Customer Genius
The Customer Agenda:


The Impact of this changing world on customers
is profound.
◦ Customers are more Individual, more ...
These motivations can be clustered around three
interesting world:
Individual

Authentic

Me

Desire

Motivation
around
in...
The Customer Agenda:


‘Me’ trends are about individuality,
what people trust and seek to
achieve. They are particular st...
‘Me’ Trends:
Individual
•Achievement
•Control: doing his business on his terms.
•Uniquely, different , personal and specia...
‘My world’ Trends:
Anchors
•Belonging: to feel wanted and at home.
•Community: to be apart of local community where people...
‘The world’ Trends:
Simplicity
•Clearer: everything is obvious and intuitive to edit his choices and talk his language.
•E...
The Customer is the Controller


The customer used to travel to get his place, to take time off work because
he wanted to...
Customer Power
Customer demand, expect
and know more.
If

can deliver

a book or washing machine
the next day, why does it...
Customer Attitude: Rising Expectations, Falling Trust.


Companies need customers
customers need companies.

more

than

...
PULL NOT PUSH


Business moves from hunters to gatherer,
from aggression to assertion, from doing
things when and how bus...
PULL NOT PUSH


Customers want to work with us but on their
terms as they have the awareness and
intelligence to know wha...
Push

Pull
Sell

Buy

Pull

Push
Interruption

Price
Features

Broadcast

Interruption

Perceived
value

Transaction

Prod...


However, this is not just a marketing
challenge. It affects every part of the
customer experience and includes sales,
c...
Outside In. Inside Out :


The customer business works from
‘outside in’ rather than ‘inside out’.

the



We should thi...
Outside In. Inside Out :


Imagine if everything started with customers
and , more broadly, the marketplace and
environme...
Of course, there is a balance – between
doing everything for customers and being
distinctive and profitable, between bein...
Ask yourself these questions
Does your brand define your target customers and their ambitions or
talk about your business ...
‘customer power profiler’


The ‘customer power profiler’
enables us to profile our
business,
externally
and
internally, ...
External Customer power profiler

Do you manage
customer outside in ?

Attract all customers and regard all as
good and of...
Internal Customer power profiler

Do you engage
customer outside in ?

Strategy is driven by optimizing the
value of exist...
Thanks and Best Regards

E-Business Department
Customer genius
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Customer genius

