Differentiate! Develop Your Community

By Marcia Daszko

Leading any business can be a tough job. The key to success is developing communities of both employees and customers who are loyal. Why do some manufacturers, airlines, restaurants, etc. have such loyal communities?

The answer is easy! Leaders who focus on providing quality in everything they do build loyalty for their organization—inside and out. The challenge for executive teams is to be aware—and stay aware of what matters to their customers, focusing on those few key quality characteristics, and creating the systems and processes and culture of employees who are thrilled to delivering that level of excellent quality.

Start meetings and conversations about, “What’s important to our customers? How do They define a quality experience?” Everything that is important to the customer then becomes some of the measures of success. The measures may be speed of service, responsiveness, care and engagement, cleanliness, safety standards, innovation, and more. It’s up to leadership to connect the dots from defining the key traits that matter to the customer to the operational flow that makes the customer think, “Wow!”

The two traits your best customers want to feel are based on your focus on delivering the best quality consistently, and care about their experience. Two winning traits: quality and service.

Your Community

Success also means creating communities! Having a community of customers means developing connections and interactions with those people who use and like your product. One example is the Ring doorbell video. When it was invented, big competitors could have easily overtaken the small startup’s product. But the founder and his team integrated the Neighbors’ service so that neighbors could share their observations and surveillance of their property with others. Having this product and service was a key differentiator.

Understanding your customers and their challenges and problems means connecting with them and listening to them. That does NOT mean scheduling time and then giving them a demo or Power Point presentation. Instead, ask questions. Experience at least 80% of the time together listening and asking questions—and more questions. Observe how they use your product or service. Hear what frustrates them.

Polls, surveys, focus groups will provide weak feedback. To really understand your customer, co-create new products and services for them. They are your community, your ambassadors for your future. The strength of your connections and relationships will create the strength of a healthy organization. And use this process with your employees (your internal customers), too.

BIO:

Marcia Daszko is a strategic management consultant, professional speaker, meeting facilitator, and has taught MBA leadership classes at six universities. She helps leaders accelerate and scale their businesses. Call her to assess your business for a rapid outside perspective. Her leadership transformation book is available on amazon: “Pivot Disrupt Transform.” Contact her at md@mdaszko.com Experience her online video classes: https://www.mdaszko.com/services