Implementing Customer Strategy For Your Organization Complete Deck

Implementing Customer
Strategy for your Organization
Y o u r C o m p a n y N a m e
1

Table of
Contents
2
Identify Your Target Customer
Channelize Customer Strategy
Customer Strategy Options
› Step 4: Execute Strategy & Measure Metrics
› Step 3: Zero In On the Target Market
• Identifying Your Market - TAM, SAM & SOM
• Customers Segments – Matrix 1
• Customers Segments– Matrix 2
• Target Customer Description
• Target Customer Persona
› Step 2: Roll Out the Consumer Market Research Survey
• Consumer Market Research Survey
Customer Success Metrics that Matter
› Customer Success Benchmarks
› Churn
› Expansion
› Net Promoter Score
› Customer Health
Understand Your Customers (B2C Market)
Understand Your Customers (B2B Market)
Targeting Options
4 Steps to Create a Powerful Customer Strategy
› Step 1: Market & Customer Research
• Market Size Analysis
• Competitive Landscape
• Customer Segments & Their Behavior
• Customers Shopping Preferences – Sample Data
• Customers Shopping Habits– Sample Data
• Customers Shopping Behavior (Baby Boomers) –
Sample Data
• Customers Shopping Behavior (Millennials)– Sample Data
• Customers Communication Preferences – Sample Data
• Modern Customer Journey
• How Millennials Learn About the Product
• Brand Loyalty

“Get closer than ever to your
customers. So close that you tell
them what they need well before
they realize it themselves.”
Steve Jobs
4

5
“I need to go to a
relaxing place with nice
coffee, music and
ambience without it
being too expensive”
HANNAH,
STUDENT
A Day in her Life
› She is a morning person
› She starts off her day with gymming.
She goes to gym thrice a week.
› She works for an IT company
› She loves exploring new cafes in town
› She watches Netflix
› She is a neat freak and likes to keep
her things organized.
› She likes being punctual
Online Behaviors
› Very much active on social media
apps such as Instagram,
Facebook, Twitter, etc.
› She keeps on exploring new apps
for her use
› Tend to find good deals and
discounts on food and clothes
Hopes & Dreams
› Become a reputable fashion and
entertainment blogger
› Travel the work
› Adopt a dog
› Own a café
› To be able to learn a new language
› Not have to worry about finances
Background
› 29 Years Old
› Engaged
› Lives in NJ, USA
› Full-time Employer in
an IT company
What She's Looking For
› A place to detox herself after a hectic
working week
› Deals & Coupons
› Good food and a glass of wine
› Cozy seating space with nice music
Worries & Fears
› Not spending enough time with family
and friends
› Fear of closed spaces
› Text Here
› Text Here
› Text Here
› Text Here
Finances
› Income of $50,000
› She believes in investment
› She prefers using credit card/debit
card for shopping or otherwise
What Influences Her
› Her mother
› New fashion trends, magazines,
blogs, etc.
Make Her Life Easier
› Order online or through app
› Online payment through payment apps
like Google Pay
› Deals and incentives
› Space with plenty of charging stations
› Free Wi-Fi
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Channelize Customer Strategy
6
CUSTOMER STRATEGY
Does it reflect in your business
mission and vision?
Does your value proposition target
the customer and his needs?
Geographic StrategyDistribution StrategySales & Marketing StrategyProduct Strategy
Does It Drive

Customer Strategy Options
7
Strengthen Your Existing Customer Base
Increase Your Customer Base
Poor market share with existing
customer base
Dropping Sales
Weak value proposition
Lack of resources to expand to new geos
New target customers in new geos
New product features for more
customer segments
Market superiority with existing
customer base
Sufficient resources to make
expansion work

Understand Your Customers (B2C Market)
8
Target Customer Characteristics
Demographic –
Population
Geographic –
Where People Live
Lifestyle –
People’s Attitudes & Values
Behavioural –
Loyalty to A Product
Value
› Age › Urban
› Consumer Opinions And
Interests
› Purchase Occasion › Spend
› Gender › Suburban › Socioeconomic Group › Benefits Sought › Share of market
› Education › Rural › Motives › Loyalty
› Family Size › Regional › Personality › Use Rate
› Family Life Cycle › City Size › Aspirations › Price Sensitivity
› Occupation › Climate
› Social Class › Landforms
› Religion
› Ethnicity

