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Sobcon chicago-dragon-13b

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My deck from SOBCon Chicago 2013 - talking about customer intimacy, and working through your existing customers to develop your company's growth strategy.

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Sobcon chicago-dragon-13b

  1. 1. “customerintimacy”CustomerCare &InteraTheInnerWorkings
  2. 2. a “ValueDiscipline”“achieved by the cultivation oflasting relationships withcustomers and striving to satisfytheir unique needs”
  3. 3. “To be customer-oriented, getout and meet customers ontheir home turf - in their homes,on job sites, in their offices.”- John Quelch
  4. 4. Customersare likesnow...Or Reindeer…
  5. 5. HIGH LOWHIGHLOWRETAINATTAIN ABSTAINCONTAINSPENDING IN MARKET AREASPENDINGWITHYOU
  6. 6. Spenders
  7. 7. SendersSpenders
  8. 8. SendersIdealSpenders
  9. 9. “Do What youlovein service tothe peoplewho lovewhat you do.”
  10. 10. Ideal CustomerFirstOfferLOW RiskSlow Death• Low productinvestment• Low marketinginvestment
  11. 11. Ideal Customer 2nd Generation CustFirstOfferLOW RiskSlow Death• Low productinvestment• Low marketinginvestment
  12. 12. When youwork withinCommunitiesof Customers:
  13. 13. • Intimacy• More senders• Economies ofmarketing
  14. 14. Ideal Customer 2nd Generation CustFirstOfferew VersionOfFirstOfferLOW RiskMedium RiskMedium RiskSlow Death Tailoring theFilling next logical need• Low productinvestment• Low marketinginvestment• Low to Mediumproductinvestment• Medium to HighMarketing• High productinvestment• Low to MediumMktg Invest
  15. 15. The nature of BADcustomer service?Superb customer service= When YOU care moreabout your customer’sproblems than yours.
  16. 16. Care + Empathy =CustomerIntimacyMeans you canANTICIPATE their
  17. 17. Ideal Customer 2nd Generation CustFirstOfferew VersionOfFirstOfferLOW RiskMedium Risk High RiskMedium RiskSlow Death Tailoring theFilling next logical need SUDDEN Dea• Low productinvestment• Low marketinginvestment• Low to Mediumproductinvestment• Medium to HighMarketing• High productinvestment• Low to MediumMktg Invest• High productinvestment• High MktgInvestment
  18. 18. Ideal Customer 2nd Generation CustFirstOfferew VersionOfFirstOfferLOW RiskMedium Risk High RiskMedium RiskSlow Death Tailoring theFilling next logical need SUDDEN Dea• Low productinvestment• Low marketinginvestment• Low to Mediumproductinvestment• Medium to HighMarketing• High productinvestment• Low to MediumMktg Invest• High productinvestment• High MktgInvestment
  19. 19. • Right CustomerBase• Build WITH &THROUGH• Competition:

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