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| TOBE: A Virtual Cycle |
As every one of the methodologies of this century,
makes use of five phases. These phases build what is known as our virtual
cycle.
As we can see on Figure 3, every project or proposal delivered using
the methodology have to start with an approach to
get knowledge about the customer and the market in which our prospect or
customer is interested.
Figure 3. The TOBE Virtuos Cycle - TOBE includes a logical order of phases
to ensure the results for every project developed.
The first benefit offered by is the focusing into
customers in two ways: CRM and Brand Experience. The objective is to build
a strong relationship with product users (via a website, mainly) to satisfy
their different needs and to increase positioning, loyalty, usage, awareness,
and market share, while we encourage the sales activities implementing online
based services.
Each program and strategy is reviewed and analyzed constantly
using the audit activities. With this analytical audit implementation, we
reinforce programs just after they have been launched, with the intention to
increase the impact and responses.
When the analysis reaches the Metrics level, it is the moment when we
implement changes, fix any mistake we might have forgotten, and trace a
new objective to implement. This is the origin for our , which we will talk about in a different article.
All these actions have the objective in mind to reach the results established and
expected from both the online and offline programs.
The process has a dynamic interaction during all the life of the program.
It starts from the Approach phase, identifying the market, the customer,
and the needs the average target customer expect from similar products
or from similar companies.
Moreover, it has no-end, unless the client
requests to finish it. It has no end because the cycle is continuous and
every phase and activity can request any correction action to improve the
level of response.
Metrics are implemented considering both offline and online responses and
results. The results are then presented in a graphical and marketing
focused explanation of the findings. In addition, every campaign is tracked
to get information of the user behavior, while we analyze and study the
trends from our registered users and real customers to define and launch
new programs.
Finally, please do not forget that the implementation of TOBE has an entire
impact in organizations. No matter if it is implemented inside of the customer
offices or inside our company, we need to develop programs to educate and train
employees to offer this new service.
In addition, we need to develop similar
programs to be offered to our customer employees to know how to work with this
new service, what to measure, how to interpret the findings and what are the
modifications requested for their every day business operations.
Internet is a channel with very fast changes. Going side by side with its
development implies to develop new products and services to offer a major
coverage of solutions and to deliver to our clients the best and more
affordable results.
We have to change ourselves in the way we offer solutions and the way we
internally work, we have to offer first class solutions to Mexican companies
with the best possible prices.
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