Business innovation: the 5 strengths of successful companies

Amazon, Netflix, Spotify… Not all of these companies are technology disruptors according to Brian Halligan , Entrepreneur of the Year (Forbes 2012) and founder of Hubspot. Real innovations are commercial and focused solely on the customer experience .  bolts.answerhop

We find in these companies 5 strengths that are the key to their success, focused primarily on the customer.

Alignment of the customer experience with the market

Previously, “dominant” brands aligned their product with the market. What brands like Lyft, Uber and Slack have done (and excel) is to align the customer experience with the market.

Why ? Because the customers is at the center of the decision-making process and everything is thought out so that it is he who has an unforgettable experience and becomes an ambassador (see below). Customer feedback is then dissected and analyzed so that the product / service offered improves continuously.  tc-bolts.dyifo

“ For disruptors, alignment of the product with the market is necessary but insufficient. Their strength is to offer a customer experience with the market ”reminds us Brian Halligan, also a teacher at Harvard, during the Inbound conference in Boston, where our agency visited for the 3rd consecutive year .

The elimination of friction and the excellence of the purchasing journey

Remember (and you probably still live it every day), the difficulty of buying, of being reimbursed, of contacting someone in the events of a problem. The famous “type 1, type 8, type 44” then “ all our lines are busy for the moment, thank you for renewing your call” or “you are not at the right service, they are the ones who take care of everything that, call them at 01.53.27…. ”. It is as unbearable as it is frequent, including in large companies, unfortunately always to the detriment of the customer who, do not dream, will end up leaving and being retained by these new disruptors.  techqueer

“My colleague is on vacation and he's the one who takes care of all this, call back in a month”

They apply the Inbound cycle wonderfully and make sure to remove any friction from each step of the purchasing journey.

They offer maximum customization

Linked to the previous point, Amazon and others help their buyers to buy, by simplifying the purchasing process and by always bringing more personalization .

These new standards are becoming the norm and any experience below is no longer viable in the long term.  construction-bolts.tockhop

Personalization is experienced at each stage of the customer relationship , at each point of contact and from pre-sales to after-sales, i.e. throughout the life cycle.

It's their customers who drive sales

Dominant brands sell to customers, but disruptors sell through their customers . Obviously, when your experience is irreproachable, you want to talk about it on the web without being asked, and even at Sunday meals with Uncle Michel. This 2.0 word of mouth is of unparalleled power for these new players. And they know how to magnify this opportunity because they are fully aware of the marketing impact of their customers… on other future customers.

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Rethinking the business model

In general, when a model works, it is not questioned. The New Giants are constantly rethinking it to improve it, even when it works. Why ? Because they anticipate customer expectations and are focused on their experience.

There is no artificial intelligence or blockchain here… .. Customer experience disruptors are the new innovators because they are disrupting their sector of activity by offering what their competitors cannot offer. However, focusing on the customer and anticipating their expectations to make them the best ambassador is as old as the world. bacobolts.yictic

 

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