The Customer Gap, Premium Puzzle And Future Of Customer Interactions

HELGE
TENNØ
JOKULL
PREMIUM PUZZLE
The customer gap,
and future of CUSTOMER INTERACTIONs
WWW.180360720.NO
IMAGE BY DAMON JAH ON FLICKR:
HTTPS://WWW.FLICKR.COM/PHOTOS/DAMONJAH/

INCLUDES LINKS TO THEse CANVASES:
HOW DO WE IDENTIFY A
CUSTOMER?
HOW HAS THE BARRIERS TO
BECOMING A CUSTOMER
CHANGED?
WHAT CAN CUSTOMERS
LEARN FROM US?
WHAT JOB ARISES IN THE
CUSTOMERS LIFE THAT
CAUSES HER TO HIRE
OUR PRODUCT?
WHO ELSE IS SOLVING
THE CUSTOMERS JOB?
WHAT IS OUR CUSTOMER GAP?
WHAT IS OUR CUSTOMER GAP? HELGE
TENNØ
JOKULL
180360720.NO | JOKULL.IO
FROM A CUSTOMER
PERSPECTIVE; WHAT JOB
DOES ‘MARKETING’ SOLVE?
how can MARKETING help
companies CREATE AND capture
future customer value?
1A 1B WHAT ARE WE DOING THAT DIRECTLY IMPACTS CUSTOMER VALUE?
HOW ARE WE GOING TO SERVE THE CUSTOMERS BETTER?
WHAT IS THE MOST VALUED OUTCOME WE CAN HELP
THE CUSTOMER PRODUCE?
HOW CAN THE CUSTOMER BENEFIT FROM FURTHER
INDIVIDUALIZATION OF OUR EXPERIENCE?
HOW CAN THE CUSTOMER BENEFIT FURTHER FROM
VALUE TRANSFORMATION?
HOW DOES CORE BUSINESS AND
INDUSTRY-THINKING LIMIT OUR
ABILITY TO COMPETE?
HOW DO WE CAPTURE WHAT VALUE
FROM THE CUSTOMER?
WHAT IS OUR CUSTOMER EXPERIENCE?
(COMPANIES SELL CUSTOMER INTERFACES / EXPERIENCE - NOT PRODUCTS)
SOURCE, The canvas comprises several thoughts on customer value:
- Day II Parallel Session 3: The Creative Economy - New Management Practices for the 21st Century, Steve Denning, https://youtu.be/XESGMOsfzAs
- Accenture Technology Vision 2015/Theme: The Outcome Imperative, Prith Banerjee, Managing Director, Global Technology R&D at Accenture, http://techtrends.accenture.com/us-en/intelligent-hardware-outcome-economy.html
- Creating value in the age of distributed capitalism, Shoshana Zuboff, http://www.mckinsey.com/insights/strategy/creating_value_in_the_age_of_distributed_capitalism
- Sharing’s Not Just for Start-Ups, Rachel Botsman, https://hbr.org/2014/09/sharings-not-just-for-start-ups
HOW CAN WE CREATE AND
CAPTURE CUSTOMER VALUE?
HELGE
TENNØ
JOKULL
VISIT 180360720.NO FOR MORE THOUGHT LEADERSHIP ARTICLES ON TECHNLOLOGY, BUSINESS AND DESIGN

“Marketing is not
a function; it is the
whole business
seen from the
customer’s point
of view.”
- PETER DRUCKER -

CORE IDEA / GAP / CHALLENGE DISCUSSED IN THE TALK:
A. from a customer
perspective; what job
does ‘marketing’ solve?

CORE IDEA / GAP / CHALLENGE DISCUSSED IN THE TALK:
A. from a customer
perspective; what job
does ‘marketing’ solve?
B. how can MARKETING
help companies CREATE
AND capture future
customer value?

- CHRISTIAN MADSBJERG AND MIKKEL B. RASMUSSEN,
HBR.ORG, AN ANTHROPOLOGIST WALKS INTO A BAR
link
The biggest challenge CEOs face is the so called
complexity gap.
CEOs see a lack of customer
insight as their biggest deficit
in managing complexity. ..
And rank “customer
obsession” as the most
critical leadership trait.
PART1:THECOMPLEXITYGAP/ASYMMETRICCOMPETITION

CHANGES IN BEHAVIOR, DRIVERS, CATEGORIES AND PRODUCTS
FIVE CUSTOMER GAPS:
THE KNOWLEDGEABLE
CUSTOMER PEOPLE AND
COMPANIES HAVE
CHANGED HOW THEY SHOP
- AND OUR TOOLS NEED TO
CHANGE WITH THEM
NEW HABITS AND BEHAVIORS
CHANGE THE IMPORTANCE OF
ESTABLISHED MECHANISMS
THE PRODUCT IS
INFRASTRUCTURE- WHAT JOB IS
THE CUSTOMER HIRING US TO
DO - AND HOW COULD WE
DELIVER ON THIS JOB?
THE COMPETITION ISN’T
NECESSARILY THOSE WHO
LOOK AND FEEL IDENTICAL TO
YOU - THE MOST LETHAL
COMPETITION COMES FROM
THE OUTSIDE
DO YOU UNDERSTAND YOUR
CUSTOMER - WHAT ARE
CUSTOMERS PAYING FOR?
HELGE
TENNØ
JOKULL

