b2b customer journey & marketing roi
DESCRIPTION
Creating Insanely Great Customers: A Lean innovation strategy for engaging the planet's most strategic customers, the Insanely Great ones. | Get The Book | http://www.creatinginsanelygreat.com | Outlines what is required to create value for customers at each stage of the customer journey and how doing so increases ROI. | www.spicecatalyst.com |TRANSCRIPT
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Crea%ng Insanely Great Customers
Crea%ng An Insanely Great Customer Journey Accelera%ng Marke%ng ROI
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Mike Connor
Status Quo
www.spicecatalyst.com
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Crea%ng Insanely Great Customers
Topics 1. We have to do this 2. Team 3. Vision 4. Customer 5. Every touch point counts 6. Outcome Based Metrics 7. Objec%ve SWOT Analysis 8. Get Agile! 9. K.I.S.S 10. Validate Value 11. Start Over
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Crea%ng Insanely Great Customers
Food for thought
#1 B2B Marke%ng 2013 CMO Impera%ve • Map the buyers journey.
• Embed personas in marke%ng plans.
• Address data and analy%c skills gaps.
• Foster collabora%on across marke%ng, product and sales silos
The quotes above reference just one part of a Customer Journey, Nurturing Campaigns.
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2013? MARKETING
What will your marke%ng department be like?
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Crea%ng Insanely Great Customers
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Crea%ng Insanely Great Customers
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7
The demand to produce great content is skyrocke%ng!
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The world of social media and management of it is changing at an amazing rate!
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Crea%ng Insanely Great Customers
9 Sco[ Brinker (at) chiefmartec.com
The amount and pace of marke%ng technology is overwhelming!
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Crea%ng Insanely Great Customers
Big Data
Engagement Analy%cs
Personas Personas PlaRorms
Mul% Channel
Personaliza%on
Marke%ng Opera%ons
Integra%on Mobile
Real Time
Return on Opportun
ity
Agile Marke%ng
Return on Marke%ng
Marke%ng teams are on a huge learning curve!
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Crea%ng Insanely Great Customers
Insanely Great = New Good Enough
And, oh by the way, our prospects and customers expecta%ons are increasing rapidly!
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Crea%ng Insanely Great Customers
Predator or Prey
How well marke%ng teams priori%ze, integrate, deliver and adapt will determine who comes out as . . .
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Crea%ng Insanely Great Customers
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
So What is a Customer Journey and how does focusing on it help?
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Crea%ng Insanely Great Customers
I was at Apple and working as a product manager for Steve Jobs. He walked into my office one day and threw our newly engineered shipping carton onto my desk. He yelled at me and told me my out of the box experience sucked.
First a quick story that helps define the customer journey and it’s importance.
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Crea%ng Insanely Great Customers
Then he pulled a beau%ful li[le jewelry box from his pocket, put it on my desk and said, “When someone receives our products it should feel like they are opening a rare and precious gif.
That’s when I first understood the importance of the customer journey.
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Everything prospects and customers experience
as they engage with companies and their products
The customer journey is . . .
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Crea%ng Insanely Great Customers
It also provides a very powerful and customer focused framework through which marke%ng can priori%ze its investments, measure, validate and refine the value it creates and its effec%veness
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Con%nual Collabora%on, Learning and Innova%on
Designed and managed well with today’s leading edge tools, it also becomes an powerful interac%ve customer engagement framework for. . .
In other words . . . the sustainable crea%on of game changing customer value!
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Crea%ng Insanely Great Customers
If visioned, designed and managed properly it can transform marke%ng departments and their ability to increase the company’s value to customers from good to Insanely Great!
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Crea%ng Insanely Great Customers
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
ROI? So how does the customer journey drive . . .
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Food for thought
B2B Customers
• Nearly 60% of a typical purchasing decision—researching solu%ons, ranking op%ons, sekng requirements, benchmarking pricing, and so on is made before ever having a conversa%on with a supplier.
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Food for thought
• 50% more sales ready leads at 33% lower cost.
• 10% or greater increase in revenue in 6-‐9 months.
