CXPA Finland Webinar 31.3.2021 How to get customer sustainably on mngt agenda Jaana Rosendahl, Boardman www.boardman.fi

1. Jaana Rosendahl
31.3.2021 CXPA Finland Seminar

2. Market
Stabile
Predictable
Complicated
Clear, Either-Or
VUCA-Market
Volatile
Uncertain
Complex
Ambiguous, Both-And
Dancing Landscape

3. Core process:
Production&Delivery
Focus on products and services:
things you own and can manage
Organization is a way to
effectively distribute work.
People are resources.
Silos
Fragmented
information
Command
& Control
Hierarchies
Power comes from
position, status
Sales, marketing,
customer service:
‘customer facing’
Customer is the only
profit center
Core process:
Customer Journey
Organization is a community
of people willing to learn
and accountable for actions.
Multitalent
teams
Integrated
information
Power lies in
influence, purpose
and direction
Everybody helps
customers in
their own role
Customer&market insight:
shared core function.
Engine of growth.
Individual tools
Toolbox
Customer is
object, endpoint. Customer is
starting point and
continuous partner
Outside-In.
Dynamic.
Inside-Out.
Static.
Empower
& Care
Customer Dominant Logic prevails
Product/Service Dominant Logic prevails
Inside-Out
Outside-In

4. Organization wide
customer centricity is NOT an
additional feature
IT IS CHANGE IN IDENTITY.
The whole story has to be written all over again with
new beliefs, values, priorities, and new heroes.

5. PIVOTING* IS NEEDED
.
*=PROCESS OF CHANGING ONE’S IDEAS TO BETTER REFLECT
PAYING CUSTOMERS’ DEMAND AS WELL AS OTHER
STAKEHOLDER CRITICISM

6. MNGT JOURNEY TO
SUSTAINABLE STRATEGIC CX

7. 1.
3.
2.
4.
Understand the differences.
What makes your business future proof?
Integrate Your Story Follow your success
Create core structures

9. Customers
Market
CREATE INTEGRATED STORY STARTING WITH THE WHY
Join the dots between your main building blocks
The Why
Justification to exist
and values
‘The Infinite Story’
Vision
Time bound
D e s i r e d
Brand
Goal-oriented
Culture = Impact
On the market
on customers, stakeholders,
society, environment
Requisite
Leadership
A
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Company internally Customers & market
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10. TODAY’S BRAND IS A FOOTPRINT OF
YESTERDAY’S ACTIONS.
TODAY’S ACTIONS ARE A FOOTPRINT
OF YESTERDAY’S CULTURE.
TODAY’S CULTURE IS A FOOTPRINT
OF YESTERDAY’S LEADERSHIP.

11. Strategy
Vision Goals Input Activies Outcome
Output Impact
Operative work, execution
Strategic
Short term: Activities, transactions, (Output)
Mid term: How activities change behavior, attitude…(Outcome);
Long term:What impact activities have on market (Impact, Brand).
THE WHY
Justification to Exist
‘Infinite Story’
Why do I prefer
buying,
Buy more, buy
more often, why
do I stay loyal,
advocate, promote
…?

12. Input Activies Output
Input Activies Output
Input Activies Output
Input Activies Output
Goal, vision,
(brand)
Long term
Objectives
Short- & Mid-
term
Input Activies
Outcome
‘End’ results
Changes in
behavior and
attitude.
Insights,
learnings.
Corrections
eg in direction
Output
Impact
Long-term
impact of
activities:
motivations,
actions,
decisions.
Customers’
Why changed.
Bundled in
Brand
WHY?
Short-term activities
Outcomes (mid-term) & Impact (long-term)
Intended and un-intended consequences
We have a
tendency to talk
about these …
… and measure these.
Very transactionally.
Both external AND internal.
Also partners and other stakeholders.
… and skip these.

13. Short goalè
Output
The direct immediately
measurable result
Goal è
Outcome
Results that have
cummulated to
measurable change
The why, visionè
Brand, Impact
All the experiences
cumulated. How do we
want to shape the market?
Customers &
Brand
Society&
Environment&
Brand
Employees&
Culture
Leadership&
Structures
Financies
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14. Segmentation.
Averages don’t tell anything.
Customer always present in decision
making
How does this decision benefit / impact our customer
segments?
Financial
reporting, -
income statement,
sales reports …-
always also by
customer
segments
Customer’s Lifetime Value
CLV*
Integrates the main components of the value
customers create: like the cash flow, retention,
loyality and advocacy.
Leads to ‘right’ discussions.
CX, xX &
Brand
EX,
Leadership,
Culture
Basic principles Basic metrics, KPIs
*The present value of the future cash
flows attributed to the customer
relationship with the company
Shared Customer/Market Insight
Customer Journey
In her own ecosystem.

15. Impor-
tance
Emotio
n
Prioritize
Prioritize
Harassment
zone.
Forget.
Keep away.
Nice -
occasionally
Surprise with
Joy.
Customers
not relating to
our brand?
Customers for
the future.
Are we losing
money with
this group?
Are there
other
benefits?
Today’s
cashflow
customers
Market
growth rate
Relative
market share
Boston Matrix
Segments applied
to customers

16. FOLLOW WHAT YOU WANT TO ACHIEVE
BY STRATEGIC SEGMENTS
AND THE MECHANISM,
THAT PRODUCES THE IMPACT.