In
the earlier
analysis, Infoprations has
pointed out the need to generate insights from facilities before solving any
issues. Beyond analysing the facilities and application of emerging insights, Infoprations has equally discovered that
FM companies have to close demographics and psychographics distances between
them and the representatives of clients such as organisational buyers and
individuals.
FM Companies and Client’s Persona
Like
studying man’s demographics before approaching him, FM companies also need to
have client’s persona. It is imperative to have company revenue, if the
solutions are being proposed to business entity. Individual’s income range or
status should be prioritised when the solutions would be used by people not
organisations. In addition to knowing the company’s revenue, the year of
establishment is also crucial. Understanding the year is another means of
keying into the company’s short and long terms strategic goals and objectives,
which will help in proposing tailored solutions to most of its facilities,
especially those acquired during the start-up year.
In
addition to what Infoprations notes
under the
insights generation from facilities, FM companies should go beyond mere
inspection by knowing the age, cost of buying facilities, depreciation value
and maintenance history. This is
imperative because solutions could not be proffered to a facility that companies
have little or no knowledge about its antecedents and operational performance.
Location
is another distance that must be bridged by FM companies, particularly those
plying their trade in Lagos, Port-Harcourt and Abuja. Since many organisations patronise FM
companies for improved operational activities, it would be a wrong strategy to
have employees who will not respond to clients’ needs as soon as possible. As
Nigeria works towards the realization of the Sustainable Development Goals,
especially the goal on climate change, FM companies should always consider
their clients’ location.
Is
the location prone to indicators associated with climate change and global
warming? Answers to this question will direct FM companies’ personnel on the
specific material resources they will use while delivering solutions in such
location. Another benefit of location analysis is opportunity to protect users
of facilities and ecosystem. The end results of having robust demographics
details include cost reduction, operational efficiency and sustainability of
critical and soft facilities.
Organisational Buyers Are Human Too
Facilities
are not only bought by people. They are equally used by people. In businesses,
some people make decisions regarding which facility or FM provider should be
contacted for the maintenance and management. In specific terms, businesses
also need to be treated as consumers who have attitude and behaviour, which
must be studied before capturing necessary values. FM companies that want
maximum values must connect with organisational buyers’ senses. The buyers
could be Heads of Facilities Management, Facility Managers, and Heads of
Operations among others.
Like
consumers of goods and services, organisational buyers also have sensory components
of taste and smell. In consumable goods, customers taste and smell products and
ignite his or her purchase decision. This also applies to FM solutions.
Organisational buyers want professionalism and competence in place of taste and
smell.
In this regard, Marketing and Communication teams must ensure a
strategic link between clients’ attitude and behaviour, and their companies’
attitude and behaviour. To strike the needed balance, physical and digital
channels must be appropriated during negotiation and execution periods.
Taste
and smell also connote that clients have been informed of the available FM
solutions. Beyond this, they (clients) must seeing quality in terms of values
addition and operational efficiency during execution of tasks. Positive or
negative experience during the tasks execution will determine the extent to
which companies would have the clients as repeat clients in the future. Past
experience will also determine acceptance of the new solutions being proposed.
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