Creating a Customer Focused Process

- March 22, 2012

Recon Thursday/Process

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. It’s Recon Thursday and we’re going to wrap up our series on the 7Ps Process by looking at the external process of how customers
engage your company.

I recommend you start to evaluate your external marketing process by being a customer. Review the various channels through which customers seek information about your company or buy your product.
Ensure that the process is efficient and enjoyable and all touchpoints along the way generate positive feelings about having engaged your company.

Walk through the physical process and experience the customer has when making a purchase. Include phone, online, and in person. Ensure the experience is positive and customer feels good about the
transaction. A good experience will enhance the brand perception in their mind and increase the likelihood of them buying your product or service again.

Polish your customer communication. Whether it is direct, indirect, social media or inbound marketing, ensure it is creating a desire for customer to do business with you.

Look at follow-up. Ensure that the customer is happy with their purchase. If they are not happy with the product, provide a prompt exchange or refund. Ask for feedback so you can improve your process in
the future. Your goal is to ensure that the customer has a great experience with your company at every opportunity.

Also scrutinize your branding. Is perception of your brand what you want it to be? If not, launch a branding campaign to begin aligning the brand image in the mind of your customers with the brand
identity that you want them to have.

You may not realize it, but I am molding you into a process engineer, which is a good thing. Working with process is a key to the success of marketing and branding. Reviewing and enhancing your
internal and external processes enables you to control the direction of your company and supports the marketing and branding efforts in ways that make sense.

Seek out feedback around your processes from your customers and people within your organization. Leverage that feedback to update and enhance your marketing and branding plans. Continuously
review and refine and then begin another iteration of marketing and branding.

That’s Recon Thursday, be sure to join us tomorrow for Digital Friday. To discuss a one on one service engagement and enhance the marketing and branding for your organization, contact James Glover:
(505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.