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CUSTOMER CENTRICITY, A MAJOR CONCERN FOR THE        COMPANIES               GHISLAINE PELLAT             GRENOBLE UNIVERSI...
What is a company for ?                          Costs environment                  Turnover                             W...
What is a customer-centric attitude ?                                3 To create a positive consumer experience at the poi...
Value in Marketing field                                      4Value in Marketing: The extent to which a good or    servi...
Competitors                                5Any person or entity which is a rival against another.   In business, a compa...
Changes for companies                                        6More and more clients to day use different technologies whi...
TOPIC                                    7E commerce : Commerce on the webM commerce : Commerce on the mobile phoneF co...
Internet and the relationship with client                                  8Target: Follow anyone who has expressed the w...
Internet and the relationship with client                                  9Two important issues :1. To be on the custom...
To be on the way of the customer                                  10The showcase usually plays this role (it invites the ...
« pull » strategy                                          11     In a relationship, the first challenge: be on the first...
Google as a partner                                           12Google Regular scans: nothing is forever. It tests the "m...
To be “Google friendly”                                        131. Tags as found in the chapters and the text (those ofth...
"Facebook friendly"                                           14Companies are now on Facebook: the first access for users...
"Push" strategy                            15A customer entrance on the website is the   first step of a long relationshi...
Customer, you are welcome...                                  16Will allow the person to enter in our worldhttp://www.yo...
Encourage him to remain                                     17 Find a tagline: it is 50% of the understanding of the  fol...
Find the appropriate tags                                     18Customer orientation. G. Pellat                      17 ma...
A unique solution for him                                      19The client is not in front of us, we work with    promis...
5 proven tags...                                         20How...5 steps to... Are you...10 Ways to ... How...The secr...
You can trust ...                                         21Extensive use of references in which the customer can identif...
Internet or TVshopping : similar contexts                                  22Use of references, experts or famous people...
Client, it is time to buy !                                         23The price (and package options ...)The gift in add...
Social Media Animation : recommendation              and communication                                       24 Facebook ...
The impact of social networks on the web                                                 25          Efficiency,          ...
Web, social media for the client relationship                                  26Trend to develop the customer relationsh...
Enterprise 2.0                                        27Asked about the clients place in the business: it is at the heart...
Recruitment and people management                                  28Management of sales teams: the new organization is a...
Internet ... human relationships                                  29Internet generates "lead generation" (generates conta...
Click and Mortar (virtual and hardware)                                  30Refers to companies that offer a complementary...
Bricks and Clicks                                          31Stores are occupied beyond its walls by merchants for resist...
A tag, a flashcode, your iphone !                                  32You look at a nice tie : tag it with your iphoneE g...
Ethno marketing (ethnology and marketing)                                  33Consumer have doubt against too big brands o...
Chris Anderson long trend                                                 34Vol ofPurchases60 %                           ...
About the Chris Anderson long trend                                  35 This idea emerged in the year 2004, pasted from a...
The challenge: to meet the client in his own                    world                      36To Identify him in actionTo...
Commercial tools, from internet to a                      showroom                           37   SOCIAL MEDIA            ...
B to B Environment :                                           38The purchaser is also a businessman and also an individu...
Web and prospection in B to B                                  39Affiliation (prospecting) uses the web channel to drain ...
B to B context                                        40Buying cycle slower, more thoughtful, less impulsive, more people...
B to B context                                        41The contact described in B to B is a decision maker, get their co...
To be customer oriented                                       42Part of the seller attitudes, part of the company attitud...
Social values                                        43Some antiglobal activits call for deconsumption :    some dispute ...
The lean process (Keizen method) Quality                                  44Customer orientation. G. Pellat        17 mars...
Lean for sales and marketing                                   45This attitude is searching how to find the added value o...
Obama fundraising                                          46XPLANED_Obama_Fundraising.pdfCustomer orientation. G. Pellat...
The end !                                          47I thank you for your attention !Your questions, remarksLet’s go on...
