Alan O’neill: Why Premium is New Black

Sunday Independent (Ireland) - Business & Appointments - - FRONT PAGE -

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 The con­cepts set out here are ex­cerpts from Premium is the New Black, my de­but book avail­able on

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