What makes a business “sticky”? In other words, what makes your business irresistible to consumers? What makes your product or service stay at the top of their mind? What keeps bringing them back, year after year regardless of the cost?
The answer in full is rather complex. Where it begins, however, is with the design of your business. Just as interior design combines paintings, textiles, and colors with how a room itself will function, the design of your business must combine your customers’ experience with the functionality of your company. Both the customer experience and the inner workings of your business must all be centralized around one thing: the one concept that sets you apart from all competition (differentiating factor).
This Kohler faucet commercial illustrates much the same point. Designing a house around a single faucet might seem like quite a daunting task, just as designing your business around your differentiating factor might. But, why is it so important to do this?
How your business functions internally affects the customer experience, even if only indirectly; and the customer experience defines your reputation. Every interaction a person has with your company—whether it is a customer, a vendor, or an employee—is one part of what creates your brand.
By designing your company around what sets your apart, and by controlling all of the interactions each person has with your company, you are designing your reputation. If you are known for not only your superb product or service but also your unmatchable customer service, ease of ordering and reputable qualities in all other areas, your profitability will be greater and more sustainable.