The New Year has begun and it is time to look at how we can add value to our Customers and save costs. We can do this by looking at our business processes.

In times of economic downturn business owners and managers need to look at how they currently run their business and ultimately this requires examining existing processes and procedures.  It is important to identify where your business adds value to your customers whilst removing any inefficiencies such as:

• unnecessary waiting times
• handoffs
• non value activities

It is documented that in boom times no proper processes are created.  They seem to grow organically, with it inefficiencies and possibly increased head count.  That’s because demand for products and services becomes so high there is no need and no time to create  processes and procedures.  However this leads to a state where everyone is working in silo, only looking after their own turf! In addition each team member offers a different service to the customer so there is no service consistency.

When the economy slows down having no processes and increased headcount can become a financial drain on the business and many businesses find themselves in this situation today.

“As Is” Process Analysis

Owners should not panic and make snap decisions but make a plan to review all its processes.  Start off by making a prioritised list of all processes. This is called “As Is” analysis i.e. reviewing the current state of business processes.

Therefore the best approach once the top priority processes are identified  is to get to work on reviewing each process one by one.  A way to review processes is to map them out using Process Modelling Tool for e.g. Microsoft Visio. Or at a more basic level just begin by drawing the process on paper and understanding the main players in each process, internal and external.

Once a process is mapped out it, it will be easy to identify any non value adding activities, unnecessary handoffs between people/departments and redundant waiting times for the customer.  At this stage you will also identify “Quick Wins” – changes that can be implemented immediately and save the business money and time.

Moreover other ideas will start to emerge. I always recommend listing these new ideas on an “Ideas Register” this way you can revert back to these ideas once you begin designing the new process i.e. the “To Be Process Analysis”.

“To Be” Process Analysis & IT

The “To Be” processes can be created once you understand where the “As Is” is lacking.  The “To Be” process analysis requires brainstorming, benchmarking and constant referral back to the “As Is” to get the new process correct.

The “To Be” process can be re-designed with the help of Information Technology.  For example we’ve redesigned the New Business Department for one of our clients by creating a tailored New Business System.  Not only did this speed up the way each account manager worked, it also allowed management real time information on the status of New Business accounts.

Overall in one report Management could ascertain viability of the department, the performance of each sector and the overall returns it was making on its marketing campaigns.

In addition our client’s customers were dealt with more efficiently and the conversion rate increased as a result.

The People Element

One caveat to consider is what’s termed “the people element”of any Business Process Improvement Project; what writers on this subject have commented “Ignore them at your peril”.  It’s important to involve team members from the beginning and realise that this is a change project too and it will affect them. Getting them on side asap is the key to a successful business process improvement project.

Outlining a communications plan, roll out strategy and training plan are all important aspects of the people element of a BPI project.

Overall Benefits

Business Process Improvement can save your business money and ultimately create value for the Customer by placing them at the heart of your business processes.  It’s important to consider the benefits of IT and how it can play a vital role.  It may require an investment but the returns can be realised very quickly and ultimately make your business more competitive.

Starting such an initiative may seem like a lot of hard work and hassle but it doesn’t have to be, sitting back and not doing anything will not benefit anyone.  Critical success factors include:

• having the right approach,
• management’s full backing,
• a communication plan and
• experienced consultant

At eNova we can advise you on how to start such a project and help you with implementation if desired.

There is no better time to start than now!

To find out more information on this topic contact us now at info@enova-software.com

For confidentiality reasons we’re unable to  show you a previous clients Business Process Improvement Project but we can show you an example of one we have created for illustration purposes see Mobile 123 As Is Process Analysis Example.

Lisa Kearney has studied Business Process Redesign at UCD Smurfit Business School while obtaining her Masters in Management Consultancy

____________________________________

If you want to stand out from your competitor then this article is for you, read on!

Ask Fundamental questions?

Remember in my article on Permission Marketing I talked about actually drawing your customer and knowing what they potentially look like! Funny perhaps? Well in a way you need to go back to this – what I mean is you need to drill down and be very specific about your business – not always an easy task but extremely important and necessary.

Let’s start at the beginning

Question 1 - what is your business what does it offer, in terms of products and services, write it down?

