Consumer Experience Vs Consumer Obsession

One of the most interesting concepts is that of the ‘Flywheel. The root is not just customer experience but customer obsession. 

For the giant Amazon, what ignited as a guiding force to offer the best possible selection at the lowest possible price point evolved into a deeper business model and a growth mechanism. An economically transforming concept that uses mammoth scale and germination for customer experience. 

The below depiction of intent is simple, however, as much complex as a process to execution. In The Everything StoreBrad Stone writes, “Bezos and his lieutenants sketched their own virtuous cycle, which they believed powered their business. It went something like this: Lower prices led to more customer visits. More customers increased the volume of sales and attracted more commission-paying third-party sellers to the site. That allowed Amazon to get more out of fixed costs like the fulfillment centers and the servers needed to run the website. This greater efficiency then enabled it to lower prices further. Feed any part of this flywheel, they reasoned, and it should accelerate the loop.”


Talking about how this model and strategy could be a game-changer I took a dig at 6 core internal drivers if built-in as DNA has the potential catapult business.

 

Aligning with the Objective

Easier said than done, this piece should be re-visited periodically to ensure literally everyone in an organization not only is aware of the objective but also cognizant of the broad process that is being followed. That also entails employee's understanding of the words such as ‘growth’, ‘user experience’ in connotation with your particular business. One of the key challenges could be ‘assuming’ that everyone is on the same page. How one person perceives important keywords for the company could be different from how another person perceives.

 

Internal Communication 

Be a company size of 10 or 500 or 1000, there is one question – how do you make sure that your communication is understood by the receiving end? During my career I have come across ample instances where there have been discussions on a particular communication (however simple in nature) that have not been understood, leading to more time in processing that information and action.

 

Clear and Distinct Priorities 

There are priorities, however, how many times do we know that ‘consistently’ we are moving ahead each day with clear priorities that has the potential to impact the company objective? Just asking this question daily and spending few minutes clears the mind of any smog. This exercise is important, else the smog only gets denser to cloud your daily endeavor.

 

Measuring Progress

Be it a big established organization or a startup, the culture should not hinder to measure progress. This is essential to know how you are doing as a company and against what metrics. KPIs should well be defined and then go back to point 1 and 5 above. True motivation comes from ensuring clear messages and clarity of thought. Adding to this, effective coaching and training sessions should be done from time to time so as to keep in sync with upcoming trends, behavior and overcoming any sign of monotony.

 

Un-siloed Leadership

Utopian will be this! Even if you believe in a bottom-up culture, the reality is a lot flows from top-down observations and what you imbibe from there. Leadership should be un-siloed to bring in a cohesive and collaborative approach to enabling something. It is not just about an expert in your field; it is about how by the virtue of you being an expert in your field are able to leverage other functions to become catalysts to accomplish a deeper goal. 

 

Cascading Meetings 

Do you ever ask this question before getting into a meeting – is this meeting strategy-driven or planning driven or it is just a recurring huddle on the calendar someone set? Meetings should have a cascading effect, deeply linked to the previous meeting, with a clear agenda, crisp discussion towards action items and potential outcomes. Here should be the beginning of a dashboard. So many meetings, so much brainstorming, so many take-outs. But the link needs to be there – previous and follow-up.  Some people may shy away from this but then there are always those ‘some people’. 

 

So, let’s build our flywheel, push the flywheel and accelerate momentum.


 Author- Mr Ankoor Dasguupta, VP Brands, Marketing, SHEROES

About Ankoor

Ankoor brings with him 19 years through the spectrum of marketing and advertising across functions in print, digital, mobile, events along with a strong C-Suite network and believes in the power of Energy, Energize, Community and Network Effect. A learner, coach and trainer, Ankoor has been part of the core launch teams of conceptualizing and producing multiple international IPs in India and is an avid writer and active speaker at various forums. Ankoor has also done guest lecture at NIT Trichy. Recognized as an Ace by DMA Asia in 2018, Ankoor hails from Delhi with education from Delhi University, Bharatiya Vidya Bhavan, Dale Carnegie and ISB. Ankoor tweets from @ankurnow. Connect with LinkedIn on https://www.linkedin.com/in/ankoordasguupta/

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