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Customer Startegy International
- 1. Business Impact InA Connected World insight . innovation . alignment
- 2. Customer Insight Movingfrom pattern recognition to seeing new pattern possibilities and potential outcomes.
- 3. Customer insights thatfuel profitable change Exploration Accurately define the environment, needs and aspirations of customers Validation Ensure that the proposed customer experience solution will be embraced by customers Measurement Monitor the impact of customer experience solutions over time and inform ongoing refinements
- 4. Value Innovation Tappinginto the power of existing and emerging capabilities to meet customer needs and create value
- 5. Innovation that connects with today's customers Business Strategy and Model Redefinition Generate high-impact business ideas to fuel profitable innovation Customer Value Proposition Development Secure more of the customer value chain and boost your competitive edge Customer Experience Management More than a product or a message—a memorable experience Customer Acquisition Programs The first of many memorable experiences that delivers real value
- 6. Organization Alignment Mobilizingresources to capture growth opportunities
- 7. Flexibility is thekey to effective change and preparation is the key to flexibility
- 8. Measurement thatpromotes alignment and accountability Customers Customer portfolio and/or segment performance gap analysis Innovation Value generated from new products, services, markets Competencies and Capabilities Process effectiveness, knowledge, skill, productivity Financials Resources utilized and the value generated
- 9. Thank You insight. innovation . alignment Jos é P. Ferrão [email_address]
Editor's Notes
- #2 Business leaders cite "driving innovation" as one of their top business priorities to get a jump on competition, provide value to customers and grow bottom-line revenue. Do you have better customer insight than your competitors? Do you leverage your customer insight to deliver better value to customers than your competitors? Do you leverage your capabilities to create more added value for customers than your competitors? Do we have a culture that is aligned with your strategy and stated goals?
- #3 Most organizations have more information than ever before but they still lack the relevant insights to help them grow. Effective strategy development requires an information flow that enables us to see the pieces and form a pattern but even more importantly we need to move from pattern recognition to seeing new pattern possibilities and potential outcomes. We combine our customer focused expertise in understanding complex business issues with an ability to arrive at relevant customer insights that lead to deep understanding of customers. Data, statistical and quantitative analysis, explanatory models and predictive models are all part of the analytics set we use to generate the insights required to drive decisions and actions. We develop and apply leading edge research capabilities to uncover these insights for our clients. Different customers can have radically different needs and behaviors and their potential value stream can also vary dramatically. Acknowledging that simple averages are not enough to accurately capture the specific preferences of customers is a crucial step in developing a sound customer strategy. This is why we target highly focused audience groups to uncover rich reserves of data that usually go unnoticed. And not just any data—we specialize in zeroing in on relevant insights that map to your business goals and point the way to action. The result is actionable insights and analytical capabilities that are: Unique Hard to duplicate Adaptable to many situations Better than the competition Renewable By leveraging our partner network of subject matter experts we’re able to facilitate the design and implementation of a tailored solution that most effectively addresses our client’s needs.
- #4 Exploration: Accurately define the environment, needs and aspirations of customers Actionable insights into customer environments and needs We target highly focused audience groups to uncover rich reserves of data that usually go unnoticed. And not just any data—we specialize in zeroing in on relevant insights that map to your business goals and point the way to immediate action. Analysis of every aspect of the experience from a customer's point-of-view Rapid analysis of every aspect of the experience from a customer's point-of-view. We analyze and grade each interaction and suggest short and long term improvements. Validation: Ensure that the proposed customer experience solution will be embraced by customers Measurement: Monitor the impact of customer experience solutions over time and inform ongoing refinements We believe that measurement is a fundamental component of every initiative—not a disconnected add-on. This allows you to demonstrate accountability and fine-tune spending based on measurement that spans organizational silos and focuses on relevant business goals rather than trying to extract nonexistent value out of whatever data is already available
- #5 The greatest value of innovation is when it differentiates us from our competitors sufficiently that customers prefer our offers to theirs and will pay a premium to support that preference. It also has value when it helps neutralize their competitive advantages over us and when it helps us improve our own productivity and thus profitability. We realize there is a lot of innovation going on today in organizations that meets none of these criteria, that is in fact creating waste. Managing innovation successfully requires us to redirect that energy back into economically rewarding outcomes; focus and prioritization are key disciplines. Our unique approach to value innovation helps our clients to stay focused on realizing their growth strategy and enhances value for customers and the organization. We think of the total solution customers seek, even if it takes the company beyond its industry’s traditional offerings. Product and service offering development and validation: addressing customer’s unmet needs Marketing mix optimization: engaging customers to generate value Sales force effectiveness: connecting sales efforts with customer value Maximizing customer experience: value innovating delivery channels Process and functional innovation: identifying value opportunities for customers and the organization Asset optimizer: connecting underutilized assets to customer value Although we are focused on leveraging existing assets and capabilities we will not let them limit your pursuit of value creation. We ask:”what assets and capabilities will the organization need to deliver on their customer’s needs and deliver on the organization’s growth strategy?”