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2012 english customer centricity

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2012 english customer centricity

  1. 1. CUSTOMER CENTRICITY, A MAJOR CONCERN FOR THE COMPANIES GHISLAINE PELLAT GRENOBLE UNIVERSITY (IUT2. UPMF) TOPICS : SELLING AND COMMERCIAL NEGOTIATION
  2. 2. What is a company for ? Costs environment Turnover Workers Machines CustomersPurchases ClientsQuality Competitors Raw QualityProcess MaterialsBest practices Production Products Price Policy R&D Positive flows Positive flows Negative flows GOAL : MAXIMIZING MARGINS
  3. 3. What is a customer-centric attitude ? 3 To create a positive consumer experience at the point of sale and post-sale. A customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience. A consumer can be : 1. A purchaser of a good or service in retail. 2. An end user, and not necessarily a purchaser, in the distribution chain of a good or service. See also customer.From businessdictrionary 17 mars 2013
  4. 4. Value in Marketing field 4Value in Marketing: The extent to which a good or service is perceived by its customer to meet his or her needs or wants, measured by customers willingness to pay for it. It commonly depends more on the customers perception of the worth of the product than on its intrinsic valueFrom Businessdictionnary 17 mars 2013
  5. 5. Competitors 5Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service. The presence of one or more competitors can reduce the prices of goods and services as the companies attempt to gain a larger market share. Competition also requires companies to become more efficient in order to reduce costs. Fast-food restaurants McDonalds and Burger King are competitors, as are Coca-Cola and Pepsi, and Wal- Mart and Target.From Businessdictionnary 17 mars 2013
  6. 6. Changes for companies 6More and more clients to day use different technologies which help them in purchasingCompanies need to modify their attitude with their clients and try to ear their « voice », particulary on the social mediaThey understood and they need to place the client in the center of the strategic aimsThe customer centricity is essential to achieve this goal.Customer orientation. G. Pellat 17 mars 2013
  7. 7. TOPIC 7E commerce : Commerce on the webM commerce : Commerce on the mobile phoneF commerce : Commerce via facebookL commerce : Commerce via LinkedInTo day, consumers buy more and more on the web, how companies do have to adapt their organization ?Customer orientation. G. Pellat 17 mars 2013
  8. 8. Internet and the relationship with client 8Target: Follow anyone who has expressed the wish to know our products.purposes:1. the sale of one or more products (tangible or services)2. Let him remember the brand through his surf.3. He talks positively about itCustomer orientation. G. Pellat 17 mars 2013
  9. 9. Internet and the relationship with client 9Two important issues :1. To be on the customer’ s way and invite him in your "virtual store" (The click of click and mortar)2. The "store" visit by the customer who found you. Welcome him as best you can. (The mortar of click and mortar)Competition between the two sales channels?Do you implement the same relationship tools in both cases?Customer orientation. G. Pellat 17 mars 2013
  10. 10. To be on the way of the customer 10The showcase usually plays this role (it invites the client into his world through the brand name reputation, the staging of the products, by their location in the store, the atmosphere ...)For internet, the challenge is referencing: and above all the attractiveness of your web site."pull" strategy by standing in the way of the client.Visit: "push" Strategy through a direct personalized communicationCustomer orientation. G. Pellat 17 mars 2013
  11. 11. « pull » strategy 11 In a relationship, the first challenge: be on the first page of Google in the first 5 references. strategy: Working with Google in friendly way and its analytical tools (google adwords, google analytics ...) The first page of the site, " city airport." must refer to the clients world of and their needs. merchandising = dramatization.Customer orientation. G. Pellat 17 mars 2013
  12. 12. Google as a partner 12Google Regular scans: nothing is forever. It tests the "majors" sites and then search for specific characteristics.Google scans the first page: form top right to left then down to the center and then vertically. "Tracking".The best way is to reference active sites on your own site and be referenced by sites which have complementary or similar activities. (Negotiations)Customer orientation. G. Pellat 17 mars 2013