Understand Your Customers (B2B Market)
9
01
GEOGRAPHIC
Country. Region,
Town, Postcode,
Mile Radius
02
FIRMOGRAPHIC
Turnover, Size,
Employees, Business
activity, industry
03
BEHAVIORAL
Usage rate, end product use,
benefits sought, purchase
procedure, buying status
04
PSYCHOGRAPHIC
Socially responsible,
entrepreneurial, employee
focused, financially prudent

Targeting Options
10
Niche
Market
Differentiated
Market
Undifferentiated/
Mass Market
Micro
Market
› Small business users
› Target customers at a
personal level
› Smaller firms with
less resources
› Target specific
segment of customers
e.g. toothpaste for
sensitive teeth
› Aka Concentrated
marketing
› Medium to big firms
› Multiple products for
different segments
› Each product
customized for each
segment
› Higher production
cost
› Specialization &
strong hold in market
› Large firms
› One product or
product line for all
customers
› E.g. Toothpaste,
Personal Computers,
Cold Drinks

4 Steps to Create a Powerful Customer Strategy
11
Step 2
Roll Out the Consumer
Market Research Survey
Zero In On the
Target Market
Step 3
Step 1
Market & Customer
Research
Execute Strategy &
Measure Metrics
Step 4

12
Market & Customer Research
Step - 1

Market Size Analysis
13
USD Million
549
2017 2018 2019 2020 2021 2022 2023
Market Size (GPU Database Market) Y-o-Y
20%
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

Competitive Landscape
14
MarketGrowth%
Market Share %
Average
Market Growth
Logo
Logo
Logo
Logo Logo
Your
Company
Logo
80%
Logo
Logo
Logo

Customer Segment Market Size Purchasing Power Recurring Purchases % Online Buyer Conversion Rate
Active/ Fit
Baby Boomers
Entrepreneurs
Mothers
Movers
Students
Yuppies
Customer Segments & Their Behavior
15This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

Customers Shopping Preferences – Sample Data
16
Where do customers prefer buying?
25%
Online
38%
Offline
37%
Don’t Care
Why do customers prefer buying in-store?
*Of the 40% of shoppers who prefer in-store
65%
19%
8%
9%
To see & touch the product before I buy it
To get the product quickly
I like the personal experience of having a store assistant help me
To take advantage of in-store promotions & sales

58% 22%
Customers Shopping Habits– Sample Data
17
50%
Spend more than 2 hours per day
52%
Own
Tablet
94%
Took Pictures Looked for Direction Obtained News Searched for coupon
Email Calendar Researched Product
Daily Usage of
Smartphone
Key Takeaway : 90% check email on daily basis while 50% research products online before making a purchase
75%
Own
Laptop
94%
Tracked Calories
64%
70%
92% 50%

Customers Shopping Behavior (Baby Boomers)– Sample Data
18
Key Takeaway : Online reviews & word-of-mouth advertising are an important factor in purchasing decisions
Read
Reviews
Recommended
by friend
Saw the product
online
Saw a printed
advertisement
Saw the products in a
brick - & - mortar store
70%
Buy consumer goods at retail chain Buy Online
94%
Make Grocery List
82%
Ask others before Purchasing
69%
Made a purchase after
reading an online review
in the last 12 months
TOP 5 INFLUENCES
15%

Customers Shopping Behavior (Millennials)– Sample Data
19
Key Takeaway : Millennials are the most tech savvy generation of all & a whopping 69% of them research about products before shopping
45%
Prefer Webrooming
(browsing online &
buying in-store)
30%
Prefer Showrooming
(browsing in-store &
buying online)
Make Purchases
On their smartphones
72%
Research Options
Before shopping at stores
70%
Want a Shopping Experience
Seamless & integrated on all channels
69%
Use Ratings & Reviews
As the #1 reason to purchase from a retailer’s website
51%

