Often, "Customer First", or even "Customer as the Sole Purpose", has been touted as the golden principle to conduct business in our commercial world. But to a lot of people, practising it is not as simple as it sounds. People interpret the principle in their own ways and adopt different approaches in practice. This book develops a "Left-Right Circles" theory where customer needs are depicted as the "Left Circle". The book also analyzes various levels of customer needs and the key approaches to satisfying those needs. The "Right Circle" in this theory depicts how a company has to develop its own strengths as competencies. The book describes how as the Left and Right Circles interact, moving in sync in a perfectly harmonious manner, offering products and services that customers will repeatedly purchase a strong base of loyal supporters for the company is built. The Left Circle driven approaches are also applicable to serving customers and stakeholders. The approaches apply effectively to non-profit organizations as well as to companies. The theory is also applicable to interpersonal relationships, this enhancing harmony and joy in personal lives.
Author(s): Andrew Chi-fai Chan, Joseph H. L. Ko, Diamond Tai, Conrad Wong
Publisher: World Scientific Publishing
Year: 2022
Language: English
Pages: 181
City: Singapore
Contents
Preface
About the Authors
Introduction
Chapter 1 What is “Left-Right Circles”?: Overview of Left-Right Circles with Areas A To E
Left Circle Needs
Right Circle Competences
Meeting Point of Left and Right Circles
Left-Right Circles Basic Diagram
Dynamic Left-Right Circles Diagram
Area C
Area D
Area E
Left-Right Circles in Various Sectors
The Origin of Left-Right Circles
Chapter 2 Guided by the Left Circle: Using Left Circle as a Guide for All Approaches
Starting Point in Business
Moving Up the Hierarchy of Needs
Conflicting Needs and Niches
The Left Circle Guided Approach Takes You to Your Vision and Strategy
A Product is Not Only a Product
A “Guided by the Left Circle” Example: To Be a Good Teacher
Prerequisites for Executing an Approach Guided by the Left Circle
Understanding the characteristics of the Left Circle
Choosing a Left Circle right for you
You Only Know What it is Like When You Have Been Through it
You Can Choose Another Left Circle
Chapter 3 Dynamic Left Circle
Movements of the Left Circle
Changes Affect How the Left and Right Circles Interact
Moving Faster Than the Left Circle: Area D in Left-Right Circles
Left-Right Circles and Innovations
Dynamic Left Circle’s Driving Force
The Left Circle Theory Deepened
The Link between Advertising and the Left Circle
Needs Are Just a Few, but Wants Are Too Many
Chapter 4 Identifying New Needs and New Customers
Three Levels of Left Circle: Old Needs of Left Circle, New Needs of Left Circle, New Left Circle
Case 1: Taxis
Case 2: Securities Firms
Case 3: Medical Clinics
Case 4: Libraries
Case 5: Business Education
Case 6: Social Media
Summary
Chapter 5 Internal Left Circle: Important Roles of Company’s Own Staff
Left Circle inside the Company — More Complicated Than Customers
How To Ascertain Mindsets and Needs of Interna lLeft Circle
Discerning Negative Signs in Internal Left Circle
Maintaining Harmony in Internal Left Circle
No Golden Rule for Managing Internal Left Circle
Internal Left Circle for a Country or a Territory
Chapter 6 Left Circle of Left Circle: Exploring and Capitalizing on People Influencing Left Circle
Who Influence Your Left Circle?
The Left Circles of Car Buyers
Who Are Intel’s Targets in the Left Circle?
Internal Left Circle is Equally Influenced by Others
Paying Attention to Every Left Circle in the Family
Handling of Family’s Left Circle and Left-Left as in a Chinese Opera
Social Policies from a Network Viewpoint
Summary
Chapter 7 Turning Left into Right: Turning Left Circle into Company’s Strong Supporters to Increase its Strength
Strengthening Right Circle with Left Circle
First Level of Turning Left into Right: Word-of-Mouth
Second Level of Turning Left into Right: Co-creation
An Excellent Example of Left-Right Blending
Chapter 8 Unrecognized Needs: Exploring Unstated Needs, Satisfying Deeper and Higher-Level Needs
What Are the Unrecognized Needs for a Restaurant?
Unrecognized Needs for Libraries
Unstated Needs by Taxi Customers
What Needs Are Not Stated by Students?
Case Study: Shaw College, CUHK
Case Study: CUHK EMBA
Summary
Chapter 9 Seemingly Unrelated Left Circle: Exploring Non-apparent Left Circle for Better Results
Some Left Circles Are Invisible to You
The Media and Organ Donation
Seniors at Theme Parks
Money Losing Telcos and App Developers
Rewards from Public Services
EMBA Public Broadcast Programmes
Chapter 10 Summing Up Left-Right Circles with Four Axioms
Build Upon the Past and Develop the Future — Striving To Do Good Work
Take the Left Circle as Your Guide — With Boundless Innovation and Enhancement
Match the Left and Right Circles — Enjoying Perfect Harmony in What You Do
Wallow Not in Your Present Success — AlwaysLooking Ahead to the Next Step
Index
