Formalizing the value proposition that we are going to make to the customer, designing the positioning of his offer, this is the very heart of the job Brazil Phone Number List of a marketer. Here are 6 essential tips to succeed in this delicate step: 1- Try to answer this essential question: What expressed or latent need, what customer dissatisfaction or “pain” is my offer the answer to? 2- Be clear on the target and ask yourself the right questions. Who will be the buyers of my offer? Who will be the users? Are there any identified prescribers? 3- Specify the benefits of your offer by target. What are the benefits of the offer for buyers? What are the benefits of the offer for users? Are there specific benefits to highlight for prescribers and opinion leaders?

4- Document the stated benefits with solid “reasons to believe”. This involves giving the target effective “reasons to believe”, either of an objective nature (quantified data, studies, objective facts, elements constituting the product or service, etc.) or of a subjective nature (customer testimonials, endorsement by a expert, an institution, a credible ambassador …) 5- Challenge the formulation of your customer value proposition at any time. Is it simple? Is it relevant to the customer? Is it really differentiating in the market? Does your offer have a real competitive advantage in the market or is it just a “me too”? Are the stated benefits credible? Test your ideas internally and with potential clients.

2- Be Clear On The Target And Ask Yourself The Right Questions.

6- Think from the start about how you are going to distribute and communicate your value proposition to the customer. You will have to keep your promises at all stages of the customer experience! value pro POUXVIELPierre POUXVIEL, a graduate of HEC, has acquired a solid experience as marketing director within international groups such as Bestfoods and Unilever, in France and abroad. He works at ISM on strategic marketing, relationship marketing and digital marketing issues. Thinking in terms of customer experience is to put people at the heart of the company. It’s not just a marketing brick or a new business strategy … ISM Team Share on Facebook Share on Twitter Share on Linkedin M. GIRANDIERThinking in terms of customer experience is to put people at the heart of the company.


It’s not just a marketing brick or a new business strategy. Consumers no longer wish to be seen as individuals among others, belonging to a representative panel. They want, through privileged relationships, proximity to their suppliers and / or their favorite brands. They want to exchange, participate, co-create. Even though digital technology is booming, society has never wanted so much to rediscover authenticity, to be human, with its strengths and weaknesses, with its doubts and desires. To embark on the path of customer experience is to start a new adventure with your company and its teams. The customer experience is so closely linked to the employee experience that it must above all be a managerial concern. How can we imagine that an employee can contribute to delivering a memorable customer experience

1- Try To Answer This Essential Question:

Designing customer experiences, sources of enchantment, can only be done collaboratively. It is the employees who carry, on a daily basis, the experience that the company brings to life. customer concept in financial chart Here are 3 tips to improve your daily customer experience: Write the desired experience and communicate it to its teams : the company must be able to formalize the spirit of the experience it wishes to provide to its customers. The essential questions to ask are the following: what do we want to deliver? What is our service personality? What do we want our customers to feel? What expectations do we want to meet? This vision must be shared with employees as well as with all stakeholders (partners, suppliers, subcontractors, etc.).

The challenges are as follows: the company’s employees must be able to talk simply about their service personality and they must know how to differentiate it. Design the operational customer experience in a collaborative way: this will involve imagining with the teams the experience to be implemented, both to make the company’s vision (the desired experience) concrete, but also to that everyone wants to participate. The questions to ask yourself: what do the teams want to bring to life? What are they capable of sustaining? How do they see things? Integrate this new vision into the daily life of the company : it will be essential for the company, in its weekly sales meetings, to add “the customer experience delivered”. The questions to ask yourself: what did we bring to life this week?

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