Customers Communication Preferences – Sample Data
20
Consumer Preferences Regarding Brand Communications
25%
30%
32%
34%
37%
39%
36%
33%
19%
21%
17%
11%
25%
30%
42%
35%
30%
40%
14%
7%
7%
10%
16%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Offer to help (via chat or phone) before you've asked for it yourself
Ask whether you want to have alerts or information sent to your phone
Send you news or information they think you will find useful
Tailor their mailings or emails to you based on what they know about your past purchases
Adjust offers to you based on where you live
Keep you up to date on their new products
Like it Dislike it It depends on
the company
Don't know
“From each statement below, please indicate whether you like or
dislike it when companies you have bought something from…”

Modern Customer Journey
21
Interest & Awareness
› Social / Search Advertising Email/
Text Marketing Loyalty Programs
YouTube/ Video Ads
• Television
• Billboard
• Online display advertising
• Newspaper/ magazine
• Radio
• Word of mouth
Research
› Blogs & Articles Review
Social Media
› Word of mouth
Purchase
› Website Online Booking Purchase
Via App
› In-store Purchase
› Salesperson Marketing Materials
› Remarketing
› Multi-Channel Selling
Experience
› Post-purchase
expectations vs. reality
› Social post
› Write a review
› Blog
› Word of mouth
› Loyalty Program
› Re-engage email
Reach Attract Convert Retain

How millennials learn about the product?
22
Key Takeaway : Amazon is the most preferred e-commerce platform for millennials. More than 3/4th of them check for online reviews
before making a purchase
Where
How
Do They Find Products? Do They Research Products?
25% Amazon
15% Search Engines
10% Websites
12% In Store
10% Friends & Family
80% Online Reviews
55% Retailer Reviews
53% Brand Website
50% In Store
52% Word of mouth

Brand Loyalty
23
Key Takeaway : To achieve Millennials brand loyalty, low price plays a pivotal role
Brand Affinity
30%Reasons For Millennial Loyalty
Online customer
reviews
15%
Reliable Delivery
26%
Easy-to-use website
& mobile site
25%
Good Prices
55%

24
Roll Out the Consumer
Market Research Survey
Step - 2

Consumer Market Research Survey
25
Who is the primary grocery shopper in your household?
(Please check one box)
o A Yourself
o B Spouse/Significant Other
o C Parent
o D Other (please specify)
How many times did you go grocery shopping within the last two weeks?
(Please check one box)
o 0
o 1
o 2 - 3
o 4 – 5
o More than 5
At what type of store do you usually do your grocery shopping?
(Please check one)
o Natural/Organic food store (can be local/independently-owned or chain stores such as Whole Foods)
o Chain supermarket (Kroger, Albertson's, etc
o Mass merchandiser (Super Wal-Mart, Super Target, etc.)
o Local/independently-owned grocer (not a natural/organic food store
o Other (please specify)
Q.1
Q.2
Q.3

Consumer Market Research Survey - Contd.
26
Besides yourself, which of the following groups of people influence your purchasing
decisions? (Check all that apply)
o Spouse or significant other
o Children
o Other family members
o Friends
o Colleagues
o None
o Other (please specify)
As a grocery shopper, please rate how important the following issues are
on a scale of 1 to 7. If you do not know or have no opinion, please select
"No opinion".
o Very Unimportant
o Neutral
o Very Important
o Don't Know/No Opinion
Q.4
Q.5
1 Price
2 Product Availability
3 Package Size
4
Environmental Friendliness of
Product/Company
5 Brand
6
Social Responsibility of
Manufacturer
7 Where the Product is Made
8 Quality of Product

27
How many people currently reside in your household?
(Select one)
o A 1
o B 2
o C 3
o D 4
o E 5
o F 6
o G More than 6
What is your annual household income before taxes?
(Select one)
o A Less than $10,000A
o B $10,001 - 20,00
o C $20,001 - 30,000
o D $30,001 - 50,000
o E $50,001 - 70,000
o F $70,001 - 90,000
o G $90,001 - 120,000
o H $120,001 - $180,000
o I Above $180,000
Q.6
Q.7
Please indicate your marital status.
(Select one)
o A Single
o B Married
o C Divorce
o D Widowed
o E Other (please specify)
o F Prefer Not to SayF
Q.8

