Innovation Through Customer Insights

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Brief presentation on fun, easy ways to enable innovation through customer insight. Include reference to Adrian Ott's The 24-Hour Customer. This presentation was done by Vanessa Fiske, principal at Marketing Mixology. A firm specializing in go to market strategies for new companies and new products.

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  • This is a presentation about coming back to the basics—and remembering that sometimes it is not thousands of dollars and expensive systems that move you forward, but the simplicity of our actions can tell us the most.
  • Every marketer breaks this rule at least once. Sometimes the ramifications are minimal…and other times it can be costly. Biggest offenders of this crime… anyone based in Silicon Valley. Family reunion in North Carolina…not the sticks, it has its own research triangle but an iPod dock had not been used or seen before.
  • I am not saying ignore gut reactions. In fact I am a big believer that great marketers are the ones that weave magic and science together to create brilliant products, campaigns. However, Silicon Valley is not Anywhere USA.
  • DVF and the HarkeriPad handbag. Vic Mills and the disposable diaper.
  • When MP3 players came out, everyone thought…hey, what a cool idea and then they tried to use them. I am sure what the focus groups reported back were “everyone thinks it’s a great idea” and left out the part that they were difficult to get started….and then there was iPod.
  • When’s the last time you spoke directly with a customer or potential customer? Last week? Last month? Last year?
  • BlogHer conference example, here at the conference customers get to cook with and then taste the results…instant feedback as well as brand building with the participants
  • Go back to the Rule #1….the focus group of one. Often consumer electronic product categories are ruled by a single buyer who can change your business by $20M, simply because they don’t like the color. The stronger your insights are about your customer and why your product is right for their customer, the better chance you have of overcoming individual bias.
  • Team offsites….go out and do primary research
  • After you get the insight, then it is important to have cross-functional discussions
  • Three weeks to write up a call report is unacceptable in a time of compressed product life cycles.
  • Need to look at the other P’s…promotion, place, price
  • Forrester Research has deemed this the age of the customer, but really has the need to be focused on the customer ever changed? How you look at it has? Josh Bernoff tells folks to change the way you do research, change the way you do sales, change the way you do marketing, and invest in cross-channel customer experience.
  • Innovation Through Customer Insights

    1. 1. INNOVATIONENABLEMENT THROUGHCUSTOMER INSIGHTSMARKETING MIXOLOGYMAY 2013
    2. 2. STOP!LOOK!LISTEN!REVISED TITLE
    3. 3. ELIMINATE THEFOCUS GROUPOF ONE.RULE #1:
    4. 4. A FOCUS GROUP OF ONECAN PROVIDE DIRECTIONBUT NOT A DECISION.
    5. 5. EMPLOYEES ARECUSTOMERS TOOCOUNTERPOINT
    6. 6. MOST OF THE TIME,CUSTOMERS TELL YOUWHAT YOU NEED TOKNOW…... AREYOULISTENING?
    7. 7. TODAY CUSTOMERS TALK TOYOU IN MANY DIFFERENTWAYS:And sometimes simply by purchasingyour product…or returning it, they tellyou everything you need to know.
    8. 8. WERE THEYLISTENING?Over two months between priceincrease and Reed Hasting’s publicapology
    9. 9. ARE YOUTALKINGTO CUSTOMERS?
    10. 10. CUSTOMER INSIGHT IS ALLAROUND YOU
    11. 11. DO BUYERS REFLECT CUSTOMER OPINION?
    12. 12. HAVE FUN WITH ITMarket researcher for a dayScavenger huntGroup field tripEmpty folding chair
    13. 13. TALK TO EACHOTHERRULE #2
    14. 14. DAVE FRANKLAND, FORRESTER RESEARCH“WE LIVE IN AN AGE OFBIG DATA, IN WHICHFIRMS ARE DATA-RICHBUT INSIGHT POOR.”
    15. 15. Documenting customer visits eliminatesthe telephone game.
    16. 16. PUT A DIFFERENTFRAMEAROUND THE PICTURERULE #3
    17. 17. DISCOVER NEW WAYS TOINNOVATE MARKETOPPORTUNITIESSources:© 2010 Exponential Edge Inc. www.24HourCustomer.comTime-Slicing: Trip Hawkins latest venture rose to the top of the AppleApp store by developing short, high-quality iPhone games that couldbe played in spare moments while waiting in line.Time on Autopilot: J&J’s Symcare team asked “What is preventingdiabetics from staying on track?” The inTouch™ mobile programwirelessly reports glucose readings and offers richresources, reminders, and incentives to promote healthy patienthabits.Time-Sharing: Redefined the notion of automobile ownership byenabling people to purchase “wheels when you want them.”Time-Shifting: Netflix, Hulu and Tivo placed customers in control overtheir viewing time through movies and television on-demand, ultimately disrupting the entertainment industry.
    18. 18. Did you know? Despite 24/7commerce, Americans spend lessthan 6 minutes on e-commerce aday?That means… six minutes that an e-commerce provider is battling theWORLD for less than 1% of attention!Sources: Online Publishers Internet Activity Index (U.S.), Exponential Edge Analysis© 2010Exponential Edge Inc. www.24HourCustomer.com
    19. 19. INNOVATION ISNOT LIMITED TOTHE PRODUCT ORSERVICE
    20. 20. BE CUSTOMEROBSESSEDBOTTOM LINE
    21. 21. RESOURCESThe 24-Hour Customer by Adrian Ott• http://24hourcustomer.com/Define Your Marketing Innovation Strategy by Mary BethKemp [Forrester Research, available after registration]Capitalizing on Customer Feedback [Allegiance, Peppers &Rogers, also available after registration]
    22. 22. CONTACT INFOVanessa FiskePrincipal, Marketing Mixologywww.twitter.com/mktgmixologisthttp://www.linkedin.com/in/vanessafiskewww.mktgmixology.com

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