Question 2 - who are your target sectors…? Create your target list.

Question 3 – in your target sectors, which are the main groups/associations in this area, can I learn anything from them -research them as best you can. See if you can partner with any of them (pick one at a time), so you can attend their AGM’s, Seminars to showcase your products and services.

Question 4 - who are your competitors in this target sector, and what do they offer?  Now ask yourself what do you offer that they don’t and is it something that’s a big difference? Sometimes nothing major will stand out, you need to pick something that’s not easy to copy and it would require a competitor a longer time to catch up?

Once you have answered all the questions above, it gives you a clearer picture of your company and you can now start to identify a remarkable difference. Don’t get too bogged down here, some clients say well I don’t actually know or I don’t think I have any, yes you do!

One differentiating point could be your Customer Service and this will stand out to all your customers across all target sectors – why not pick this as your remarkable difference? It may sound simple but it will actually require hard work.

I don’t know about you but not many companies stick out in my mind for customer service (that they actually deliver on) and if you provide a service offering rather than a product, your customer service in particular should be exceptional.

Keep it Simple

Draft a system on how you will deal with your customer enquiries no matter how big or small.  This should extend to how all your staff will answer the phone, deal with the client query to after sales and even customer complaints.

Once you have drafted this it’s now time your staff are trained and adopting this new way of working.

You don’t have to hire the best Customer Service Training Guru out there, (unless you’re really short on time and have bags of money) My tip read Customer Service Training for dummies (see link below)- from this I outlined my own customer service training and it can help you do the same.

http://short.ie/srrqfp

Make your Customer’s aware of your Remarkable Difference

You can market your remarkable difference in this case “Best Customer Service Company” by looking to your local Chamber of Commerce, Enterprise Board and entering in their Business Awards, this way your company gets lots of coverage even if you don’t win.

You may get shortlisted and this is something you can tell everyone, on your website, in your direct mail, in your newsletter to your customers, in your blog, in your social media sites, in all your marketing material, ask your local paper to run a feature on you and your company regarding this topic!

Ensure you get the most out of it, it just means putting in the initial ground work.

What customer does not want to receive exceptional customer service? There is not a lot out there and why not strive to become the best in your industry?

However one caveat – if you advertise that you offer exceptional customer service – you need to keep delivering and keep investing in this. Other benefits of delivering a great customer service offering is that over time you will begin to see a positive cultural change in your organisation too.

So let’s get started today!

For more information on this topic or help in creating your remarkable difference, please contact me now at lisa.kearney@enova-software.com

]]> http://enovasoftware.wordpress.com/2009/08/05/do-you-know-what-makes-you-different-from-your-competitor/feed/ 0 enovasoftware http://enovasoftware.wordpress.com/2009/07/29/email-marketing-makes-it-quick-easy-and-affordable-to-connect-with-your-customers-2/ http://enovasoftware.wordpress.com/2009/07/29/email-marketing-makes-it-quick-easy-and-affordable-to-connect-with-your-customers-2/#comments Wed, 29 Jul 2009 10:16:24 +0000 enovasoftware http://enovasoftware.wordpress.com/?p=64 ]]> Start with a Plan – it makes sense

If you are like me when I first started off trying to think of ideas for my e-newsletters it was very difficult.  However like everything else I think it’s important to plan!  Therefore start by asking yourself simple questions such as what is my main service or product offering? How does my product/service benefit the customer and do I have access to information that might prove beneficial to my customer?

Once you have answered all these questions this helps you generate a Topic List?  This list can be the first step to creating your monthly newsletters.  If you have several different target sectors of course put this into your plan too.  You can create you monthly plan on Excel and maybe some of the topics might be relevant across all your target sectors…?

For e.g.

1) January: Target Customer = Insurance Companies & Solicitors – Topic = Unique New Business Software

2) February: Target Customer = Solicitors & Dentists & Accountants – Topic = Exclusive Software Offers this month

3) March: Target Customer = Accountants & Solicitors – Topic = How to put metrics on your marketing Campaigns

And so on until you have a yearly plan!

