Being customer-centric is considered critical for near and long-term business success in many markets. How, though, can we best understand customer needs and preferences? How are we defining 'customer' and what perspectives do we look at? This slide ware is intended to support the discussion and help organizations become customer-centric.

1. Driving Product Success
The Goldmine of Customer Insight
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Marketing Mechanics © 2013

2. Premise
“It is the customer who determines what a business is. For it is the
customer … who through being willing to pay for a good or service,
converts economic resources into wealth, things into goods.”
Peter Drucker
“It turns out to be really hard in practice to base all marketplace
decisions firmly and clearly on insights into what customers value and
how customers behave.”
Barbara E. Bund
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3. Today’s Topics
• BriefIntroduction to Marketing Mechanics
• The Challenge: Driving Product Success
• The Organizational View: Customer Centric
• Who is the customer anyway?
• Context: Through the Eyes of Your Customer
• Customer Market and Business Views
• Customer Lifecycle and Experience
• User Workflow
• User Experience
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4. Marketing Mechanics: Product
Philosophy
Value, not Technology
Finance Partners
Focus on delivering
Service &
Sales
Support
CUSTOMERS
value to customers Marketing Operations
Engineering
The Wheel of Value
Marketing Mechanics © 2005 - 2013
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5. The Challenge: Driving Product
Success
• How does your organization define success?
• How does your organization measure success?
• Who owns product success?
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6. The Organizational View:
Customer Centric
• Who is the customer, Finance Partners
anyway?
Service &
Sales
• Whose view matters? CUSTOMERS
Support
Marketing Operations
Engineering
The Wheel of Value
Marketing Mechanics © 2005 - 2013
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7. Context: Through the Eyes of the
Customer
Customer Market and Business Views
• What market is your customer in? What are their business
priorities?
• Who are their customers and what value do they deliver to
those customers?
• Who is their competition?
• Who are their partners?
• What trends impact their business success?
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8. Context: Through the Eyes of the
Customer
Lifecycle and Experience
Sales
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9. Context: Through the Eyes of the
Customer
User Workflow
Understand the context within which the customer/user performs tasks,
reaches goals.
• What are the users’ goals? Strategic, tactical, personal, business, etc.
• Who participates (who does your user interact with towards achieving
goals?)
• What steps are taken, processes used to achieve goals?
Extras
• Map your solutions to workflow to find gaps and other opportunities for growth
• Map your competitors’ solutions to workflow to assess strengths and
weaknesses
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10. Category Coverage
DAM
Multi-format Support
DAM Meta-data
Asset Storage
CDN Integration
Ingest, Preparation,
Category Coverage
DRM Support
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Distribution Policy Admin.
Distribution
Management
Policy & Rights
Watermarking
Category Coverage
Flexible business models
Settlement.
Revenue sharing
Customer
Ad integration
Commerce Support
Brandable Player
Category Coverage
Adaptability
User Workflow: Digital Video
Delivery Methods
File Formats
Delivery platforms/
infrastructure
DAM Integration
Delivery / Distribution
Geographic Filter (GeoIP)
Delivery Meta-data
Content Hosting
Searchable Catalog
Category Coverage
User Experience metadata
Content Performance
Context: Through the Eyes of the
Marketing Mechanics © 2013
Analytics
Reporting/
Ad Performance
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11. Context: Through the Eyes of the
Customer
User Workflow: 3 – 5 major phases
Who What is
participates? accomplished?
What are What is the
their roles? end-goal?
•Platform
Info, data,
engineer Phase 1
documents
Phase 2 Phase N
•Hardware transferred
•Tasks to next •Tasks •Tasks
engineer •Decisions phase •Decisions •Decisions
•Legal …
•Etc.
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12. Context: Through the Eyes of the
Customer
User Experience
• a broad term used to explain all aspects of a person’s experience with
the system, including the interface, graphics, industrial design,
physical interaction, and the manual.[1]
• It also refers to the application of user-centered design practices to
generate cohesive, predictive and desirable designs based on holistic
consideration of users’ experience.[2]
Wikipedia http://en.wikipedia.org/wiki/User_experience_design
[1] Peter Merholz (2007). "Peter in Conversation with Don Norman About UX & Innovation". Adaptive Path
[2]"What is user experience design?". IBM.
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13. Context: Through the Eyes of the
Customer
Research
Goal: Test hypothesis
•Develop hypothesis
•Identify best methodologies for test
•Work with organization to define test
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14. Context: Through the Eyes of the
Customer
Methodologies
Programmatic Sources
•Advisoryboards •Existing customers
•User conferences •Panels
•Community •Target
customers
Occasional and Regular •Community
•Surveys
•Interviews
•Focus Groups
•NetPromoter
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15. Drive Product Success
Organization focus on
• Customer delight across all value touchpoints
• A broader scope for high-value innovation
• Greater business success
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16. Marketing Mechanics
Differentiators
•Thought-leadership
•Exceptional problem-solving skills
•An extensive network of product professionals
•Frameworks and methodologies for driving product
success
Deliverables
•Research for customer and market understanding
•Customized, built-to-fit processes and programs
•Team development and training in all aspects of product
management
Experience
•Clients include start-ups to $multi-billion in revenues, in
diverse markets and technologies
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17. Ellen Grace Henson
egh@mktgmech.com
408 835 2577
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