Process refers to the procedures or processes that are developed to ensure the customer has a positive and memorable experience when purchasing and/or using your product or service.
What is process?
Process is concerned with the planning, development, implementation, documentation and review of systems and procedures to ensure that the central marketing objective of getting the right product, in the right quantity, to the right place at the right time in a profitable manner actually occurs.
All the processes you use in your day to day business operation will have a direct flow-on effect to your customer’s experience. It’s all about making sure the following things happen:
When marketing products:
- products are manufactured or purchased on time
- products deliver the required quality and performance levels
- sufficient stock is on hand to meet customer demand
- products reach the customer in a timely manner
- products reach the customer in good condition
- the paperwork is accurate and timely
When marketing services:
- staff are available to perform the service when and where required
- staff provide the service to the required performance level
- sufficient staff are available to perform the service
Key elements of process
The old adage always rings true – “if you fail to plan, you plan to fail”. Successful outcomes don’t happen by accident – it’s all about making sure you know what is required and then putting a plan in place to ensure you can deliver what’s needed.
Achieving a successful marketing result requires an effective marketing plan that contains strategies, tactics and activities that will satisfy the needs and wants of the marketplace.
- Systems and procedures
Well developed systems and procedures will provide a framework upon which positive customer experiences can be built and delivered.
Systems and procedures will contribute to the efficiency, cost-effectiveness, consistency, risk minimisation and ultimately, profitability of your business.
Accurate, accessible and accountable documentation is at the core of any successful business. Documentation delivers information and information is the fuel that powers your business.
Effective management comes from having the right information at your disposal to make the right decisions and documenting information ensures that it is available when required to the right people in order to ensure that all facets of your business are focused on profitable customer satisfaction.
- Quality control
You’ve probably heard of the saying “Garbage in – garbage out”. This is most applicable when developing process because the outcome of the process is only as good as the input.
It’s critical that you ensure the quality of processes within your business is high and consistent. Poor quality or inconsistent processes will invariably result in sub-standard service, potentially costly errors, loss of customers and damaged goodwill.
Good quality control comes from good systems and procedures, effective documentation and a commitment to continuous improvement by all sections of your business.
- Feedback and Review
Process for process sake is a waste of time, resources and money. The bottom line is this: “Is my business achieving the objectives I have set for it, and as proprietor of the business am I achieving my personal objectives?”
The dollars and cents will certainly provide a short-term answer to this question but for the longer term, you will only know this if you continually seek honest, objective feedback from customers, suppliers, staff and other stakeholders and where appropriate make the necessary changes to process to put your business back on track.