Creating Insanely Great Customers: A Lean innovation strategy for engaging the planet's most strategic customers, the Insanely Great ones. | Get The Book | http://www.creatinginsanelygreat.com |
Outlines what is required to create value for customers at each stage of the customer journey and how doing so increases ROI.
| www.spicecatalyst.com |
20180928 Hofstede Insights Conference Milan The Power of Culture Led Brands.pptx
B2B Customer Journey & Marketing ROI
1. Crea%ng
Insanely
Great
Customers
Crea%ng
An
Insanely
Great
Customer
Journey
Accelera%ng
Marke%ng
ROI
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Mike
Connor
Status
Quo
www.spicecatalyst.com
2. Crea%ng
Insanely
Great
Customers
Topics
1. We
have
to
do
this
2. Team
3. Vision
4. Customer
5. Every
touch
point
counts
6. Outcome
Based
Metrics
7. Objec%ve
SWOT
Analysis
8. Get
Agile!
9. K.I.S.S
10. Validate
Value
11. Start
Over
3. Crea%ng
Insanely
Great
Customers
Food
for
thought
#1
B2B
Marke%ng
2013
CMO
Impera%ve
• Map
the
buyers
journey.
• Embed
personas
in
marke%ng
plans.
• Address
data
and
analy%c
skills
gaps.
• Foster
collabora%on
across
marke%ng,
product
and
sales
silos
The
quotes
above
reference
just
one
part
of
a
Customer
Journey,
Nurturing
Campaigns.
4. Crea%ng
Insanely
Great
Customers
2013?
MARKETING
What
will
your
marke%ng
department
be
like?
8. Crea%ng
Insanely
Great
Customers
The
world
of
social
media
and
management
of
it
is
changing
at
an
amazing
rate!
9. Crea%ng
Insanely
Great
Customers
Sco[
Brinker
(at)
chiefmartec.com
The
amount
and
pace
of
marke%ng
technology
is
overwhelming!
10. Crea%ng
Insanely
Great
Customers
Big
Data
Engagement
Analy%cs
Personas
Personas
PlaRorms
Mul%
Channel
Personaliza%on
Marke%ng
Opera%ons
Integra%on
Mobile
Real
Time
Return
on
Opportunity
Agile
Marke%ng
Return
on
Marke%ng
Marke%ng
teams
are
on
a
huge
learning
curve!
11. Crea%ng
Insanely
Great
Customers
Insanely
Great
=
New
Good
Enough
And,
oh
by
the
way,
our
prospects
and
customers
expecta%ons
are
increasing
rapidly!
12. Crea%ng
Insanely
Great
Customers
Predator
or
Prey
How
well
marke%ng
teams
priori%ze,
integrate,
deliver
and
adapt
will
determine
who
comes
out
as
.
.
.
13. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
So
What
is
a
Customer
Journey
and
how
does
focusing
on
it
help?
14. Crea%ng
Insanely
Great
Customers
I
was
at
Apple
and
working
as
a
product
manager
for
Steve
Jobs.
He
walked
into
my
office
one
day
and
threw
our
newly
engineered
shipping
carton
onto
my
desk.
He
yelled
at
me
and
told
me
my
out
of
the
box
experience
sucked.
First
a
quick
story
that
helps
define
the
customer
journey
and
it’s
importance.
15. Crea%ng
Insanely
Great
Customers
Then
he
pulled
a
beau%ful
li[le
jewelry
box
from
his
pocket,
put
it
on
my
desk
and
said,
“When
someone
receives
our
products
it
should
feel
like
they
are
opening
a
rare
and
precious
gif.
That’s
when
I
first
understood
the
importance
of
the
customer
journey.
16. Crea%ng
Insanely
Great
Customers
Everything
prospects
and
customers
experience
as
they
engage
with
companies
and
their
products
The
customer
journey
is
.
.
.
17. Crea%ng
Insanely
Great
Customers
It
also
provides
a
very
powerful
and
customer
focused
framework
through
which
marke%ng
can
priori%ze
its
investments,
measure,
validate
and
refine
the
value
it
creates
and
its
effec%veness
18. Crea%ng
Insanely
Great
Customers
Con%nual
Collabora%on,
Learning
and
Innova%on
Designed
and
managed
well
with
today’s
leading
edge
tools,
it
also
becomes
an
powerful
interac%ve
customer
engagement
framework
for.
.
.
In
other
words
.
.
.
the
sustainable
crea%on
of
game
changing
customer
value!
19. Crea%ng
Insanely
Great
Customers
If
visioned,
designed
and
managed
properly
it
can
transform
marke%ng
departments
and
their
ability
to
increase
the
company’s
value
to
customers
from
good
to
Insanely
Great!
20. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
ROI?
So
how
does
the
customer
journey
drive
.
.
.
21. Crea%ng
Insanely
Great
Customers
Food
for
thought
B2B
Customers
• Nearly
60%
of
a
typical
purchasing
decision—researching
solu%ons,
ranking
op%ons,
sekng
requirements,
benchmarking
pricing,
and
so
on
is
made
before
ever
having
a
conversa%on
with
a
supplier.
22. Crea%ng
Insanely
Great
Customers
Food
for
thought
• 50%
more
sales
ready
leads
at
33%
lower
cost.
• 10%
or
greater
increase
in
revenue
in
6-‐9
months.
• 20%
increase
in
sales
opportuni%es
versus
non-‐
nurtured
leads
The
quotes
above
reference
just
one
part
of
a
Customer
Journey,
Nurturing
Campaigns.
23. Crea%ng
Insanely
Great
Customers
Food
for
thought
Leaders
in
Life
Cycle
Marke%ng
• 3x
greater
customer
reten%on
• 27x
greater
growth
of
customer
life%me
value.
24. Crea%ng
Insanely
Great
Customers
Food
for
thought
Market
Leaders
• 20%
annual
revenue
growth
• 10%
annual
growth
in
marke%ng
leads
that
result
in
closed
business
• 44%
of
sales-‐forecasted
pipeline
leads
contributed
by
marke%ng
• 73%
annual
customer
reten%on
rate
25. Crea%ng
Insanely
Great
Customers
Marke%ng
is
at
an
Inflec%on
Point
and
the
Customer
Journey
is
the
Catalyst
Decreasing
Cost,
Increasing
Ease
of
Use
2013
Ad
Hoc
Capabili%es
&
Prac%ces
Early
Integra%on
&
Alignment
Next
Gen
Vision
&
Experimenta%on
Adop%on
of
Next
Gen
Capability
&
Prac%ces
Standardiza%on
of
Next
Gen
Capability
&
Prac%ces
2015
Marke%ng
&
Technology
Maturity
&
Integra%on
Changes
in
technology,
social
knowledge
and
marke%ng
are
changing
buyer
behaviors
&
expecta%ons
26. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
How
do
we
get
to
Insanely
Great?
28. Crea%ng
Insanely
Great
Customers
“Every
good
product
I've
ever
seen
is
because
a
group
of
people
cared
deeply
about
making
something
wonderful
that
they
and
their
friends
wanted.
They
wanted
to
use
it
themselves.”
Steve
Jobs
29. Crea%ng
Insanely
Great
Customers
Marke%ng
Customer
Success
Mgt.
CEO
Design
Product
Development
Business
Dev.
/
Sales
|
Account
Dev.
Product
Management
Training
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
This
is
a
team
sport
–
everyone
in
your
company
that
works
with
customers
and
or
that
is
building
things
for
them
has
valuable
insight
to
bring
30. Crea%ng
Insanely
Great
Customers
Marke%ng
Customer
Success
Mgt.
CEO
Design
Product
Development
Business
Dev.
/
Sales
|
Account
Dev.
Product
Management
Training
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Team
Member
#
1?
Customers
42. Crea%ng
Insanely
Great
Customers
And
that’s
the
kind
of
Insanely
Great
we
are
talking
about!
43. Crea%ng
Insanely
Great
Customers
We
were
shining
our
light
into
the
days
of
blooming
wonder
In
the
eternal
presence,
in
the
presence
of
the
flame
Didn’t
I
come
to
bring
you
a
sense
of
wonder?
Didn’t
I
come
to
lib
your
fiery
vision
bright?
Didn’t
I
come
to
bring
you
a
sense
of
wonder
in
the
flame?
On
and
on
and
on
and
on,
we
kept
on
singing
our
song
VAN
MORRISON
Go
for
Insanely
Great
:
No
Plan
B
45. Crea%ng
Insanely
Great
Customers
Assessing
/
Building
Immersive
Personas
of
Highest
Value
Prospects
and
Customers
46. Crea%ng
Insanely
Great
Customers
Including
persona’s
projected
based
on
measurable
trends
47. Crea%ng
Insanely
Great
Customers
Food
for
thought
In
the
sale
of
a
technology
product
valued
at
over
twenty-‐
five
thousand
dollars
per
unit
to
a
company
of
over
one
thousand
employees,
twenty-‐one
people
were
actually
involved
in
the
buying
process.
49. Crea%ng
Insanely
Great
Customers
Embrace
the
En%re
Customer
Journey
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Take
the
%me
to
explore
the
journey
and
your
customers
experience.
