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Profitability and Differentiation
created by Loyalty built on Promises |
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Phase I: Discover |
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The Journey Begins Here |
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When you leave on a Journey, do you ever make a list of things you need to bring? For instance, if your journey starts with a flight, does your list include boarding pass and photo ID? The same thinking holds true for your Journey to becoming a Promise-Driven Organization™. When striving for Customer Loyalty, its important to have a complete Promise Inventory™ at all times. The Promise Inventory™ is the foundation of and is fundamental to the Promises Architecture™ approach. |
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In Phase I: Discover, we help you to develop a Promise Inventory™. Our approach
deeply involves Customers, as you might expect, to arrive at Promises that are important
to them. What differentiates our approach is the way we identify Promises that everyone
in the organization can agree upon. This approach yields faster and more predictable
results than, for example, traditional Marketing Strategy approaches that fail to adequately
examine the financial or operational aspects of strategic initiatives. Similarly, Promise-Driven Strategy is superior to
Product- or Service-based Strategies that have a tendency to become internally-driven
and often miss the mark with Customers. |
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Each potential Promise is screened against four criteria that are easy to understand. We find that this leads both Customers and Employees to easily connect with the approach, support it, and rapidly achieve results. |
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| Why these criteria and not some other criteria? For starters, if you can’t deliver on a
Promise, you better not make it; ability to deliver is fundamental to any Strategy. If a
Promise yields increased Market or Brand Differentiation, your offering is more likely to
stand apart from the competition. It doesn’t make sense to make Promises that your
Customers don’t care about, so we focus on understanding what Promises Customers
truly want your Organization to deliver upon. Finally, it is simply not sufficient to please
Customers, Differentiate, and Deliver - if doing so is not Profitable, the Organization’s
health will suffer in the long run. |
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| Unless Promises are selected that meet all of the above criteria, organizations tend to
suffer from miscommunication between departments, competing initiatives that tend
to focus on localized optimums, and internal friction as priorities are debated on a day
to day basis. When organizations become Promise-Driven Organizations™, priorities are
suddenly very obvious and easy to understand, so employees know what to do, how to
prioritize, and how to get along. Customers enjoy predictable results, and Employees
enjoy work more because everyone is aligned toward common goals. |
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In Phase II: Build, the objective is to build a focus and Ability to Deliver on Strategic
Promises, and eliminate wasteful efforts Customers don’t care about. |
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Simple Solutions - Powerful Results |
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