to do business With?
The concept of ease of use for product assessment
(believed to have been originated by IBM for PCs) is a good
one for consumer products since we all have experience of
it. For example, in our view:
- A TV set is "ease of use"
- A video recorder is "not"
- A motor car is "ease of use"
- A PC is definitely "not"!
With relation to services the concept becomes
"easy to do business with" (e2-DBW). Imonic can
significantly benefit customers by helping you to develop
differentiation in the eyes of customers by becoming more
and more e2-DBW.
Regardless of your own perceptions, whether
you are e2-DBW or not, is a judgement made by your customers.
Therefore determination; of if, or why you are e2-DBW must
be 'externally determined' and not 'internally decided'. Different
customers have different ideas about how e2-DBW you are, according
to their specific needs.
Imonic start by segmenting
groups of customers to agreed criteria. We then go through
structured questions, prompted by a detailed understanding
of what their key interactions are with your business, what
comparisons they can draw with other leading suppliers and
of course, which particular segment group they belong to,
in order to draw out their frustrations and ideas and determine
what e2-DBW means for them.
The ideas generated are then assessed (these
can range from minor tweaks to creative and even wacky suggestions!),
with a view to implementing the ideas which will result in
the greatest service differentiation or cost savings for our
We use a proven process that can lead to
anything - from a revised billing structure to franchising
part of the service delivery - to a major reorganisation.
The results can make a significant and measurable contribution
to lowering customer churn rates in key segment groups.
The bottom line is that customers
enjoy doing business with organisations that are "easy
to do" business with.