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OZ - The age of the customer
- 1. BRANDING Welcome to the age of the customer BRANDING
- 2. Brand for Value Welcome to The Age of The customer — led by technology-empowered customers 1900 Age of manufacturing Mass manufacturing makes industrial powerhouses successful Source: Forrester Research, Inc.
- 3. Brand for Value Welcome to The Age of The customer — led by technology-empowered customers Source: Forrester Research, Inc. 1900 Age of manufacturing Mass manufacturing makes industrial powerhouses successful Age of distribution Global connections and transportation systems make distribution key 1960 Source: Forrester Research, Inc.
- 4. Brand for Value Welcome to The Age of The customer — led by technology-empowered customers 1900 Age of manufacturing Mass manufacturing makes industrial powerhouses successful Age of distribution Global connections and transportation systems make distribution key Age of information Connected PCs and supply chains mean those that control information flow dominate 1960 1990 Source: Forrester Research, Inc.
- 5. Brand for Value Welcome to The Age of The customer — led by technology-empowered customers 1900 Age of manufacturing Mass manufacturing makes industrial powerhouses successful Age of distribution Global connections and transportation systems make distribution key Age of information Connected PCs and supply chains mean those that control information flow dominate Age of the customer Empowered buyers demand a new level of customer obsession 1960 1990 2010 Source: Forrester Research, Inc.
- 6. Brand for Value Welcome to The Age of The customer — led by technology-empowered customers 1900 Age of manufacturing Mass manufacturing makes industrial powerhouses successful Age of distribution Global connections and transportation systems make distribution key Age of information Connected PCs and supply chains mean those that control information flow dominate Age of the customer Empowered buyers demand a new level of customer obsession 1960 1990 2010 Beyond A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers Source: Forrester Research, Inc.
- 7. Brand for Value Power has shifted from seller to buyer… Institutions Customers Price Location Information PREVIOUS Source: Forrester Research, Inc.
- 8. Brand for Value Power has shifted from seller to buyer… Technology Institutions Customers Price Location Information NOW Source: Forrester Research, Inc.
- 9. Brand for Value Power has shifted from seller to buyer… NOWPREVIOUS Technology Institutions Customers Price Location Information Institutions Customers Price Location Information Source: Forrester Research, Inc.
- 10. Brand for Value Because knowledge is democratized... Where buyers get information Pre-Web • Salespeople • Brand perceptionWhat buyers know before seeking sellers Source: Forrester Research, Inc.
- 11. Brand for Value Because knowledge is democratized... Where buyers get information Pre-Web • Salespeople • Google • Your website • Brand perception • Brand perception • Features/benefits • Alternatives Web 1.0 What buyers know before seeking sellers Source: Forrester Research, Inc.
- 12. Brand for Value Because knowledge is democratized... Where buyers get information Pre-Web • Salespeople • Google • Your website • Peers/colleagues • Experts • Your customers • Brand perception • Brand perception • Features/benefits • Alternatives • Brand perception • Features/benefits • Prices • Alternatives • Comparisons • Reputation • Customer opinions Web 1.0 Social Web What buyers know before seeking sellers Source: Forrester Research, Inc.
- 13. Brand for Value Welcome to the age of the customer
- 14. Brand for Value Welcome to the age of the customer CUSTOMER
- 15. Brand for Value Our Product / Service Define the Attributes & Values CUSTOMER Welcome to the age of the customer
- 16. Brand for Value Our Product / Service Define the Attributes & Values Welcome to the age of the customer CUSTOMER What problem do we solve?
- 17. Brand for Value Our Competition Our Product / Service Define the Attributes & Values What are they saying about themselves? What differentiates them? Welcome to the age of the customer CUSTOMER What problem do we solve?
- 18. Brand for Value Our Competition Our Product / Service Define the Attributes & Values What are they saying about themselves? What differentiates them? Welcome to the age of the customer CUSTOMER What problem do we solve? What is our differentiation?
- 19. Brand for Value Our Competition Our Product / Service Define the Attributes & Values What are they saying about themselves? What differentiates them? CUSTOMER Welcome to the age of the customer Our Audience Users, Buyers, influencers. Define the personas, what are their pains? What is important to them? What is our differentiation? What problem do we solve?
- 20. Brand for Value Our Competition Our Product / Service Define the Attributes & Values What are they saying about themselves? What differentiates them? CUSTOMER Welcome to the age of the customer Our Audience Users, Buyers, influencers. Define the personas, what are their pains? What is important to them? Who are we talking to? What is our differentiation? What problem do we solve?
- 21. Brand for Value Our PlatformsOur Competition Our Product / Service Define the Attributes & Values What are they saying about themselves? What differentiates them? Online Social media Forums Groups Offline Trade shows Conferences Meet ups Meetings CUSTOMER Welcome to the age of the customer Our Audience Users, Buyers, influencers. Define the personas, what are their pains? What is important to them? Who are we talking to? What is our differentiation? What problem do we solve?
- 22. Brand for Value Our PlatformsOur Competition Our Product / Service Define the Attributes & Values What are they saying about themselves? What differentiates them? Online Social media Forums Groups Offline Trade shows Conferences Meet ups Meetings Our Audience Users, Buyers, influencers. Define the personas, what are their pains? What is important to them? Who are we talking to? CUSTOMER What is our differentiation? Welcome to the age of the customer What problem do we solve? Where do we meet them?