  13. 13. To be “Google friendly” 131. Tags as found in the chapters and the text (those ofthe customers) but not too much, otherwise Googleconsiders the text as "suspect"2. The website tree must be consistent in its codestructure if not, Google abandoned (it tests the firstlevel, up to 3rd, if there is a jump site ... "amateur"3. Working with Google "robots" that test the changesof sites. If no activity, the interest down.Customer orientation. G. Pellat 17 mars 2013
  14. 14. "Facebook friendly" 14Companies are now on Facebook: the first access for users.Place where people discuss, enjoy, walksRelayed by TwitterNo need to be aggressive in terms of marketBut also allowing communication practices, exchange of good ideas,Awareness and monitoring of consumer behavior (sociology)Customer orientation. G. Pellat 17 mars 2013
  15. 15. "Push" strategy 15A customer entrance on the website is the first step of a long relationship due to be long as possible = link generation.For example: www.camif.frIt is important for him to understand immediately what we have to do together. (world, speeches, He and neither the product nor the Company)Should lead to a personal and oral relationship.Follow them and convince them to leave their 17 mars 2013 contactCustomer orientation. G. Pellat
  16. 16. Customer, you are welcome... 16Will allow the person to enter in our worldhttp://www.youtube.com/watch?v=0qE8CreR6AUPut him in a situation where he feels concerned (a problem or a fantasy)http://www.youtube.com/watch? v=2Ts04dO2RKQ&NR=1Increase the virtual reality (flashcodes)1. Ask him to stay...2. Explain him that we have a tailored solution for him...3. Open a discussion (advisors, phone calls and so on ...)Customer orientation. G. Pellat 17 mars 2013
  17. 17. Encourage him to remain 17 Find a tagline: it is 50% of the understanding of the following text. It should give a benefit, avoid inconvenience, and excite the curiosity "you" (the client) are our concerned, not the company, not the product. Train you to find efficient tagsCustomer orientation. G. Pellat 17 mars 2013
  18. 18. Find the appropriate tags 18Customer orientation. G. Pellat 17 mars 2013
  19. 19. A unique solution for him 19The client is not in front of us, we work with promisese.g. To earn, save, do (go to strategy)e.g. To avoid losing, risks, worries (avoid strategy)The imperative sentences increase the persuasiveness of the information.Customer orientation. G. Pellat 17 mars 2013
  20. 20. 5 proven tags... 20How...5 steps to... Are you...10 Ways to ... How...The secret ... One sure way to...Why...What makes...Do you need...Customer orientation. G. Pellat 17 mars 2013
  21. 21. You can trust ... 21Extensive use of references in which the customer can identify himself: Strategy "like."Accurate and consistent message: "this bike will take you in 20 minutes to your work, at the faculty of management in Lodz" (thanks to Facebook and geolocalisation)Proofed whith photos "before, after".References from the peersCustomer orientation. G. Pellat 17 mars 2013
  22. 22. Internet or TVshopping : similar contexts 22Use of references, experts or famous peopleEnd usersNewspaper articles, seminars, TV shows."Read in .... The ../../.. Or seen on TV the ../../.. In the show "... ... .. "Customer orientation. G. Pellat 17 mars 2013
  23. 23. Client, it is time to buy ! 23The price (and package options ...)The gift in addition, consistent with the productThe "exceptional sales" conditionsThe purchase agreement is not called an order.It lists the products that you remember (photos)The words used by the customers (not ours : Blogs are used to recover the words and sentences used by customers).Customer orientation. G. Pellat 17 mars 2013
  24. 24. Social Media Animation : recommendation and communication 24 Facebook (C to C), Hi 5 (C to C), Viadeo: B to C and B to B, LinkedIn: B to B (selective) Twitter: B to B and B to C, Xing (B to B)To recommend : A Community: group of people who have a common interest (friendship, professional, social ...) Characterized by a vote on the website, on the reception, on the product on the overall satisfactionTo communicate : Managing the recommendation (in case of negative rec.: to be able to accept and correct if necessary, in case of + rec. : enhance it, to be able to manage it)Customer orientation. G. Pellat 17 mars 2013