You
must
see
it
through
their
eyes
and
their
needs.
Spend
%me
and
get
feedback
from
customers
and
prospects
that
have
travelled
it
in
its
en%rety
and
those
that
blew
out
of
it.
50. Crea%ng
Insanely
Great
Customers
Remember:
It’s
Their
Journey
You
have
to
earn
the
right
to
be
a
part
of
each
stage!
51. Crea%ng
Insanely
Great
Customers
It
starts
before
prospects
know
they
need
a
solu%on
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
56. Crea%ng
Insanely
Great
Customers
A
cross
func%onal
team
is
formed
Trigger
Point
Crea%ng
Customer
Value?
Thought
Leadership
for
Their
Func%on
/
Issues
58. Crea%ng
Insanely
Great
Customers
The
search
for
op%ons
begins
Explore
Op%ons
Crea%ng
Customer
Value?
Objec%ve
Informa%on
Illumina%ng
Problem
/
Best
Prac%ces
Framework
-‐
Tied
to
Solu%on
62. Crea%ng
Insanely
Great
Customers
A
business
case
is
created
Business
Case
Crea%ng
Customer
Value?
Business
Case
Framework
|
Easy
Access
to
Component
Level
Suppor%ng
Informa%on
63. Crea%ng
Insanely
Great
Customers
The
champion
works
to
resolve
last
minute
issues
and
concerns
and
finally
achieves
internal
buy
in
Internal
Buy
In
64. Crea%ng
Insanely
Great
Customers
The
champion
works
to
resolve
last
minute
issues
and
concerns
and
finally
achieves
internal
buy
in
Internal
Buy
In
Crea%ng
Customer
Value?
Fast
Response
/
Access
to
Specific
Informa%on
to
Resolve
Issues
and
Deal
with
Internal
Push
Back
65. Crea%ng
Insanely
Great
Customers
Legal,
financial
and
deployment
nego%a%ons
are
completed.
The
deal
is
done!
Purchase
66. Crea%ng
Insanely
Great
Customers
Legal,
financial
and
deployment
nego%a%ons
are
completed.
The
deal
is
done!
Purchase
Crea%ng
Customer
Value?
Win
Win
Nego%a%ng
|
Flexibility
|
Suppor%ng
Material
for
Compe%%vely
Differen%a%ng
Value
67. Crea%ng
Insanely
Great
Customers
People
are
trained
and
the
solu%on
is
deployed
Deploy
Solu%on
68. Crea%ng
Insanely
Great
Customers
People
are
trained
and
the
solu%on
is
deployed
Deploy
Solu%on
Crea%ng
Customer
Value?
Well
designed
&
communicated
implementa%on
|
Materials
|
Flexibility
|
Responsiveness
|
Interven%on
69. Crea%ng
Insanely
Great
Customers
The
real
value
of
your
company
is
revealed
as
customers
use
the
solu%on
Validate
Value
70. Crea%ng
Insanely
Great
Customers
The
real
value
of
your
company
is
revealed
as
customers
use
the
solu%on
Validate
Value
Crea%ng
Customer
Value?
Deliver
as
promised
|
Revisit
/
Reinforce
Value
|
Responsiveness
71. Crea%ng
Insanely
Great
Customers
Expand
If
you
deliver
great
value
the
customer
will
be
open
to
expanding
their
rela%onship
72. Crea%ng
Insanely
Great
Customers
Expand
If
you
deliver
great
value
the
customer
will
be
open
to
expanding
their
rela%onship
Crea%ng
Customer
Value?
Create
Heroes
|
Facilitate
Story
Telling
73. Crea%ng
Insanely
Great
Customers
Refer
and
to
telling
others
how
great
your
company
and
your
products
are!
74. Crea%ng
Insanely
Great
Customers
Refer
and
to
telling
others
how
great
your
company
and
your
products
are!
Crea%ng
Customer
Value?
Create
Heroes
|
Facilitate
Story
Telling
75. Crea%ng
Insanely
Great
Customers
Food
for
thought
• 89%
of
customers
were
lost
aber
a
nega%ve
customer
experience
• 86%
said
they
would
pay
more
for
a
be[er
customer
experience
• 58%
said
they
would
recommend
companies
that
deliver
customer
experiences
that
are
superior
to
others
76. Crea%ng
Insanely
Great
Customers
Engineer
Touch
Points
to
Capture
Insight
That
Drives
Con%nual
Collabora%ve
Learning
and
Innova%on
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
78. Crea%ng
Insanely
Great
Customers
Define
Business
Outcome
Goals,
Metrics
for
Each
Stage
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Based
on
Persona’s
Requirements
80. Crea%ng
Insanely
Great
Customers
SWOT
Analysis
Rate
each
cell
from
–
5
to
+
5.
