How Your Customer Promise Can Increase Sales
Filed under Planning
I’m a big fan of how IKEA does business – especially their marketing and sales methods. If you can – make a trip to an IKEA store to simply view how they retail – you’ll certainly learn a lot.
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The Customer Promise Closely following the vision for your business is your definition of your business culture and your Customer Promise forms part of that. It’s very important that not only you (the business owner) and the staff understand and operate daily according to the customer promise – it leads to your customers receiving a consistent level of service which in turn increases sales in your business. |
My recommendation – if you don’t have a customer promise clearly defined – arrange a meeting with your staff for a brainstorming session – Ask the question "What’s really important to our customers?" and "How can we define and then deliver on that?"
Article originally published: July 22, 2011 by Mark Fregnan.
Creating the Vision, Mission and Culture for Your Business
Filed under Planning
Step 1) Define the Vision
- What do I see as the key to the future for our organisation?
- What unique contribution should we be making in the future?
- What would make me excited about being a part of this organisation in the future?
A vision statement is a company’s inspiration. A vision asks, “Toward what reality do you want to lead this organisation?”
Step 2) Create the Mission Statement
How will the vision be achieved?
a) Who are you ? Define the characteristics of the people in your organisation. What are their qualities, attributes, etc ?
b) What business are you in?
e.g. the transport business
c) Who are your customers?
e.g. demographics, age, etc
d) What makes you different?
e.g. Starbucks
“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
e.g. Target
“At the heart of our strategy is our commitment to delight our guest by consistently delivering the right combination of innovation, design and value in our merchandising, in our marketing, and in our stores. This is the essence of our “Expect More. Pay Less.” brand promise.”
e.g. Nike
“To bring inspiration and innovation to every athlete* in the world.”
Step 3) Culture statement
Ownership, integrity, teamwork, communication, etc
This is an example of a culture statement :
| Ecolab USSpirit Ecolab associates are the company’s heart and soul. Hungry to succeed and passionate to achieve, we embrace the unknown, fearlessly taking risks, confident in our ability to deliver results. We are eager and ambitious. We tenaciously persevere, surmounting obstacles with grit and determination. Above all, we find joy in our work, and in serving the company and our customers. Pride Determination Commitment Passion Integrity |
Article originally published: May 5, 2009 by Mark Fregnan. Updated: September 1, 2009.
