abantian customer focus workshop
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abantian goes international, facilitating workshop in Germany for an industrial customer near Dusseldorf
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abantian customer focus workshop
- 1. 1© abantian, 2015 FEELING THE CUSTOMER LIVING THE CUSTOMER FEELING THE CUSTOMER, LIVING THE CUSTOMER WORKSHOP 1-2. SEPT. 2015 GERMANY
- 2. 2© abantian, 2014 FEELING THE CUSTOMER LIVING THE CUSTOMER Contents Chapter Page 1.Customer orientation 7 2.Customer Perceived Value 27 3.Customer journey design 43
- 3. 3© abantian, 2014 FEELING THE CUSTOMER LIVING THE CUSTOMER The Cluetrain manifesto: MARKETS ARE CONVERSATIONS “the cluetrain manifesto” • Published in 1999 by Fredrick Levine, Christopher Locke, Doc Searls and David Weinberger • Subtitled “The end of business as usual” 1. Markets are conversations 11. People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products. 12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. 14. Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman. 15. In just a few more years, the current homogenized "voice" of business— the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.
- 4. 4© abantian, 2014 FEELING THE CUSTOMER LIVING THE CUSTOMER Working with customers • Sometimes customers are like butterflies: • They accept your invitation to fidelity • If they dont’t feel well enough, they will leave, or they’ll have to stay captive
- 5. 5© abantian, 2014 FEELING THE CUSTOMER LIVING THE CUSTOMER Expectations: Everybody’s looking for something SWEET DREAMS ARE MADE OF THIS WHO AM I TO DISAGREE? TRAVEL THE WORLD AND THE SEVEN SEAS EVERYBODY'S LOOKING FOR SOMETHING SOME OF THEM WANT TO USE YOU SOME OF THEM WANT TO GET USED BY YOU SOME OF THEM WANT TO ABUSE YOU SOME OF THEM WANT TO BE ABUSED I WANNA USE YOU AND ABUSE YOU I WANNA KNOW WHAT'S INSIDE YOU
- 6. 6© abantian, 2014 FEELING THE CUSTOMER LIVING THE CUSTOMER Customer journey Analysing and designing the customer experience as if we were to make a film 6 6
- 7. 7© abantian, 2014 FEELING THE CUSTOMER LIVING THE CUSTOMER Customer focus: THE MOMENTS OF TRUTH MOTs
- 8. 8© abantian, 2014 FEELING THE CUSTOMER LIVING THE CUSTOMER abantianBIT: customer experience • http://www.abantian.es/detalle/id_posts/66/index.html
- 9. 9© abantian, 2014 FEELING THE CUSTOMER LIVING THE CUSTOMER abantian TEAM Ion Uzkudun Amunarriz 600 51 40 32 iuzkudun@abantian.es http://www.linkedin.com/in/ionuzkudunabantian/es Javier Martín Aldea 695 78 89 15 jmartinaldea@abantian.es http://www.linkedin.com/in/javiermartinaldea