It may be prudent at this stage to see if any of the target sectors have an annual gathering scheduled on a particular month in that year.  Or there may be a special piece of legislation announced and down the line something important may be planned around your target sector…  (Always good to be linked into the sectors main body or even a Chamber of Commerce)

If so make sure you move your newsletter to that specific month and your newsletter content also covers this.  For obvious reasons it shows your target sector that you are clued in to what is happening in that industry and if you can highlight an offer to coincide with a particular event – this could attract an increase in sales.

Or at the very least give your opinion on how this information may affect the sector and how your company can help answer any questions they may have?

For e.g. generally there is lots of legislation in relation to Helath & Safety and you could bring this info to one of your target sectors that would appreciate it.  Newsletter title could read “New Health & Safety Legislation Made Easy”

Housekeeping

Once you have identified your 12 monthly sectors and your topics, you must ensure you can pull their information from your current database and export their emails to excel.

It’s also important to do a quick health check on the information you have on each sector and run a data cleanse.  Ensuring your customer information is in fact current (your talking to the right person in that company), their email addresses are inputted correctly, if not make sure this is carried out beforehand.

The next step is planning what to actually say in the newsletter, this requires some thought and time.  You can start by either asking your staff to participate and give their suggestions?  Maybe hold a 20 minute meeting to gather ideas?

Once you have collated the ideas, then you need to start flushing out the main areas of the newsletter.

Newsletter Layout & Content – Simple is best

Keep your content timely, relevant and anticipated.  Make your readers look forward to the next edition!  Always keep the same format each month so the customer knows what to expect..

First have an introduction, welcoming your customers to your newsletter edition, and briefly outline the contents.

Tip – I would not create too many topics or have the content too long in each section.   For a start just pick 2 main topics and the third and final topic could be in relation to a special offer on a new product/service, and/or a discount or coupon code.  (Depending on whether this is appropriate to your target sector)

Note if you are having a lot of trouble getting started you could always approach a copywriter. However this will cost your business a lot more money and you will have to provide them with content anyway to work on. After all you’re the authority on the subject and their job is to put a nice spin on it and make sure it’s coming across in the best way possible.

Enova has a Copywriting partner we would recommend so you need help just email me at lisa.kearney@enova-software.com

Sending your Newsletter – Email Marketing Services

When I start working with any new client I always check with them what email marketing functionality they have?

It’s important to use a reliable service and eNova recommends Constant Contact.

http://www.constantcontact.com/index.jsp?pn=enovasoftware

Their functionality is straightforward, great customer support and they have excellent reporting capabilities.  The reporting capabilities helps you  figure out how many of your customers actually opened your email, clicked any links inside, even unsubscribed and so much more.

Experience has taught me it’s less hassle to use an online application like this then getting a bespoke newsletter application built especially for you.  A bespoke option can be very costly,  time-consuming and if you don’t know what features you need upfront then you won’t get the absolute best you need to maximise your company’s return on your newsletter strategy!

Constant Contact offers client’s an option of managing this application themselves for only $15.00 per month and they give all new users a 60 day free trial.   However for just an extra €15.00* per month, eNova will manage the newsletter application for you. This includes: creating the template, headings, importing the content, uploading the images and logos, adding surveys, discount codes and importing your database  and campaign reporting- the whole nine yards!!

Therefore ensuring you have a reliable service is paramount.  Once the newsletter content is ready you now import your contacts and schedule your newsletter to run on a time that suits you. (My tip never send it on a Monday!)

Email has been sent – now what?

So your email has been sent so what happens now?  Well if you use a reliable Email Marketing Service you’re able to avail of the reporting capabilities and see how to make your newsletter even better for next time!

Now you have started a new way to communicate to your clients, and you’re staying in touch with them, reminding them of your company and what it can offer.

If you want to explore this application for yourself click here:http://www.constantcontact.com/index.jsp?pn=enovasoftware

Alternatively email me any questions at lisa.kearney@enova-software.com

Best Wishes

Lisa

Constant Contact

We recently partnered with Constant Contact to provide our clients with an affordable email marketing service.
Constant Contact®, email marketing and online survey tools help small businesses and organisations connect to customers quickly, easily, and affordably—and build stronger relationships.

For more information and to visit the site click the link below:

http://www.constantcontact.com/index.jsp?pn=enovasoftware

Constant Contact offers a 60 day free trial for all new users and should you wish to sign up once the trial ends, the monthly cost is only $15.00

Furthermore you will have access to over 400 Newsletter templates.

