer experience is the sum of all experiences a customer
has with a supplier of goods or services, over the duration
of their relationship with that supplier. To create a superior
customer experience requires understanding the customer's
point of view.
The main
focus of Core Marketing is in the customer journey which makes
the customer feel happy, satisfy, justify, with a sense of
being respected, served and cared, according to his/her expectation
or standard, start from first contact and through the whole
relationship. Whether you run a small or even a gigantic business,
CORE Marketing is crucial to be able to grow a business consistently
over time. As you will learn in this manual, CORE Marketing
is essential because it:
- Focuses
your efforts on the fundamental elements of marketing
- Forces
you to understand your prospects so you can differentiate
and innovate
- Creates
a process that optimizes lead generation and close rates
- Develops
an operational plan for long term success
- Determines
how marketing and sales activities will be tracked, measured
and optimized
All business
organizations, whether a gym, a grocery store, or a car manufacturer,
must do Core Marketing to survive; this also pertains to not-for-profit
organizations such as a churches, charitable groups or educational
institutions. This manual shows why CORE Marketing is so essential
and provides an understanding of the fundamental marketing
concepts and strategies to develop and sustain a successful
business.
Traditional
Marketing vs. CORE Marketing
Traditional
marketing has to do with matching product and services to
consumers' needs. As consumers, we know that sometimes this
is done very well, and other times not. Serving the needs
of customers is what business should be all about. Marketing
is the business function that interprets customer needs to
create outstanding products and services that create great
value for consumers.
CORE Marketing
has to do with improving the customer experience-the sum total
of all the interactions a customer has with your brand during
their customer lifecycle. CORE Marketing recognizes that customer
experience has become the critical differentiator in today's
hyper competitive, hyper connected global marketplace. Differentiation
based on product innovation is no longer sustainable because
competitors can leapfrog feature/function advantages more
quickly than ever. And differentiation based on price kills
profitability. On the other hand, research shows that 86 percent
of consumers said they would be willing to pay more for a
better customer experience.
A key
aspect of your mission as a customer experience leader is
therefore to act as the champion for customer experience.
Everybody has to get on board with the idea that the quality
and consistency of the customer experience is of central strategic
value to the success of your organization. Conversely, it
has to be made clear to everybody that anything that undermines
the quality and consistency of the customer experience should
be viewed as an advantage to your competitor because it can
kill your brand value.
Because
customer experience is such a critical competitive differentiator,
it makes sense to make it one of the four components of Core
Marketing. As such, it's important to lets customers know
that your company view customer experience as central to your
value proposition. This kind of branding also tends to raise
customer expectations-not a bad thing. Because customer expectations
are constantly being raised by their last excellent experience-even
if that experience was with a competitor or with a company
in an entirely different market space-it makes sense to embrace
higher expectations and make them part of your company's brand
differentiation.
When you
declare to the outside world that you are committed to customer
experience, it reinforces that mission to all aspects of your
business. As a result, you can request feedback from your
customers to confirm and measure your commitment to provide
an outstanding customer experience. For example:
- I bought
Mastermoves for myself and found it very easy to use. It
works your core abs and the recipes in the book are fantastic!!
Very easy to do and most of all; it is all in the name of
health. Found that the power juices listed are fantastic
and so easy to make.
- Mastermoves
is a nice piece of equipment as it is small and compact.
You can get on it almost anytime. I found the workouts short
and effective and the price very affordable.
- I absolutely
love Mastermoves. I put on my country music and away I go
on it for about 15 minutes - not more and yes I have lost
a few inches.
One effective
way we use to enhance our customer's experience and to generate
word-of-mouth advertising is to give brochures to our new
customers. This reminds them the reasons and benefits for
practicing Mastermoves and will create opportunity for word-of-mouth
endorsements. We tell our customers to become our distributors.
Conclusion
In today's
global markets, customer experience has become a key business
differentiator-yet delighting customers is not always easy.
By focusing on the four core components of marketing outlined
in this manual, you can ensure improved revenue, enhanced
bottom-line profitability, and long-term brand value.
Often, the only factor that determines success of failure
is the way in which a product or service is experience by
the customer. By applying Core Marketing you are about to
become learn how to develop and maintain a lasting relationship
with your customers. That's the good news. The bad news is
that most people don't have the discipline to follow instructions
correctly; therefore, most people will take shortcomings that
lead to failure. Don't do what most people do, be part of
the few. Make sure you learn and apply the Core Marketing
strategies as suggested in this manual.
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CORE
Components
