THE UNDER-PERFORMING MANY, THE 80% & FOCUSING ON THE CUSTOMER'S EXPERIENCE - WILLIAM EASTMAN

Today's Show focuses on Part 2 of 3 in Discipline #2 Distinctify Your Offer. We will cover the little things you can do to make the Customers Experience Distinctive. Next week we will close out Discipline 2 with (3) on How to Test Your Improvements for increased satisfaction and sales.

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Introduction
​We introduced the 5.15.80 Model at the beginning of the Season. It was a combination of research into small business performance and our practical experience from the last 2 decades. You could go to any area around the global with a market based economy and randomly select 1,000 companies, here is the distribution you would find: 5% or 50 companies that own their markets, 15% or 150 companies that are making money, and 80% or 800 companies that are barely surviving.

This series is about how to move from one level up and our concern in this series is the 80%, not how you get here - that story would be too ugly. The focus now is how to create a long-term future for the business and join the 15%.

LISTEN > ENGAGE > APPLY

Show Objectives
Today we continue Discipline 2 of the 9. As we covered in previous shows each discipline is presented in 3 parts. Today our focus is on how to take the pressure off of price by IMPROVING THE CUSTOMERS EXPERIENCE.

Key Issues - Owner Perspective:

1. What should I do to we make the customers experience unique - Marketing to Post Sales Support

​What You Need to Know

• Useful: what purpose does it serve for your targeted customer?
• Useable: how does it enable your customer to achieve their objectives? 
• Finadable: how easy is it to find?
• Credible: do we reduce the risk of doing business with us or purchasing the offer?
• Desirable: what is the impact of branding, image, packaging, aesthetics, etc., on the customers experience?
• Assessible: how does it perform on multiple platforms in ways that enhance or make it easier for the customer (if this predominately virtual interaction)?

What You Need to Do

1. Do a 'Walk Thru' of all channels of the business:
   1. Storefront
   2. Website
   3. Social Media
   4. App
2. Using the tools we discussed in 5.15.80: THE UNDERPERFORMING MANY - THE 80% - WILLIAM EASTMAN
   1. Review Value Maps
   2. Indicate where the Customer Interacts with the Company
3. Review each channel to determine how it looks and feels to the customer:
   1. Useful
   2. Usable
   3. Findable
   4. Credible
   5. Desirable
   6. Assessible
4. Do you best - get to 80% on each appropriate item

Next Week - Part 2: Discipline 5 of 5.15.80: Narrowcasting Customers instead of Markets

1. Follow the 5.15.80 Series all season.​
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3. JOIN the IBGR Community for our FREE eBook
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5. RESEARCH anything related to Starting, growing, or Exiting a business on the IBGR Network

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Make sure you leave some thoughts in the comment section below. I am interested in continuing the conversation.