That’s it.
Done and dusted. The research is completed. Findings have been analysed. Narratives have been determined. The focus is narrow. Challenges, while substantial, are met, overcome and established by commitment. Determined thought, actions, integration and implementation are the leveraging factors in achieving optimal productivity.
BUSINESS MEETS REALITY
Refreshingly, there is no substantial and consistent demand for variance, difference and innovations. Post-COVID client and customer expectations are higher. Most want to physically and psychologically distance themselves from the isolation of enforced lockdowns and resultant isolation.
Reflections of zoom-based meetings, negotiations, weddings, funeral services and religious events are chilling, unfulfilling and well short of satisfying. Been there. Done that. Let’s move on.
A detailed and comprehensive analysis of eight national market research studies which were conducted for entities in eight distinct sectors, disciplines and categories identified striking similarities in expressed client and customer expectations and demands.
Extensive, expansive and sophisticated technology, innovation and creativity were not among the top six ranked criteria that do, and will, determine demand, transactions, revenue, profits and repeat business.
Indeed AI (artificial intelligence) has a fundamental issue to address. People find it difficult to articulate and specify advantages, benefits and rewards that can be directly assigned and attributed to AI. Accordingly, meeting, matching and exceeding expectations is not possible and where achieved, is subjective and selectively determined, often by the product or service providers.
At present, to strive for and achieve enhanced performance, productivity and profitability, individually and collectively, people, teams and entities need to:
Do Better
Footnote:
A radical change.
Concentrate. Implement
incremental change.
NEXT STEP
Now that the purpose, mission and goals have been set, it is imperative that attention is given to the essential of culture, integration, cohesion and understanding. Each contribute to and are essential elements of:
A synchronised reality.
That is being together, in harmony, in pursuit of devoted followers, supporters, advocates and ambassadors.
If that has a ring of evangelical fervour to it, simply embrace the concept and sentiment.
A significant majority of existing customers favour more and better, over new and innovative.
Astute business leaders have been quick to recognise and capitalise on the knowledge and ideas of internal frontline and support team-members. They know best the wants, needs, aspirations and influences of customers and clients. They are typically enthusiastic contributors to formalised and interactive business development workshops. They need to be invited, encouraged, welcomed and their contributions applauded.
EXTEND YOURSELF
Stretch goals are in vogue, greatly valued and most effective.
For shopping centres and their tenants that means experiential offers require better, modern, engaging and interactive ambiances. In short, contemporary shop fittings and fixtures. Colour, touch, lighting, movement, sound and aroma remain fundamental. Going the extra mile (kilometre), may involve installing and insisting on continuous improvement. All are wise investments.
Customer interaction require the attention to detail of punctual responsiveness, eye contact, understanding, outstanding product knowledge, judicious recommendations and suggestions, follow-up, follow-through, consistency and continuity. No gaps between expectations and experiences ensure satisfaction, repeat and referral business.
Straitened economic times do not totally suppress the emotions, dreams, hopes and aspirations of those seeking marriage, and the attendant purchases of engagement, wedding and eternity rings, gifts and expressions.
Retail jewellers need to necessarily project the allure of design originality, creativity and customisation. That includes shopfronts, internal ambiances, merchandising displays and staff presentations.
To enhance appeal, attention, competitive preference and demand. Jewellers and their team-members need to address the challenge:
HOW DO WE DO BETTER?
In many instances, answers lie in determining what should be stopped. Some things simply don’t add positively to the customer experience and to the perceptions of value. Making it simpler, easier, faster and less taxing has appeal for many.
Social skills are equally important in dealings with the clients of lawyers, accountants, medical practitioners, motor vehicle service operators, electricians, plumbers, carpenters and the installers of solar panels.
Often the most important ingredient in a successful transaction is the dealer, rather than the deal.
COME TOGETHER
Encouragingly, the nature and dictates of the contemporary post COVID lockdown economy are not daunting. Demanding, yes. Unquestionably higher expectations.
Like-minds, aspirations and endeavours typically produce fulfilment, satisfaction, profitability and sustained success.
Increasingly, value and advantage are the manifestations of enhancement to the virtual factors of simply doing it better. Getting the fundamentals right and making them virtues.
Change, innovation and difference have their roles. In the prevailing economy and marketplace, they are not necessarily priorities.
Evolutionary progress is unfolding. Revolutionary dynamism is currently being wound back.
Collectively, those trends seem to be affordable, attractive and satisfying to clients, customers and businesses.
MEASURED SUCCESS
The collective underlying message from the findings of eight comprehensive and detailed market research studies is:
· DO IT.
· DO IT NOW
· DO IT BETTER
Look within oneself, the team and the entity. Given good leadership, monitoring and management that will provide for a better reality and avoid getting ahead of oneself, the market, clients and customers.
The business mantra of the 70s, 80s and 90s was:
“Be Big, Bold and Daring.” Its currency has waned in the current economy and marketplace. The present focus is more modest, moderated and managed:
Do Better.
Circumstances will change. So too will consensus mantras. We have to live in, strive for and profit from the good times, the bad times and challenging times.
Enjoy.
Barry Urquhart
Consumer Behaviourist
Marketing Focus
M: 041 983 5555
E: Urquhart@marketingfocus.net.au