(
-‐-‐
5
=
Losing
momentum
&
credibility,
0
=
Good
Enough,
+5
Provides
Breakthrough
Compe%%ve
Value)
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
81. Crea%ng
Insanely
Great
Customers
Rate
each
cell
from
–
5
to
+
5.
(
-‐-‐
5
=
Losing
momentum,
credibility
&
ROI,
0
=
Good
Enough,
+5
Provides
Breakthrough
Compe%%ve
Value)
SWOT
Analysis
Remember
when
the
weakest
link
fails,
all
of
your
other
marke%ng
investments
are
lost.
Great
$2Million
Marke%ng
Campaign
+
Bad
Customer
Onboarding
=
-‐
$2million
*
X
82. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Purchase
Internal
Buy
In
Explore
Op%ons
Evaluate
Solu%ons
Business
Case
Status
Quo
Trigger
Point
Customer
buying
stages
Content
/
Experience
Analy%cs
&
VOC
Process
Flow
Progress
/
Risk
Tracking
&
Mgt.
Customer
Insight
Requirements
Deep
Dive
SWOT
Assessment
How
well
do
you
know
the
prospect’s
and
influencer’s
needs
at
each
stage?
83. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Purchase
Internal
Buy
In
Explore
Op%ons
Evaluate
Solu%ons
Business
Case
Status
Quo
Trigger
Point
Customer
buying
stages
Content
/
Experience
Analy%cs
&
VOC
Process
Flow
Progress
/
Risk
Tracking
&
Mgt.
Customer
Insight
Requirements
Deep
Dive
SWOT
Assessment
How
well
does
your
current
content
and
customer
experience
address
the
needs?
84. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Purchase
Internal
Buy
In
Explore
Op%ons
Evaluate
Solu%ons
Business
Case
Status
Quo
Trigger
Point
Customer
buying
stages
Content
/
Experience
Analy%cs
&
VOC
Process
Flow
Progress
/
Risk
Tracking
&
Mgt.
Customer
Insight
Requirements
Deep
Dive
SWOT
Assessment
Are
you
capturing
cri%cal
informa%on
about
the
use
and
value
to
customers
of
what
you
are
providing?
85. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Purchase
Internal
Buy
In
Explore
Op%ons
Evaluate
Solu%ons
Business
Case
Status
Quo
Trigger
Point
Customer
buying
stages
Content
/
Experience
Analy%cs
&
VOC
Process
Automa%on
Progress
/
Risk
Tracking
&
Mgt.
Customer
Insight
Requirements
Deep
Dive
SWOT
Assessment
Are
you
using
current
state
best
prac%ces
and
technology
to
accelerate
work
and
informa%on
flow?
86. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Purchase
Internal
Buy
In
Explore
Op%ons
Evaluate
Solu%ons
Business
Case
Status
Quo
Trigger
Point
Customer
buying
stages
Content
/
Experience
Analy%cs
&
VOC
Process
Automa%on
Progress
/
Risk
Tracking
&
Mgt.
Customer
Insight
Requirements
Deep
Dive
SWOT
Assessment
Do
you
have
clear
metrics
and
analy%cs
in
place
that
enable
you
to
define
and
track
progress
of
high
value
prospects
and
customers?
87. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Purchase
Internal
Buy
In
Explore
Op%ons
Evaluate
Solu%ons
Business
Case
Status
Quo
Trigger
Point
Customer
buying
stages
Content
/
Experience
Analy%cs
&
VOC
Process
Automa%on
Progress
/
Risk
Tracking
&
Mgt.
Customer
Insight
Requirements
Deep
Dive
SWOT
Assessment
When
done
you
will
essen%ally
have
a
heat
map
of
where
you
are
at
risk
and
where
you
excel.
88. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Purchase
Internal
Buy
In
Explore
Op%ons
Evaluate
Solu%ons
Business
Case
Status
Quo
Trigger
Point
Customer
buying
stages
Content
/
Experience
Analy%cs
&
VOC
Process
Automa%on
Progress
/
Risk
Tracking
&
Mgt.
Customer
Insight
Requirements
Deep
Dive
SWOT
Assessment
In
sekng
priori%es
remember
the
weak
link
theory.
90. Crea%ng
Insanely
Great
Customers
The
rate
of
change,
plus
the
complexity
of
designing
and
managing
the
customer
journey
is
impossible
to
address
using
tradi%onal
marke%ng
management
approaches.
Get
Agile!
