Placing principle over process gives organizations the clarity, agility, and flexibility to deliver on their brand promise to customers across all touch points. These thoughtfully crafted principles empower employees in the decisions they make every day to deliver valuable and unique experiences to customers.
Principles as Pillars of Experience providing clear brand principles ensures consistency in the way your business functions, and the experience it delivers. The focus of governing principles should yield something positive for employees, customers, and stakeholders in the business alike.
iPay Technologies prided themselves on providing a technically sound bill-pay service that was accurate and efficient. While this ideal was clear and succinct, it didn’t get to the core of what iPay really provided – great experiences. Through the Storymining process, it became apparent that iPay’s service was to make on-line bill paying (then a new innovation) quick, easy, and hassle-free. Also, to deliver in an exceptionally friendly way.
With a clearer understanding of their value to customers, iPay shifted their thinking and Reason for Being to encompass their key differentiator: “delivering experiences that everyone raves about”. Striving to deliver on a more holistic brand promise strengthened the vision iPay had across the organization and the relationships they were building. iPay learned that they were in the experience delivery business. They found that when they delivered a great experience, customers wanted to talk about their experiences—and that drove more business in the door.