- #6 Value innovation generates high-impact business ideas to fuel profitable innovation that supports the agreed growth strategy and better connects with today's customers . It strives to make the competition irrelevant by challenging the conventional assumptions that operate within an industry. Business Strategy and Model Redefinition Generate high-impact business ideas to fuel profitable innovation We help you define a unique, high-impact alignment of customer, solution, channel and resources (who, what, where and how) that address deep customer needs and points your firm towards a new, more profitable business model. Customer Value Proposition Development Secure more of the customer value chain and boost your competitive edge We start by identifying deep customer needs. Then we design an experience that taps into the power of emerging capabilities to create new value and meet those needs. The end result is a strong return on investment for you and a valuable, hard-to-replace experience for your customers. Brand Strategy Refine your brand to better connect with today's customers We begin with deep customer insights. Then we leverage the principles of experience design and the untapped power of emerging capabilities to create new opportunities to strengthen the connection between your brand and your customers. This is a collaborative exercise specifically tailored to your business, your brand and your customers. Customer Experience Management More than a product or a message—a memorable experience Bring your brand promise to life by applying the principles of customer experience innovation to your marketing programs. The end results are product launches, marketing campaigns and more that cut through the noise to connect with customers by offering them real value and compelling experiences. Customer Acquisition Programs The first of many memorable experiences Bring your brand promise to life by applying the principles of customer experience innovation to your marketing programs. The end results are product launches, marketing campaigns and more that cut through the noise to connect with customers by offering them real value and compelling experiences. Relationship Marketing The right product and message in the right context Leverage experience design and emerging capabilities to provide contextually relevant and valuable up-sell and cross-sell offers that reinforce your brand promise and enhance the overall customer experience. A focus on measurability ensures maximum ROI. Loyalty Marketing Programs to re-enforce desired behaviors We believe that true loyalty is the result of a compelling customer experience. But once you've optimized your core customer experience, additional programs that re-enforce key behaviors can further boost marketing performance. We design programs to help you encourage desired customer behaviors by rewarding them with relevant, meaningful value. The result is a deeper connection with your most valuable customers.
- #7 In today’s dynamic market place, organizations need to be able to rapidly mobilize their resources to capture new growth opportunities presented by customers. But most organizations struggle with the complexity of managing change and in defining a process that will drive the organization to the right solution, without disrupting current operations. This is a universal challenge that crosses the boundaries of geography, industries, and market sectors. Turning strategic growth initiatives into action requires difficult decisions, which leadership teams may be unprepared to confront. To succeed, change management efforts must be targeted to only the most valuable strategies and tactics. This is why we begin with customer insight to help define the structure, skills, and style required to capture the growth opportunities that link directly with the strategic and economic objectives of the business. Our approach helps clients create organizations that contribute directly to growth by focusing on four key areas: Culture Governance Organization design People processes
- #8 Insight, breakthrough thinking and planning are fundamental to achieving strategic growth. However, the ability to execute a plan in the prescribed manner is a key challenge facing most organizations. This is why we adopt a five step methodology in helping our clients develop and implement repeatable processes to manage effective execution of agreed initiatives. Plan Guide Test Learn Scale Our pragmatic approach to organizational alignment enables effective execution while developing sustainable capabilities and strong teams.
- #9 Measurement is a fundamental component of every initiative—not a disconnected add-on. This allows you to demonstrate accountability and fine-tune spending based on measurement that spans organizational silos and focuses on relevant business goals. To ensure broad and balanced feedback loops for assessing and improving results of a portfolio agreed initiatives we evaluate four core measurement areas: Customers Measurements include performance gap analysis for customer portfolios and/or customer segments. This area also includes price/value perceptions, customer turnover rates, share of wallet measurements, customer perceived quality levels, and competitive benchmarking. Innovation Here, we measure revenues generated from new products, services, or markets. We will also monitor progress of studies, experiments, and pilots underway. Competencies and Capabilities This group includes process accuracy and effectiveness, cycle times, project measures, reliability, on-time-performance, cost effectiveness, rework, error rates, knowledge and skill levels and productivity levels. Financials These traditional and historical measures might include profitability, cash flow, return-on-investment, sales levels, and/or shareholder value. Across these four core measurement areas, many measurements and supporting sub-measures are possible. A complex approach makes sense for some highly disciplined and measurement-experienced organizations. But the overarching goal in developing measurement and feedback loops should always be simplicity. Our objective is to identify the vital few measures within each area that have the biggest impact on performance and capture the organization’s commitment.