Connecting with Customers Online

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Connecting with Customers Online

  1. 1. www.flickr.com/photos/transcendent/2330484808
  2. 2. A brand new day
  3. 3. A fresh perspective 3
  4. 4. 4
  5. 5. SaaS = Game Changer 5
  6. 6. Customers The Economy SaaS 6
  7. 7. Game Changer + Financial Crisis = SaaS OPPORTUNITY 7
  8. 8. Hosted Services Value Proposition Large Upfront Costs Manageable Recurring [CapEx] Costs [OpEx] Trial, Evaluation, Usage, Reduced Risks Learn from experience of Other Users Reduced Time to Deployment Provision [Free delivery] Pay for it because Use it because you OWN it Customer realizes value 8
  9. 9. 9
  10. 10. Conventional Thinking 1 Time to Market 2 Competitive Advantage 3 Products / Services 10
  11. 11. 1 Time to Market Time to Revenue Time to Value (Realized by customer) It’s all about them It’s all about us 11
  12. 12. Two Critical Moments of Truth: 1) Purchase 2) Usage 12
  13. 13. The Web-Centric Buying Process 1. Search (What are the Options?) 2. Find 3. Self Qualify / Trial Multiple Interactions, Web, Phone, Chat, etc. 4. Make the buying decision 5. Buy 6. Activate 7. Self-Manage 8. Self-Support 9. Self-Upsell / Cross-Sell 10. Interact with others 11. Refer and promote
  14. 14. 14
  15. 15. 15
  16. 16. Anticipate 16
  17. 17. External Focus
  18. 18. See reality
  19. 19. 2 Competitive Advantage Value Innovation Value Advantage Formule1: Value Innovation Curve Formule1: Value Innovation Curve Value Eliminate Reduce Raise Value Eliminate Reduce Raise Create High High Formule1 Formule1 Average Average Value Curve Hotel ** Value Curve Hôtel ** Value Curve Hotel * Value Curve Hôtel * Low Low Key Elements Key Elements copyright Kim & Mauborgne copyright Kim & Mauborgne 127 129 19
  20. 20. 1. WHO ARE OUR CUSTOMERS? 20
  21. 21. 21
  22. 22. Photo Portrait - Personas
  23. 23. 2. WHAT DO THEY WANT? 23
  24. 24. What do our customers want? 24
  25. 25. What do they really want? 25
  26. 26. 3 Time Horizons 26
  27. 27. How do we foresee our customers future needs? 27
  28. 28. Listen 28
  29. 29. Avoid obvious mistakes 29
  30. 30. 3. HOW DO THEY BUY? 30
  31. 31. Buyer Personas
  32. 32. 32
  33. 33. 33
  34. 34. Persona-Based Website 34
  35. 35. 3 Products/Services Applications/Solutions Customer Experience Who are our customers? Buyer Behaviour (people) What do they want? • Personal values • Market segmentation • Buying preferences • Customer segmentation • Brand and Image • Customer profiling • Culture and Identity • Buyer behaviour • Value alignment • Buying personas 35
  36. 36. Messaging 36
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. Get their attention Keep their attention 40
  41. 41. Get their attention 41
  42. 42. Connect with different Personas 42
  43. 43. I think we captured their attention! 43
  44. 44. Humanize 44
  45. 45. 45
  46. 46. 46
  47. 47. Personalize 47
  48. 48. Connecting with people on their terms 48
  49. 49. Create Community 49
  50. 50. Engage 50
  51. 51. 51
  52. 52. Engage 52
  53. 53. Competing for Connecting Customers With People 53
  54. 54. Stand out from the crowd 54
  55. 55. David Ednie President & CEO SalesChannel Europe Ph: +33 676 600 925 Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com www.flickr.com/photos/transcendent/2330484808

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