• 20% increase in sales opportuni%es versus non-‐nurtured leads
The quotes above reference just one part of a Customer Journey, Nurturing Campaigns.
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Food for thought
Leaders in Life Cycle Marke%ng
• 3x greater customer reten%on
• 27x greater growth of customer life%me value.
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Crea%ng Insanely Great Customers
Food for thought
Market Leaders
• 20% annual revenue growth • 10% annual growth in
marke%ng leads that result in closed business
• 44% of sales-‐forecasted pipeline leads contributed by marke%ng
• 73% annual customer reten%on rate
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Crea%ng Insanely Great Customers
Marke%ng is at an Inflec%on Point and the Customer Journey is the Catalyst
Decreasin
g Co
st,
Increasin
g Ease of U
se 2013
Ad Hoc Capabili%es & Prac%ces
Early Integra%on & Alignment
Next Gen Vision & Experimenta%on
Adop%on of Next Gen Capability & Prac%ces
Standardiza%on of Next Gen Capability & Prac%ces
2015 Marke%ng & Technology Maturity & Integra%on
Changes in technology, social knowledge and marke%ng are changing buyer behaviors & expecta%ons
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Crea%ng Insanely Great Customers
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
How do we get to Insanely Great?
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1. Team
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“Every good product I've ever seen is because a group of people cared deeply about making something wonderful that they and their friends wanted. They wanted to use it themselves.”
Steve Jobs
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Crea%ng Insanely Great Customers
Marke%ng
Customer Success Mgt.
CEO
Design
Product Development Business Dev. / Sales
| Account Dev.
Product Management
Training
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
This is a team sport – everyone in your company that works with customers and or that is building things for them has valuable insight to bring
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Crea%ng Insanely Great Customers
Marke%ng
Customer Success Mgt.
CEO
Design
Product Development Business Dev. / Sales
| Account Dev.
Product Management
Training
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Team Member # 1? Customers
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2. Vision
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Crea%ng an Insanely Great Customer Journey means daring to understand, see and act in the world differently
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To transport customers from experiences like this
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To experiences like this . . .
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Ever open a door?
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to someplace magical?
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Hear someone?
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who forever changed how you see the world?
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Experience something?
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that transported you beyond your imagina%on?
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Those are all part of a customer journey
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And that’s the kind of Insanely Great we are talking about!
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We were shining our light into the days of blooming wonder In the eternal presence, in the presence of the flame Didn’t I come to bring you a sense of wonder? Didn’t I come to lib your fiery vision bright? Didn’t I come to bring you a sense of wonder in the flame? On and on and on and on, we kept on singing our song
VAN MORRISON
Go for Insanely Great : No Plan B
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3. Customer
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Assessing / Building Immersive Personas of Highest Value Prospects and Customers
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Including persona’s projected based on measurable trends
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Food for thought
In the sale of a technology product valued at over twenty-‐five thousand dollars per unit to a company of over one thousand employees, twenty-‐one people were actually involved in the buying process.
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4. Every touch point counts!
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Crea%ng Insanely Great Customers
Embrace the En%re Customer Journey
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Take the %me to explore the journey and your customers experience. You must see it through their eyes and their needs. Spend %me and get feedback from customers and prospects that have travelled it in its en%rety and those that blew out of it.
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Remember: It’s Their Journey You have to earn the right to be a part of each stage!
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It starts before prospects know they need a solu%on
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
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That stage is called the status quo
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Status Quo
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That stage is called the status quo
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Status Quo
Crea%ng Customer Value? Thought Leadership for Their Industry
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A trigger point drives the need for change and ac%on
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Trigger Point
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A cross func%onal team is formed
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Trigger Point
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A cross func%onal team is formed
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Trigger Point
Crea%ng Customer Value? Thought Leadership for Their Func%on / Issues
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The search for op%ons begins
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Explore Op%ons
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The search for op%ons begins
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Explore Op%ons
Crea%ng Customer Value? Objec%ve Informa%on Illumina%ng Problem / Best Prac%ces Framework -‐ Tied to Solu%on
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Alterna%ves are evaluated
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Evaluate Solu%ons
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Alterna%ves are evaluated
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Evaluate Solu%ons
Crea%ng Customer Value? Demonstrate Ability to Address Overall and Specific Influencer Needs
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A business case is created
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Business Case
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A business case is created
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Business Case
Crea%ng Customer Value? Business Case Framework | Easy Access to Component Level Suppor%ng Informa%on
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The champion works to resolve last minute issues and concerns and finally achieves internal buy in
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Internal Buy In
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Crea%ng Insanely Great Customers
The champion works to resolve last minute issues and concerns and finally achieves internal buy in
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Internal Buy In
Crea%ng Customer Value? Fast Response / Access to Specific Informa%on to Resolve Issues and Deal with Internal Push Back
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Legal, financial and deployment nego%a%ons are completed. The deal is done!
