12 Nov CSR: A Key Step on the Road to Commercial Differentiation
At a recent presentation to a group of business leaders managing SME’s in the construction, distribution, accounting & IT markets, one of the Global Impact team explained more fully the uniqueness of the Global Impact offering.
But first, the key problem Global seeks to address:
“For most businesses the complexity of attracting & retaining customers, while also attracting and retaining good people to deal with those customers, is a constant struggle.”
In contrast, successful operations we admire tend to be more effective at attracting and retaining both customers and colleagues & it is therefore no surprise that their business tends to surpass expectations. In short, this combination of the people, the product & the company together becomes a force the customer cannot easily ignore. The glue to this winning combination tends to be “distinctiveness”; that special quality making one company stand-out uniquely from the rest.
And it is no coincidence that the businesses we perceive as “distinctive” tend to;
- win more orders than the competition,
- lose few customers than the competition,
- attract better staff than the competition,
- attract them more easily
- retain their good people for longer than the competition
Our experience with reputable clients shows that while the road to becoming distinctive can be a long one, the toughest step to take is the first. And that is where the input of the Global team makes its first mark.
An interesting & transformational Case-Study.
Working for an initial 9 months with a well-respected, long-established general IT support provider, we identified a glaring truth to their offering; although they had; a) technically talented support technicians, b) a focused management structure with effective processes & c) a motivated sales-force, there was no “evidence” of distinctiveness that customers, and both current & future recruits, could plug-into. In short, this client looked no different to the competition and was therefore viewed as being no better than the alternatives.
What they clearly needed was what we define as a “catalytic differentiator”; an original, exciting, memorable part of the company’s story telling the listener that this IT provider was identifiably distinct and provably different from the competition.
So how did Global Impact achieve that?
Building on the inherent qualities already embedded in the business, we helped the client adopt, integrate & harness a Social Responsibility Project into the company’s very fabric, which made them instantly distinctive while also reflecting their ethos and their interests. With; i) subtle marketing, both external & internal, ii) incorporating their SR project into each sales and recruitment scenario, we ensured the company screamed “unique”, “ethical”, “trustworthy”, but more than anything, “different”.
And that reflects who we are too. We exist to create & highlight the differentiators making your business unique by;
- Uncovering and developing bespoke SR (Social Responsibility) Projects for client businesses both “at home” and in the under-developed world. These projects are designed to; a) create real, measurable benefit “on-the-ground” for the project itself & b) provide the business & it’s brand with a clearly defined ethical & cultural “differentiator”.
- Managing a client’s S.R. project to conclusion & delivery including project updates, videos, pictures, news-feeds and other marketable information.
- Manage and audit the client’s investment, channeling funds through registered charities.
- Guide the client’s management, as well as its PR & marketing operation, on the best way to utilise the company’s SR project via marketing, social media feeds, field-sales activity, brand realignment, staff launches, product launches, exhibitions & events.
And, as our relationship with clients matures, we offer further support designed to enhance the impact of a client’s Global project.