CHAPTER 2 DISCUSSION QUESTIONS 1) What does the author mean by "the customer is in the driver's seat?" 2) In your opinion, what company does a great job at satisfying its customers needs? 3) What is Medtronic? The author states that Medtronic is a company that personifies Drucker's ideal of customer focus. How? 4) What are the 4 Drucker questions that a company should answer when connecting with its customer? 5) Drucker says that "there is never only one customer." What does he mean? How do the Girl Scouts of America fit into this? 6) Pick a company and identify its core customer demographic (who accounts for a majority of the company's sales?) Then identify a secondary customer market. 7) What is the online payment business owned by eBay? What is the Internet phone service owned by eBay? 8) Why is it important/helpful for organizations to identify noncustomers? 9) How did Apple figure out that its customers wanted a car charger for the iPod?
COMPANIES THAT EFFECTIVELY SATISFY THEIR CUSTOMERS’ NEEDS?
1) COMPETITION CONSUMERS HAVE MORE CHOICES TODAY.
2) TECHNOLOGY CONSUMERS HAVE MORE KNOWLEDGE TODAY.
3) DEMAND FOR QUALITY THE CONSUMER KNOWS WHAT THE CONSUMER WANTS.
THE RESULTS OF ANY INSTITUTION ONLY EXIST ON THE OUTSIDE -THE RESULT OF A HOSPITAL IS A HEALED PATIENT -THE RESULT OF A SCHOOL IS AN EDUCATED STUDENT -THE RESULT OF A BUSINESS IS A SATISFIED CUSTOMER
HOW TO REACH THE CUSTOMER -PRE-SILENT REVOLUTION: PUSH STRATEGY -NOW: PULL STRATEGY -THE CUSTOMER CAN NOW BE REACHED EASIER, & FASTER PUSH MARKETING -COMPANY “PUSHES” PRODUCT ON CONSUMER WHO MAY NOT BE AWARE OF IT -USED TO CREATE CONSUMER DEMAND PULL MARKETING -THE CONSUMER “PULLS” THE PRODUCT TOWARDS THEMSELVES BECAUSE THEY ARE INTERESTED -USED TO BUILD UP CONSUMER DEMAND
EXAMPLES OF PULL MARKETING PRODUCT PLACEMENT WORD OF MOUTH
HOW DOES MEDTRONIC PERSONIFY DRUCKER’S IDEAL OF CUSTOMER FOCUS? -THE WORLD’S LEADING MEDICAL TECHNOLOGY COMPANY. -MISSION: TO ALLEVIATE PAIN, RESTORE HEALTH, & EXTEND LIFE -DOCTORS (CUSTOMERS) HELP MEDTRONIC DECIDE WHAT PRODUCTS TO INVENT BY UNDERSTANDING PATIENTS PROBLEMS & THE DEVICES NEEDED TO ADDRESS THEM.
CONNECTING WITH YOUR CUSTOMER: 4 DRUCKER QUESTIONS <ul><li>WHO IS YOUR CUSTOMER? </li></ul><ul><li>WHAT DOES YOUR CUSTOMER CONSIDER VALUE? </li></ul><ul><li>WHAT ARE YOUR RESULTS WITH CUSTOMERS? </li></ul><ul><li>DOES YOUR CUSTOMER STRATEGY WORK WELL WITH YOUR BUSINESS STRATEGY? </li></ul>
WHO IS YOUR CUSTOMER IS NOT SUCH AN EASY QUESTION TO ANSWER IN AN EVER-CHANGING LEGO WORLD *CUSTOMERS ARE BETTER INFORMED.
SO….WHO SHOULD BE CONSIDERED A CUSTOMER? THE END USER? THE BUYER/DECISION MAKER? CRITICAL INFLUENCERS/INNOVATORS? PRODUCT DIFFUSION CURVE
CUSTOMERS ARE GROUPED ACCORDING TO HOW QUICKLY THEY ADOPT A NEW PRODUCT INNOVATORS: WELL-INFORMED RISK TAKERS THAT WILL TAKE A RISK ON AN UNPROVEN PRODUCT EARLY ADOPTERS: BASED ON THE POSITIVE RESPONSE OF INNOVATORS EARLY MAJORITY: CAREFUL CONSUMERS WHO TEND TO AVOID RISK THAT RELY ON OPINIONS OF OTHERS LATE MAJORITY: SKEPTICAL CONSUMERS WHO PURCHASE AFTER PRODUCT HAS BECOME COMMONPLACE LAGGARDS: AVOID CHANGE & WON’T PURCHASE A PRODUCT UNTIL TRADITIONAL ALTERNATIVES NO LONGER EXIST
THERE IS NEVER ONLY ONE CUSTOMER 2 WAYS TO GROUP PEOPLE TOGETHER DEMOGRAPHICS -CHARACTERISTICS OF A SELECTED POPULATION BASED ON STATISTICAL DATA (QUANTIFIABLE) -RACE, AGE, GENDER, INCOME PSYCHOGRAPHICS -CHARACTERISTICS OF A SELECTED POPULATION BASED ON PERSONALITY TRAITS (NOT QUANTIFIABLE) -INTERESTS, LIFESTYLES, VALUES
PICK A COMPANY & IDENTIFY ITS PRIMARY & SECONDARY CUSTOMER.
WHY IS IDENTIFYING NONCUSTOMERS IMPORTANT? -HELPS KEEP AN ORGANIZATION FOCUSED & ENCOURAGES TRANSITIONS AT THE RIGHT MOMENTS. -ALLOWS MANAGEMENT TO HAVE AN OUTSIDE-IN PERSPECTIVE . -WHEN YOU KNOW WHO YOUR CUSTOMERS ARE YOU CAN IMPLEMENT CUSTOMER-TAILORED STRATEGIES IN RESPONSE TO THEIR NEEDS. - 80/20 RULE (PARETO PRINCIPLE) -80% OF YOU SALES COMES FROM 20% OF YOU CORE CUSTOMERS -THINK BIG, ACT SMALL -EASIER TO TARGET DEFINED GROUPS
WHY SHOULD YOU DO BUSINESS WITH NONCUSTOMERS? -TIME FOR CHANGE -PRODUCT LINE EXTENSION -GAIN MARKET SHARE