Connecting With Customers Online
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Connecting With Customers Online Presentation Transcript

  • 1. Connecting with online 1
  • 2. A brand new day
  • 3. A fresh perspective 3
  • 4. 4
  • 5. SaaS = Game Changer 5
  • 6. Customers The Economy SaaS 6
  • 7. Game Changer + Financial Crisis = SaaS OPPORTUNITY 7
  • 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
  • 10. Conventional Thinking 1 Time to Market 2 Competitive Advantage 3 Products / Services 10
  • 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. Two Critical Moments of Truth: 1) Purchase 2) Usage 12
  • 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
  • 15. 15
  • 16. Anticipate 16
  • 17. External Focus
  • 18. See reality
  • 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. 1. WHO ARE OUR CUSTOMERS? 20
  • 21. 21
  • 22. Photo Portrait - Personas
  • 23. 2. WHAT DO THEY WANT? 23
  • 24. What do our customers want? 24
  • 25. What do they really want? 25
  • 26. 3 Time Horizons 26
  • 27. How do we foresee our customers future needs? 27
  • 28. Listen 28
  • 29. Avoid obvious mistakes 29
  • 30. 3. HOW DO THEY BUY? 30
  • 31. Buyer Personas
  • 32. 32
  • 33. 33
  • 34. Persona-Based Website 34
  • 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. Messaging 36
  • 37. 37
  • 38. 38
  • 39. 39
  • 40. Get their attention Keep their attention 40
  • 41. Get their attention 41
  • 42. Connect with different Personas 42
  • 43. I think we captured their attention! 43
  • 44. Humanize 44
  • 45. 45
  • 46. 46
  • 47. Personalize 47
  • 48. Connecting with people on their terms 48
  • 49. Create Community 49
  • 50. Engage 50
  • 51. 51
  • 52. Engage 52
  • 53. Competing for Connecting Customers With People 53
  • 54. Stand out from the crowd 54
  • 55. David R Ednie President & CEO 31 rue Robert de Flers 75015 Paris France T : +33 (0)6 76 60 09 25 E : david@saleschannel-europe.com W: www.saleschannel-europe.com B: http://saleschannel.blogspot.com 55