“A business is what a business does”
If an experience is to amplify a business, it must be designed at the heart of the business model. If it isn’t, when the pressure comes on, the “experience initiative” will wither on the vine.
A company’s value model is shaped in three key areas: operational excellence, customer intimacy or product leadership (Source: Treacy and Wiersema). Every company has to be good at all three, but they stake their reputation on a particular dimension of value.
The kind of experience you get is the type of experience you are capable of giving. This means that great experiences come in all shapes in sizes. The common denominator is that they play to strengths. For example:
This is about people who love process.
They are concerned with aligning resources, streamlining and optimising the supply chain. This delivers a core of reliability and reassurance - anything above this is pleasurable. The experience is about sustaining everyday life - reliability in increasingly unreliable / unstable world.
Typical culture - control (directive, conservative, systematising).
Examples: Tesco, Richer Sounds, Fedex.
This is about people who love people.
The experience focuses on involving customers to deliver what they really want: it satisfies unique needs by virtue of (apparently) special relationships with the customer
Typical culture - collaborative, integrative, trust builder
Examples: H2X (that’s us!), Four Seasons, Ten UK, lastminute.com
This is about people who love things.
They continually push performance boundaries with relentless effort and innovation to deliver anticipation and excitement.
Typical culture: competence - assertive, challenging, standard setting
Examples: Intel, Dyson, Apple, Audi, Bang and Olufsen.
Bang & Olufsen and Richer SoundsGreat-but different-experiences Both brands sell electrical audio goods through retail stores as well as online. And both enjoy passionate support from customers and employees. So both are great experiences, but they are very different. Bang & Olufsen levers the top-end nature of the product and sound experience by incorporating modern minimalist design and a cushioned sound room where nothing can detract from the audio excellence. “The Bang & Olufsen shop is where you can experience the craftsmanship and pleasure that characterise our products, with no obligation for you other than to watch, listen, and be inspired.” The product is King. Richer Sounds achieves one of the highest sales per square foot with a cheap and cheerful approach to the category. “Our stores pile bargains high and don't have fancy shop fittings so we keep our overheads down and pass on those savings to you.” Their passionate staff create a buzz in the store and ring bells when sales are made. Operational Excellence is King. |
Want to understand how to amplify your business model? Fast-track, cost-effective programmes from H2X can help…..
• Customer Experience Blue-print – using H2X’s WHAT, WHY, HOW, WHO and WHERE model we’ll work with you and your senior team to develop a customer experience blue-print that will specify exactly how you can amplify your strengths to customers. The result will be a clear roadmap from where you are to where you need to be. It will determine WHAT you need to fix and HOW TO fix it.
For an initial, confidential discussion to find out more, contact David Williams, H2X CEO, on +44 (0)1628 777945 or email davidw@h2x.biz
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