Excerpt from a YouTube conversation (David Jenyns + another speaker) about transforming customer experience by packaging a proven production process. Key points: presenting a tangible, structured production process raises customers' certainty they will get the desired outcome and reduces their desire for the provider's time; this enables business owners to scale/roll themselves out of the business. Practical steps mentioned: (1) define the outcome, (2) define the production process to achieve it, and (3) price based on customer upside/value rather than unit/time cost.
And all of a sudden the experience of the customer completely transforms.
Right.
Because they're not trying to work out how you and your time are going to help the outcome. You've displayed to them a proven production process that's going to help them get the result they want. So all of a sudden their level of certainty goes up that they're in the right place to get the outcome. But also their desire for your time drops as well, because they never wanted your time in the first place. It was just the means to that end. But now you've presented them with a better means to that end. A more tangible, structured, high confidence means to an end. They prefer to take that. And that is where we see business owners often for the first time really being able to take substantial steps in rolling themselves out of the business. So step one, what's the outcome? Step two, what is the production process in achieving that outcome and then pricing it? Well, that's a, I guess a whole different story. But the pricing wants to be based more on the upside value to a customer and less on the unit cost or time cost of delivery.
Yeah, I think the message in this particular step will resonate really well with the audience because that's really. We focus heavily in on the extraction first and you have to start on that primary product first. That makes sense. And as we've seen with key person of influence as well, you guys are a great example of this in action as well. Over time, as the product line starts to grow and you bring out things like 24 assets and some of the other programs that you've got. But you have to start with one, you need that central place that that's where everybody gets started. And then it's almost like as someone goes through a particular program, they might start to recognize other problems that they have that you then have solutions for, at which point you've built such a great relationship with them. And it's more how can we help you? Rather than what can we sell you so that that feels perfect.