28
Please indicate your highest level of education:
(check highest level completed)
o A Some high school
o B Completed high school
o C Some college
o D Completed college
o E Some graduate school
o F Completed graduate school
o G Other: Please specify
Q.9
What is your zip code?
(Add here)
Q.10
(Optional) Please enter your email address. This information will only be
used to enter you into a drawing for a free gift certificate and to contact
you if you are selected the winner.
Q.12
Please indicate your political affiliation.
(Select one)
o A Democrat
o B Republican
o C Independent
o D Other: (Please specify)
Q.11

29
Zero In On the Target Market
Step - 3

Identifying Your Market – TAM, SAM & SOM
30
Markets, Defined The SAM & SOM are portion of the TAM
Total Addressable Market
The TAM is the value of the entire market or the
total possible demand for your product or service.
Serviceable Addressable Market
The SAM is the portion of the TAM that you can
actually reach with your product or service.
Typically limited by geography & demographics.
Share of Market
Also called the Serviceable obtainable Market, the SOM
is the portion of the SAM that you will acquire with your
product or service. This is your short-term target.
Defining your TAM, SAM & SOM
TAM
SAM
SOM
Here’s an example
There is already competition in the luxury tea
segment. The market share you reasonably
expect to acquire is your SOM.
Your share of those high-end tea drinkers : SOM
Say you’re introducing a new type of luxury tea brand.
Your TAM is everyone who drinks tea everywhere in the
world. In other words, the total tea market.
Total Tea Market : TAM
You’re planning to distribute in a limited region, say the
U.S., & selling to people who like higher-end tea brands
& are willing to pay a little more. That’s your SAM.
High-end tea drinkers located in the U.S. : SAM

Dogs
Put here the customer segments that
represent a small share of a saturated market
Forget about them!
They take a lot of energy from you at a
loss. Unless you derive other non –
financial benefits from them : CSR
(Corporate Social Responsibility), fun?
Cash Cows
Put here the customer segments
that are real “golden egg
chicken” : a large market share
that has reached maturity.
Continue to benefit from it
without investing more
They don’t cost much & are very profitable
Customers Segments – Matrix 1
31
MarketGrowth
Market Shares
Question
Marks
Stars
Put here the customer segments that have a
high growth potential but a small market share
(niche segments).
With some investment & good arguments, it is
possible to make them “stars”.
Would you like to start investing?
Put here the customer segments that have a
high growth potential & a high market share
Having them growing will cost you some
energy (time/ money), but it is hoped that
these “desired children” will one day become
“cash cows”
Keep Investing!

Customers Segments – Matrix 2
32
CustomerLifetimeValue
No. of Customers In Segment
VIPs
High-value individuals.
Build & maintain a
strong relationships
with this group
Core Customers
Major contributors to
your business. Keep
them satisfied & find
more of them
Potential Customers
Customers in this group can
potentially spend more.
Implement strategies to
enhance CLV for this group
Non-core Customers
Do not spend too much
resources unless this is a pilot
group for a new product that
has growth potential

Target Customer Description
33
Target Description
Target Description › Urban and suburban women 18- 34 (70%) and 35-55 (30%) who wish to look beautiful and take care of their skin to look young and fresh
Their needs › Healthy young skin, to look beautiful, mask skin flaws
Their enemy › Pollution, oily skin, acne, and skin fatigue
Insights that tell their story
› “I have tried many skin products but nothing seemed to work and give the radiant look I wanted. The long working hours and increasing
pollution levels are taking a toll on my skin.”
› “I have a very sensitive skin. Exposure to sun’s harmful ultra-violet radiation has worsened my skin. I wish there was a product that
worked perfectly for sensitive skins and also make my skin look fresh.”
What do they think now?
› I saw the advertisement for brand XYZ skin care. I hope it achieves the results it promises. I am thinking of trying it after reading
some reviews.
How are they buying?
› They are reading reviews online and on all shopping websites that deliver the product. They also rely on their friends to give feedback of
the product. Instagram influencers also have a big role in influencing their decision to buy.
We want them to think/feel/do
› See : The product on shelf across major retail stores and all shopping websites.
› Think : A chemical-free, packed with natural ingredients and makes the skin glow
› Do : Try the product and see the difference to their skin
› Feel : Confident about their skin
› Whisper : Share their stories on social media and tell friends the benefits of the product

