{"id":793,"date":"2018-10-29T14:32:06","date_gmt":"2018-10-29T14:32:06","guid":{"rendered":"https:\/\/www.coadyperformance.group\/?p=793"},"modified":"2024-04-23T09:04:42","modified_gmt":"2024-04-23T09:04:42","slug":"whats-your-customer-proposition","status":"publish","type":"post","link":"https:\/\/www.coadyperformance.group\/whats-your-customer-proposition\/","title":{"rendered":"What’s your customer proposition?"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]\n

Vision and mission statements are considered a crucial element of any organisation\u2019s toolkit be it large or small.<\/h2>\n

All good and laudable \u2013 because it gives organisations something to aim at. It helps define their corporate culture. It gives companies a homing beacon. At least, that\u2019s how it\u2019s supposed to work.<\/p>\n

At the risk of sounding controversial, I\u2019m going to have to say I\u2019m not entirely convinced. Aren\u2019t mission and vision statements a bit of a brochure-filler these days? Words strung in a line without really impacting how an organisation lives its life or serves its customers.<\/p>\n

Okay, unpopular opinion, I know. But my concern here is that that mission and vision statements are a bit inward looking, a bit insular. They talk about what \u201cwe\u201d, the business, wants to do.<\/p>\n

But customers these days don\u2019t particularly care, do they? They\u2019re more inclined to ask, \u201cYes, but how can you help me? What are you promising me, and how do I know you\u2019ll live up to these promises?\u201d<\/p>\n

This is particularly true of service businesses, especially those that have the ability to redefine an individual\u2019s life. In the financial advisory and wealth management business, for instance, would a mission and vision be the most important thing our clients consider?<\/p>\n

For instance, we could wake up tomorrow and try to convince our Board that our vision should be \u201cTo expand in global markets and reach new audiences.\u201d Or \u201cTo spend every day in the pursuit of excellence.\u201d Or even \u201cTo ensure that a pot of cream cheese is always served with crackers everywhere.\u201d Not that the Board would listen, because layer upon layer of corporate governance is built into everything we do. But still \u2013 what if we made a pitch?<\/p>\n

Brilliant, but I just don\u2019t think our clients would be particularly enamoured. For one, we\u2019d have spectacularly missed out on the crucial thing that matters to clients \u2013 what we can do for them. And remember: we\u2019re in the business of personalised services on which people\u2019s future prosperity and well-being depend. Our clients hold us to high standards and expect our working hours to revolve around them.<\/p>\n

\n

What I\u2019m getting at, in a roundabout way I suppose, is that businesses like us should be more concerned about our customer proposition. In simple words, what we promise the customer; the benefits we give them; the promises we make and the guarantees we can offer.<\/p>\n

In fact, I\u2019d go so far as to argue that we should spend far more time honing our customer proposition rather than defining esoteric visions. Because in our line of work, success, brand awareness and sustainable growth all come from the results we bring our customers.<\/p>\n

In our advice, we promise to be transparent, for instance and completely frank about things such as costs, fees and percentages. No hidden charges for us. We promise to be independent, which means we\u2019re not under obligation to specific vendors and so can do the best for you. We promise to listen and understand, because all our success stories start with putting clients at the centre of the solutions we build. There\u2019re quite a few other line items, but you understand the gist.<\/p>\n

One more thing. This customer proposition can\u2019t stay as a piece of paper framed to a wall. It must be reinforced every second of every day. Our people need to believe, and to act on it. Senior management needs to be involved and constantly hammer home these values too. It needs to be a natural part of coming to work, not just something to quote at corporate meetings.<\/p>\n

Of course, I realise companies can have all three: a mission, a vision and a customer proposition. Many do. But what I\u2019m saying is that in our world, what we can do for a customer is far more important than our long-term goals as a firm. For when customer needs are prioritised, growth and success come as a natural consequence. That’s why, our financial coaching packages<\/a> have been designed to prioritise customer needs.<\/p>\n

If you would like to speak to us about how to reach the next level of success, please\u00a0get in touch<\/a>.<\/p>\n

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Vision and mission statements are considered a crucial element of any organisation\u2019s toolkit be it large or small.<\/p>\n","protected":false},"author":1,"featured_media":5991,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[174,172,171],"tags":[117,121,168,92,49],"acf":[],"yoast_head":"\nWhat's your customer proposition? | Coady Performance Group<\/title>\n<meta name=\"description\" content=\"Vision and mission statements are considered a crucial element of any organisation\u2019s toolkit be it large or small. 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