  1. 1. Customer Genius
  2. 2. The Customer Agenda:  The Impact of this changing world on customers is profound. ◦ Customers are more Individual, more self-centered than ever before and they care about themselves and their families first.  They care about health, education, and wealth, as well as more emotional factors such as happiness, enjoyment and friendships.  At another level, customers are more collective and selfless than before.  They care about local communities, the social fabric itself and about broader national and global issues-such as environment, poverty, fairness and justice.
  3. 3. These motivations can be clustered around three interesting world: Individual Authentic Me Desire Motivation around interesting worlds Anchors Participation Expression My world The world Simplicity Connection Responsible
  4. 4. The Customer Agenda:  ‘Me’ trends are about individuality, what people trust and seek to achieve. They are particular strong motivations for younger customers, and in emerging markets.   ‘My Me Authentic. Desire. world’ trends are about engagement with others, being part of a community. New parents and older customers typically have a strong affinity with these factors. ‘The Individual. Anchors. My world Participation. Expression. world’ trends are about participating and being responsible for the broader world. These can be most relevant to customers who travel more, and more aware of global issues Simplicity. The world Connection. Responsible
  5. 5. ‘Me’ Trends: Individual •Achievement •Control: doing his business on his terms. •Uniquely, different , personal and special. •Privacy to have his own space without interruption or fear. •Well-being to be healthy ,happy ,stay fit and enjoy life. Authentic (Traditional) •Genuine: to be the original and the real thing •Lifestyle: to improve quality of life and income. •Spiritualism: to find more purpose and meaning. •Natural as fresh ,local and organic food. •Trust us to believe that we will keep our promise and we are on his side. Desire •Aspirations: to achieve his dreams and things that he never thought possible. •Doing more: He wants us to go the extra mile to educate him ,guide him & entertain him. •Enabling: our help to him how to use and achieve his goals. •Luxury: to have premium brands. •Surprise: to do the unexpected also to make him laugh and smile.
  6. 6. ‘My world’ Trends: Anchors •Belonging: to feel wanted and at home. •Community: to be apart of local community where people like him and are nearby. •Families: to be with those he cares for , to be close and do more for them. •Predictable: to know him and he can know us and become familiar and friendly. •Safe and secure: to feel that he is protected and nobody can get him. Participation •Activism: to make difference and to shape his world. •Collaborative: to work with us and others, co-creating and co-working. •Involvement: to be listened and consulted or even vote. •Reflective: to reflect his values and aspirations, to be his kind of brand. •Tribal: to do things with others , to play in teams and act together. Expression •Confirmation: to reflect his personality, the kind of person he is or want to be. •Fashion: to be with it, cool and contemporary, or even surprising. •Identity: to be recognized, to be known, to establish himself in the big world. •Opinion: to express his opinion about issues, to debate and influence others. •Sharing: to tell the world about him, what he has been thinking and doing.
  7. 7. ‘The world’ Trends: Simplicity •Clearer: everything is obvious and intuitive to edit his choices and talk his language. •Easier: he wants it to be incredibly easy to find, compare, buy, install or use. •Enabling: to make his world simpler. •Faster: instant quotes and customization, fast delivery, and fast operation. •Supporting: to be on his side, sticking up for him and championing his cause. Connection •Accessible: to connect anywhere, anytime, anyhow to anybody in the world. •Interactive: to interact with anyone in the world-talk, learn, share, design and do. •Finding: to find the people, knowledge and activities that are special to him. •Searching: to explore the world and find anything he wants, wherever it may be. •Time and place: to connect at the right moment, when and where he needs it. Responsible •Care: to make a difference, to his world, community and the people he loves. •Environment: to reduce his impact on the natural world, particularly the climate. •Ethics: to work with people who do the right thing and are honest and trustworthy. •Fairness: to ensure fairness in his world and for people around the world. •Legacy: to leave behind a better place for his children and future generations.
  8. 8. The Customer is the Controller  The customer used to travel to get his place, to take time off work because he wanted to, to be prepared to tolerate slow deliveries and to be grateful for any choice. He used to be happy to tell us all his details and pay more for a personal service. He even used to enjoy seeing adverts on television and waiting for the money-off coupons to come through the door.  The customer doesn’t need to play by our rules anymore-to go to the locations most convenient for us to be open and pushed as the customer quite frankly knows more about what he is seeking to buy than we do because He checked them all out online.  The customer knows the options and how much competitors are selling for. And also he knows how much he prepared to pay and if we don’t do a deal, he will have plenty more choices.  We shouldn’t forget that he is the customer. He is in control.
  9. 9. Customer Power Customer demand, expect and know more. If can deliver a book or washing machine the next day, why does it take a car retailer three months to get new car or local store eight weeks to deliver some new furniture? The availability Emotions drives customers attitude and behaviors like never before. In general, Customer satisfaction has not increased. In this hyperactive, emotional world, it is the extremes of emotion that can stir customers inside as 100% satisfaction is the expected from us and the same for the delight , Surprise is what Customer want of information, unlimited web research and strength of recommendations between friends means that Customers are more knowledgeable and able than ever before.
  10. 10. Customer Attitude: Rising Expectations, Falling Trust.  Companies need customers customers need companies. more than  In the past, the unhappy customer was thought to tell around ten to twelve other people of their misfortune or annoyance round a dinner table whereas now they get online and give the company a negative review by write a blog or add a comment to somebody else’s site, where hundreds or may be thousands of people can instantly share their unhappiness.  So, just imagine if the unhappy customer to decides to feature his unhappiness on YouTube video that is then watched by thousands of others or writes his review on Amazon that is read by every other potential customer.
