Business is rooted in transaction—I give you goods and you give me money. Most entrepreneurs are focusing solely on getting customers’ money in exchange of goods.

Transactions are singular, but they are only one of many moments that define the customer experience. If you’re only worried about that moment at the cash register or the moment a customer enters their credit card details on your website, you’ve effectively put on blinders, and are ignoring all of the pieces that will keep your customers coming back for more.

As Dan Sullivan from Strategic Coach shares: “Savvy entrepreneurs focus on transformation.” To provide your customer with a transformation is to go above and beyond expectations and provide them with the greatest result and/or advantage possible.

On our cover, we’ve featured Electralloy, a local manufacturer who has continued to transform for over 50 years. Tracy Rudolph, President and COO explains: “We have built and maintained strategic partnerships within the industry that have allowed us to continue to grow our product lines, responding to customers’ needs.”

Transformations don’t happen at the cash register or at the final page of your online shopping cart, they develop over the course of a customer’s experience with a given business—from the moment they discover your product or service, to well after money changes hands.

Real transformations occur when a customer walks into a store or contacts you with a problem and leaves with a solution.

Transformations come with peace of mind and a sense of accomplishment If you look at companies that offer exceptional customer service, who’ve built a loyal following of repeat customers, it’s easy to see that there’s a lot more going on than the moments spent exchanging money for products.

Not only do these companies make a point to have expertly trained employees, they make it clear that the customer’s happiness is their top priority. These companies make sure the customer is getting what they need throughout the experience. This type of service results in a greater advantage and benefit for the customer, far beyond the product or service purchased.

To be a truly transformational business, you cannot leave out the important role your employees play. Transformational leaders understand they must include everyone in the workplace, regardless of how big or small the business, with an understanding of what the company goals are in creating the best customer experience. The experience must translate into a great experience for employees.

Transforming can include risk and investment. As Electralloy has added facilities to their organization in Rouseville, Titusville, and Siverly, it has allowed them to expand capabilities, as well as create jobs in the area. This transformation impacts the greater community.

Rudolph adds: “As we set our sights on the future, we recognize the importance of the acquisition of new talent within our organization, as well as building on the skills of our existing team to produce tomorrow’s leaders.”

Just as focusing on the transactions in a retail business can keep us from seeing the bigger picture, in service and manufacturing it is easy to get caught up in the task of a job. Transformational businesses connect their daily work to the end product, should it be remelted steel that finds its way into an airplane or hardware store products that become part of the building of a home. Transformation happens when we have the vision to see beyond the moment. 

We’ve been talking about “shifting” in business for most of this year.  Let’s make 2021 the year of transforming.

This article was published in the Venango Chamber’s December 2020 VenangoWorks! Newsletter.