A session at the CBS Competitiveness Day 2015 - The session launches the new book. The authors introduce the key tools from the book, offer an overview of the customer challenge and how to master it.

1. 1
CBS Competitiveness Day
© Ritter & Geersbro 2015
Book Launch
Challenging Customers
Thomas Ritter
Professor of Market Strategy and Business Development
Department of Strategic Management and Globalization
Academic Director, CBS Competitiveness Platform
Kilevej 14A, DK-2000 Frederiksberg
+45 3815 2121 – ritter@cbs.dk
Jens Geersbro
Associate Professor of Marketing and Sales Competence
Department of Marketing
Solbjerg Plads 3, DK-2000 Frederiksberg
+45 3815 2128 – geersbro@cbs.dk

2. 2
CBS Competitiveness Day
© Ritter & Geersbro 2015
Why Challenging Customer?
CHALLENGE
(dictionary.cambridge.org)
(the situation of being faced with) something
that needs great mental or physical effort
in order to be done successfully and
therefore tests a person's ability
an invitation to compete or take part,
especially in a game or argument

3. 3
CBS Competitiveness Day
© Ritter & Geersbro 2015
What customers want
Low Prices – Good payment schemes
Safe supplies – and flexible
Lots of knowledge
Quality
Innovation
Volume
A supplier to be proud of
New Friends

4. 4
CBS Competitiveness Day
© Ritter & Geersbro 2015
Assessing innovation
Best innovation
partner
Significant modifications
Radically new offerings
New business model
Worst innovation
partner
No modifications
No new offerings
No new business model

5. 5
CBS Competitiveness Day
© Ritter & Geersbro 2015
Value Radar
Payment
Volume
Quality
Safeguard
Innovation
Information
Access
Motivation

6. 6
CBS Competitiveness Day
© Ritter & Geersbro 2015
A value portfolio
Payment
Volume
Quality
Safeguard
Innovation
Information
Access
Motivation

7. 7
CBS Competitiveness Day
© Ritter & Geersbro 2015
There are six different relationship strategies…
Aquisition Development
Blockage Maintenence
Termination Reduction
Existing customer portfolio
Who is here?
Who should be here?
Who should not be here?
Who is here?
Who should be here?
Who should not be here?
Who is here?
Who should be here?
Who should not be here?
Who is here?
Who should be here?
Who should not be here?
Who is here?
Who should be here?
Who should not be here?
Who is here?
Who should be here?
Who should not be here?

8. 8
CBS Competitiveness Day
© Ritter & Geersbro 2015
…and six corresponding implementation processes
Aquiring Developing
Blocking Maintaining
Terminating Reducing
Existing customer portfolio
Very
bad ok
Very
good
Very
bad ok
Very
good
Very
bad ok
Very
good
Very
bad ok
Very
good
Very
bad ok
Very
good
Very
bad ok
Very
good

9. 9
CBS Competitiveness Day
© Ritter & Geersbro 2015
…and we can benchmark our implementation processes
Aquiring Developing
Blocking Maintaining
Terminating Reducing
Existing customer portfolio
Very
bad ok
Very
good
Very
bad ok
Very
good
Very
bad ok
Very
good
Very
bad ok
Very
good
Very
bad ok
Very
good
Very
bad ok
Very
good
?

10. 10
CBS Competitiveness Day
© Ritter & Geersbro 2015
There are six different interaction processes
Convincing
”Selling”
Negotiating
Gaining accept
Socializing
Getting to know each
other
Building personal trust
Delivering
Goods and/or services
Linking
Introducing partners,
collaborators
Learning
Using information,
improving
Adapting
Monitoring
What is going on,
new trends

11. 11
CBS Competitiveness Day
© Ritter & Geersbro 2015
Benchmarking our interaction capabilities
Convincing
”Selling”
Negotiating
Gaining accept
Socializing
Getting to know each
other
Building personal trust
Delivering
Goods and/or services
Linking
Introducing partners,
collaborators
Learning
Using information,
improving
Adapting
Monitoring
What is going on,
new trends
Much worse
than
competitors
Same level
as
competitors
Much better
than
competitors
Much worse
than
competitors
Same level
as
competitors
Much better
than
competitors
Much worse
than
competitors
Same level
as
competitors
Much better
than
competitors
Much worse
than
competitors
Same level
as
competitors
Much better
than
competitors
Much worse
than
competitors
Same level
as
competitors
Much better
than
competitors
Much worse
than
competitors
Same level
as
competitors
Much better
than
competitors

12. 12
CBS Competitiveness Day
© Ritter & Geersbro 2015
The relationship processes matrix shows how implementation and interaction
processes interweave
Maintaining
Terminating
Learning
Delivering
Blocking
Convincing
Developing
Acquiring
Socializing
Reducing
Monitoring
Linking
Implementationproceses
Interaction proceses

13. 13
CBS Competitiveness Day
© Ritter & Geersbro 2015
… acquiring a new customer (example)
Maintaining
Terminating
Learning
Delivering
Blocking
Convincing
Developing
Acquiring
Socializing
Reducing
Monitoring
Linking
Implementationproceses
Interaction proceses
X X

14. 14
CBS Competitiveness Day
© Ritter & Geersbro 2015
… developing existing customer (example)
Maintaining
Terminating
Learning
Delivering
Blocking
Convincing
Developing
Acquiring
Socializing
Reducing
Monitoring
Linking
Implementationproceses
Interaction proceses
X XX

15. 15
CBS Competitiveness Day
© Ritter & Geersbro 2015
Over time the processes will vary in intensity
Time
Processintensity
Convincing
Socializing
Delivering
Linking
Learning
Monitoring

16. 16
CBS Competitiveness Day
© Ritter & Geersbro 2015
Relationship State
Relationship Management
The challenge framed
Relationship Structure
- Criticality
- Distance
- Interface
- Climate
Relationship Value
- Payment
- Volume
- Quality
- Safeguard
- Innovation
- Information
- Access
- Motivation
Relationship Quality
- Satisfaction
- Trust
- Commitment
Relationship Strategy
Relationship Processes

17. 17
CBS Competitiveness Day
© Ritter & Geersbro 2015
www.saxo.com/item/29285680

18. 18
CBS Competitiveness Day
© Ritter & Geersbro 2015
NEVER STOP COMPETING!