SmartProTM: Customers come first, second, third…

Regardless of what B2C business you operate, there exist a number of key activities that are the key to the success of any business. These points all hinge around the most important thing – its customers. That is not to say that anyone reading this does not already run a successful business, but if it doesn’t currently consider these five key activities, could its’ business be stronger if it did?

There are many businesses whose main bulk of activity is B2C – golf clubs & professionals, many online/ecommerce sites, charities, ticketing/hospitality and the mainstream media and each of these hang their hat on the ability to drive traffic – online or physically, to their chosen outlet. Without this traffic – and regardless of the rest of their business model/customer service or product offering, it is likely its’ business is not performing as well as it could.

Here are five key points that many B2C businesses should consider and actively work to integrate as part of their strategy: 

1.       Knowing your customers

Who are they and how do you contact them? Without this – and other than expensive and time consuming above the line marketing – how is a business going to be able to effectively and efficiently contact your customers to let them know what you are offering or selling?

2.       Understanding your customers

Second only to knowing its’ customers is to understand them. This is key as this enables you to be able to communicate more appropriate messages to a customer base at the most appropriate time and in the most appropriate manner. In golf this may equate to members versus retail shoppers, individuals versus corporate guests while in retail this may equate to male versus female and understanding what their history is with you in order to not target inappropriate marketing at them. That’s as much of a turn off as getting their name wrong!

3.       Marketing to your customers

The ability to influence a businesses’ customers’ can now be in its owner/managers hands, as no longer do traditional media necessarily offer the best means to market to a relevant audience. Therefore knowing and understanding a businesses’ customers (as above) is crucial to its ability to market appropriately, effectively and efficiently for a direct ability to improve its’ revenue success through proper meaningful customer communication.

4.       Selling to your customers

Does a business ever really sell to its’ customers? Does it ever ask for the business? Offer help and advice or ask about the wellbeing and relevant points of its audience. Appreciating that it is more difficult online, but any customer facing business has the opportunity to engage its audience and work to understanding their needs and therefore be in a position to offer them something to suit. There are simple questions and signs that every B2C business could benefit from knowing, understanding and putting into their daily action plan at work.

5.       Looking after your customers

So now you know your customer; you understand them; you have successfully marketed to them; and sold them a great product or service? So what now? Do many businesses then truly look after its’ customers? Do they offer feedback opportunities or ask about ongoing support or deliver a top level customer caring after sales experience? Many B2C businesses would be surprised at the feeling a customer gets when it feels loved. Therefore as much importance can be placed on what a seller does after a sale has gone through, as it can as you actually approach making the sale. Customer care may bring a customer back when they next need something you offer; it may create positive word of mouth for itself or simply ensure a customer has received a positive experience that makes them feel valued. All in – it’s the simple things that, in this case, really make a difference.

SmartProTM is a proven unique series of procedures and processes that works specifically to bolster the revenue opportunities in many B2C businesses including in sport (golf, football, rugby etc), retail and charity. It includes the core departments of F&B, ticketing, membership, loyalty, retail, online, merchandising and sponsorship and over 15 years has lead to significant increases in financial performance and ROI across football (Premier League, Football League and SPL), rugby, governing bodies, sponsorship and rights owners, online/ecommerce business, retail merchandising and hospitality organisations. For more information please get in contact.


About davidmorganjenkins
I am an experienced international, commercial, strategic business leader delivering customer focussed initiatives for world class leisure & sports brands. I have a credible track record of leadership and senior management experience in particular with business operations, marketing & business development within leisure, sport, ecommerce/retail & B2C sectors. I have a unique creative vision, supported by sound financial management & budgetary responsibility having increased brand awareness, sales & core revenue by 60% & profit 200 % at Football Aid over a 3 year period. In parallel, I am centred on attention to detail ensuring a consistent product offering and the greatest possible customer experience. This is delivered through strong collaborative teamwork and creating a culture of creativity, determination and enthusiasm amongst team members. I possess an ability to cement & develop relationships at all levels and can easily engage, report to & upwardly manage share & stakeholder alliances ensuring delivery of business objectives. Key skills Developing & implementing business plans focussing on sales, profits & volume Bringing sales & marketing strategy to life to inspire customers; making visions/dreams a reality Customer service; driving enhanced customer satisfaction & delivering a reputation for excellence Developing, influencing & implementing plans & partnerships that deliver competitive advantage Effective planning & delivery of multiple channel, venue & geographical programmes & projects Leading & managing operation, marketing & business development teams to believe in their ability to succeed Experience headlines Commercial; sales, strategy, development, marketing, sponsorship, promotion, customers service Business administration: P&L, performance, improvement & operational management Marketing & brand; communications, brand management, development & membership/loyalty Ecommerce & retail; FMCG, optimisation, data (CRM), social media, SEO, PPC & affiliates Technology; CRM, web TV, new media, smart phone/iPhone applications

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