Make a big shift in focus and start transforming your business by answering this question–why us?
Why do you exist for your customer? Why are they really doing business with you? Answer these questions to get to the heart of what your customer truly finds valuable and to discover your Reason For Being. Delivering on your company’s Reason for Being requires a big shift in thinking that focuses on customer-centric experience design.
Operating your business with a Reason For Being provides a connection between what your customers want most and your ability to deliver. This is a critical step in designing the the kinds of experiences that your customers desire and will rave about.
But we have a Mission Statement?
A traditional Mission Statement is often a dry, colorless paragraph of lofty ideals that sound good. Sometimes they are framed and hang in a prominent area that only visitors see; sometimes they just stand alone in the corner gathering dust. This is because there is no connection from the mission statement to how the business operates or to what customers value. A Mission Statement usually represents only what the business values.
Your Reason For Being originates from what your customers value. A Reason for Being states what outcome of value you produce, for whom and how to keep the promises your brand makes. The value is determined by your customer. You will not find a column on your balance sheet for this value but providing the value that your customer desires will have a positive impact on your balance sheet.
Finding out what your customers want most from your business will probably take some assistance from outside sources. Objectivity is key here. Anyone that has already sipped the Kool-Aid probably can’t offer that point of view.
Ways to Uncover What Your Customers Really Value
- Analytics and data
- Interviews with customers and staff
- Walkthroughs and Undercover shopping
You will also need to identify your primary customers and determine how promises will be kept, remembering that your business process should never dictate your customer experience.
Some of the outcomes for businesses that define their Reason For Being:
- Greater Efficiency
- Easier Management and Clear Purpose for Employees
- Agility and Responsiveness
Getting clarity on your Reason For Being will benefit your business by ensuring that decisions are made that reflect what is best for your customers and your business. Clarity around the Reason for Being leads to value-added experiences that increase long-term loyalty and referrals. The internal changes brought about through an active Reason For Being result in stronger relationships with customers which ultimately show up on your bottom line.