“Expand your area of Influence” and we remember great author Stephen Covey. This is referred for personal development as one of the habits of effective people. However this also applies in the realm of better and delightful customer experience. Yes to compete in such severe market condition every company must expand their area of influence.
Expand the definition of your offering and you will know area to be influenced.
Tirupati Balaji temple trust believes that their responsibility for devotees starts only when devotees are at the temple campus, restaurant thinks their job is only to offer food in side the eatery, telecom company thinks their role starts when a customer become their customer to use their voice /data services, manufacturers think product dispatch is the only job they are suppose to do likewise banks , hospitals every other business can think limited or expand their area of influence – its up to them. In their book The Experience Economy - Author Duo says add ING to your offerings. This ING is what customer wants. Add ING and you see expanded area of influence.
Balaji Temple Trust started thinking of transport , logistics , devotees , online booking , queue management and every possible thing that devotees would think of while thinking of visiting Titupati. Asian Paints has started offering home decor solution to end user from merely selling paints. Every enterprise HAS to think beyond their physical area of influence and keep expanding their area of influence not only to offer total solution and adding ING in their offerings but also to better their customer experience. How else will you expand your market-share?
(This applies to every employees and professionals.)