Every day I have a choice of buses from two different companies to get me to work.
Both take the same amount of time, pick me up from the same place and get me to the same destination but one offers me a far better service than the other.
Bus company ‘A’ has much older buses but has friendly drivers that say hello and wait to let people on who run for the bus.
They often have a selection of newspapers to read and the driver seems to know loads of the passengers by name.
Travelling with them feels like a friendly, relaxed and good value lift to work.
Bus company ‘B’ has more modern buses but the drivers are often moody and rarely look you in the eye.
They sit hidden behind a protective shield of glass and sell more expensive tickets than company ‘A’.
Travelling with them feels commercial, unfriendly and a money making commuting machine.
Unsurprisingly, I favour bus ‘A’ and will wait longer to get one, even bus ‘B’ turns up first.
Both companies provide a service that get me to work on time but one is a far better experience than the other.
This example shows by how providing a better service and experience you can win customers from your competitors.
Great products and services don’t happen by accident of course.
They are great because they have been meticulously and deliberately designed to meet the needs of the people they serve.
So is your company offering your customers the bus ‘A’ experience or the bus ‘B’ experience?
How well you understand what your customers want, need and value and how well are you serving them?
Perhaps it’s time you found out before they jump on the other bus!
James Chudley 