Car Wash - Spring 2015 - (Page 95)

DO YOU KNOW YOUR PERFECT CUSTOMER? BY CHUCK BAMFORD, PH.D. M A N AGING PA RT NER , BA MFORD A SSOCIAT E S, LLC ANY EFFORT TO design an effective company strategy starts with the person or company that actually pays you. Every business should have a deep understanding of their Perfect Customer Group. The Perfect Customer is the one that Instantly Understands your Value Proposition and is willing to PAY you for it The perfect customer will walk past your competitors (both figuratively and literally) in order to do business with you. They generally don't fight pricing very hard (if at all) and they only peripherally consider your competitor offerings. Your ability to recognize and describe this customer keeps the company focused on why it is unique and is crucial to the design and implementation of strategy in an organization. We want employees to be able to recognize and listen carefully to these customers in order to continuously improve the competitive advantages of the company. Perfect Customers: *  re Brand Loyal (within some bound, A these customers will purchase without significant consideration of competitor offerings - iPhone, Coca-Cola, McKinsey & McDonalds) *  raft their business processes around C your services / products (manufacturing systems, HR operations, payment operations, component specifications) *  ocus on their perception of the value F of the business relationship (willingness to accommodate specification changes, loyalty during difficult times) *  eek an approach from your company S that differs from the rest of the competitors and will remain dependable *  ork with your company to improve W YOUR product / service The relationship between any particular customer and your company (whether that is B2B or B2C) will involve a stream of requests, complaints, special needs, etc. While companies go to great lengths to hold onto customers in general, any attempt to satisfy all or even most of them will create an organization that is scattered in its focus and inefficient in its efforts. While growing a business is a core goal, management must decide how many changes are acceptable in the pursuit of SPRING 2015 | CAR WASH MAGAZINE | WWW.CARWASH.ORG 95 http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Spring 2015

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Trends in car wash design
Creativity & innovation: the myth of the lightning bolt
Better by design
Revamping the retail experience
The importance of purpose in pursuit of extraordinary outcomes
Efficient offices for car wash owners/ managers
Risk vs. Reward
Marketing with a purpose
Building a legacy
2014 Consumer Study
2014 Annual Report
Dealing with bad online reviews
Wash ideas with Perry Powell
How can you take your social media to the next level?
Building strong work teams helps your bottom line
The Apple way
Making better business decisions: the critical thinking advantage
Do you know your perfect customer?
10 tips for D.I.Y. recruiting
Businesses victimized by cyber crime: the loss may be theirs
Take a Tour
Unsung (car wash) hero
Blast from the Past
Ask Champ
Download It!
Index of Advertisers
Focus on the Members

Car Wash - Spring 2015