segunda-feira, dezembro 26, 2016

"Client-focused, not client-run"

"Client-focused, not client-run.
Having so emphatically made the point that the client and client needs are central to the success of any enterprise, it is important to reinforce the point that client focus does not mean responding slavishly to whatever a client demands, nor just doing what a client asks. [Moi ici: E sem uma estratégia consciente, como é que uma empresa traça a linha entre a resposta que faz sentido e a outra?] The ultimate purpose of an enterprise is to create wealth, so there would be no point in responding to client demands that might result in bankruptcy.
It’s more complex than that, however. As Steve Jobs, co-founder of Apple, says: ‘You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.’
In some circumstances (particularly where new products or services are concerned) clients may not understand whether or not a particular offering will be of value to them. [Moi ici: E referir claramente para quem a oferta não se dirige. Para que ninguém se sinta enganado] In these situations the value proposition approach is far more powerful than old-style marketingspeak, because it enables a new offering to be expressed in terms of the value of the client experience that it will deliver.
That’s the heart of this entire concept. Clients do not buy ‘things’. They buy the experiences that those ‘things’ are able to deliver."
Trechos retirados de "Creating and delivering your value proposition : managing customer experience for profit" de  Barnes, Helen Blake e David Pinder. Um livro que li em 2010 e que me redespertou curiosidade ao arrumar papéis em caixas para uma mudança.

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