EVEN IF THE EMOTIONAL DRIVERS FOR
BUYING A CAR ARE SIMILAR TODAY AS IT WAS
IN THE 1980’S, THE LOYALTY TOWARDS CAR
BRANDS HAVE FALLEN FROM 60% TO 20% IN
THE PERIOD.
- THE REASON IS THE INTERNET. HOW PEOPLE
ARE BUYING CARS ARE DIFFERENT, NOT WHY

how has
the barriers
to becoming
a customer
changed?
QUESTION:

THE KNOWLEDGEABLE
CUSTOMER PEOPLE AND
COMPANIES HAVE
CHANGE WITH THEM
CUSTOMERS ARE MORE KNOWLEDGEABLE. READING UP ON COMPANIES AND
THEIR COMPETITORS PRODUCTS ONLINE BEFORE EVEN APPROACHING THEM.
THEY ARE REQUESTING MORE INFORMATION AND CONTENT ABOUT THE
PRODUCTS AND JOBS THEY ARE DOING - THE PHASE OF ACTIVE EVALUATION
BECOMES THE BEST PLACE TO BE FOR BRANDS WHO WANT TO POSITION
THEMSELVES AND MAKE THEMSELVES VISIBLE.
THIS REQUIRES OTHER MARKETING TOOLS THAN TRADITIONAL DISPLAY AND
STORYTELLING, AND IT CHANGES PEOPLES PROPENSITY TO BE AFFECTED BY
TRADITIONAL EMOTIONAL ADVERTISING

ACTIVE EVALUATION
LOYALTY LOOP
POST PURCHASE EXPERIENCE
INFORMATION GATHERING, SHOPPING
After purchasing a product or service the
consumer builds expectations based on
experience to inform the next decision journey
The consumer considers an initial set of brands,
based on brand perceptions and exposure to
recent touch points
Consumers add or subtract brands as they
evaluate what they want
Ultimately, the consumer selects a
brand at the moment of purchase
MOMENT OF
PURCHASE
INITIAL
CONSIDERATION
SET
1.
2.
3.
4.
THE NEW SIRLOIN OF MARKETING
2009
THE KNOWLEDGEABLE
CUSTOMER PEOPLE AND
COMPANIES HAVE
CHANGE WITH THEM
the knowledgeable
customer & the new
sirloin of marketing

THE KNOWLEDGEABLE
CUSTOMER PEOPLE AND
COMPANIES HAVE
CHANGE WITH THEM

THE KNOWLEDGEABLE
CUSTOMER PEOPLE AND
COMPANIES HAVE
CHANGE WITH THEM
What can
customers
learn from
us?
QUESTION:

THE PRODUCT IS
CUSTOMERS DON’T BUY PRODUCTS, THEY HAVE A JOB TO DO
AND HIRE YOUR PRODUCT TO HELP THEM WITH THIS JOB.
UNDERSTANDING AND DESIGNING YOUR OFFERING AS A PART
OF CUSTOMERS CONTEXT / JOB CREATES THE OPPORTUNITY
TO BECOME MORE MEANINGFUL AND PRESENT IN THEIR LIVES
- OUTSMARTING THE COMPETITION.

THE PRODUCT IS
YARA PRODUCES THE BEST FERTILIZER IN THE WORLD. BUT FARMES DON’T BUY FERTILIZER - THEY DO WHATEVER THEY CAN TO GET THE BEST CROPS POSSIBLE.
TO DO THIS FARMERS DON’T ONLY NEED FERTILIZER, THEY ALSO NEED TO KNOW WHEN, WHERE AND HOW MUCH TO FERTILIZE WITH WHAT. OFFERING
ANSWERS TO THIS THROUGH SENSORS AND TECHNOLOGIES ON FARMING EQUIPMENT AND OUT IN THE FIELDS CAN CREATE A DAILY RELATIONSHIP WITH
FARMERS, OFFERING FAR MORE THAN JUST BAGS OF FERTILIZER ON A TRUCK ONCE A MONTH.

