Migros, a major Swiss retailer, aired an ad campaign a few months back. It featured a Migros employee breaking a plate and handing half of it to a customer who had just bought a (whole) plate. Illustrating the extra value they are giving to their customers: «Always a bit more».
Currently it seems like many Swiss companies follow a slightly different slogan: «Everywhere a bit less». Spending that is. And I’m worried that they are doing it like the employee in the ad: By reducing costs undifferentiated across the entire organization and damaging their offering.
I truly believe that this downturn offers enormous opportunities to smart companies. Now is the time to save money while delighting customers by offering more value at lower costs. And I’m not the only one to say so: Even HBR has jumped the bandwagon.
That’s why it is even more important to focus on what can be done without shying your customers away. After all: They pay your bills.
We are currently working on a package that is called «Smart Saving». The idea: Analyze the chain of experience your customers are having, identify what is important to them and what is not. Then define the opportunities and implement them in a way that saves money and delights your customers at the same time.
That’s possible. We’ve proven it in a pilot project for Switzerland’s largest language travel organization.