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.

Goldmine of Customer Insight 20130326

359 views

Published on

Being customer-centric is considered critical for near and long-term business success in many markets. How, though, can we best understand customer needs and preferences? How are we defining 'customer' and what perspectives do we look at? This slide ware is intended to support the discussion and help organizations become customer-centric.

Published in: Business
  • Be the first to comment

Goldmine of Customer Insight 20130326

  1. 1. Driving Product SuccessThe Goldmine of Customer Insight Collaborate | Innovate | Succeed SM Marketing Mechanics © 2013
  2. 2. Premise “It is the customer who determines what a business is. For it is the customer … who through being willing to pay for a good or service, converts economic resources into wealth, things into goods.” Peter Drucker “It turns out to be really hard in practice to base all marketplace decisions firmly and clearly on insights into what customers value and how customers behave.” Barbara E. BundCollaborate | Innovate | SucceedS M Marketing Mechanics © 2013 2
  3. 3. Today’s Topics • BriefIntroduction to Marketing Mechanics • The Challenge: Driving Product Success • The Organizational View: Customer Centric • Who is the customer anyway? • Context: Through the Eyes of Your Customer • Customer Market and Business Views • Customer Lifecycle and Experience • User Workflow • User ExperienceCollaborate | Innovate | SucceedS M Marketing Mechanics © 2013 3
  4. 4. Marketing Mechanics: Product PhilosophyValue, not Technology Finance Partners Focus on delivering Service & Sales Support CUSTOMERS value to customers Marketing Operations Engineering The Wheel of Value Marketing Mechanics © 2005 - 2013Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 4
  5. 5. The Challenge: Driving Product Success • How does your organization define success? • How does your organization measure success? • Who owns product success?Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 5
  6. 6. The Organizational View: Customer Centric • Who is the customer, Finance Partners anyway? Service & Sales • Whose view matters? CUSTOMERS Support Marketing Operations Engineering The Wheel of Value Marketing Mechanics © 2005 - 2013Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 6
  7. 7. Context: Through the Eyes of the CustomerCustomer Market and Business Views • What market is your customer in? What are their business priorities? • Who are their customers and what value do they deliver to those customers? • Who is their competition? • Who are their partners? • What trends impact their business success?Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 7
  8. 8. Context: Through the Eyes of the CustomerLifecycle and Experience Sales s Contact nes re Pr view wa Re od A uc t or t up tac t S n E s p Co ng ine Bu ag ss e Use t ProducCollaborate | Innovate | SucceedS M Marketing Mechanics © 2013 8
  9. 9. Context: Through the Eyes of the CustomerUser Workflow Understand the context within which the customer/user performs tasks, reaches goals. • What are the users’ goals? Strategic, tactical, personal, business, etc. • Who participates (who does your user interact with towards achieving goals?) • What steps are taken, processes used to achieve goals? Extras • Map your solutions to workflow to find gaps and other opportunities for growth • Map your competitors’ solutions to workflow to assess strengths and weaknessesCollaborate | Innovate | SucceedS M Marketing Mechanics © 2013 9
  10. 10. Category Coverage DAM Multi-format Support DAM Meta-data Asset Storage CDN Integration Ingest, Preparation, Category Coverage DRM Support Collaborate | Innovate | SucceedS M Distribution Policy Admin. Distribution Management Policy & Rights Watermarking Category Coverage Flexible business models Settlement. Revenue sharing Customer Ad integration Commerce Support Brandable Player Category Coverage Adaptability User Workflow: Digital Video Delivery Methods File Formats Delivery platforms/ infrastructure DAM Integration Delivery / Distribution Geographic Filter (GeoIP) Delivery Meta-data Content Hosting Searchable Catalog Category Coverage User Experience metadata Content Performance Context: Through the Eyes of theMarketing Mechanics © 2013 Analytics Reporting/ Ad Performance10
  11. 11. Context: Through the Eyes of the CustomerUser Workflow: 3 – 5 major phases Who What is participates? accomplished? What are What is the their roles? end-goal? •Platform Info, data, engineer Phase 1 documents Phase 2 Phase N •Hardware transferred •Tasks to next •Tasks •Tasks engineer •Decisions phase •Decisions •Decisions •Legal … •Etc.Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 11
  12. 12. Context: Through the Eyes of the CustomerUser Experience • a broad term used to explain all aspects of a person’s experience with the system, including the interface, graphics, industrial design, physical interaction, and the manual.[1] • It also refers to the application of user-centered design practices to generate cohesive, predictive and desirable designs based on holistic consideration of users’ experience.[2]Wikipedia http://en.wikipedia.org/wiki/User_experience_design[1] Peter Merholz (2007). "Peter in Conversation with Don Norman About UX & Innovation". Adaptive Path[2]"What is user experience design?". IBM.Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 12
  13. 13. Context: Through the Eyes of the CustomerResearch Goal: Test hypothesis •Develop hypothesis •Identify best methodologies for test •Work with organization to define testCollaborate | Innovate | SucceedS M Marketing Mechanics © 2013 13
  14. 14. Context: Through the Eyes of the CustomerMethodologies Programmatic Sources •Advisoryboards •Existing customers •User conferences •Panels •Community •Target customers Occasional and Regular •Community •Surveys •Interviews •Focus Groups •NetPromoterCollaborate | Innovate | SucceedS M Marketing Mechanics © 2013 14
  15. 15. Drive Product SuccessOrganization focus on • Customer delight across all value touchpoints • A broader scope for high-value innovation • Greater business successCollaborate | Innovate | SucceedS M Marketing Mechanics © 2013 15
  16. 16. Marketing Mechanics Differentiators •Thought-leadership •Exceptional problem-solving skills •An extensive network of product professionals •Frameworks and methodologies for driving product success Deliverables •Research for customer and market understanding •Customized, built-to-fit processes and programs •Team development and training in all aspects of product management Experience •Clients include start-ups to $multi-billion in revenues, in diverse markets and technologiesCollaborate | Innovate | SucceedS M Marketing Mechanics © 2013 16
  17. 17. Ellen Grace Henson egh@mktgmech.com 408 835 2577Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 17

×