In the quest for quick results, business owners often start systemizing at the obvious place – their lead generation systems. Lead generation is perceived to bring in more business and hence more money. And who doesn’t like more money? It’s exciting. The phone rings off the hook, people stream in the door. What’s not to like?
The problem is this is starting at the wrong end of your customer centric systems. What good is getting loads of prospects if you can’t handle them and turn them into sales and then deliver? Sure, you can handle some increased demand, but probably not well or for long. It is better to start at the other end of your customer centric systems.
What Are Customer Centric Systems?
These systems are about bringing in business and delivering your products and services. Your customers are directly exposed to these systems. In contrast, your business centric systems are about managing and operating your business. Customers seldom see these or experience them directly.
You can break customer centric systems into three broad categories:
- Lead Generation Systems
The various ways of attracting the attention of prospects and getting them to contact your business to find out more and hopefully become customers.
- Lead Conversion Systems
How you receive prospects and convert them into customers willing to hand over their money for what you are promising to provide.
- Fulfillment and Service Systems
How you produce and deliver your product or service and how you provide customer service.
The End is Your Beginning
When you start systemizing your customer centric systems, begin at the end and work backwards.
- First, create the systems that deliver your product and service.
You want these to be effective and efficient. Doing these first ensures your business can handle the increased demand. It also reduces the amount of rework and customer complaints you have to deal with.
- Next, create the systems that convert prospects into customers.
You want to take maximum advantage of the opportunities (prospects) that present themselves to learn more about your business and your products and services.
- Finally, create the systems that attract prospects to your business.
Develop the systems that will bring in quality leads without wasting your scarce resources.
Why Develop Systems in This Sequence?
Think of your customer centric systems as a pipeline. One end attracts prospects. The other end produces satisfied customers. The idea is to increase the flow of customers through the pipe while providing better products and services for less cost and more profit.
Increasing the amount of intake before the rest of the pipeline can handle it is pointless and wasteful. Attracting prospects costs money and takes time. If you attract hordes of new customers before you can handle them then you risk providing a bad experience for customers. Increase the capacity of the pipeline by starting at the output end and working backwards.
Remember, we are just talking about putting systems into place. We are not talking about replacing equipment and facilities and spending piles of money. Just creating and documenting better ways to do what you currently do.
Start now, but do not feel you need to get it all done right away. Getting your fulfillment and customer service systems done first is a great start. You will see benefits immediately through reduced costs, reduced waste, improved customer satisfaction, fewer quality issues, and reduced stress on your employees. Of course, you will also be able to handle more business when it starts to appear.
When you start to develop your customer centric systems begin with the end. First, develop the systems that deliver your product or service to your customers. montenegro Then, develop the systems that convert leads into customers. Last, develop the systems to attract the prospects into your lead conversion system.