Make time to talk to your customers directly. This insight allowed us to make some crucial changes that really enhanced this part of the experience. ‘The collection’ is the start of the emotional feeling – and rightly so – it’s a moment that needs to be celebrated. Reflecting on it, a new pair of glasses could be the start of a brave new look and a change in the way someone wants to be perceived (fun, fashionable, more businesslike, or whatever.) But more importantly this is a moment where they will start to enjoy better vision, see the world more clearly and hopefully start to great some great compliments and feel good about themselves. We learned that the moment someone collects their new glasses was seen as a low point. Here’s an example that seemed quite a minor thing, but actually made a big difference to our customers.
That higher purpose not only fuels pride in what we do, and helps guide our decisions, it motivates everyone to go the extra mile – and provide the kind of service that people feel genuinely moved by.ĭirect customer feedback exposes your customer journey, products and service. I make it my mission to iterate, iterate, iterate our purpose, so everyone in our organisation knows why we exist and what difference we make to lives in our communities. What better or more fulfilling a purpose than to be laser focused on genuinely caring for people’s sight and hearing, to find ways to help them live more fully, every day. Here at Leightons, our purpose is to help our customers to live life as fully as possible – to see, to hear, to live.
It helps provide that guiding light, which acts as powerful tool to engage, align and motivate people. Having a clear purpose, and really believing in why you exist, changes the focus from selling products or services. That changed my view on how we approach our business purpose. Most purchase decisions are made on product features (what and how.) But behavioural science tells us most people buy once they’ve made an emotional connection to your brand (the why.) A few years ago I watched Simon Sinek eloquently explain the importance of ‘Why’ in his Ted Talk here: (We sell eye care, glasses, contact lenses and hearing aids.) But few can tell you why they exist. Most businesses can tell you what they sell. But how do you achieve it? And where do you start? Here are 4 simple ways we’ve started to do this:ġ. These days, everyone is talking about putting the customer at the heart of your business.
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