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Purchase
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Crea%ng Insanely Great Customers
Legal, financial and deployment nego%a%ons are completed. The deal is done!
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Purchase
Crea%ng Customer Value? Win Win Nego%a%ng | Flexibility | Suppor%ng Material for Compe%%vely Differen%a%ng Value
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People are trained and the solu%on is deployed
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Deploy Solu%on
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Crea%ng Insanely Great Customers
People are trained and the solu%on is deployed
Deploy Solu%on
Crea%ng Customer Value? Well designed & communicated implementa%on | Materials | Flexibility | Responsiveness | Interven%on
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The real value of your company is revealed as customers use the solu%on
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Validate Value
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Crea%ng Insanely Great Customers
The real value of your company is revealed as customers use the solu%on
70
Validate Value
Crea%ng Customer Value? Deliver as promised | Revisit / Reinforce Value | Responsiveness
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Crea%ng Insanely Great Customers
Expand
If you deliver great value the customer will be open to expanding their rela%onship
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Crea%ng Insanely Great Customers
Expand
If you deliver great value the customer will be open to expanding their rela%onship
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Crea%ng Customer Value? Create Heroes | Facilitate Story Telling
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Crea%ng Insanely Great Customers
Refer
and to telling others how great your company and your products are!
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Crea%ng Insanely Great Customers
Refer
and to telling others how great your company and your products are!
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Crea%ng Customer Value? Create Heroes | Facilitate Story Telling
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Crea%ng Insanely Great Customers
Food for thought
• 89% of customers were lost aber a nega%ve customer experience
• 86% said they would pay more for a be[er customer experience
• 58% said they would recommend companies that deliver customer experiences that are superior to others
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Crea%ng Insanely Great Customers
Engineer Touch Points to Capture Insight That Drives Con%nual Collabora%ve Learning and Innova%on
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
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Crea%ng Insanely Great Customers
5. Outcome Based Metrics
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Crea%ng Insanely Great Customers
Define Business Outcome Goals, Metrics for Each Stage
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point
Purchase
Based on Persona’s Requirements
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Crea%ng Insanely Great Customers
6. Objec%ve SWOT Analysis
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Crea%ng Insanely Great Customers
SWOT Analysis Rate each cell from – 5 to + 5.
( -‐-‐ 5 = Losing momentum & credibility, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value)
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point
Purchase
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Crea%ng Insanely Great Customers
Rate each cell from – 5 to + 5. ( -‐-‐ 5 = Losing momentum, credibility & ROI, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value)
SWOT Analysis
Remember when the weakest link fails, all of your other marke%ng investments are lost. Great $2Million Marke%ng Campaign + Bad Customer Onboarding = -‐ $2million * X
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Crea%ng Insanely Great Customers
Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal
Buy In Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Content / Experience
Analy%cs & VOC
Process Flow
Progress / Risk Tracking & Mgt.
Customer Insight Requirements
Deep Dive SWOT Assessment
How well do you know the prospect’s and influencer’s needs at each stage?
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Crea%ng Insanely Great Customers
Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal
Buy In Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Content / Experience
Analy%cs & VOC
Process Flow
Progress / Risk Tracking & Mgt.
Customer Insight Requirements
Deep Dive SWOT Assessment
How well does your current content and customer experience address the needs?
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Crea%ng Insanely Great Customers
Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal
Buy In Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Content / Experience
Analy%cs & VOC
Process Flow
Progress / Risk Tracking & Mgt.
