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How Customer Focussed Are You Really? - How to implement customer obsession in your optimization process. at growth marketing SUMMIT 2018

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These are the slides from my keynote on customer obsession at the growth marketing SUMMIT 2018 in Frankfurt, Germany.
In it, I share my perspective on the importance of customer obsession for every business out there and which action items you can tackle to change your company's DNA tomorrow.

More details about the talk can be found at herbigt.com/speaking.

Sources:
https://www.nirandfar.com/2018/04/customer-obsession.html
https://www.slideshare.net/RebeccaMosner/netflix-from-product-strategy-to-execution
iridion.com/gms18
bit.ly/DigitalGrowth2018

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How Customer Focussed Are You Really? - How to implement customer obsession in your optimization process. at growth marketing SUMMIT 2018

  1. 1. How Customer Focussed Are You Really? How to implement customer obsession in your optimization process. Tim Herbig @herbigt
  2. 2. Key Takeaways
  3. 3. Bonus: No Animations
  4. 4. “I already know what customers need. I am one myself!”
  5. 5. Everybody is dying... 1955 2015 + Countless Startups every day
  6. 6. Customer Centricity Caring about your users because you have to.
  7. 7. Customer Obsession Caring about your users because you want to.
  8. 8. Transformation through Customer Obsession
  9. 9. Focus on Method-Problem Fit ProblemConsProsMethod Quick-Start for new hypotheses Can lead to over- optimization Measure behavior change Requires scale Untestable projects Customer has "seat at table." Customers “lie”
  10. 10. @herbigt Pillars of Customer Obsession PROCESSSTRUCTURE ATTITUDE
  11. 11. STRUCTURE Democratize Access to User Feedback
  12. 12. User Research Product Marketing Design Analytics Engineering Sales
  13. 13. PROCESS Embrace Uncertainty while Planning
  14. 14. NOW NEXT LATER Theme 1 Theme 4 Theme 3 Theme 5 Theme 6 Theme 7
  15. 15. ATTITUDE Unlearn Successes from the Past
  16. 16. @herbigt 3 Things to do on Monday.
  17. 17. Start to Monitor Customer Access Metrics 1
  18. 18. TrendPrev. MonthThis Month Share of employees which have direct access to customers x% x% No. of steps it takes to talk directly to a customer for any employee x x Share of employees who responded to customer support tickets themselves within the last month x% x%
  19. 19. Switch Incentives to Customer Metrics 2
  20. 20. Customer MetricsBusiness Metrics Release Dates No. of Features Shipped Sprint Velocity Generated Revenue for Customer No. of Support Requests for Features Cross- or Upsell within Product
  21. 21. Establish Direct Access Channels for Employees 3
  22. 22. Shared Feedback Source User Feedback Coffee Teams own Support
  23. 23. Where’s the Proof? Source: konversionskraft.de/e-commerce-conversion-benchmark-report-preview
  24. 24. Where’s the Proof? Source: konversionskraft.de/e-commerce-conversion-benchmark-report-preview
  25. 25. Keep in mind
  26. 26. Thanks! @herbigt herbig.blog/gms-slides iridion.com/gms18 tim.herbig@iridion.com bit.ly/DigitalGrowth2018

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