91. Crea%ng
Insanely
Great
Customers
Time
Bound
Sprints
Total
Work
Priori%es
for
Sprint
Deliver
The
key
to
success?
Small,
well
priori%zed,
%me
bound
ini%a%ves
defined
in
terms
of
business
outcomes
desired
and
con%nual
measurement
of
the
customer
value
those
produce.
93. Crea%ng
Insanely
Great
Customers
Urgency
Test
5
• Must
be
done
immediately
• Other
high
priority
items
can’t
be
completed
without
this
• If
not
completed
now,
its
value
is
lost
4
• Highly
%me
constrained
• Other
high
level
of
priori%es
depend
on
this
• Customer
or
contractual
requirements
are
dependent
on
this
3
• Moderately
%me
constrained
• Other
items
have
moderate
dependency
on
this
task
• Desirable
to
complete
in
the
next
one
or
two
sprints
2
• Minimally
%me
constrained
• Other
items
have
a
minimal
dependence
on
this
task
• Comple%on
in
the
next
two
or
three
sprints
is
adequate
1
• Not
%me
constrained
• No
dependencies
• Li[le
or
no
impact
Value
Test
5
• Extremely
Important
/
high
value
to
most
or
all
high
value
customers
• Extreme
impact
on
brand
or
reputa%on
• Cri%cal
to
the
success
of
the
business
4
• Important
to
many
customers
• Significant
impact
on
brand
or
reputa%on
• Significant
compe%%ve
advantage
3
• Important
to
a
moderate
number
of
customers
• Moderate
significant
impact
on
brand
or
reputa%on
• Moderate
important
compe%%ve
advantage
2
• Important
to
only
few
customers
• Minor
impact
on
brand
or
reputa%on
• Minor
compe%%ve
advantage
1
• Important
to
only
a
few
or
even
no
customers
• Li[le
or
no
impact
on
brand
or
reputa%on
• Li[le
or
no
compe%%ve
advantage
Customer
/
Business
Value
Created
Urgency
to
Complete
94. Crea%ng
Insanely
Great
Customers
Agile
Business
Accelera%on
Building
Blocks
Strategy & Vision!
Delivery of Customer Value!
Culture / Leadership!
People & Organization!
Process !
Systems & Tools!
Accelera%on
94
96. Crea%ng
Insanely
Great
Customers
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
This
isn’t
about
boiling
the
ocean.
It’s
about
priori%zing
with
an
understanding
of
how
each
component
contributes
or
detracts
from
customer
value
&
marke%ng
ROI
97. Crea%ng
Insanely
Great
Customers
Simple
can
be
harder
than
complex:
You
have
to
work
hard
to
get
your
thinking
clean
to
make
it
simple.
Once
you
get
there,
you
can
move
mountains."
Steve
Jobs,
BusinessWeek,
May,
1998
98. Crea%ng
Insanely
Great
Customers
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Purchase
Internal
Buy
In
Explore
Op%ons
Evaluate
Solu%ons
Business
Case
Status
Quo
Trigger
Point
Customer
buying
stages
Content
/
Experience
Analy%cs
&
VOC
Process
Flow
Progress
/
Risk
Tracking
&
Mgt.
Customer
Insight
Requirements
Roadmap
Choose
your
priori%es
carefully
and
remember
.
.
.
99. Crea%ng
Insanely
Great
Customers
Objec%ve:
Iden%fy
Touch
Points
for
Innova%on
That
Deliver
Breakthrough
Business
Value.
.
.
to
the
end
customer
and
to
your
company!
Go
for
Insanely
Great
:
No
Plan
B
101. Crea%ng
Insanely
Great
Customers
Business
Value
Created?
If
you
aren’t
measuring
and
valida%ng
the
customer
and
business
value
your
ini%a%ves
are
delivering
con%nually
.
.
.
They
probably
aren’t!
103. Crea%ng
Insanely
Great
Customers
Planning
Accelera%on
Discovery
Implementa%on
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Crea%ng
and
sustaining
an
Insanely
Great
Customer
Journey
means
con%nually
learning
and
innova%ng.
.
.
You
are
never
done!
104. Crea%ng
Insanely
Great
Customers
1. We
have
to
do
this
2. Team
3. Vision
4. Customer
5. Every
touch
point
counts
6. Outcome
Based
Metrics
7. Objec%ve
SWOT
Analysis
8. Get
Agile!
9. K.I.S.S
10. Validate
Value
11. Start
Over
Summary
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
105. Crea%ng
Insanely
Great
Customers
Summary
Though
designing
and
managing
all
of
this
is
complex,
don’t
loose
sight
of
the
goal
.
.
.
Delivering
an
Insanely
Great
Experience!