Business Process & Drained Customer Experience

When was the last time your business processes were realigned keeping customer experience in mind ?

Do you know business processes are the major culprit in creating damaging customer experience ? 

When fulfilling a customer need - business processes can play a key role in making it happen with ease , speed and delight. 

Process complexity delays the delivery , irritates the customers , break the relations and customer looks for elsewhere. 

Business process mastery can give you competitive advantage. Flipkart is the shining example of process mastery. Their enviable TAT is the result of process mastery keeping customer at the center of the process design.  Whatever the processes employed customer gets speedy delivery. 

Huge money invested to built brand on media , huge money invested in technology and logistics. However before they built brand through media there was already word of mouth online brand building happening through customers. Media helped them to achieve tipping point but ground work was kept ready through their superior logistics for only one product - Books. 

There are plenty of leakage points in offering superior customer experience but business process is the critical part which makes or breaks the business. Business process re-engineering which keeps customer's need and not company's need at the core archives what the company ultimately wants - superior PROFIT through superior CUSTOMER EXPERIENCE.    

" You have got to start with CUSTOMER EXPERIENCE and work backward for technology , process & people"  Steve Jobs.

B2B Customer Experience is CRITICAL

B2B customer experience (CE) is critical as share of the business each customer brings is substantial. Share of each business referral a customer can bring is also substantial. Therefore to survive and to expand - both , CE in B2B business is critical. 

- When was the last time you sought customer feedback (and more acted on the feedback) ?

- Your customers are buying more from you (% of of your turnover and % of their turnover) ?

- Are you aware about the concerns of your customers ( they are facing with your organisation and they are facing as their own business ) ?  

- Have you taken steps to solve their concerns with your organisation ? 

- Have you asked them about their other business issues where you can play a role ?

- Think to delight them , surprise them and make them aware that you care about their business and relationship. Help them in their success. 

Most business assume that they are delivering great customer experience and enjoying great relationship with customers only to realize sooner that customer is lost to someone else. 

Appoint TODAY Customer Delight Officer ( This is not a cost but an investment that can improve financial ROI of your business ). 

What MOVIES teach about Customer Experience ?

How many times all of us have seen the movie we liked ? 

We spend hours at the cost of repetition of watching seen movies (remember time is our most precious resource) . 

We know the story and sequence exactly. Repeat purchase (viewing) is for the fact that we have had a good experience at the first instance & we wish to repeat our experience that we had liked , cherished. 

However when directors' creativity takeover viewers' expectations we have seen movie from great directors' failing on the box office. 

Likewise if your company is keeping internal system , processes and efficiency at the core, it will end up like a flop movie. 

Some recent experiences when customers are not at the core of business decisions: 

- Hospital wants medicine replenishment from internal medical store by patient's relative every time.  Isn't it the internal process of the Hospital ?  

- Leading credit card company uses 4 pages for bill printing (incl Ads) but not a line on customer care contact details for any billing related issue. Is customer experience/need at the core when designing this bill ? 

- On a website of leading private bank no way to reach them but for only FAQ driven email options & call center numbers which require many punches before we can talk to anyone. No email ID to reach customer care. Shouldn't  they be customer driven rather than process driven only ?  

- One of the large holiday resort companies keep responding mails with standard replies without reading the customer concerns not as automated replies but with personal name as signatory.   

Ask yourself every-time , what will happen to customer experience when any business decisions are taken ? 

Create a lovely shopping experience during shopping process and product usage and you have acquired one of the finest assets any business can have  - loyal and repeat customer.  

How much time , effort and most important thinking is invested in offering scintillating customer experience which they wish to repeat again and again and still again ?  

Deadly DEBT !

Yes its deadly. 

Inadequate debt wont allow your business to grow and entrepreneurs will suffocate & die. (business will die)

High debt will drown you in the burden of interest. Yes more debt without adequate productive use will eat into your profit. Invest excess debt thoughtlessly and inability to repay will make your account NPA and your otherwise profitable business will also sink. 

No bank /institutions will finance NPA accounts. Inability to raise finance means stagnation.   

Debt is necessary for growth but its adequacy is what matters the most. Many businesses are out of business today just because of either of the two scenario mentioned above. 

Understanding play of -  cashflow , adequate sustainable leverage (debt) , criticality of  margin & contribution , cash conversion cycle  , inadequate working capital , debt trap , fixed and variable cost , current ratio , cashflow to debt ratio etc are very fundamental to every business. 

Even if you do great business, illiteracy of financial implications will undo all your great marketing efforts. 

All entrepreneurs deal with money & work for money but unfortunately many entrepreneurs do not understand money part of the business. 

Why enterprises MUST expand their area of Influence ?

“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.)

7 Ways to Boost {encashble} Bottom-line

Increase Profit without More Sales.

- Check your rate of interest on borrowing. See what is impacting your ratings and work to improve the same , better rating will bring down your financial cost

- Calculate interest and bank charges debited in your account. Chances are there there may be excess charge or calculation error.

