to do Business with (ET-DBW)
Making your organisation easy to do business
with is not a simple undertaking. With regulators, external
standards and internal regimes to comply with, it's little
wonder that some organisations are more than a little difficult
to deal with.
Imonic's experience has shown that the same
business can be easy and fluid in certain areas, thereby requiring
minimal effort on the part of the customer (e.g. gaining a
quote or ordering), while dealing with other parts can be
little short of a nightmare (e.g. setting up accounts, getting
the correct invoices or even paying your bill).
Being easy to do business with (ET-DBW)
can bring considerable advantages
- Easier for the customer often means easier
for the firm
- Increased profitability
- Improved loyalty - customers want to
give you more of their business because it's less effort
- Processes have to be more robust hence
fewer mistakes will occur.
It must not be forgotten that being ET-DBW
is a customer view, not something that you can decide yourselves.
Customers therefore need to be asked and even cajoled into
helping you find different ways of getting there. The best
approach is to dissect the interactions (refer to interaction
management) and take sample groups of customers to work
It has been proven repeatedly that being
able to make life easy for customers is a sought after trait,
which lends itself especially well to P.R.
In our view the critical factors for
success are: understanding all the ways in which customers
interact and rating these; segmenting representative and vocal
customers to work with; creative exercises to 'pull' ideas;
thorough testing on small samples followed by a P.R. campaign.
This is firstly to tell customers what you are doing and why,
explain the new options they now have, and also to attract