In a cut-throat world where everyone is competing on price, businesses are seeking strategies to differentiate their products, services and solutions. At the heart of nearly all differentiation strategies are techniques for enhancing the overall customer experience. By improving the customer experience, organizations hope to increase customer satisfaction and boost loyalty. This should help generate more customer advocates who can spread awareness and send their business referrals. It can also create points of differentiation that will help you fight off competitors and win new business.
A technology company that enables people to find and order food for takeout or delivery had an interesting challenge. The business was growing quickly but needed creative marketing
strategies for two distinct groups: restaurants whose menus can be available on the firm’s app and website, and patrons who visit those restaurants and can use the service in the future.
These days, Vanguard refers to our technology offerings as “digital solutions.” After years of searching to understand where we might fit in to this emerging business space, we’ve built an in-house digital agency called VGD. Rather than simply building websites or performing other technology-based development work, we are now able to offer our clients a rich selection of campaign-based programs, custom-built and tailored to the client’s needs and budget.
The McKinsey Quarterly once published an article titled "The Seven Habits of Highly Effective Digital Enterprises." The fundamental premise of the article is: "To stay competitive, companies need to stop experimenting with digital and commit to transforming themselves into full digital businesses." The article reported the management consulting firm's observations from studying dozens of successful firms. While the article, and research, was targeted to a broad audience, its messages are highly applicable to the graphic communications market.