  11. 11. PULL NOT PUSH  Business moves from hunters to gatherer, from aggression to assertion, from doing things when and how business wants, to when and how the customer wants.  Business used to be powerful and to push customers to buy products .  Customer played along with this because they had limited choice.  Business became even more aggressive, with more commercial breaks interrupting TV programs and movies, or buying lists of target customers and then mailing them or send them text messages in the hope of winning their attention, but Customers resented this intrusion.
  12. 12. PULL NOT PUSH  Customers want to work with us but on their terms as they have the awareness and intelligence to know what they want and to explore where they can get it. They have the means to research and evaluate their options in terms of comparing specifications or finding the best price.  Of course, We still need to be visible, to have presence and brand that is known and well regarded because Reputation is best achieved through word of mouth and Image is best achieved through sponsoring events that target audiences want to be part of, endorsed by experts or celebrities who people trust and aspire to be like.
  13. 13. Push Pull Sell Buy Pull Push Interruption Price Features Broadcast Interruption Perceived value Transaction Products Permission Relationship On business terms On customer service Solutions Benefits Dialogue Permission
  14. 14.  However, this is not just a marketing challenge. It affects every part of the customer experience and includes sales, customer service, operations and customer support. As such, it affects strategy, decisionmaking, suppliers, distributors, finance and human resources too.
  15. 15. Outside In. Inside Out :  The customer business works from ‘outside in’ rather than ‘inside out’. the  We should think like a customer not like a salesman. It helps customers to buy, rather than just trying to sell. It works on customers’ terms and then find a way to be competitively and commercially successful. It pulls more than pushes.  Imagine If business decisions were in this order: 1. What do our target customers really want? 2. How can we do this for the customer better than anyone else? 3. How can we do it in a way where we can also maximize our own profit?
  16. 16. Outside In. Inside Out :  Imagine if everything started with customers and , more broadly, the marketplace and environment where you do business - the outside.  Doing business from the outside in is different as it recognizes that markets are constantly changing, that competition is constantly evolving, that customers’ wants and aspirations continually change and grow. It therefore knows that the past is a poor guide to the future – that success is found by moving with markets with most profitable growth rather than hanging on to outdated capabilities. It recognizes that more radical innovation is possible, and similar leaps in results.
  17. 17. Of course, there is a balance – between doing everything for customers and being distinctive and profitable, between being responsive to external change and driving change internally, between doing business from the outside in and from the inside out. But the balance has shifted and continues to move towards the ‘outside in’ business.
  18. 18. Ask yourself these questions Does your brand define your target customers and their ambitions or talk about your business or product and what it does ? Is your research still centered on average statistics or existing prejudices, or does it listen to and explore more deeply the real needs and wants of individuals ? Do you still subject all customers to blanket communication campaigns to sell what you want, when and how you choose, not them ? Are your distributions channels chosen for your convenience and efficiency rather than your customers ? Does your pricing model play at the margins of your direct competitors rather than being based on the perceived value relative to the customer’s view of their alternatives ? Do you still try to persuade customers to have ‘relationships’ with your company when they’d thank you much more for connecting them with other people like them ?
  19. 19. ‘customer power profiler’  The ‘customer power profiler’ enables us to profile our business, externally and internally, in terms of where our balance lies today and where we want to lie in the future. Do you do business more from the outside in, or from the inside out ?
  20. 20. External Customer power profiler Do you manage customer outside in ? Attract all customers and regard all as good and of equal importance. Attract best customers based on their potential loyalty and long term value. Brands define the function of business or products and services. Brands articulate the aspirations customers in distinctive ways. the of Standard products and services sold and delivered separately. Products and services brought together to solve customer problems. Distribution channels designed chosen for business efficiency. and Customers buy from trusted partners – when, where, how they want. Prices are standard and based on manufacturing costs and competition. Prices are based on each customer’s perceived value of benefits. Seeking to build relationships between customers and the brand. Bringing customers together relationships to others like them. Consistent and standardized service delivery to all customers. Service is delivered in a personal style, flexible to each customer. in What drives your external Activities? Do you manage customer inside out ?
  21. 21. Internal Customer power profiler Do you engage customer outside in ? Strategy is driven by optimizing the value of existing capabilities Strategy is driven by the best market opportunities for value creation Patents, processes and property are the most important business assets. Customers, brands and ideas are the most important business assets. Decisions are made from finance perspective first and customer second. Decisions are made from customer perspective first and finance second. Growth is managed through portfolios of business and products. Growth is managed through portfolios of markets and customers. Leadership is directing, controlling and managing delivery. Leadership is inspiring, connecting and empowering people. Employees are recruited primarily for their special skills. Employees are recruited for their attitude and skills developed later. Key results are volume and market share, short term revenue. Key results are satisfaction advocacy, long-term profitability. and What drives your internal Activities? Do you engage customer inside out ?
  22. 22. Thanks and Best Regards E-Business Department
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