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In this article, Richard Branson talks about challenging the way thing are done, his success and "the trick" which is "always to look at your business or brand from the outside in."
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Having lived here all my life and seen what other countries have to offer, the customer service level of Australian companies is terrible. I believe this is because Australian companies have not yet realised the importance of their customers. So many companies look inside out, that is, they are focused on themselves and are oblivious to the needs and expectations of their customers.
However, as the old saying goes, with every problem lies an opportunity and there is an opportunity for those companies that are REALLY "determined to be different" by providing exceptional service. To quote Terry Schurter, "at the heart of every customer experience are Moments of Truth. Richard Normann first articulated them; Jan Carlzon turned SAS around with them (from a $17 million per annum loss in 1981 to a $54 million profit in 1982) and subsequently wrote the book “Moments of Truth.” Innovation on Moments of Truth is fertile ground for building customer loyalty, expanding market share, and remaking entire market places. Sir Richard Branson of Virgin uses this type of innovation on a regular basis. The largest Tire Retailer in the US built their $1.5 billion business using it. State Farm lives and breathes it every day. What’s stopping us from doing the same? Nothing but ourselves..." Moments of truth are integral in an emerging business model called Advanced Business Process Management, also know as Outside In. This model puts the customer at the heart of everything a company does and aligns everything the company does to deliver the business triple crown, simultaneously reducing costs, increasing revenue and enhancing service. It's principles are also behind the success of some of this centuries most successful companies including Apple, Disney and Google. So what's stopping Australian companies from turning Outside In, well, maybe they don't know any better or maybe because service has gotten so bad that today, if it is not terrible, we are relieved. Here is an excellent article on the evolution of Business Process Excellence. It starts with the early days of Total Quality Management, Business Process Improvement, Six Sigma, Lean, BPM and concludes with an explanation of Customer Expectation Management; an emergent management and business approach with the powerful idea of defining your business, not in terms of the goods and services you provide, but in terms of "customer expectations."
See http://bit.ly/RAYOp Some companies look outside-in, some companies still look inside-out. Virgin understands the new business paradigm whilst BA just doesn't get it.
http://bit.ly/V3feYAnd here is a link to help understand why British Airways is unable to compete in today's market, largely because they are using a 70's or 80's mentality to improve processes without looking at successful customer outcomes - http://bit.ly/AmW9o Reference - http://bit.ly/geXSf |