Page 27 - Delivering Authentic Customer Experiences

Principle 1 Delivering Authentic Customer Experiences

• make better decisions regarding the direction, marketing
and development of your business

Here’s a simple 3 step process that will help you review or produce
a position statement for your company:

1. Who are your customers? Who buys, or is likely to buy
your services? Everyone, is not an answer. You must focus
on a specific target group
2. What experience do you offer, or problem do you solve?
What is your customers’ biggest challenge or problem?
What do they need, or want from you? When you
appreciate their specific requirements, you can better
describe your solution
3. How do you do this? What do you offer that your
competitors don’t? What makes you stand out from the
others? This helps your ideal customer make their choice

Here’s an example from a big brand:

…to be the earth's most customer-centric company; to build a
place where people can come to find and discover anything
they might want to buy online.

Here is what Disney calls their common purpose, which
represents what they stand for, why they exist and defines the
expectations of their Cast Members:

We create happiness by providing the finest in
entertainment for people of all ages, everywhere.

You may find it difficult to be this succinct so write as much as you
want to start. You can edit it down and select the most important
elements once you’re satisfied you’ve covered all the bases.

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