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How To Win The Business Battle Between Efficiency And Effectiveness.

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A lot of business owners have found success by implementing efficiency. Effectiveness is the ability to achieve more profit by streamlining, improving efficiency, automating while making procedures more predictable and consistent. I am a massive fan of all that is mentioned, and my consulting company frequently recommends efficiency improvements that make it simpler to expand a business.

Don’t let efficiency hinder building a solid relationship with your customers. Effective businesses do what must be done to draw customers, customers, and patients who genuinely appreciate the product or service and are willing to pay more for the service, product, or experience. Making an effort to know your customers and what they truly need isn’t quick and simple. The process of asking questions isn’t always easy. And resolving the top complaints from customers isn’t always easy. These are the kinds of efficient strategies that companies must implement if they are looking to stay ahead of rivals.

Many organizations are caught in the trap of convenience. All sizes of businesses have been spending the last few years cutting expenses and streamlining processes, often at customers’ expense. Companies usually recognize what they must be doing to enhance customer relations, but they do not make the necessary changes. I’ve heard a lot of excuses for why companies “can’t” deliver the best customer experience. For instance, they’d need to increase their prices or alter the assurance or guarantee. Perhaps it’s the case of opening new locations or increasing hours.

Do you want to see some examples of what can happen when an entrepreneur puts efficiency and convenience over effectiveness and competence? I’ve been a vegetarian for many years and always search for the most delicious vegetarian hamburger. As part of the pandemic, I discovered a delicious one in the middle of the shoreline. (Yes, this is the way we speak here in Jersey.) Due to the spread of the disease, this establishment offered curbside delivery.

In contrast to other changes I had to endure at the time, I found the curbside delivery was excellent. My family would stop by at the beginning of the weekend. They’d take our orders and then serve us food, manage our payment, and then we’d be heading off.

My whole family was enthralled by it. The same was true for other families. This restaurant took off and soon became one of the most sought-after eateries in town because they cook your food to the curb and also took payment. However, they cut off the curbside service when the restrictions were reduced. And guess what else also was gone? Customers. They returned to the efficient and convenient way for them, but they were able to get away from the crowd.

A customer who I work with sells mattresses. Before the outbreak, he believed that the most efficient method to boost mattress sales was to place several representatives on the floor to keep the rooms stocked with potential buyers. It was a game of volume which relied on getting people into and out in a short time. It was also a way to earn profits in this manner. When the pandemic began to strike, the rules were changed. Every client was greeted with a name upon entering the premises, assigned a salesperson, and was escorted throughout the visit as long as necessary. They switched to appointment-only sales.

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And you know what? This extremely “inefficient” process turned out to be highly effective. It was so effective it was the case that both 2021 and 2020 were their most successful years to date.

Offering your customers what they want could appear as an adverse business decision. It’s easy to believe that no one else is doing this, so it’s not necessary, nor do you. However, providing superior service for your customers, even just a bit better, is essential for your competitive position. It’s a matter of selecting efficiency over effectiveness.

As a business consultant, I’ve enjoyed working with thousands of businesses. I’ve discovered that most companies already know what they can do to help their customers’ lives more convenient. The most commonly-used enhancements include:

  • Offers better timings and access to more
  • Talking with a natural person instead of recording
  • Face to face meeting
  • Access to online reservations for delivery, appointments, and payments.
  • Confirming the order

Today, none of these practices is groundbreaking. However, companies avoid them because they’re inefficient. They’re not competing with these things; therefore, why would they? Who is willing to work late? Why should you employ a customer support representative when you could use an automated answer program? Who wants to waste long hours traveling to meet with clients when services such as Zoom are available? Who is willing to invest in the latest digital apps, programs, and online payment methods? Are you required to verify a purchase?

If you’re like many business owners I’ve met, there are numerous reasons. The changing customer experience may mean an increase in costs. They aren’t looking to invest in new technology. It’s challenging to train salespeople to answer phones and issue confirmations of sales.

Stop focusing on efficiency and begin to embrace efficiency. It is possible when an organization is dedicated to putting customers’ needs first. If you prioritize competence rather than convenience over efficiency, your customers will thank you for their business and a greater sense of loyalty.

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