The 4R’s Process: Roadmap To Success

May 30, 2018

By Beverly Beaudoin

Based on the revolution in technology, companies need to reimagine the way they sell and communicate with customers and prospects. Based on a company’s growth objectives or barriers to success, business and brand managers need to take a deep look into the analytics to derive actionable insights to determine whether a company needs to refine, retool, redefine or reinvent itself or the way and how it communicates with its customers.

Do you want to expand your customer base or entice customers buy more? Make e-commerce work profitably for your business? Do you want to convert business customers into leisure customers or generate more repeat stays? Do you want to help patients adhere to drug regimens to improve their health? Do you want to know how the new CX paradigm can positively affect ROI?

There’s a simple approach we at Beverly Beaudoin and Associates follow. Some of you may say the steps are standard operating procedure at your company, but in the digital economy, we’ve seen many a company short circuit process to the point of not having critical data needed to make the right decisions for their company’s future.

The 4R’s Process: Roadmap To Success

The process has 7 steps. Based on the stage of product, service or company life cycle, some steps may be accelerated or some may be streamlined or combined with others. The roadmap steps:

1. Audit & Consumer Listening: We listen to what customers and prospects are saying about your brand on social media. We assess what has or has not been successful in communicating the brand.
2. Competition: We analyze how your competitors and their value propositions differ from your brand and how they fulfill unmet or unique consumer needs vs. your product or service.
3. SWOT Analysis: Your company/brand Strengths, Weaknesses, Opportunities and Threats. This analysis helps us find quadrants of opportunity, gaps or overlaps in the market. We determine what market space your company can own.
4. Target Audience Identification and/or Profiling: We gain deeper knowledge into customers’ buying habits, motivations, rational and emotional needs to determine the ability of your business to reach more customers who are like your best customers or find new pockets of customers you may be missing.
5. The Positioning Statement(s): We create statements that articulate your brand’s key competitive difference and/or what unmet consumer or business need it fulfills. All future communications drive off this critical point of differentiation.
6. The Value Message Architecture: We develop your company/brand promise to the consumer and its key distinguishing value claims. It also articulates key message support with emotional and rational reasons to believe.
7. Program Definition & Deliverable: From the above, Beverly Beaudoin and Associates creates the recommendations to achieve the stated business or brand objective(s). Based on insights from the analysis, Beverly will identify business solutions or opportunities, communications programs, advertising improvements or business efficiencies needed, making specific recommendations in an in-person presentation.