“customerintimacy”CustomerCare &InteraTheInnerWorkings
a “ValueDiscipline”“achieved by the cultivation oflasting relationships withcustomers and striving to satisfytheir unique ...
“To be customer-oriented, getout and meet customers ontheir home turf - in their homes,on job sites, in their offices.”- J...
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 theFi...
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 Tailo...
Ideal Customer 2nd Generation CustFirstOfferew VersionOfFirstOfferLOW RiskMedium Risk High RiskMedium RiskSlow Death Tailo...
• Right CustomerBase• Build WITH &THROUGH• Competition:
Sobcon chicago-dragon-13b
Sobcon chicago-dragon-13b
Sobcon chicago-dragon-13b
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Sobcon chicago-dragon-13b

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

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  • 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

    1. 1. “customerintimacy”CustomerCare &InteraTheInnerWorkings
    2. 2. a “ValueDiscipline”“achieved by the cultivation oflasting relationships withcustomers and striving to satisfytheir unique needs”
    3. 3. “To be customer-oriented, getout and meet customers ontheir home turf - in their homes,on job sites, in their offices.”- John Quelch
    4. 4. Customersare likesnow...Or Reindeer…
    5. 5. HIGH LOWHIGHLOWRETAINATTAIN ABSTAINCONTAINSPENDING IN MARKET AREASPENDINGWITHYOU
    6. 6. Spenders
    7. 7. SendersSpenders
    8. 8. SendersIdealSpenders
    9. 9. “Do What youlovein service tothe peoplewho lovewhat you do.”
    10. 10. Ideal CustomerFirstOfferLOW RiskSlow Death• Low productinvestment• Low marketinginvestment
    11. 11. Ideal Customer 2nd Generation CustFirstOfferLOW RiskSlow Death• Low productinvestment• Low marketinginvestment
    12. 12. When youwork withinCommunitiesof Customers:
    13. 13. • Intimacy• More senders• Economies ofmarketing
    14. 14. 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
    15. 15. The nature of BADcustomer service?Superb customer service= When YOU care moreabout your customer’sproblems than yours.
    16. 16. Care + Empathy =CustomerIntimacyMeans you canANTICIPATE their
    17. 17. 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
    18. 18. 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
    19. 19. • Right CustomerBase• Build WITH &THROUGH• Competition:

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