Alan O’neill: Why Premium is New Black
BUSINESSES around the world and across industry are trying to cope in a new marketplace. More and more service providers are coming to terms with the reality that they cannot differentiate on product alone. As technology improves, the barriers to entry for new competitors reduce and new competitors find it easy to copy established brands, quite quickly. So how then can organisations differentiate in this new world? The next great battleground is not in product differentiation, but in customer experience. And it’s not just ordinary customer experience — Premium is the New Black. That, of course, means different things to different people in varying industries. In structured detail, this interactive course will help you to do what’s right and put customer experience at the heart of your business.
Here I draw tried and tested concepts from iconic global brands across many industries who, in turn, are number one in their respective industries. I will show how you can adapt the best of what they do so that you too can achieve great customer experience strategies in your business, regardless of what industry you’re in or what size you are.
The feature focuses on what is great customer experience and how to build a customercentric culture as a default for your organisation. This applies whether you’re B2C, B2B or public sector. A fundamental principle at the heart of this feature is that when a customer has a great experience they are more likely to buy from you, today and in the future and be strong advocates for your brand.
To get the most from this interactive course, I encourage you to set time aside with your team and work through each exercise in sequence, to agree what actions are right for your business.
If you’d like a PDF copy of this, email email@example.com. The concepts set out here are excerpts from Premium is the New Black, my debut book available on kara.ie