Your Strategy is only as good as its Execution

We use the term Value Alignment to describe how a company can best match its efforts to the needs of customers at every customer touch point.  Our technology-based clients typically resonate with this concept as worthwhile, but when push comes to shove, most tech companies focus first on their primary products and services, with other issues addressed later and as lower priorities.  Yet those “other issues” can often generate the most persistent customer loyalty results.  Products and services can be replicated and customer perceptions will change rapidly, but a great purchasing or support experience, for instance, generates persistent perceptions that can’t easily be shaken by competitors.  The “other issues” are sticky.

When we design customer experiences, we help our clients understand that products and services are only a portion of the plan.  Everything a customer experiences with or about your company is an opportunity to differentiate yourself.  We take into account a wide range of those opportunities; some are directly enabled by products and services while others are independent of the products/services themselves. The opportunities span every encounter from initial exposure to the company, through the shopping and purchasing process, and throughout the life of the relationship.

AlignmentFull Value Alignment means that every part of your company is working in support of a set of designed experiences.

  • Value Needs- Understand key customer goals and challenges.  Discover what drives customers’ behaviors and perceptions, both now and over time.  Understand how both internal and external changes will alter those behaviors and perceptions.
  • Value Strategy- Build a comprehensive company plan that responds to market needs through compelling designed customer experiences.  Include all aspects involved with attracting and retaining customers, both internally and through partners.
  • Value Promise- Build a full communications program – content, tone, media choice – that clearly differentiates you from others to gain customers’ preference.
  • Value Delivery- Invest and measure across the company to fully support the intended strategy.
  • Value Perceptions- Ensure through products, services and go to market that customers are conscious of the value they are receiving.

Like it or not, customer perceptions of your offerings are the only ones that matter. Your carefully crafted value propositions only become true if customers:

  • Need the value
  • Learn of it
  • Believe that you will deliver greater value than your competitors
  • Act on that belief by doing business with you
  • Receive the value you promise,
  • And actually perceive that they received it.

And the best way to ensure the customer perceives this value is to align the entire company around this set of experiences.