How to meet customer need in practice? How to lead the process that was created a loyal customer base and expanded sales through high customer satisfaction evidenced by the amount of repeat customers?

1. How to meet the customer needs in
practice?
Ville Vartiainen 2014

2. News
Good news
Bad News
Good news
Very bad news
Ville Vartiainen 2014

3. Unique Competitive Space
”Big Picture”
Ville Vartiainen 2014
Adopted from Tovistiga, G (2014), Strategy in Practice)

4. memo
How to meet the
customers needs
in practice?
Ville Vartiainen 2014

5. Key Processes
Production Purchasing Distribution Chain
Management
Channels Customer
SCM ECR CRM
Supply Chain Management Efficient Consumer Response Customer Relationship Management
Business practice that combines the intelligence of multiple
trading partners in the planning and fulfillment of customer demand.
We developed our own business intelligence system
to help us get done with daily tasks cost-efficiently.
Also the suppliers had access to this system and data.
Ville Vartiainen 2014

6. How to lead the process that was
created a loyal customer base and
expanded sales through high
customer satisfaction evidenced by
the amount of repeat customers?
Ville Vartiainen 2014

7. Internal and External Marketing goes more and more viral:
How to lead the process that was created a loyal customer base and expanded sales through high customer
satisfaction evidenced by the amount of repeat customers?
Ville Vartiainen 2014
Owned
Earned (word-of-mouth
and intangible value)
Facebook & Twitter posts Re-posts, re-tweets
Newsletters Blogs
After Sales messages Portal articles
Exceed Customers Expectation Supplier Ranking
Cross-selling & Up-Selling Repeat Customers
Dialoque and Communication Identify the needs
REP Program, Referrals Word-of-mouth
Great Service Word-of-mouth

8. Internal and External Marketing goes more and more viral:
We success in utilizing social media in marketing is manifested by 40.000 Facebook-fans, 36.000 loyal
customers and 60.000 newsletter subscribers within 36 months in Finland.
Create word-MORE this of-mouth marketing
Ville Vartiainen 2014
Owned
Earned (word-of-mouth
and intangible value)
Facebook & Twitter posts Re-posts, re-tweets
Newsletters Blogs
After Sales messages Portal articles
Exceed Customers Expectation Supplier Ranking
Cross-selling & Up-Selling Repeat Customers
Dialoque and Communication Identify the needs
REP Program, Referrals Word-of-mouth
Great Service Word-of-mouth
Sales increased +20% / year.
Average purchase was 20%
better than industry
average.
Create Organic Growth

9. However, we still need paid and
stimulation activities
It is question about, how we link and lead the activities;
• Content is King
• Customer is King
Keep in mind to create content that is full of data and
analytics.
KPI’s should include engagement, amplification, and
reach.
Ville Vartiainen 2014

10. Marketing goes more and more viral
Owned (direct marketing) Earned (word-of-mouth) Paid (stimulation)
Facebook & Twitter posts Re-posts, re-tweets Facebook ads
Newsletters Blogs Blog ads
After Sales messages Portal articles Portal ads
Google SEO Google Ranking Google ads
Cross-selling & Up-Selling Like and Comment Magazine ads
Competitions, Sweepstakes Recommend Radio ads
REP Program, Referrals Word-of-mouth Handbook, ads
Great Service Word-of-mouth -
Ville Vartiainen 2014

11. Marketing goes more and more viral
Owned (direct marketing) Earned (word-of-mouth) Paid (stimulation)
Facebook & Twitter posts Re-posts, re-tweets Facebook ads
Newsletters Blogs Blog ads
After Sales messages Portal articles Portal ads
Google SEO Google Ranking Google ads
Cross-selling & Up-Selling Like and Comment Magazine ads
Competitions, Sweepstakes Recommend Radio ads
REP Program, Referrals Word-of-mouth Handbook, ads
Great Service Word-of-mouth -
Create word-of-mouth marketing MORE this Boost campaigns
Ville Vartiainen 2014

12. Marketing goes more and more viral
Ville Vartiainen 2014
The Right Product
At the right time and
With the right price To the market
(ERP)
Supply Chain Management (SCM)
Sales - and service channels
(CRM)
Customer engagement, CEM
Loyal customer progammes
Social network tools
Compomentry and
Opportunities, (ECR)
Organic growth and
New customers

13. Good News
There is still irrefutable evidence that we can have
dramatic effects on choices and behavior.
Bad News
But there is also growing evidence that these effects
are contrary to customers expectation in a digital
world.
Good News
There is practical steps to ensure we build a strong
customer engagement.
Bad News
But what happens when we possibly try too hard?
Ville Vartiainen 2014

14. Gartner Says It's the Beginning of a New Era:
The Digital Industrial Economy
..so the next question is:
is the digital age killing brands?
Ville Vartiainen 2014

15. Thank you.
If any questions or comments:
Ville Vartiainen
LinkedIn: fi.linkedin.com/in/vvartiainen/
Twitter: twitter.com/villevar
Ville Vartiainen 2014