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Lecture 3b
Customer Relationships
key activities

value
proposition

customer
relationships

key
partners

customer
segments

cost
structure

revenue
stream...
CUSTOMER RELATIONSHIPS

what relationships are you establishing with each segment?
personal? automated? acquisitive? Reten...
WeCall Customer Relationships
Demand Creation
• Get, Keep and Grow
• How will customers hear about your product?
• How muc...
Customer Relationship Definition

Get
Keep
Grow
Get Customers

5
Who needs to hear about you?
End User

Suppliers

Influencer /
Recommender

Channels

Economic Buyer

Government

Decision...
Demand Creation Getting Free Users
Demand
Creation
•
•
•
•
•

Search Engine Optimization (SEO)
Blogging / Sharable content...
Demand Creation Paying For Users
Demand
Creation

Public Relations
Demand Capture





SEM
“Free” products (e.g. widge...
Get Customers Funnel - Physical
“Get Customers” Funnel
Demand Creation Feeds the Sales Funnel
Demand
Creation
Acquisition

Paying
Customers

$
Keep Customers

11
Keep Customers Funnel - Physical
Earned and
Paid Media

Get Customers

Loyalty Programs
product updates

Keep Customers

C...
Grow Customers

13
Grow Customers Funnel - Physical
Earned and
Paid Media

Grow Customers
Get Customers

product updates
Loyalty Programs

Ke...
Get Customers

15
Get Customers Funnel – Web/Mobile

“Get Customers” Funnel

Viral Loop
Demand Creation Feeds the Sales Funnel
Earned and
Paid Media
PR

“Get Customers” Funnel

Viral Mktg
SEO
SEM/PPC
Blogs/Webs...
Keep Customers

18
Keep Customers Funnel - Web/Mobile

Earned and
Paid Media

“Get Customers”
Product updates
Affiliate Programs

Keep Custom...
Grow Customers

20
Grow Customers Funnel - Web/Mobile

Earned and
Paid Media

Grow Customers
product updates
Affiliate Programs

Keep Custome...
• How many come through the
first step?
• How much does that cost?
• What is the conversion between
each level?
• How much...
Demand Creation by Market Type
Existing

• Create, drive demand into your
sales channel

Resegmented

• Educate the market...
Market Type
Existing

Resegmented

New

Customers

Known

Possibly Known

Unknown

Customer Needs

Performance

Better fit...
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3b gkg-customer relationships.2013.q2

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Part of 2013 Q2 Lean Launch Pad Presentations

0a-Introduction.2013.Q2.pptx
1a-Three_Types_Of_Startup.2013.Q2.pptx
1b-Customer Discovery (problem hypothesis).2013.Q2.pptx
2a-Customer Discovery ( canvas and story ).2013.Q2.pptx
2b-Value_Chain (team specific).2013.Q2.pptx
3a-Customer_Validation.2013.Q2.pptx
3b-GKG-CustomerRelationships.2013.Q2.pptx
4a-EndGame.2013.Q2.pptx

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Transcript of "3b gkg-customer relationships.2013.q2"

  1. 1. Lecture 3b Customer Relationships
  2. 2. key activities value proposition customer relationships key partners customer segments cost structure revenue streams key resources channels 1 images by JAM
  3. 3. CUSTOMER RELATIONSHIPS what relationships are you establishing with each segment? personal? automated? acquisitive? Retentive??
  4. 4. WeCall Customer Relationships Demand Creation • Get, Keep and Grow • How will customers hear about your product? • How much will it cost to acquire a customer using these strategies? • How does market type impact my demand creation strategy?
  5. 5. Customer Relationship Definition Get Keep Grow
  6. 6. Get Customers 5
  7. 7. Who needs to hear about you? End User Suppliers Influencer / Recommender Channels Economic Buyer Government Decision Maker Partners
  8. 8. Demand Creation Getting Free Users Demand Creation • • • • • Search Engine Optimization (SEO) Blogging / Sharable content Social Media / Gaming Mechanics Communities Proven viral coefficient >1
  9. 9. Demand Creation Paying For Users Demand Creation Public Relations Demand Capture     SEM “Free” products (e.g. widgets) Biz Dev Affiliate Marketing Market Education       Webinars Email marketing Trade Shows Analyst Reports Direct Sales TV / Radio
  10. 10. Get Customers Funnel - Physical “Get Customers” Funnel
  11. 11. Demand Creation Feeds the Sales Funnel Demand Creation Acquisition Paying Customers $
  12. 12. Keep Customers 11
  13. 13. Keep Customers Funnel - Physical Earned and Paid Media Get Customers Loyalty Programs product updates Keep Customers Customer check-in calls Customer satisfaction survey
  14. 14. Grow Customers 13
  15. 15. Grow Customers Funnel - Physical Earned and Paid Media Grow Customers Get Customers product updates Loyalty Programs Keep Customers Customer check-in calls customer satisfaction survey
  16. 16. Get Customers 15
  17. 17. Get Customers Funnel – Web/Mobile “Get Customers” Funnel Viral Loop
  18. 18. Demand Creation Feeds the Sales Funnel Earned and Paid Media PR “Get Customers” Funnel Viral Mktg SEO SEM/PPC Blogs/Websit e Affiliate Mktg Advertising Tradeshows Viral Loop
  19. 19. Keep Customers 18
  20. 20. Keep Customers Funnel - Web/Mobile Earned and Paid Media “Get Customers” Product updates Affiliate Programs Keep Customers Viral Loop Blogs, RSS, emails Contests, events Loyalty Programs
  21. 21. Grow Customers 20
  22. 22. Grow Customers Funnel - Web/Mobile Earned and Paid Media Grow Customers product updates Affiliate Programs Keep Customers Contests, events Blogs, LoyaltyProgra RSS, ms emails Viral Loop
  23. 23. • How many come through the first step? • How much does that cost? • What is the conversion between each level? • How much in revenues can you get out of each acquired customer?
  24. 24. Demand Creation by Market Type Existing • Create, drive demand into your sales channel Resegmented • Educate the market about what’s changed • Drive demand into channel New • Educate the market • Identify/drive early adopters into your sales channels Clone • Copy a business
  25. 25. Market Type Existing Resegmented New Customers Known Possibly Known Unknown Customer Needs Performance Better fit Transformational improvement Competitors Many How does market type Many if wrong, few if right influence demand None creation? Risk Lack of branding, sales and distribution ecosystem Market and product redefinition Evangelism and education cycle Examples Google Southwest Groupon Market Type determines:  Rate of customer adoption  Sales and Marketing strategies  Cash requirements
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