Markets are facing a fundamental shift away from industry-led innovation to being customer-led. In the wake of customers emancipating themselves from industry's "Any colour as long as it's black" mindset, companies are increasingly facing the pressure of re-defining themselves within the customer's universe of the future.

1. Customer 4.0:
The customer led revolution, and
how companies should respond to it
Customer Value Engineering

2. Why.
Reasons for you to seriously think about Customer 4.0.

3. Customer Experience dominated in 2016.

4. We observed behavioral change in customers.

5. Service and experience started to differentiate.

6. We recognised the importance of advocacy.

7. The giant awakens:
Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment

8. The giant awakens:
Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment
Checking supplier claims has never
been easier than today!

9. The giant awakens:
Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment
We buy from suppliers who share the
same goals.

10. The giant awakens:
Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment
Brand loyalty is very elusive these days.

11. The giant awakens:
Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment
What do others think?
We trust the opinion of the masses.

12. The giant awakens:
Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment We want it NOW!

13. The giant awakens:
Business values customers will expect from you.
Authenticity.
We set expectations, and we need to meet them every time.

14. The giant awakens:
Business values customers will expect from you.
Alignment.
People like to commit to businesses who share their values.

15. The giant awakens:
Business values customers will expect from you.
Agility.
Customers expect you to meet their needs, not for you to
follow your own rules.

16. The giant awakens:
Business values customers will expect from you.
Consistency.
Customers expect consistent behaviour and treatment –
“bad hair days” are your problem, not theirs.

17. Customer 4.0 – the customer leads the market!
Customer-led market
(4.0)
Industry-led market
(1.0,2.0,3.0)
Innovation Internal, industry-led Internal & external
Aspiration Customer growth & profits Achieving customer’s goals
Investment VC, IPO, … Crowd-funding
Product development Solution-oriented, waterfall Agile & lean
Market launch Marketing campaign Viral
Reviews & referrals Experts appraisal Customer success stories
Time to market 2 – 3 years 2 – 3 months
Feature set at launch Complete solution Minimal viable product

18. How.
How successful organisations respond to the
changing behavior of customers.

19. The Customer 4.0 transformation strategy

20. The Customer 4.0 transformation strategy
4.0
Understand
your customers,
and the customer’s
universe.

21. The Customer 4.0 transformation strategy
Align your
vision, and
elicit buy-in.
4.0
Understand
your customers,
and the customer’s
universe.

22. The Customer 4.0 transformation strategy
Align your
vision, and
elicit buy-in.
Develop
consistent key
interactions in
your customer’s
journey.
4.0
Understand
your customers,
and the customer’s
universe.

23. The Customer 4.0 transformation strategy
4.0
Understand
your customers,
and the customer’s
universe.
Align your
vision, and
elicit buy-in.
Develop
consistent key
interactions in
your customer’s
journey.
Map out your
business
blueprint.

24. Understand Customer 4.0.
Customer Journey
The sum of individual
customer’s paths of
interaction with your
organisation.
Customer Experience
The cumulative emotional
response of customers to
how they feel they have
been treated by you.
Customer 4.0
An organisation positioning
itself in the customer’s
universe.

25. Understand Customer 4.0.
1.0
“Any color
as long as
it’s black!”
2.0
“Probably
the best
lager in the
world”
3.0
“The best
coffee for
the best
you”
4.0
“And it’s
done.”

26. Understand Customer 4.0.
1.0
“Any color
as long as
it’s black!”
2.0
“Probably
the best
lager in the
world”
3.0
“The best
coffee for
the best
you”
4.0
“And it’s
done.”
Current transformation

27. Analyse key interactions in the customer’s journey.
Awareness
Attention
Access
Action
Achievement
Advocacy
• Awareness of facts
• Attention to benefits
• Access to solutions
• Actions are simpler, …
• Achievement is greater
• Advocacy is rewarding
KI
KI
KIKI
KI
KI

28. Map out your business blueprint.
Delivery
Processes
Informed
Decisions
Empowered
People
Supporting
Processes
Value-
adding tools
Customer
Journey

29. The Customer 4.0 Call to Action.
1.
Your brand is
‘in the mind of your customer’.
Your business actions, and their experience, merge with others’ stories and
recommendations, and the brain forms associations between your brand
and their emotions.

30. The Customer 4.0 Call to Action.
2.
Customers are 10x more likely to
share negative experience.
Be consistent – and honest! – and correct your mistakes in favour of the
customer. Ensure that your advocates have a voice and a platform to
counter negativity.

31. The Customer 4.0 Call to Action.
3.
There is only ONE culture in your
business.
How you treat your team will be the way your team treats your customers.
Take great care to create a culture in your business that your customers will
enjoy.

32. The Customer 4.0 Call to Action.
4.
Listen, react, adapt.
Be agile: Establish a culture of permanent innovation in, and reinvention of
your business. Have it driven by your team, not borne by them, to
continuously align your products and services with the customer’s universe.

33. Thank you!
Roger Williams, Intelligent Linking Ltd, roger.williams@intelligentlinking.co.uk
Michel Drescher, Cloud Consult Ltd., Michel.Drescher@cloud-consult.co.uk
Customer Value Engineering