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How to excel in customer intimacy

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How to excel in customer intimacy

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”

How to excel in customer intimacy How to excel in customer intimacy Presentation Transcript

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