  25. 25. The impact of social networks on the web 25 Efficiency, Trafic, Web 3.0 : Conversion TO GET Manage communities, FANS leader of the products, prescriptors EXPERTS TO COMMUNICATE Web 2.0 : give informations on TO EXCHANGE products, to host and to argue TO INFORM Site of information : web 1.0: shopwindow + placement Internet visibilityCustomer orientation. G. Pellat 17 mars 2013
  26. 26. Web, social media for the client relationship 26Trend to develop the customer relationship even on the webThe most specific relationship (business clubs created, hubs, blogs, walls ....)Emergence of new professions : host communitiesSkills: IT, marketing, sales, communication, sociology, logisticsSynergy with all the channels: stores, distributors ....A web which generates qualified "leads".Customer orientation. G. Pellat 17 mars 2013
  27. 27. Enterprise 2.0 27Asked about the clients place in the business: it is at the heart of the business, it is everywhere in the companyA serious change of mindsetThe company no longer controls a pyramidEmployees communicate on social media and inform the outside, they know, affect (twitter)Emergency learn teamwork and lead this teamCustomer orientation. G. Pellat 17 mars 2013
  28. 28. Recruitment and people management 28Management of sales teams: the new organization is an opportunity for the salespeople because their efficacity is easy to measure.Recruitment: commitment to the goals, attitudes, positions on the networks (address book, and active and qualified leads, networking ).Requires to the salesperson to manage their professional life: leader, expert, collaborator, facilitator .... The difference: the behaviourCustomer orientation. G. Pellat 17 mars 2013
  29. 29. Internet ... human relationships 29Internet generates "lead generation" (generates contacts), sort and qualifiy themThese qualifications are carried out by means of phone calls and interpersonal communicationThis step can continue with a face to face relation with the salesmanInternet can limit the number of visits (economy) and keep visits to close the business.Customer orientation. G. Pellat 17 mars 2013
  30. 30. Click and Mortar (virtual and hardware) 30Refers to companies that offer a complementary manner:of Internet sales (online activities)and sales in store or physical point of sale (traditional distribution).These English expressions is called : bricks and mortar.Eg FNAC, IKEA are typical illustrations.Flows and emotional virtual ways .Customer orientation. G. Pellat 17 mars 2013
  31. 31. Bricks and Clicks 31Stores are occupied beyond its walls by merchants for resistant consumerThis distribution pattern differs from the “all virtual “ models where only trade online is offered to the customers.Some “all virtual “ operators seem to redirect part of their distribution strategy to the click and mortar in order to enhance human relationships.The store organizes the overview of the product ,allows customers to test the products even outside its walls (corridors of "mall”)Customer orientation. G. Pellat 17 mars 2013
  32. 32. A tag, a flashcode, your iphone ! 32You look at a nice tie : tag it with your iphoneE geolocalisation : Iphone offers the nearest store where to buy itE reputation : Google presents all the places or websites that talk about this tieEpicking situations :scanned catalogs of products with only one flashcodeCustomer orientation. G. Pellat 17 mars 2013
  33. 33. Ethno marketing (ethnology and marketing) 33Consumer have doubt against too big brands or retails. Consumers become resistants to the marketingHow to sell to these new customers ? (brands like : Freitag, Merci, Uniqlo, Okaïdi: all of these stores shows their vision of the world but not the products themselves.Leroy Merlin (homeword) turnover : 60% is sold in retails but there is 40% more which is bought in another distribution channelCustomer orientation. G. Pellat 17 mars 2013
  34. 34. Chris Anderson long trend 34Vol ofPurchases60 % Egal to the bestsellers market25 % Classical Fairtrade C2C : second hand products, internet… purchases Distribution Exchanges C to C. Peer to Peer. places Against big companies.Customer orientation. G. Pellat 17 mars 2013
