Marketing strategy for business services (B2B). Special focus on corporate culture as the key competitive advantage for B2B services. Culture is the outcome of a continuous client-employee communication loop described below.
Wright Culture Co's marketing for business and professional services involves three activities that feedback to one another in a continuous loop:
1. Understanding client needs and wants.
Understanding the client objectives. What service does the client want to achieve his goals? A service that does WHAT he wants (eg gives him a legal document) HOW he wants (an easy, no-hassle, pleasant experience). For marketing/brand the focus is on HOW he wants service delivered ie experience management for business services.
2. Clarifying firm's value proposition and motivating staff for client value delivery
Having a strategy to deliver a differentiated service to the client that delivers maximum value and minimum cost. Cost can include cognitive, emotional and physical effort. Creating the culture, mind-set and capabilities to deliver that service and to build the brand from the inside out. This includes giving employees a clear purpose and internal communications to support cross-functional intention, co-operation and innovation to deliver what client wants - not just what the firm can do.
3. Communicating value proposition and proof of value creation to clients and external markets
Measuring service quality, client experience and client satisfaction - in real time and over time. Feeding back technical/functional teams (the WHAT of service) to support and admin teams (the HOW of service) and management/strategy teams (the WHAT NEXT of service). Also communicating out proven value proposition to new targets.