Tonic DigitalTonic Digital

  • Home
  • About
  • Specialisations
    • Not-for-Profit
      • Not-For-Profit Marketing
      • Not-For-Profit Grant
      • Social Impact Funds
    • For-Profit
  • Projects
  • Insights
  • Contact
  • Home
  • 2021
  • July

Month: July 2021

Chess vs Checkers

Tuesday, 27 July 2021 by Tonic Digital

Are you more of a chess or checkers (draughts) player when it comes to planning and implementing a strategy in your organisation?  These boards games generally played amongst friends, unless you play chess competitively, can assist us in reflecting and thinking about our style of leadership and implementing strategies.

Read more
  • Published in Data, marketing
No Comments

Customer Life-Time Value

Thursday, 22 July 2021 by Tonic Digital

We give lip service to the importance of customers and clients.  For businesses impacted negatively by COVID, whether we are B2B or B2C, maintaining, and indeed growing a solid base of loyal clients will be the difference between success and failure, there it is crucial to know the value of our most important asset.

Read more
  • Published in Data, marketing
No Comments

The Chronic Complaining Colleague

Tuesday, 13 July 2021 by Tonic Digital
Sahara desert

We all have off days.  Days where the sky seems metallic grey rather than vibrant blue and smiles have an edge of irritation.  Sometimes, it can be healthy to complain; to vent as it allows us to bring things out into the open where there is a greater chance of them being dealt with constructively, rather than being suppressed and pushed away.

Read more
  • Published in Wellbeing, Workplace
No Comments

Centrality of Clients

Thursday, 08 July 2021 by Tonic Digital

In an environment still coming to terms with the impact of COVID, businesses in both B2B and B2C areas are asking themselves, if they can rely on the loyalty of customers they had prior to January 2020?

Customer’s priorities have been impacted by the uncertainty and fear they have felt and by losses they may have experienced. How B2B and B2C businesses pivot and adapt to changing customer experience will, in large measure, determine their ability to consolidate and grow.

While there is much talk about the importance of the customer or client, often there is a disparity between the talk and the practice of the business. A subtle, unconscious inertia can pull organisations into being company centric rather than customer centric, almost without them realising what is occurring. In an increasing digital age and with the impact of COVID, organisations have a window of opportunity to review their practices and build a culture and practice which places the client at the centre.

Organisations that are company centric, channel the customer through a linear series of interactions that allow the business to control both the process and the interactions.  However, customers rarely follow stepped out journeys. Instead, they follow their impulses, urges, whims, and preferences often in unplanned moments of opportunity.  This means organisations need to understand these unplanned moments and provide opportunities that allow clients to make decisions to achieve their original intent.

The customer-centric, purpose-led approach is even more important for B2B organisations because longer buying cycles means keeping clients engaged in longer journeys that have more interaction points.  This means more people, each on their own journey with their own purposes depending on their role resulting in a multi-layered client journey which is more challenging than an interaction in a B2C environment.

How do we create a stronger customer-centric environment?

The first step is to shift our thinking from a transactional perspective which is simply a buy/sell dynamic to one where both organisation and client are viewed in a symbiotic relationship. A symbiotic relationship is one that is mutually beneficial.  In other words, we change our perspective from seeing the client as a path to achieve a purchase to viewing our relationship with the client as a means to achieve their purpose.

One of the ways businesses do this is by focusing on moments that matter to clients.  Accenture, in research found there are specific client interactions known as “moments that matter” that have an outsized influence on customer happiness and loyalty. There are three moment that are particularly relevant; when a customer pays a bill, upgrades or changes services or calls with a technical question or billing issue. In considering these three moments that matter, organisations can boost customer happiness and achieve brand advocacy & loyalty.

This information provides the second step.  It is easy to fall into the trap of thinking that to “delight our customers”, a phrase used by Jeff Bezos businesses need to provide them with something new and different.  In fact, what delights clients is the opportunity to deal with businesses, with less effort. Life for clients is complicated enough, where businesses can remove friction from the customer experience and provide smooth, efficient, and fast service, they provide delight.

Removing friction from the customer/client experience provides small and midsized B2C and B2B businesses with a window of advantage, for while larger organisations may have greater resources, there is often, as mentioned a cultural inertia to change that allows opportunities for more nimble companies to better align with customers’ purpose and forge new relationships that strengthen loyalty between them and their clients.

Becoming customer-centric takes commitment and a dedication and willingness to look at every aspect of our business.  It takes work to work against the inertia that drives businesses back to being company-centric.  Yet, if we want to stand out to customers and clients, we need to walk the path of finding out and meeting our clients’ purpose.

[1] Designing Customer Journeys for the Post-Pandemic World (hbr.org)

[2] Designing Customer Journeys for the Post-Pandemic World (hbr.org)

[3] ibid

[4] Portrait Of The Customer-Centric Legal Function (forbes.com)

[5]  Designing Customer Journeys for the Post-Pandemic World (hbr.org)

[6] Customer Experience Can Be Data Driven—Here’s How (forbes.com)

[7] ibid

[8] ibid

[9] Portrait Of The Customer-Centric Legal Function (forbes.com)

[10] ibid

[11] ibid

[12]  Designing Customer Journeys for the Post-Pandemic World (hbr.org)

Read more
  • Published in marketing
No Comments

Recent Posts

  • Illuminating the Blind Spot: How Businesses Can Prevent Ethical Blindness

    Why good people - and companies sometimes make...
  • The Rise of the Answer Economy: What It Means for Business and How to Prepare

    Generative AI platforms like ChatGPT and Perple...
  • Merging for Mission: Five Critical Considerations for Non-Profit Organisations

    Non-profit mergers are becoming increasingly co...
  • The End of Google Call-Only Ads

    Google's decision to end call-only ads represen...
  • Psychographic Segmentation for Deeper Connection

    A psychographic profile aims to reveal what peo...

Recent Comments

    Archives

    • August 2025
    • July 2025
    • June 2025
    • May 2025
    • April 2025
    • March 2025
    • February 2025
    • January 2025
    • December 2024
    • November 2024
    • October 2024
    • September 2024
    • August 2024
    • July 2024
    • June 2024
    • May 2024
    • April 2024
    • March 2024
    • February 2024
    • January 2024
    • December 2023
    • November 2023
    • October 2023
    • September 2023
    • July 2023
    • May 2023
    • April 2023
    • March 2023
    • February 2023
    • January 2023
    • December 2022
    • November 2022
    • October 2022
    • September 2022
    • August 2022
    • July 2022
    • June 2022
    • May 2022
    • April 2022
    • March 2022
    • February 2022
    • January 2022
    • December 2021
    • November 2021
    • October 2021
    • September 2021
    • August 2021
    • July 2021
    • June 2021
    • May 2021
    • April 2021
    • March 2021
    • February 2021
    • March 2020
    • November 2019
    • July 2019
    • June 2019
    • May 2019

    Categories

    • Apps
    • Data
    • Design
    • ethics
    • Google
    • marketing
    • Mobile
    • News
    • NFT
    • Not-For-Profit
    • Psychology
    • SEO
    • Wellbeing
    • Workplace

    Meta

    • Log in
    • Entries feed
    • Comments feed
    • WordPress.org

    OFFICES

    SINGAPORE

    63 Robinson Road, Afro-Asia
    Level 8, 068894

    PERTH

    37 St Georges Tce
    Level 13, 6000

    SOCIAL

    MENU

    ABOUT
    PROJECTS
    INSIGHTS
    CONTACT

    CONTACT

    © 2016 - 2025 | All Rights Reserved
    Privacy & Disclaimer

    TOP