JOBS-TO-BE-DONE
THE PRODUCT IS

THE PRODUCT IS

THE PRODUCT IS
What job arises in
the customers life
that causes HER to
hire our product?
QUESTION:

THE COMPETITION AREN’T
THE OUTSIDE
IF YOU ASKED A CONVENIENCE STORE IN OSLO IN
2012 WHAT THE BIGGEST THREAT WOULD BE IN 2013
THEY WOULD POINT TO THE OTHER SIDE OF THE
STREET AND SAY - ‘IF A COMPETING CONVENIENCE
STORE OPENS OVER THERE’.
THE WORST THING THAT DID HAPPEN WAS THE
MOBILEPHONE TICKET ORDERING APPLICATION FOR
THE PUBLIC TRANSPORT COMPANY.
THE PROBLEM BEING THAT THE STORES ALL KNEW
ABOUT THE APP, BUT NOBODY DID ANYTHING
BECAUSE THE THREAT DIDN'T LOOK IDENTICAL TO
THEMSELVES.

THE OUTSIDE

THE OUTSIDE
THE MAP SHOWS HOW PATENTS IN USA ARE CONNECTED CROSS-INDUSTRIES (COLORS ILLUSTRATE
INDUSTRIES AND LINES BETWEEN THEM PATENS). THERE ARE NO INDUSTRIES ANYMORE.

“THESE PEOPLE AREN’T
EVEN TRYING TO DISRUPT
YOUR BUSINESS MODEL.
YOU ARE JUST
COLLATERAL DAMAGE.”
- EDDIE JOON -
THE OUTSIDE
THE TICKET APPLICATION FROM THE TRANSPORTATION COMPANY WASN’T EVEN TRYING TO DISRUPT THE
CONVENIENCE STORES, THE STORES WERE JUST COLLATERAL DAMAGE. ACCENTURE SUGGEST THAT THE BEST
CUSTOMER EXPERIENCE OR CUSTOMER SERVICE WINS - CUSTOMERS DON’T CARE ANYMORE WHO OFFERS THEM.

THE OUTSIDE
who else is
solving the
customers
job?
QUESTION:

DO YOU KNOW WHAT YOUR CUSTOMER IS PAYING
FOR? WHAT YOU THINK IS THE PRODUCT MIGHT NOT
BE THE PRODUCT.
DO YOU HAVE THE RIGHT CUSTOMER DATA?
CUSTOMER - WHAT ARE

CUSTOMER - WHAT ARE

CUSTOMER - WHAT ARE
1662
.AC
ANSWER:DEMOGRAPHICS

CUSTOMER - WHAT ARE
HOSPITALITY
IDENTIFIES
CUSTOMERS BASED
ON HOW THEY BUY
THE PRODUCT - NOT
HOW THEY
EXPERIENCE IT

CUSTOMER - WHAT ARE
HOW DO WE
IDENTIFY A
CUSTOMER?
QUESTION:

CHANGES IN BEHAVIOR, DRIVERS, CATEGORIES AND PRODUCTS
FIVE CUSTOMER GAPS / ASSYMETRIC COMPETITION:
THE KNOWLEDGEABLE
CUSTOMER PEOPLE AND
COMPANIES HAVE
CHANGE WITH THEM
THE PRODUCT IS
THE OUTSIDE
CUSTOMER - WHAT ARE

HOW DO WE IDENTIFY A
CUSTOMER?
HOW HAS THE BARRIERS TO
BECOMING A CUSTOMER
CHANGED?
WHAT CAN CUSTOMERS
LEARN FROM US?
WHAT JOB ARISES IN THE
CUSTOMERS LIFE THAT
CAUSES HER TO HIRE
OUR PRODUCT?
WHO ELSE IS SOLVING
THE CUSTOMERS JOB?
WHAT IS OUR CUSTOMER GAP?
WHAT IS OUR CUSTOMER GAP? HELGE
TENNØ
JOKULL
FROM A CUSTOMER
PERSPECTIVE; WHAT JOB
DOES ‘MARKETING’ SOLVE?
how can MARKETING help
companies CREATE AND capture
future customer value?
1A 1B
link

5OPPORTUNITIES
TO SPARK YOUR IMAGINATION
IMAGE BY ERIC FISCHER ON FLICKR.COM
CAPTURE CUSTOMER VALUE?/

THE
CONCENTRATED
MODEL  
&  
THE HIDDEN  
SPACE
IMAGE BY KYLE LAD ON FLICKR.COM
1.
PART2:FIVEOPPORTUNITIESTOSPARKYOURIMAGINATION

ACTIVE
OR
PASSIVE
2.

PARTI:COMPANEISAREDESIGNEDTOKEEPCUSTOMERSOUT
The idea that customers benefit from engagement
with their insurance needs is part of Progressive’s
philosophy.
Encouraging the use of
products and services that
foster active involvement,
we can improve the
experience for everyone.
link

link
3.

This makes customer activation an
integrated part of the product
and it makes marketing and products the
same thing - because they both have to
accommodate and work on the premise of
the customer.
THE THIRD WAVE OF TECH.
WELCOME TO
WHAT TECHNOLOGY IS BRINGING NOW ISN’T JUST IMPROVEMENTS AND EFFICIENCY AROUND THE
PRODUCT - IN THE COMPANY’S INTERNAL AND EXTERNAL VALUE CHAINS - IT IS CHANGES TO THE
NATURE OF THE PRODUCTS THEMSELVES.
the new nature of products

“we will be moving from transaction base
to engagement base. The company needs
to provide a service to you, not a box.
Value transformation processes will be
delivered a long with a business model”
- DR. JESSE JIJUN LUC, HUAWEI TECHNOLOGIES CO. LTD. @CEBIT2015
VALUE
TRANSFORMATION
PROCESS
4.

BUT, THE ANSWER TO QUESTIONS LIKE
‘WHY DO CUSTOMERS BUY FROM US?’
DON’T RESIDE IN PRODUCTS. THEY
RESIDE ALMOST ENTIRELY IN THE
INTERACTIONS THAT TAKE PLACE IN THE
MARKETPLACE.”
“TO MANY MANAGERS, THE PRODUCT IS THE BUSINESS”
WRITES NIRAJ DAWAR IN TILT.
“FIRMS CONTINUE TO SPEND INORDINATE AMOUNTS OF TIME,
EFFORT, AND RESOURCES ON THEIR PRODUCTS. IN FACT,
BUSINESSES ARE STRUCTURED AROUND THEIR PRODUCTS…
- STEVE DENNING -
the customer interface5.

THESE COMPANIES REALIZE THAT THE MODERN AGE IS A TIME OF
SCARCE ATTENTION AND ABUNDANT CONNECTIVITY, WHERE
SMARTPHONES ARE OUR PRIMARY ACCESS AND POINT TO
EVERYTHING; WHERE MONEY AND EVERYTHING IS DIGITAL;
- TOM GOODWIN -
where the interface layer
is where the profit is;
your companies most
profound business.
WHERE PHYSICAL ASSETS AND EMPLOYEES ARE LIABILITIES;
and where providing a slick, best in
class human experience will create

link

“Customer experience …
is a fundamental dimension
of how a company competes.”
- JOSEPH PINE, COINED THE TERM EXPERIENCE ECONOMY
HBR, DISNEY, ADVANCING THE CUSTOMER EXPERIENCE
link

product
in a classic setup where the marketing and the
product collaborates - but have different roles
you either see marketing like this…
marketing

2009
the product is just an object.
what makes it meaningful,
useful and valuable are the
interactions that are designed
around it.
- marketing
- content
- meeting places
- social interactions
interactions
product
or you see it like this:

WHAT ARE WE DOING THAT DIRECTLY IMPACTS CUSTOMER VALUE?
HOW ARE WE GOING TO SERVE THE CUSTOMERS BETTER?
WHAT IS THE MOST VALUED OUTCOME WE CAN HELP
THE CUSTOMER PRODUCE?
HOW CAN THE CUSTOMER BENEFIT FROM FURTHER
INDIVIDUALIZATION OF OUR EXPERIENCE?
HOW CAN THE CUSTOMER BENEFIT FURTHER FROM
VALUE TRANSFORMATION?
HOW DOES CORE BUSINESS AND
INDUSTRY-THINKING LIMIT OUR
ABILITY TO COMPETE?
HOW DO WE CAPTURE WHAT VALUE
FROM THE CUSTOMER?
WHAT IS OUR CUSTOMER EXPERIENCE?
(COMPANIES SELL CUSTOMER INTERFACES / EXPERIENCE - NOT PRODUCTS)
SOURCE, The canvas comprises several thoughts on customer value:
- Day II Parallel Session 3: The Creative Economy - New Management Practices for the 21st Century, Steve Denning, https://youtu.be/XESGMOsfzAs
- Accenture Technology Vision 2015/Theme: The Outcome Imperative, Prith Banerjee, Managing Director, Global Technology R&D at Accenture, http://techtrends.accenture.com/us-en/intelligent-hardware-outcome-economy.html
- Creating value in the age of distributed capitalism, Shoshana Zuboff, http://www.mckinsey.com/insights/strategy/creating_value_in_the_age_of_distributed_capitalism
- Sharing’s Not Just for Start-Ups, Rachel Botsman, https://hbr.org/2014/09/sharings-not-just-for-start-ups
CAPTURE CUSTOMER VALUE?
HELGE
TENNØ
JOKULL
link

HELGE
TENNØ
JOKULL
PREMIUM PUZZLE
The customer gap,
and future of marketing
WWW.180360720.NO
IMAGE BY DAMON JAH ON FLICKR:
HTTPS://WWW.FLICKR.COM/PHOTOS/DAMONJAH/

The Customer Gap, Premium Puzzle And Future Of Customer Interactions

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