10 insights to own the future with customer experience — martha pease
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This presentation consists of highlights from the interview with Moe Abdou,
founder & host of 33voices®.
Martha Pease is a thought leader, executive, entrepreneur and trusted advisor at the intersection of technology innovation, marketing strate-gy and consumer accountability. She is a frequent contributor to CNN and CNN.com. Apple, L’Oreal, IBM, Neutrogena, Pizza Hut, Dominos Pizza, Wendy’s, Elizabeth Arden, Novell, Pepsi, InterBev, P F Chang’s, Epson and Hitachi are among the companies Martha has marketed.
Martha Pease@martha_pease
CEO and Co-Founder of DemandWerks
The key to becoming a market leader and winning big is Empathy — your capacity to recognize and respond to the emotions
experienced by your customers.
Insight #1
Insight #2
The #1 reason that a business doesn’t grow to its potential is the likely notionthat 90% or more of its employees are focused on something other than the real power players — the consumers.
Insight #3
Smart marketing is short on assumptions, and much more aligned to the emotional
resonance desired by the consumer.
Insight #4
You’ll have a much better opportunity to launch a business, service or a product if you don’t have to rely on the success of
a learned behavior. Leverage the current behaviors instead.
Insight #5
Next time you experience slower growth cycles, lower ROI’s, continual
product introduction disappointment, chances are it’s a customer alignment issue. Retool!
Insight #6
When an organization puts in place processes that motivate
everyone to question assumptions and align themselves with the consumer,
it will begin to evolve organically and rapidly.
Insight #7
Your value proposition transcends price; it’s the promise of the total experience that
your customer will have with your brand.
Insight #8
To get a pulse on your organizational alignment, try asking a diverse group these broad, open-ended questions:
Insight #8
To get a pulse on your organizational alignment, try asking a diverse group these broad, open-ended questions:
Who are our customers?
Insight #8
To get a pulse on your organizational alignment, try asking a diverse group these broad, open-ended questions:
What’s our mission?
Insight #8
To get a pulse on your organizational alignment, try asking a diverse group these broad, open-ended questions:
How do we add value?
Insight #8
To get a pulse on your organizational alignment, try asking a diverse group these broad, open-ended questions:
How do we make money?
Insight #9
Turn your business into an outrageous demand creation engine by following these four steps:
Insight #9
Turn your business into an outrageous demand creation engine by following these four steps:
Build a platform, not a product
Insight #9
Turn your business into an outrageous demand creation engine by following these four steps:
Seek to master your market before stretching expectations and shattering boundaries
Insight #9
Turn your business into an outrageous demand creation engine by following these four steps:
Build a curious, opportunistic culture
Insight #9
Turn your business into an outrageous demand creation engine by following these four steps:
Align 100% of your resources towards your customer’s key demand drivers
Insight #10
Next time you find yourself in a deep hole, look where your strengths and
successes have been. That’s where you’re likely to find an answer to go forward.
Reflect: If you asked 10 people in your company to identify your ideal customer,
would you get the same answer?
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Presentation created by Chase Jennings
Insights by Moe Abdou