Target Customer Segmentation
34
› People with Internet access
› Age group of 25 to 50 years,“ as 45% of online
buyers belong to the 35-49 age group
› Focusing on a younger audience
› Convenience as a major reason for online purchases
› Interest in new categories
› New lucrative deals every day, every hour
› Low pricing as a major factor for purchasing online
› Customers segmented by loyalty
› Customers who like innovations and changes to the
website
› Those who value customer care first
› People who click on recommended and suggested
products the most
› International appeal
› Digital sales over 'real-world’ sales
› Focuses on developed areas
› For rural areas - smartphone use crucial
DEMOGRAPHIC SEGMENTATION
SITUATIONAL SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
GEOGRAPHIC SEGMENTATION

Target Customer Persona
35
Customize this editable target customer persona template which has sections such as demographics, psychographics, goals, and marketing messaging
QUOTE
“We need a consultancy agency to help us give an unbiased assessment of our
weaknesses, use heat maps to see the most engaging website pages and
reinvent the website for more conversions.”
The Marketing Executive
Goals
Wants to capture
more leads using
multiple channels
Become marketing
head in the next
2 years
Wants to create
innovative marketing
campaigns
Demographic information
› Chicago, US
› 32 years old
› Marketing executive at a design agency
› MBA in Marketing
Psychographic information
› Running
› Volunteering for social causes
› Read fiction novels
› Play games on iPad
› Likes to purchase latest technology
Marketing Messaging
› Keywords- increase conversion,
marketing agency US
› CTA- Heat maps, increase conversion,
UI/UX enhancement

36
Execute Strategy &
Measure Metrics
Step - 4

Customer Success Metrics that Matter
37
Customer Lifetime
Value (CLV)
Guide on how much you can profitably
spend on customer acquisition
Customer Churn Retention of customers is key to
Customer Success
Net Promoter
Score (NPS)
Monitor the NPS trend to see if you are
"moving the needle"
Customer
Health Score
Best predictor of churn risk, up-sell and
conversion potential
Product
Activity Score
A focused, easily understandable,
predictive result
Customer Acquisition
Cost (CAC)
Margin % * Average MRR
Monthly Churn %
CLV =
Maintain Customer acquisition at a
sustainable cost
Revenue Lost
Total Revenue
Churn =
Sales & Marketing Expenses
# New Customers
CAC =
# Promoters - # Detractors
# Total Respondents
NPS =
Calculation dependent upon levels
of all activities
Calculation dependent upon many
different signals
01
02
03
04
05
06

Customer Success Benchmarks
What you should be aiming for
Customer Churn <4%
MRR Churn <2%
Net MRR Churn Negative (-)
Expansion MRR Enough to make the above metric negative
NPS 50 is good (but Apple’s is nearly 90)
CSAT 80% is a common goal
38

Churn
39
0
10
20
30
40
50
60
Item 1 Item 2 Item 3 Item 4 Room 5
Churned MRR% = Revenue lost
from customer that were lost &
downselling/ revenue at the end
of the previous month
Customer Churn% = Number of customers lost during the month/ the number of
customers at the end of the previous month
0
10
20
30
40
50
60
Item 1 Item 2 Room 3 Item 4 Item 5
Net MRR Churn%= Revenue lost from
customer that were lost & downselling –
expansion revenue in a given month/
revenue at the end of the previous month

Expansion
40
Net Negative Churn% = Lost Revenue% - Expansion
Revenue%
Example : Lost Revenue of 1% - Expansion Revenue
of 3% = Net Negative Churn of 2%
Expansion MRR% = New
Revenue from cross sells &
upsells during the month/
revenue at the end of the
previous month

Net Promotor Score
41
Net Promotor Score = % of Promotors - % of Detractors

Customer Health
42
Categorize the inputs for your score
Weigh each input by
measure of
importance
Create a Risk Rating & Score Card

Implementing Customer Strategy for your Organization Icons Slide
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Company Introduction
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Our Mission Vision Values
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48
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Goal 1
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Organization Chart
49
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Comparison
50
345K 3M 492K
60%
Female Users
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40%
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265K 2M 232K

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Pie Chart Template
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20202016 2017 2018 2019
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58
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Contact Number
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Email Address
emailaddress123@gmail.com
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