When performance fails to meet expectations, the answer can usually be found with the customer. Customers understand which companies care about their needs and gravitate towards them. Luminous ensures that you and your people put the customer center stage. And that your strategies, plans and actions address what they need and anticipate what they want. More customers grow to love your brands and become loyal to your business.
A customer-driven strategy has the power to deliver the results you want. Unlock performance by addressing the customer realities behind your business goals.
Crystallize business opportunities by pinpointing customer-success criteria
Uncover and target customers’ true motivations through data and insight
Bring strategy to life as a compelling story told in the voice of the customer
Evaluate progress with key customer metrics and adjust priorities as customer realities change
You will have a truly customer-driven strategy – clear in its customer-defined targets and priorities. A strategy that leaders believe in, the organization can implement and teams fully commit to.
Plan for action
With great insights, you can develop activities, products, services and communications that will make people love your brand. Generate plans that join all the business units, brands and functions in your organization to create a meaningful customer experience and deliver on your value propositions.
Identify insights that provide a rich understanding of customers as people
Put customer realities at the heart of objectives and initiatives
Create products, services, programs and activities that deliver your value propositions and resonate with customers
Develop customer-driven brand, business unit and functional action plans
Your plans, tactics and communications will connect with the customer. Your organization will generate impactful ideas and leaders will be confident of delivering on customer-defined metrics & goals.
Engage and equip people
To be truly customer-driven, your people need tools and inspiration. They need to work together seamlessly across silos. Taking the customer’s perspective results in a shared commitment that supersedes the ambitions and priorities of individuals and functions.
Bring your people together by immersing them in the customer's world: explore needs, confront assumptions and generate fresh insights & ideas
Uncover inconsistencies across functions by creating shared ownership of the customer experience
Address business issues by pinpointing the customer challenges that present the highest value opportunities
Deploy your strategy, using tools and approaches that galvanize action across your organization
The customer will become the shared focus of all teams and functions. Conflicts will be resolved and all parts of the organization equipped to execute. You will have everyone’s commitment to making an impact through the customer.
Assess and set priorities
Once you understand and connect customer challenges to business opportunities, you know which initiatives are a priority, where to concentrate your resources. You are better prepared to determine how to deliver in the short-term without losing sight of the long-term. Together we examine:
Your brand and business strategy: is there a clear customer target, defined business opportunity and are there insights behind it?
Your activity plans: do activities address the strategy, are they relevant to the customer, in sync with each other, and aligned to commercial goals?
Your performance metrics: have you identified key customer success criteria and will they deliver on your business goals?
You will set priorities that optimize resources and align customer initiatives with business goals. Your people will be focused on what matters most. You will be as confident about next year as you are about tomorrow.