The document discusses moving from a product-focused to a customer experience-focused approach. It emphasizes that how customers interact with a brand across different touchpoints is more important than price. It also discusses integrating multiple sales channels to reduce costs and drive greater revenue through a coordinated customer relationship approach. The key is selecting the most cost-effective channels to accomplish each task while providing the best experience at every level to gain customer loyalty and advocacy.

1. FROM PRODUCT TO EXPERIENCE
CUSTOMER EXPERIENCE
FROM PRICE TO EXCHANGE
“HOW” MAY MEAN MORE TO CONSUMERS THAN “HOW-MUCH”
YOU CAN
ENGAGE IN EVER MORE PROFITABLE INTERACTIONS WITH
CUSTOMERS WITHOUT NECESSARILY
REQUIRING THEM TO GIVE YOU ANY MORE MONEY”
Awareness Investigation Consideration
Purchase Use Satisfaction Loyalty Advocacy
Lead Bidding &
Branding Negotiation & Fulfillment Customer Retention & WOM /
Generation & Proposal Up / Cross sale
Close Service Referral
Qualification
Pre-Purchase Purchase Post-Purchase

2. TOUCH POINT
Atomic structure of customer experience
A TOUCH POINT REPRESENTS EVERY TIME YOUR CUSTOMER
COMES INTO CONTACT WITH, OR ‘TOUCHES’ YOUR BRAND
AND ANYTHING AND EVERYTHING ASSOCIATED WITH IT.
USING THE PRODUCT OR SERVICE ITSELF IS THE MAIN TOUCH POINT. SO IS AN ADVERT FOR THE BRAND, THE
PERSON WHO PICKS UP THE PHONE WHEN CUSTOMER ORDER, THE DELIVERY MAN, THE INVOICE LETTER,
EVEN A COMMENT FROM A FRIEND ON YOUR BRAND OR CUSTOMER SERVICE.

3. NOT EVERY CHANNEL IS SUITABLE FOR
CHANNELS ESTABLISHES TOUCH POINTS
PROVIDING THE BEST CUSTOMER
EXPERIENCE AT EVERY LEVEL TO MAKE A
SALE AND RETAIN THE CUSTOMER.

4. AS A GENERAL RULE,
WHEREVER YOU FIND A
LARGE GROUP OF PEOPLE
WHO ARE BAFFLED BY
COMPLEXITY, YOU WILL
FIND A SMALLER GROUP OF
PEOPLE MAKING A GOOD
LIVING SCREWING THEM.

5. RECOGNIZE THE FACT THAT EACH
CHANNEL COSTS
CHANNEL HAS ITS OWN ASSOCIATED
COSTS
Typical transaction costs by channels: $5,000 - 7,500 industrial product
1200
1000
Typical transaction cost ($)
800
600
400
200
0
Internet Telesales Volume Distributors Value-added Partners Field Sales Force
($20 - $150) ($50 - $150) ($400 - $500) ($500 - $600) ($1,000)
Value-added of channel in the sales process
low high

6. SALES FORCE ‘S TRANSACTION COST
$100 $100 $100 $100 $100 $100 $100 $100
Sales Force
Total Cost Per Sales Transaction: $800
Value added
Resellers
Cost of Sale
Distributors
Volume
Call Center
Internet
Awareness Investigation Consideration Selection Purchase Use Loyalty
Retention, Cross & up
Advocacy
Branding Lead Generation Prospecting Negotiation & Close Fulfillment Support, Service &
WOM / Referral
Care Sale

7. INTEGRATED MARKETING CHANNELS
Sales Force
$100
$100 $100 $100
Value added
Resellers
$50
Cost of Sale
Total Cost Per Sales Transaction: $470
Distributors
Volume
Call Center
$10
Internet
$5
$5
Awareness Investigation Consideration Selection Purchase Use Loyalty
Retention, Cross & up
Advocacy
Branding Lead Generation Prospecting Negotiation & Close Fulfillment Support, Service &
WOM / Referral
Care Sale

8. STEPS TO:
INTEGRATE MULTIPLE CHANNELS INTO
ONE CUSTOMER RELATIONSHIP CYCLE.

9. CHANNEL MIX
CHANNELS IN A MIX JUST COEXIST, EACH
PROVIDING A DIFFERENT ROUTE TO
CUSTOMERS.

10. CHANNEL REVENUE
FROM VERTICAL-MARKETS REVENUE
FORECAST TO DISTRIBUTION-BASED
REVENUE FORECAST

11. SELECT THE LOWEST-COST CHANNEL
INTEGRATE CHANNELS
WHICH CAN ADEQUATELY
ACCOMPLISH A TASK

12. MAJOR ROI
DOUBLE DIGIT REVENUE GROWTH AND THE SLASHING, AT A MINIMUM, OF
10 TO 15 PERCENT OF SELLING COSTS – ABSOLUTELY REALISTIC
RESULTS THAT HAVE BEEN ACHIEVED CONSISTENTLY BY THE COMPANIES
THAT HAVE BECOME SERIOUS ABOUT GO-TO-MARKET INNOVATION.
LAWRENCE FRIEDMAN, GO-TO-MARKET STRATEGY

13. NO ONE REACHED TO GREATNESS JUST
BY THINKING
ACT!
DO SOMETHING, ANYTHING!

14. START THE CONVERSATION & UNCOVER MANY REAL OPPORTUNITIES
THAT MAY HAVE BEEN PREVIOUSLY HIDDEN IN PLAIN SIGHT.
CPSPHERE IS AN INNOVATIVE MANAGEMENT CONSULTING FIRM, FOCUSED ON STRATEGIC SALES AND
MARKETING AND ITS HANDS-ON EXECUTION. RESULTING IN INCREASED SALES AND IMPROVED PROFITS.
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