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Ensuring Seamless Experiences
The development of a sound marketing strategy can be enhanced by using the 7Ps of marketing, or the marketing mix, to organize plans and activities around key elements.
In our previous articles, we discussed the original 4 Ps of marketing – Product, Price, Place and Promotion. We also introduced the People element that is part of the expanded 7 Ps of marketing.
This time, we’ll talk about the 6th P, or the Process element.
In the ever-evolving world of marketing, a seamless process is the glue that holds everything together. This element focuses on the procedures, systems, and workflows that enable your company to deliver products and services efficiently and consistently.
A well-designed and efficient process is essential for delivering value to customers and maintaining a competitive advantage. Mapping out each step of the customer journey and streamlining internal operations are crucial steps in improving the overall experience.
Order processing and fulfillment play a significant role in shaping the customer experience. Timely and accurate order fulfillment fosters trust and reliability, while delays and errors can lead to dissatisfaction and negative word-of-mouth.
After-sales support is an often overlooked but vital aspect of the process. Providing excellent post-purchase assistance, handling returns and warranties professionally, and actively seeking feedback all contribute to customer satisfaction and loyalty.
Key factors that contribute to the success of the Process element include:
- Consistency and quality in delivering products and services
- Streamlined operations to eliminate bottlenecks and optimize internal processes
- A well-designed customer journey including order processing, after-sales support, and returns handling
Processes should be designed to make it easy for customers to do business with you while eliminating “pain points”. That’s why this element of the marketing mix is so important.
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Ken Freek and Drew McLaren are experts at Connecting for Results, a management consulting firm serving print companies across North America. Ken combines his experience in marketing, operations, automation, change management, and supply chain and logistics to provide a solutions-oriented approach to business challenges. A former company owner and marketing expert, Drew’s experience running a family print business gives him a leg up with decision makers. Both Ken and Drew excel in identifying new marketing and sales growth opportunities. To work with them, contact us!