By Andrew Penny

I was riding my motorbike through Saskatchewan as part of a trans-Canada trip, watching a tree on the horizon slowly approaching. I was doing ‘slightly’ over the speed limit but it still took about to 3 minutes for the tree to get to me.  Apart from being one of the highlights of the day (the tree that is) it started me thinking differently about my ride.  I was obviously moving at speed, but with the flat terrain and lack of scenery, it almost felt that I wasn’t moving at all. Was I riding across the Earth or was the Earth, in fact, moving underneath me? Hmm…

(At this point we could go into some Einsteinian thought experiment with space elevators and clocks or even out to some slightly lewd allusion to Hemmingway but that would put me on Santa’s naughty list, so instead…)

Let me ask ‘does your company move through your customer’s journey or do your customers move through yours?’  I know it’s a bit Ying and Yang but ponder that for a moment…

As a business leader, you have a healthy ego and your default position is about you and your company… a perfectly natural point of view.  So, when you look at your business you see the departments, processes, and assets that you orchestrate to serve customers as you process them towards a sale.

But your customers have processes too. And it doesn’t have to be rigid corporate ‘3 proposal’ purchasing processes. It can be a selfie in the change room to see what their friends think?  So what processes do your clients go through? Have you structured your processes around them? …Or is it all about you?

So here’s a suggestion – visualize your customers’ journey and evaluate how well your company facilitates each and every step of their journey…

When you think about it, that list above is pretty much it. Anything else you do could be considered a waste because the customer doesn’t value it; although as we all know, there are some things that we just have to do. But from a customer’s perspective, they don’t care about your accounting system, your HR department, your QC department or anything else that’s not on their buying journey.Now, go and let your subconscious play with this while you are out doing whatever it is that you do when you are away from your office.

…… we’re going to pick this up again in our next blog.