How to anticipate changes in business models of customers. How to avoid being surprised. How to use them as the drivers of growth and change in the own organization

1. Exploring the
customers' future
February 2010
Contact:
Véronique Kaploun
Managing Director
Fix.: +49-30-695-171-0
Mob: +49 163 511 04 89
Fax: +49-30-695-171-33
v.kaploun@metrinomics.de
www.metrinomics.com
Exploring the customers' future © Metrinomics GmbH 1

2. What we do
As a result of the economic crisis, many organisations are re-adjusting their positioning. Their
suppliers need to follow suit. Re-adjustment offers unique opportunities but also poses risks,
because it changes the structure of the business. For a Customer Potential Assessment and
Projection, Metrinomics uses customer feedback to uncover which customers are positioning
themselves in growth areas, how they plan to earn their money, and where the pain points lie in
their adaptation process.
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3. “Futurising” customer relations
Metrinomics is specialised in conducting Customer Potential Assessment Metrinomics is a digital market research
Programmes for international B2B markets, which directly support business company with a special emphasis on a
developers and sales strategists. limited number of clients and an
outstanding quality of service.
The key ingredient in these programmes are interviews with top strategic planners We combine qualitative interview
and decision-makers, structured in a way to enable and support actionable insight expertise and a massive worldwide data
and strategic requirements - and from making this information available to the collection capability with sound
different target groups in your organisation. processing, consulting and
deployment skills.
Metrinomics offers a full service package in order to ensure the programme yields
We operate a lean organisation which
the maximum effect throughout your entire organisation, on a push-pull basis via the
includes 40+ employees and 6
Intranet. specialised interviewer teams for
different types of market.
Metrinomics has a ten year track record in senior executive feedback programmes.
We know how to address our respondents to get their active support. To date we have run projects across a
total of 112 countries and in more than 20
Our programmes typically yield quick and significant ROIs. languages.
We benefit from a vast and wide range of
B2B project experience.
We work according to the quality
standards of ESOMAR, the worldwide
industry organisation for social and
market research
http://www.esomar.org
Offices in Berlin, Beijing and London.
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4. Key items of our approach
Metrinomics follows a business development logic that is Why work with Metrinomics?
based on a central chain of questions  Metrinomics has a systematic
approach and can “measure” potential.
Which market position are customers targeting in three/five years time?
 We do not ask about demand, but
What are the main battles to be won to achieve this position? about the changes that drive demand.
What are the success criteria?
 We are a neutral third party and have
What are the internal bottlenecks? no sales interests.
What is the impact of this strategy on products and the organisation?  We know how to get respondents to
What external factors define the boundaries? open up because we do it all the time.
We interview only strategic decision-
What are the growth areas? makers.
What areas are in decline?
 We know how to identify and recruit
What is the future business model? the right kind of people.
How will their future supplier portfolio look?  We treat this as a project and ensure
logical consistency and action-
What is the year-to-year scenario?
orientation in the results.
 We make our clients look good.
 We help to create quick ROI with our
programmes.
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5. Case studies outlining process and content
Case study 1 Case study 2
Process and organisation Content of the study
Study conducted on behalf of a Study conducted on behalf of a supplier of
telecommunication supplier logistics solutions
Scope: 153 operator customers in 70 countries Scope: In depth interviews with 50 decision makers, and
(10 languages) 10 expert interviews
Target group: corporate strategists  Expected changes in the market positioning strategy
and business model (incl. competitive environment)
 Development of logical guideline
 Changes foreseen in technical and organizational
 Project management models
 Respondent recruitment  Technical solutions requested for the medium-term
 F2F interviews, telephone interviews  Business potential for automation solutions
 Transcription, translation, categorisation of answers  Costs structure of depots and hubs, outsourcing
tendencies
 Providing data access to supplier’s staff
 Expectations towards suppliers, partnership models
 Analysis
 Strategic fit and mismatch with suppliers
 Reporting
 Result workshops, deployment planning
 Feedback to participants/respondents
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6. Deriving scenarios for future business from customer interviews
Customer Supplier
Strategic planning
Segments
Future position
Potential, risks, market
Competition Customers
pressure
Limitations External/internal barriers
Decisive battle to be won Priorities (features)
Success Bottlenecks Opportunities to create high
conditions Pain points value perceptions
Future business model
Products Business Portfolio of offerings
(outsourcing)
Future revenue
Priorities (business)
structure
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