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Galland.beconsulting in strategic marketing management<br />An introduction<br />3 December 2009<br />
“A brand is more than a promise, <br />It’s a commitment to create<br />a unique experience<br />for your customers”<br />...
Shift in consumer behavior<br />Today, people are overwhelmedby a vast array of choices that are often verysimilar<br />To...
Competition is never what it looks like <br />Understand that competition is much widerthan what is usually / technically ...
New rules of the game<br />Today’s  consumers are much more demanding and well informed<br />They<br />Like to connect and...
Excel in… customer intimacy<br />Everything that touches upon the customer’s world, his thinking, his behavior is importan...
What is customer intimacy?<br /><ul><li>Experience marketing
Relationships marketing
Lock-in mechanisms
 Overall satisfaction
Brand differentiation
Repurchase intention
Recommendation
Premium price
Being satisfied does not necessarily mean being loyal
Rather transactional </li></li></ul><li>Trends in marketing<br />Biggest shift in marketing is the way people research and...
Key challenges<br />Marketing skills are becoming so specialized that organizations will have to operate quite differently...
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How to excel in customer intimacy

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How to excel in customer intimacy

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  • A product can be copied, a service can be copied….A brand cannot be copied, it is unique, it is a promise, an experienceEgEstée Lauder: in the factory we make lotions and creams / in the shop we sell hope
  • Enterprise: disruptive down to earth marketinghttp://money.cnn.com/2006/07/14/magazines/fortune/enterprise_sv.fortune/index.htmAmerican railways was not aware of competition
  • Trends in marketing – McKinseyBiggest shift in marketing is the way people research and buy products. The internet is a major contributor to this shiftCustomers increasingly ignore push marketingCustomers rather research the subject onlineMarketing departments need to understand the effects of far-reaching customer-centric changesCompanies won’t succeed without hearing the voice of the customerMarketing departments will have to develop partnerships and capabilities to tap into high quality local sources of customer informationThe internet growth has tremendously increased the importance of user-generated media Blogs, wiki’s, online communities, video-sharing sites, …UGC accounts for almost 1/3 of all the time individuals spend on the 100 most visited US websites
  • Excell in customer intimacywhile maintaining the threshold foroperational excellence and product leadershipCfr also “the myth of excellence” by Fred Crawford”
  • Transcript of "How to excel in customer intimacy"

    1. 1. Galland.beconsulting in strategic marketing management<br />An introduction<br />3 December 2009<br />
    2. 2. “A brand is more than a promise, <br />It’s a commitment to create<br />a unique experience<br />for your customers”<br />(Ann Galland)<br />
    3. 3. Shift in consumer behavior<br />Today, people are overwhelmedby a vast array of choices that are often verysimilar<br />Today, everyone is in shortage of time<br />People trust their own ideas & experiences from friends, rather than any type of push mass media<br />choices<br />time<br />
    4. 4. Competition is never what it looks like <br />Understand that competition is much widerthan what is usually / technically understood<br />You are competing, often indirectly, with many other companies<br /> Gain the customer with your unique proposition<br />Make sure there isno substitute for your brand<br />
    5. 5. New rules of the game<br />Today’s consumers are much more demanding and well informed<br />They<br />Like to connect and share their beliefs and interests<br />Feel special, want to be treated in a unique way<br />Make their own choices based on their own criteria<br />Today the market is global and highly competitive.Companies that want to outsmart competition understand the differentiation game<br />They <br />Are collaborative<br />Highly personalize their actions<br />Set up dialogue and engage with the customer<br />
    6. 6. Excel in… customer intimacy<br />Everything that touches upon the customer’s world, his thinking, his behavior is important to know<br />Customer intimacy only works when it permeates throughout all layers of the company<br />Know your customer :Determinecustomer DNA<br />Segmentation out of the customer’s needs<br />Implicit data collection<br />Create added value<br />
    7. 7. What is customer intimacy?<br /><ul><li>Experience marketing
    8. 8. Relationships marketing
    9. 9. Lock-in mechanisms
    10. 10. Overall satisfaction
    11. 11. Brand differentiation
    12. 12. Repurchase intention
    13. 13. Recommendation
    14. 14. Premium price
    15. 15. Being satisfied does not necessarily mean being loyal
    16. 16. Rather transactional </li></li></ul><li>Trends in marketing<br />Biggest shift in marketing is the way people research and buy products. The internet is a major contributor to this shift<br />Customers increasingly ignore push marketing<br />Customers rather research the subject online<br />Marketing departments need to understand the effects of far-reaching customer-centric changes<br />Companies won’t succeed without hearing the voice of the customer<br />Marketing departments will have to develop partnerships and capabilities to tap into high quality local sources of customer information<br />The internet growth has tremendously increased the importance of user-generated media <br />Blogs, wiki’s, online communities, video-sharing sites, …<br />UGC accounts for almost 1/3 of all the time individuals spend on the 100 most visited US websites<br /> Source: McKinsey<br />
    17. 17. Key challenges<br />Marketing skills are becoming so specialized that organizations will have to operate quite differently<br />Manage complexity (more countries, more customer segments, more media, more distribution channels) <br />Reconcile local entrepreneurship with global and cross-segment brand consistency<br />Advanced data management skills in order to compare and maximize the effectiveness of on-and off-line marketing<br />Source: McKinsey<br />
    18. 18. How to make sure there is “no substitute” for your brand?<br />
    19. 19. Face the market with a<br />“customer-intimate”<br />marketing strategy<br />
    20. 20. How customer-intimateis your organization?<br />Satisfy specific need<br />Ongoing<br />Custom designed<br />Individually targeted<br />Covert<br />Interactive<br />Dialogue<br />Social networks<br />Learning relationship<br />Personal and unique<br />Satisfy a common need<br />Ongoing <br />Niche target groups<br />Covert<br />Interactive website<br />Customer extranet<br />Blogs<br />SEO<br />DM<br />Conference speaker<br />Press articles & whitepapers<br />Learning network<br />Pull<br />Create a common demand<br />Mass media<br />Traditional advertising<br />Product launch campaigns<br />Large target groups<br />Overt<br />Informative website<br />Banners<br />Brochures<br />Conference exhibitor<br />Newsletters<br />Create a specific demand<br />Personalized email campaign<br />Personalized DM<br />1-1 Communication<br />Minimal target groups<br />Membership accessible website<br />Push<br />1-1<br />1-to-Many<br />
    21. 21. Is “smart marketing” more expensive than traditional marketing?<br />
    22. 22. No, definitely not…a “smarter” allocation of budget is key<br />
    23. 23. Trends in marketing expenditure<br />Web-based marketing such as online video, podcasts, search marketing, web 2.0 media, webinars all increase in importance<br />Tradeshows, advertising, direct mail and all sorts of collateral are on the decline (tradeshows often account for the biggest share of budget: 20% on average)<br /> digital<br />traditional<br />tactics<br /> Source: Marketing Profs/Forrester Research 2008<br />
    24. 24. Galland.be marketing offering<br />
    25. 25. Galland.beconsulting in strategic marketing management<br />Contact us:<br />www.galland.beann@galland.be<br />

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