Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
© 2015 Blue Canyon Partners, Inc.
MARCH 6, 2015
Becoming More Customer-Centric
© 2015 Blue Canyon Partners, Inc.
What behaviors have separated the “winners” from the
“losers” in other industries?
Winne...
© 2015 Blue Canyon Partners, Inc.
B2B Customer Experience
3
Discover Evaluate Buy Receive Use
Get
Support
The Customer Exp...
© 2015 Blue Canyon Partners, Inc.
Position Promote Sell
Make &
Inventory
Logistics Support
Supplier Point of View & Experi...
© 2015 Blue Canyon Partners, Inc.
R&D
Marketing
Sales & Distribution
Operations & Supply Chain
Customer Service
Legal / Fi...
© 2015 Blue Canyon Partners, Inc.
Lesson Promote customers to think…. Avoid situations where
customers say….
1. Be proacti...
© 2015 Blue Canyon Partners, Inc.
1. Set the
Foundations
for Success
2. Design the
Implementation
3. Deploy
Building a Cus...
© 2015 Blue Canyon Partners, Inc.
The best companies thoroughly understand their customers and
fully incorporate customer ...
Upcoming SlideShare
Loading in …5
×

Becoming More Customer-centric

716 views

Published on

B2B companies across diverse industries are increasingly seeing the benefits of being more customer-centric as a way to drive customer loyalty, and many have goals to do exactly that.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Becoming More Customer-centric

  1. 1. © 2015 Blue Canyon Partners, Inc. MARCH 6, 2015 Becoming More Customer-Centric
  2. 2. © 2015 Blue Canyon Partners, Inc. What behaviors have separated the “winners” from the “losers” in other industries? Winners:  “We just focus on responding to our customers, not trying to change them.”  “They understand our main source of profits is parts and service, and they help us with that part of the business as much as with selling new equipment.”  “I like our strong dealer relationships and like knowing who our customers are. That gives us a good ear to the market.”  “… really good at listening.” Many Firms:  “Our focus has been on cut-backs and layoffs.”  “…on acquisition assimilation”.  “… on rationalizing our supply base.”  “I spent more time negotiating with [supplier] than I do with my customers.”  “I used to be on the Customer Council for [ XYZ Manufacturer]. The last meeting that I heard about was four years ago. Maybe they didn’t think we had anything useful to say?” 2 Building a Customer-Focused Culture
  3. 3. © 2015 Blue Canyon Partners, Inc. B2B Customer Experience 3 Discover Evaluate Buy Receive Use Get Support The Customer Experience R&D Marketing Sales & CSPI Operations & Supply Chain Customer Service Corporate Functions: Finance, HR, IT, etc.
  4. 4. © 2015 Blue Canyon Partners, Inc. Position Promote Sell Make & Inventory Logistics Support Supplier Point of View & Experience Create the Promise Deliver the Promise 4 Two Sides of the Same Coin
  5. 5. © 2015 Blue Canyon Partners, Inc. R&D Marketing Sales & Distribution Operations & Supply Chain Customer Service Legal / Finance / Human Resources / IT 5 Involves the Full Organization
  6. 6. © 2015 Blue Canyon Partners, Inc. Lesson Promote customers to think…. Avoid situations where customers say…. 1. Be proactive and build trust with customers “…helped us get out in front of [some situation]…” “they left us hanging…” Lessons from Best-in-Class Customer Focused B2B Organizations 6 2. Connect your people to the right people in the customer organization “We should have our marketing team work with XYZ Company’s marketing group to learn about the company’s knowledge.” “XYZ Company marketing came with a salesperson for one meeting and then we never heard from them again.” 3. Interact with customers to focus on the future. “Our meetings are interesting and exciting…we talk about the ‘what if’ and I am sure XYZ Company will help us introduce something new.” “All we talk about are ongoing operational problems or contract terms. I can’t wait to get these meetings over with.” 4. Bring clarity, energy and purposeful protocol to these interactions “XYZ Company asked us-- what can we accomplish together? And from this simple question we have jointly build a blueprint of actions that will push both of our organizations forward.” “We tried it once, but it really didn’t work…”; “We do have an annual executive meeting with XYZ Company, but it’s largely ceremonial.” 5. Establish meaningful measurements “Planning is done together. We know what we need to do, who needs to be involved, and how to ensure there are no unhappy surprises…” “Working with XYZ Company is confusing, complex, and is just too hard.”
  7. 7. © 2015 Blue Canyon Partners, Inc. 1. Set the Foundations for Success 2. Design the Implementation 3. Deploy Building a Customer-Focused Culture What is the vision for the future? What best practices help companies shift toward a customer focused change? What is the current state for customer focus at my company? What is missing and what needs to be changed and how? Upon deployment, how will my company’s leaders know that change is effective? What can be learned? How will course correction take place when needed? How will we measure success? Who will be accountable for this transformation? Which customer-focused initiatives are critical and why? When and how will this transformation take place? 7
  8. 8. © 2015 Blue Canyon Partners, Inc. The best companies thoroughly understand their customers and fully incorporate customer insights into their plans and priorities. The challenge is implementing that vision. It’s far easier to profess the desire to be a customer-facing company than it is to actually build such a culture. Source: Building a Customer-Facing Culture Published November 2011 in Business Excellence Magazine George F. Brown, Jr. Co-Founder, Blue Canyon Partners 8

×