Newsletter Management

If you would like Enova to manage the newsletter application for you, we are currently offering our clients a special 3 month offer for  just €15.00 per month.  This includes; setting up your account, uploading your logos, selecting the best newsletter template for your company, uploading any specific product images you would like to highlight.  Importing your data, creating coupon codes, surveys, report updates and much more..

For more information on email marketing or setting up an email marketing account contact me at lisa.kearney@enova-software.com

Watch this space for future snippets on how to get started with Email Marketing

Best Wishes

Lisa

www.enova-software.com

*eNova Software Offer is subject to terms and conditions – please email me at lisa.kearney@enova-software.com for futher info.

For those of us who have a business and/or who have studied marketing we understand there is a range of ways to market to our prospects, with the aim of turning these into customers.  However we generally have to do a lot to get their attention and by doing lots you end up paying so much money, whether it’s on TV, Radio, Newspaper, Online, Direct Mail etc.. 

However Seth refers to another way called Permission Marketing.  The norm is to go out and come up with a great advert, try and break through the clutter, hoping that someone will pay attention? Companies invest a lot of money to do this! Seth refers to this as “Interruption Marketing”

However according to marketing guru Jay Levison you have to run an advert at least 27 times against one individual before it has its desired impact because only one of nine adverts is generally seen and you need to see this at least 3 times for it to sink in? 

This means that frequency is the key here, and with frequency builds familiarity which we all hope will lead to the prospect contacting you?  However that is a fairly costly campaign – what if there was another way and Seth explains there is – we have to give something of benefit to the customer!

Seth argues it makes more sense and even better budget sense to actually talk to people that are interested in your company in the first place.  When I first read this I immediately thought how does one do this?  Here is an example, when you put an advert in the newspaper or directory why not offer something to that target sector will be of interest or benefit them in some way?

He gives an example of a recruitment firm that put an advert in their local newspaper – the advert includes some brief information on a role but they also include a call to action highlighting they have a complimentary copy of their current Salary Guide to give away to those who contacted them. 

This means only people who are interested in availing of the salary guide will contact the recruitment company.  The recruitment company begin by getting their permission from the prospect by way of an email address.  They send them the salary guide and after a while contact them again to explain what other services they offer.  Finally they frequently email them with relevant industry updates, hot job offers and start matching them with their ideal job. 

Here frequency is the key which leads to familiarity and finally trust.  In fact the prospect may look forward to receiving the communication.  This saves a lot of money for the recruitment firm, as they continue to follow up by a very cost effective method – email!  These contacts are now in their newsletter database.

He states that this way of marketing is a slow process and you must still advertise but in a more targeted way.  I believe therefore it’s imperative for a business to ensure they drill down into what type of person their target customer is , what benefits your buisness can offer your potential customer and then ensuring this goes into your Marketing Plan.

I remember in University we would have to draw this person as part of our advertising project - so we knew who are target customer was? Really when you break it all down and think about it – it  does make sense.

Seth also explains that marketers can opt for a quick fix going out with the big Ad Campaign and hoping to create lots of attention.  To an extent I agree with this, however what can be the case is the expectation of the client – they are looking for the quick results too and this puts a lot of pressure on the marketer to deliver.  To actually spend time drilling down on whom your ideal customer is, what is it we can offer them that a competitor can’t, what differentiates us? What is our remarkable difference, and how will we set up this permission marketing strategy, can take far too long for those who expect instant results and also a new way of thinking!

However if you are a small company what have you got to lose? I don’t have a budget for TV, Radio and even some of the Newspapers, so why not invest a little time in learning about this new strategy and making your marketing budget go further?

I will bring you some more snippets soon.  However to find out more on this topic, developing your marketing plan and/or creating a newsletter template please contact me at info@enova-software.com or www.enova-software.com

Best wishes,

Lisa

eNova Marketing & Software www.enova-software.com

Seth Godins book is available to purchase from amazon, well worth the read!!: http://tiny.cc/1Yhy2

Wish me luck!

Lisa Kearney

Enova Marketing & Software www.enova-software.com