Written by James Charles.
In the second, and final, part of our ‘Business Case for Love’ mini-series (inspired by the event of the same name we attended back at the start of April, run by thecompanyspirit Founder Marc Cox) we take a look at another one of the core frameworks Marc uses with his consultancy clients to help them see how their company behaviours affect customer experience and relationships.
The ‘Love Grid’
Marc developed the ‘Love Grid’ using his 18+ years of experience working with companies across the globe on employee engagement and behavioural change. It is a useful tool to help organisations assess where their customer experience currently is based on how they behave as a company, what they see as important and their key focuses in how they do business.
|Customer Experience||Company Behaviour||Customer Relationship|
Based on their assessment of whether they behave as a ‘Brand’, ‘Retailer’ or ‘Dealer’ a company can gauge what kind of experience their customers are receiving and the type of relationship that exists between them. If the company wishes to change the experience or type of relationship they have with their customers, they can use the ‘Love Grid’ to look at adapting their behaviours accordingly.
Product + Price
For the ‘Dealer’, it’s all about providing a good product at a competitive price. That is how they choose to compete. The customer has an ‘ok’ experience, they get the product they want and it does the job they need it to, but it wouldn’t be described as enjoyable – as this isn’t something the ‘Dealer’ sees as valuable to them. The relationship is transactional and there is no consideration of loyalty or a subsequent visit – the ‘Dealer’ is happy to take the money and move on to the next sale.
Product + Price + Added Value Services
For their behaviour to be classed as ‘Retailer’ using Marc’s system, an organisation needs to bring some form of added value services to the core product and price. They need to have considered customer experience and taken steps to ensure interactions with their company are enjoyable and something the customer would look to repeat again. Most health and fitness operators should comfortably sit here as we are in a service industry – there is more to your business than literally providing access to fitness equipment, and membership, in its very nature, relies on a relationship and repeat visits.
Product + Price + Added Value Services + Sense of Purpose + Beliefs and Values
On top of the behaviours required to be classed as a ‘Retailer’, to achieve ‘Brand’ status an organisation needs to add layers of purpose, beliefs and values to their offering. A clear public communication of what the ‘Brand’ stands for and why it exists, something which customers can buy-into and take into consideration when deciding which business to associate themselves with and what they want to be a part of. This is when it really does become more than a supplier-buyer relationship, doing business with a ‘Brand’ is a lifestyle choice, and company and customer are making a commitment to each other which will surely breed loyalty. The ultimate goal? To create raving fans who will not only return themselves but will bring others with them.
A standout example of behaviour like this from an operator within the health and fitness industry (they aren’t the only ones but are an obvious example that comes to mind straight away) is Active Nation. Passionately positioning themselves as a charity rather than a leisure trust, with supporters rather than members; the organisation has a clear vision, mission (‘to persuade the nation to be active’) and values – aimed at benefitting the greater-good of the health of the nation. They live and breathe these internally and communicate them with the world in everything they do.
CLUBCOUNT™ partners, Les Mills are a great example too – an incredibly powerful brand has been built which from the name alone conjures up thoughts of brilliant classes and quality instructors. They are the go-to for group exercise and have created a movement that everyone, operators and members alike, want to be a part of (think about the pull of their Les Mills Live events).
Where Does Your Company Sit?
It would be a valuable exercise to complete the ‘Love Grid’ with your Senior Management Team.
Are you all on the same page in your assessment of where you are now? If you aren’t there already, do you want to reach that top tier and, more importantly, do your teams know this and do they understand the importance to the business of getting there?
With this in mind, we have created a ‘Love Grid’ template handout for you to download, print off and work through.
If you decide to give it a go, drop us a message at firstname.lastname@example.org – we will be doing it for ourselves and would love to hear how you get on 🙂