- Be watchful about dead & slow moving stock. Yes it helps in higher borrowing of working capital loan but it compels for more blockage of resources like finance, space, raw material and mfg cost & lengthen the cash conversion cycle.

- Validate in-source and outsource strategy. Many a times in-sourcing requires asset, labour, finance, raw material storage and depreciation etc as cost.

- Validate business processes. Many a times business processes re engineering is critical as process adds to cost. Wrong or lengthy processes are the cause of leakage. Lean Business Processes are not only cost saving but it speeds up the organisation also.

- Manage your forex risk. If your motive not to earn out of forex gain, hedge the risk as open risk will invariably will end up in forex loss in most cases.

& Ofcourse if you can increase sales price without increase in sales quantity, that will be a great booster. It is proven that an increase in sales price by Rs.1/- can have far better impact on bottom-line than decrease in cost by Rs.1/-

Enjoy your profit and remember its profit on hand matters more than profit only in books. Its not about book profit or camouflaging books. Its a tangible cash profit.

Passion ( Karma ) Vs Patience ( Destiny )

You may have huge PASSION for entrepreneurship or for that matter anything. 

You need double the PATIENCE to pursue it till you become successful. 

Apart from commitment, hard work , focus the only thing  that can really made a big difference is PATIENCE.

It take huge amount of PATIENCE to be really excelling and become successful at your PASSION. 

Lage Raho is the only option and you may not see light at the end of tunnel and silver lining on clouds and yet you have to keep pursuing. 

In  times of mass movement in the area of start up entrepreneurship. Business Idea matters most but PATIENCE is equally important virtue. 

Passion will empower us for KARMA and destiny will test our patience. 

" Patience and time do more than strength or passion."  Jean de La Fontaine (One of the widely read French Poets) 

Are you auditing or living ?

Everywhere we find appointed or un-appointed Auditors always. People criticising others , other's work , other's behavior , finding fault has become their way of life. These auditors will never see right and good  side of the people and things. 

Finding fault in everything is not about perfection oriented mind but its about critique state of mind. Its a disease. Even if the things or person is not right there is no need to wear the cap of auditor in every walks of life. 

Let it remain imperfect. We are not concerned with every imperfect and wrong things/persons. Things will be imperfect , people will do wrong things ,  life will appear to be unjust , but let it be. 

( Audit means an evaluation of a person, organisation, system, process, enterprise, project or product i.e. everything )

We audit best of the cricketers , we audit prime minister , we audit work of best of the artists , we audit great film makers , we audit our neighbor , we audit our boss , we audit our relatives , infect we audit everything and every person we know. We not only audit but like a good consultant we have solution for everything we audit. 

Many a times it is perfectly okay to ignore imperfection even in our area of influence and that includes our own imperfection. 

Pause for a day and watch your behavior & count - to how many things,  situation and person we have some suggestions to be better ? 

Then ask , is it necessary ? Does it really matter ? Nine out of ten times, it doesn't. Just stop being an auditor and start living your life. 

Who is your GURU ?

We find GURUs in all walks of life these days. GURUs are in vogue and everyone with some oratory skills tries to become GURU . 

Be it Management GURU , Finance GURU, Yoga GURU, Spiritual GURU ,  Fashion GURU , Image GURU , Fitness GURU & all kind of GURU. We are in fact surrounded by GURUs. 

Selecting the right GURUs is the major challenge when everyone is surrounded by GURUs and everyone is seeking GURUs. Demand is met by supply however supply is mostly of substandard qualities. 

Type	School Teacher	PHD University Professor	Practicing Professionals
Qualification	Learn to Teach	Learning for self so Teach	Learned, Self Practice & Teach

Whenever you are selecting GURU on any subject validate his/her qualification on the above criteria.

Will you go to swimming GURU who has no practical experience ? Apply similar test for all GURUs. One may not have matching drowning feeling with other GURUs but at the end if GURU is inexperienced practically drowning is certain. 

Seven BIG reasons to bring Customers Experience at the core of your business

Yes these are BIG reasons as ignoring these can have BIG impact on your business. 

- Your present or future competitors are working on it.

- Your customers are bored with your brand and are looking for something fresh and different. 

- Routine is boring that's why we explore more and more restaurants/food , cloths , travel destination , people & everything else.  

- That will give your business edge , sustenance power and competitive advantage. 

- Customer will spread words about your good deeds and experience you crate for them - Social media and physical network. 

- Smallest of non pleasant experience can move customer away from your business. Don' t ignore any aspects of customer experience.   

- Even if you have huge & long customer loyalty , your new competitor will have power to break that  - Flipkart did for crosswords , Samsung did for Nokia , Smart Phone did for Blackberry , Times Now did for CNN IBN/NDTV

Creating better customer experience is a daily job of every enterprises.