Sobcon chicago-dragon-13b
Upcoming SlideShare
Loading in...5
×
 

Sobcon chicago-dragon-13b

on

  • 319 views

My deck from SOBCon Chicago 2013 - talking about customer intimacy, and working through your existing customers to develop your company's growth strategy.

My deck from SOBCon Chicago 2013 - talking about customer intimacy, and working through your existing customers to develop your company's growth strategy.

Statistics

Views

Total Views
319
Views on SlideShare
319
Embed Views
0

Actions

Likes
1
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Lot of different notions of customer intimacy – from what a masseuse experiences, to what Targets does with its data analysis. The question is, what CAN it mean for YOU and your business?
  • THE THEORY OFVALUE DISCIPLINESThe inuit have hundreds of words for snow – but then Linguists argue. The SAMI people, though – then norternmost indigenous people of Europe – have like a thousand words for Reindeerhttp://www.ashridge.com/website/IC.nsf/wFARATT/When%20Operational%20Excellence%20Meets%20Customer%20Intimacy/$file/OperationalExcellence-CustomerIntimacy.pdf
  • The inuit have hundreds of words for snow – but then Linguists argue. The SAMI people, though – then norternmost indigenous people of Europe – have like a thousand words for Reindeer
  • The inuit have hundreds of words for snow – but then Linguists argue. The SAMI people, though – then norternmost indigenous people of Europe – have like a thousand words for Reindeer
  • FROM “Results-based Leadership,” -  By Dave Ulrich, JackZenger, and Norm Smallwood
  • Another way of looking at customers, to borrow from Carol Roth…
  • This is the networked customer. This is what happens when you work more within the realm of communities, as opposed to individuals

Sobcon chicago-dragon-13b Sobcon chicago-dragon-13b Presentation Transcript

  • “customerintimacy”CustomerCare &InteraTheInnerWorkings
  • a “ValueDiscipline”“achieved by the cultivation oflasting relationships withcustomers and striving to satisfytheir unique needs”
  • “To be customer-oriented, getout and meet customers ontheir home turf - in their homes,on job sites, in their offices.”- John Quelch
  • Customersare likesnow...Or Reindeer…
  • HIGH LOWHIGHLOWRETAINATTAIN ABSTAINCONTAINSPENDING IN MARKET AREASPENDINGWITHYOU
  • Spenders
  • SendersSpenders
  • SendersIdealSpenders
  • “Do What youlovein service tothe peoplewho lovewhat you do.”
  • Ideal CustomerFirstOfferLOW RiskSlow Death• Low productinvestment• Low marketinginvestment
  • Ideal Customer 2nd Generation CustFirstOfferLOW RiskSlow Death• Low productinvestment• Low marketinginvestment
  • When youwork withinCommunitiesof Customers:
  • • Intimacy• More senders• Economies ofmarketing
  • Ideal Customer 2nd Generation CustFirstOfferew VersionOfFirstOfferLOW RiskMedium RiskMedium RiskSlow Death Tailoring theFilling next logical need• Low productinvestment• Low marketinginvestment• Low to Mediumproductinvestment• Medium to HighMarketing• High productinvestment• Low to MediumMktg Invest
  • The nature of BADcustomer service?Superb customer service= When YOU care moreabout your customer’sproblems than yours.
  • Care + Empathy =CustomerIntimacyMeans you canANTICIPATE their
  • Ideal Customer 2nd Generation CustFirstOfferew VersionOfFirstOfferLOW RiskMedium Risk High RiskMedium RiskSlow Death Tailoring theFilling next logical need SUDDEN Dea• Low productinvestment• Low marketinginvestment• Low to Mediumproductinvestment• Medium to HighMarketing• High productinvestment• Low to MediumMktg Invest• High productinvestment• High MktgInvestment
  • Ideal Customer 2nd Generation CustFirstOfferew VersionOfFirstOfferLOW RiskMedium Risk High RiskMedium RiskSlow Death Tailoring theFilling next logical need SUDDEN Dea• Low productinvestment• Low marketinginvestment• Low to Mediumproductinvestment• Medium to HighMarketing• High productinvestment• Low to MediumMktg Invest• High productinvestment• High MktgInvestment
  • • Right CustomerBase• Build WITH &THROUGH• Competition: