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PENSION INDUSTRY
THE DISCIPLINE OF CUSTOMER DEVELOPMENT
• Concept of Value Discipline
• Product Leadership
• Operational Excellence
• Customer Intimacy/ Development
• Value Chain Coordination
• Service Leadership
• Customer Acquisition
• Customer Discovery
• Phases of Customer Discovery(Design, Experiment, Mine Data)
• The 4 Hypotheses
• Testing with Customers
• Customer Purchase Channels
• Customer Delivery
• Customer Value Propositions
• Prospecting and Pipeline Management
• Presentation & Objection Management
• Post Purchase Management
Outline
Concept of Value Discipline
Different value disciplines demand different operating models in order to best
capture the value that is being pursued.
Introduction
Operating models are made up of
• All of these elements have to be adapted and
aligned with the organization’s choice of value
discipline
• If a company focuses on superior quality and
innovation, there is need for a culture where
employees can challenge the status quo and try
new things.
• If a company’s focus is on cutting costs and
efficiency, there is need for a centralized
organizational structure and a standardized
process.
core processes
organizational structures
management systems
information technologies
culture
Concept of Value Discipline
Introduction
Concept of Value Discipline
Product Leadership
focus on the core processes of
invention, product development and
market exploitation.
An organizational structure that is
loosely knit, ad hoc and ever
changing to adjust to the
entrepreneurial initiatives.
Management system that is results-
driven, measures and rewards new
product success and that doesn’t
punish the experimentation needed
to get there.
A culture that encourages individual
imagination, accomplishment, out-of-
the-box thinking, and a mindset
driven by the desire to create the
future.
It is about consistently striving to provide customers with
leading-edge products or useful new applications of
existing products or services.
Product leadership is about:
The Customer Value Analysis
Operational Excellence
• Focus centres on automating processes and
work procedures in order to streamline
operations and reduce cost.
• A strategy of operational excellence is ideal for
markets where customers value cost over choice.
Leaders in the area of operational excellence are strongly centralized, with strong organizational discipline
and a standardized, rule-based operation.
The Customer Value Analysis
Customer Intimacy/ Development
Being a niche player
Delivering to the specific needs of
a particular market segment
Providing individual
solutions
Identifying customer needs and
develop solutions
01
02
03
04
Marketing / sales of unique
customer solutions
Customer intimacy is about
05
The Customer Value Analysis
Meaning
Customer value is the set of
benefits or values a company
delivers to its customers to satisfy
their need
Customer value differentiates
Companies & Strategies
Value Chain Coordination
•Quality
•Convenience
•Availability
•Price
•Speed
• Flexibility
• Innovation
• Adaptability
• Accessibility
• Integrity
• Timeliness • Experience • Friendliness • Confidence
The Customer Value Analysis
• Reliable
Value Chain Coordination: Customers Understanding of Value
The Customer Value Analysis
Irrespective of the product or service provided, the
customer decides;
How much they are willing to
pay
From whom to make
purchase
It is the responsibility of the people who create value to
ensure that products and services are desirable and attractive
enough to keep customers loyal.
Value Chain Coordination: Customers Understanding of Value
The Customer Value Analysis
Service Leadership
Rules of Service Leadership
01
02
03
04
05
06
Declare
service a
top priority
Be a great role
model (walk
the talk)
07
Promote a
common service
language
Measure what
really matters
Enable and
empower your
team
Remove the
roadblocks to
service
Sustain focus and
enthusiasm
Customer Acquisition
Customer Discovery: Why Customer Discovery
Customer discovery is essential to:
understand customer
problems, needs and
contexts.
look for early adopters.
gain a strong hypothesis of
how a good solution looks
like.
Customer Acquisition
Customer Discovery: Phases
•DESIGN
•In the building
•EXPERIMENT
• Get out of the building
•MINE DATA
• Return into the building
Customer
Discovery
Problem
Hypothesis
Solution
Hypothesis
Price
Hypothesis
Go-to-Market
Hypothesis
Hypotheses are a summary of all the things that you already believe about your market, the problem and your
solution to the problem.
Customer Acquisition
Customer Discovery: The 4 Hypotheses
• Interacting with prospective customers is an essential part of testing
ideas.
• Prospective customers validate idea and develop it into a successful
product or service.
• It’s good to involve customers at every stage of the development of a
product or service.
Creating a test
plan
Recruiting
participants
Performing
the test
Analyzing the
results to
produce
findings &
recommenda
tions.
Setting up Customer testing involves:
Customer Acquisition
Customer Discovery: Testing with Customers
The CVP Pyramid
What
Does your organization
offer?
Who do you offer to? Why should
anyone care?
How are you unique or different? What benefits
are peculiar to your products/service?
Customer Acquisition
Customer Delivery: Customer Value Proposition
Prospecting: Methods
Customer Delivery: Prospecting & Pipeline Management
Customer Acquisition
Building up a pipeline of leads can be achieved through the following methods:
Referrals
Social Media & Online Marketing E-mail
Advertisement
Customer Acquisition
Customer Delivery: Prospecting & Pipeline Management
Sales Pipeline
It involves
Knowing the goals Knowing the requirements
Keeping track of where that single person is within the pipeline
In order to consummate a sale, a sales presentation(sales talk) must be made.The sales talk is the medium through which the sales person provides
information about his product to a potential buyer.The sales talk is the core of every sales circle and it is where the sales person
ought to invest a major portion of his preparation time.The sales person should keep the following critical issues in mind when making
a presentation:
Customer Acquisition
Customer Delivery: Presentation and Objection Management
Presentation
Customer Acquisition
Customer Delivery: Presentation and Objection Management
Steps in Making Sales Presentation
Build a relationship with
the prospect
Educate the prospect
Ask questions to uncover
prospect’s needs
Validate prospect’s
needs
Present your product or
service as a solution
Close the deal (Ask for
the order)
Strategies for Post-purchase Management
Customer Acquisition
Customer Delivery: Post-Purchase Management
Ask for
feedback
get feedback
from customers
on purchased
products
Run a post
purchase
survey
survey gives
customers a way
to express
themselves to,
Answer
customer
questions
Gather and
answer
prospective and
new customers
questions
Send
replenishment
reminders
Replenishment
emails are
automated
emails sent to
customers when
their product is
about to run out
so they can re-
order.
For more information on The Discipline of Customer Development, contact:
Paul Esther Consulting Limited
www.peconsults.com
Email: helpdesk@peconsults.com
Phone number: 09019209764, 08022901011
Twitter: @peconsults
Instagram: peconsulting_ng
Facebook: Paul Esther Consulting Limited
LinkedIn: Paul Esther Consulting Limited

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Chapter 2 Organization Structure of a TreasuryChapter 2 Organization Structure of a Treasury
Chapter 2 Organization Structure of a Treasury
 

The Discipline of Customer Development

  • 1. PENSION INDUSTRY THE DISCIPLINE OF CUSTOMER DEVELOPMENT
  • 2. • Concept of Value Discipline • Product Leadership • Operational Excellence • Customer Intimacy/ Development • Value Chain Coordination • Service Leadership • Customer Acquisition • Customer Discovery • Phases of Customer Discovery(Design, Experiment, Mine Data) • The 4 Hypotheses • Testing with Customers • Customer Purchase Channels • Customer Delivery • Customer Value Propositions • Prospecting and Pipeline Management • Presentation & Objection Management • Post Purchase Management Outline
  • 3. Concept of Value Discipline Different value disciplines demand different operating models in order to best capture the value that is being pursued. Introduction Operating models are made up of • All of these elements have to be adapted and aligned with the organization’s choice of value discipline • If a company focuses on superior quality and innovation, there is need for a culture where employees can challenge the status quo and try new things. • If a company’s focus is on cutting costs and efficiency, there is need for a centralized organizational structure and a standardized process. core processes organizational structures management systems information technologies culture
  • 4. Concept of Value Discipline Introduction
  • 5. Concept of Value Discipline Product Leadership focus on the core processes of invention, product development and market exploitation. An organizational structure that is loosely knit, ad hoc and ever changing to adjust to the entrepreneurial initiatives. Management system that is results- driven, measures and rewards new product success and that doesn’t punish the experimentation needed to get there. A culture that encourages individual imagination, accomplishment, out-of- the-box thinking, and a mindset driven by the desire to create the future. It is about consistently striving to provide customers with leading-edge products or useful new applications of existing products or services. Product leadership is about:
  • 6. The Customer Value Analysis Operational Excellence • Focus centres on automating processes and work procedures in order to streamline operations and reduce cost. • A strategy of operational excellence is ideal for markets where customers value cost over choice. Leaders in the area of operational excellence are strongly centralized, with strong organizational discipline and a standardized, rule-based operation.
  • 7. The Customer Value Analysis Customer Intimacy/ Development Being a niche player Delivering to the specific needs of a particular market segment Providing individual solutions Identifying customer needs and develop solutions 01 02 03 04 Marketing / sales of unique customer solutions Customer intimacy is about 05
  • 8. The Customer Value Analysis Meaning Customer value is the set of benefits or values a company delivers to its customers to satisfy their need Customer value differentiates Companies & Strategies Value Chain Coordination
  • 9. •Quality •Convenience •Availability •Price •Speed • Flexibility • Innovation • Adaptability • Accessibility • Integrity • Timeliness • Experience • Friendliness • Confidence The Customer Value Analysis • Reliable Value Chain Coordination: Customers Understanding of Value
  • 10. The Customer Value Analysis Irrespective of the product or service provided, the customer decides; How much they are willing to pay From whom to make purchase It is the responsibility of the people who create value to ensure that products and services are desirable and attractive enough to keep customers loyal. Value Chain Coordination: Customers Understanding of Value
  • 11. The Customer Value Analysis Service Leadership Rules of Service Leadership 01 02 03 04 05 06 Declare service a top priority Be a great role model (walk the talk) 07 Promote a common service language Measure what really matters Enable and empower your team Remove the roadblocks to service Sustain focus and enthusiasm
  • 12. Customer Acquisition Customer Discovery: Why Customer Discovery Customer discovery is essential to: understand customer problems, needs and contexts. look for early adopters. gain a strong hypothesis of how a good solution looks like.
  • 13. Customer Acquisition Customer Discovery: Phases •DESIGN •In the building •EXPERIMENT • Get out of the building •MINE DATA • Return into the building
  • 14. Customer Discovery Problem Hypothesis Solution Hypothesis Price Hypothesis Go-to-Market Hypothesis Hypotheses are a summary of all the things that you already believe about your market, the problem and your solution to the problem. Customer Acquisition Customer Discovery: The 4 Hypotheses
  • 15. • Interacting with prospective customers is an essential part of testing ideas. • Prospective customers validate idea and develop it into a successful product or service. • It’s good to involve customers at every stage of the development of a product or service. Creating a test plan Recruiting participants Performing the test Analyzing the results to produce findings & recommenda tions. Setting up Customer testing involves: Customer Acquisition Customer Discovery: Testing with Customers
  • 16. The CVP Pyramid What Does your organization offer? Who do you offer to? Why should anyone care? How are you unique or different? What benefits are peculiar to your products/service? Customer Acquisition Customer Delivery: Customer Value Proposition
  • 17. Prospecting: Methods Customer Delivery: Prospecting & Pipeline Management Customer Acquisition Building up a pipeline of leads can be achieved through the following methods: Referrals Social Media & Online Marketing E-mail Advertisement
  • 18. Customer Acquisition Customer Delivery: Prospecting & Pipeline Management Sales Pipeline It involves Knowing the goals Knowing the requirements Keeping track of where that single person is within the pipeline
  • 19. In order to consummate a sale, a sales presentation(sales talk) must be made.The sales talk is the medium through which the sales person provides information about his product to a potential buyer.The sales talk is the core of every sales circle and it is where the sales person ought to invest a major portion of his preparation time.The sales person should keep the following critical issues in mind when making a presentation: Customer Acquisition Customer Delivery: Presentation and Objection Management Presentation
  • 20. Customer Acquisition Customer Delivery: Presentation and Objection Management Steps in Making Sales Presentation Build a relationship with the prospect Educate the prospect Ask questions to uncover prospect’s needs Validate prospect’s needs Present your product or service as a solution Close the deal (Ask for the order)
  • 21. Strategies for Post-purchase Management Customer Acquisition Customer Delivery: Post-Purchase Management Ask for feedback get feedback from customers on purchased products Run a post purchase survey survey gives customers a way to express themselves to, Answer customer questions Gather and answer prospective and new customers questions Send replenishment reminders Replenishment emails are automated emails sent to customers when their product is about to run out so they can re- order.
  • 22. For more information on The Discipline of Customer Development, contact: Paul Esther Consulting Limited www.peconsults.com Email: helpdesk@peconsults.com Phone number: 09019209764, 08022901011 Twitter: @peconsults Instagram: peconsulting_ng Facebook: Paul Esther Consulting Limited LinkedIn: Paul Esther Consulting Limited