Enabling clarity so that people serving brands can maximize their influence in the marketplace
“Anyone can make the simple complicated. Creativity is making the complicated simple.” That quote is credited to Charles Mingus, and I could not agree more. Strategy is about shaping the future, whether it is to launch into new markets, positioning for growth or changing the rules of the game. And in some cases, a simple […]
There are a few strategic choices at the disposal of organisations if they intend to grow. Organisations can for instance create new markets by developing their brands into new categories, new price points and even new geographies. They can acquire new capabilities and brands to serve broader stakeholder needs. They can also change the game […]
A few key factors influence consumer decisions prominently: convenience, brand reputation, price, referrals, and increasingly, customer experience. This quintet forms what I like to call the “sacred list” of customer priorities. Ignoring any of these can be detrimental to any business not protected by monopoly or oligopoly conditions.
Empathy is the cornerstone of a successful customer experience strategy. It underpins every decision made in the customer journey, from addressing pain points to implementing solutions that ease customer frustration. Without empathy, even the best-laid plans can fall apart when challenges arise.
Recently, the CEO of Nigerian Airline Air Peace Allen Onyema expressed concerns over international competitors lowering their prices to frustrate them out of business. This scenario prompts the question: Is price the only way to compete? Instead, focusing on what customers truly value—be it more generous luggage allowances, empathetic customer service, local delicacies, or unique concierge services—can differentiate an airline in a crowded market.
In our prior discussion concerning self-leadership, we delved into the essential pillars assisting individuals through arduous periods. Our attention now turns to detractors, those who may impede our path to success. This exploration will reveal the identity of detractors, methodologies for engagement, and strategies to adeptly navigate around them.
How does one identify detractors? Manifesting in various guises, each presents unique challenges and requires specific strategies for navigation. Discerning their motivations and behaviours is crucial for mitigating their impact.
The Risk of Complacency: If you find yourself uncertain about whether you are meeting customer needs, it is likely that your customers are sticking around due to factors like high switching costs, lack of alternatives, or mere convenience of location. This is a precarious position to be in, as it leaves your business vulnerable to any new competition that might offer more attention to detail.
this Christmas, I extend my heartfelt thanks to you for consistently reading my articles, for your constructive feedback, and for your kind words. I am profoundly grateful for your support. May the joy, peace, and love that epitomise this season resonate in your lives and in the lives of your loved ones.
This journey typically encompasses several phases: inquiry, consideration, purchase intent, and in some cases, recurring use for subscription-based services.
For instance, a customer showing interest in iPhone 15 is not looking for information on the entire range of Apple products. They are seeking specifics about the various models of that phone – from memory capacity to unique features. Recognizing and responding to this intent with precision is key.
Increased Participation in Black Friday Promotions: The survey showed a rise in shoppers’ intention to participate compared to last year, indicating heightened consumer anticipation for Black Friday deals. There is not a better time for shoppers on a tight budget to grab some fantastic deals.