  35. 35. About the Chris Anderson long trend 35 This idea emerged in the year 2004, pasted from a mathematical pattern Some products benefit of a low demand, it represents a small market. In addition, all these small targets , make a market as big as the bestsellers market. To succeed, the distribution channels have to be reactive and offering adapted product for each special demand (internet can offer that very cheap) There is an official, highlighted market and a hidden and efficient market too.Customer orientation. G. Pellat 17 mars 2013
  36. 36. The challenge: to meet the client in his own world 36To Identify him in actionTo put them in order considering their resistance to the purchaseRemove the authenticity : knitting clubs are created around the wool activities, e.g. in the street where people teach each other how knitting. On this place communication is the goal, with pleasure, exchange of best "practices" or ideas or recipes.Customer orientation. G. Pellat 17 mars 2013
  37. 37. Commercial tools, from internet to a showroom 37 SOCIAL MEDIA LOYALTY TO THE BRAND AND THE COMPANY Visit on the email Phone Shop web siteGoogle Adress and Thank you Detecting Taste it newsletter Contact needs. Try it Delivery Arguments Atmosphere Please come Be with him to see our to help him Sell = Emotional showroom for a solution Bindings MeetingCustomer orientation. G. Pellat 17 mars 2013
  38. 38. B to B Environment : 38The purchaser is also a businessman and also an individual person connected to InternetImportance of the "showroom" or laboratory testing or application sites and training The purchaser will create his own product in these laboratories… job for the long termForum for discussions and observation practicesCustomer orientation. G. Pellat 17 mars 2013
  39. 39. Web and prospection in B to B 39Affiliation (prospecting) uses the web channel to drain customers (leads)Useful for companies which are seeking qualified leads. These customers require an important effort for the salesperson and for companies where the increasing turnover is the main goal.Affiliated websites in B to B (about 2000 and anymore) (45 000 in B to C).Customer orientation. G. Pellat 17 mars 2013
  40. 40. B to B context 40Buying cycle slower, more thoughtful, less impulsive, more people involved in the decisionSeasonality (summer) market, no work on the weekends.Campaigns with dedicated budgets, closed in a scale of time Ex: Campaign 10 000 euros per year (B to C: work on the long-term, couponing effects)Customer orientation. G. Pellat 17 mars 2013
  41. 41. B to B context 41The contact described in B to B is a decision maker, get their contact is expensive and confidentialThe price per lead (CPL) is higherThey appreciate the cross-cutting services (support for other sectors or services), reactivity and performance in services.Reputation: accelerator for success, but a challenger with an innovative product can succeed in affiliation.Customer orientation. G. Pellat 17 mars 2013
  42. 42. To be customer oriented 42Part of the seller attitudes, part of the company attitudeBecome indispensable and unavoidable to the customer is the challenge for the futuresalespeople have to add relational value in their communication with the clients.http://www.dailymotion.com/video/xlbe3g_parodie -publicite-iphone-6-anthony-kavanagh_funCustomer orientation. G. Pellat 17 mars 2013
  43. 43. Social values 43Some antiglobal activits call for deconsumption : some dispute specific elements of global value chains such as brands« international indignados »http://www.youtube.com/watch?v=NsTVI6SN7MULa publicité pour la Volkswagen Passat : the atmos groupCustomer orientation. G. Pellat 17 mars 2013
  44. 44. The lean process (Keizen method) Quality 44Customer orientation. G. Pellat 17 mars 2013
  45. 45. Lean for sales and marketing 45This attitude is searching how to find the added value of our customers,What do they hope from the interaction with our products/company.How we can increase their satisfactionhttp://www.youtube.com/watch? feature=player_embedded&v=Oqw3OFn_PCA (CEO of partners in excellence)Customer orientation. G. Pellat 17 mars 2013
  46. 46. Obama fundraising 46XPLANED_Obama_Fundraising.pdfCustomer orientation. G. Pellat 17 mars 2013
  47. 47. The end ! 47I thank you for your attention !Your questions, remarksLet’s go on the future on the web and in the stores Ghislaine PellatCustomer orientation. G. Pellat 17 mars 2013

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