WHAT CUSTOMERS WANT - VALUE
WHAT SHAREHOLDERS WANT - RETURN
So how did/will the game change?
“ONE ON ONE
“GOOD OLD CONNECTION”
COMPANIES SAY DICTATE THE RULES
CUSTOMER IS KING
MARKET Dragged down by Dragged up by customer
COMPETITION shareholder priorities driven movement
Mechanism of GFC a reality
collective power check
RG CR “DON’T FORGET YOUR CUSTOMER NUMBER”
1980 2000 2020
How do organisations connect to customers?
Creating the sales opportunity Cracking Connected Networks
How do customers make purchase decisions?
The Sales Conversation What peers do
There is bo t h a m o t iv e
m e th od to change
The rise of the customer
community as well as the shunt in
the performance of those who
organised the system has created
er is ahead of business
It means the custom
The customer is leading business
to what is right, and fair.
The customer determines the direction of
many products and services
And your business is now inextricably linked
to media, new media
Media is now:
So who gets it? ...
They’ve always got it They grew from the new opportunity
... And who doesn’t?
They’re probably getting They’re slowly getting it
Every traditional bank,
real estate agent
and computer store
on the planet
Time for a matrix … and drastic surgery
The New Customer
Customer The Customer
Centricity Service Legends
Disintermediation Single minded on
on the horizon limitations ... And
‘Old’ Economy ‘New’ Economy
What is a customer focused business?
• Top down support
• Bottom up implementation
• Clear, real time view of customer
• UCD at every interaction
• Everyone is capable of CX delivery
So the Challenge Is …
How do you manufacture Customer Experience
and Service to become part of your DNA?
(Don’t confuse it with public brand DNA)
The Irony Is:
the control - indirectly
We gav e customers
The tools that delivered self-service,
were the same tools customers used to get
ahead of corporations,
which are the same tools you need to use
to get your corporation up to speed
So How Would I Approach It?
1. Get Senior Support, and Ground Level Resources
2. Understand Customer Priorities & Value
3. Begin to decommission segmentation
4. Let customers set agenda – then see opportunity
5. Talk to them at the level they want
6. Get ready for simple, local, personal
7. Get ready for bottom up not top down
8. Be Human!