It is not what you do that is valuable to the customer it is what you do for them.
I was struck by this card in the local shop and it really got me. I really like the term ‘vision technician’ after all we don’t want to pay a lot to have clean windows, but will gladly pay for better vision!
Rationally, cleaning windows is what this company does.
Emotionally giving the customer ‘vision’ is what the customer desires. If everyone is selling window cleaning and this lady’s company sells ‘vision’ then she has achieved the holy grail of conceptual differentiation.
Words that represent the customer’s desire really can create differentiation.
It is interesting that this company is owned by a woman and the vision technician is a man. It is an emotionally loaded business card – identify your house in the illustrations, a mirror of you; the use of ‘friendly’ in the strapline, a value not necessarily associated with window cleaners and the ‘vision’ representing the customer’s desire – maybe you macho B2B companies need to get in touch with your emotional side, and it is on record that women do this better than men.
Best customer first practice is all around us. It’s not just the big successful companies that are the only ones that know what they are doing –some people are just born naturally customer centric – seeing the world through the customer’s eyes, outside in. I love this company's customerfirst approach and expect them to have every success because of it.