Customer Insight Requirements
Deep Dive SWOT Assessment
Are you capturing cri%cal informa%on about the use and value to customers of what you are providing?
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Crea%ng Insanely Great Customers
Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal
Buy In Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Content / Experience
Analy%cs & VOC
Process Automa%on
Progress / Risk Tracking & Mgt.
Customer Insight Requirements
Deep Dive SWOT Assessment
Are you using current state best prac%ces and technology to accelerate work and informa%on flow?
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Crea%ng Insanely Great Customers
Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal
Buy In Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Content / Experience
Analy%cs & VOC
Process Automa%on
Progress / Risk Tracking & Mgt.
Customer Insight Requirements
Deep Dive SWOT Assessment
Do you have clear metrics and analy%cs in place that enable you to define and track progress of high value prospects and customers?
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Crea%ng Insanely Great Customers
Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal
Buy In Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Content / Experience
Analy%cs & VOC
Process Automa%on
Progress / Risk Tracking & Mgt.
Customer Insight Requirements
Deep Dive SWOT Assessment
When done you will essen%ally have a heat map of where you are at risk and where you excel.
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Crea%ng Insanely Great Customers
Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal
Buy In Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Content / Experience
Analy%cs & VOC
Process Automa%on
Progress / Risk Tracking & Mgt.
Customer Insight Requirements
Deep Dive SWOT Assessment
In sekng priori%es remember the weak link theory.
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Crea%ng Insanely Great Customers
7. Get Agile
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Crea%ng Insanely Great Customers
The rate of change, plus the complexity of designing and managing the customer journey is impossible to address using tradi%onal marke%ng management approaches. Get Agile!
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Crea%ng Insanely Great Customers
Time Bound Sprints
Total Work
Priori%es for Sprint
Deliver
The key to success? Small, well priori%zed, %me bound ini%a%ves defined in terms of business outcomes desired and con%nual measurement of the customer value those produce.
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Priori%ze work: Highest value business outcomes
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Crea%ng Insanely Great Customers
Urgency Test
5
• Must be done immediately • Other high priority items can’t be completed without this • If not completed now, its value is lost
4
• Highly %me constrained • Other high level of priori%es depend on this • Customer or contractual requirements are dependent on this
3 • Moderately %me constrained • Other items have moderate dependency on this task • Desirable to complete in the next one or two sprints
2 • Minimally %me constrained • Other items have a minimal dependence on this task • Comple%on in the next two or three sprints is adequate
1 • Not %me constrained • No dependencies • Li[le or no impact
Value Test
5
• Extremely Important / high value to most or all high value customers • Extreme impact on brand or reputa%on • Cri%cal to the success of the business
4 • Important to many customers • Significant impact on brand or reputa%on • Significant compe%%ve advantage
3 • Important to a moderate number of customers • Moderate significant impact on brand or reputa%on • Moderate important compe%%ve advantage
2 • Important to only few customers • Minor impact on brand or reputa%on • Minor compe%%ve advantage
1 • Important to only a few or even no customers • Li[le or no impact on brand or reputa%on • Li[le or no compe%%ve advantage
Customer / Business Value Created Urgency to Complete
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Crea%ng Insanely Great Customers
Agile Business Accelera%on Building Blocks
Strategy & Vision!
Delivery of Customer Value!
Culture / Leadership!
People & Organization!
Process !
Systems & Tools!
Accelera%on
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Crea%ng Insanely Great Customers
8. K.I.S.S.
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Crea%ng Insanely Great Customers
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
This isn’t about boiling the ocean. It’s about priori%zing with an understanding of how each component contributes or detracts from customer value & marke%ng ROI
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Crea%ng Insanely Great Customers
Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. Once you get there, you can move mountains."
Steve Jobs, BusinessWeek,
May, 1998
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Crea%ng Insanely Great Customers
Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal
Buy In Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Content / Experience
Analy%cs & VOC
Process Flow
Progress / Risk Tracking & Mgt.
Customer Insight Requirements
Roadmap
Choose your priori%es carefully and remember . . .
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Crea%ng Insanely Great Customers
Objec%ve: Iden%fy Touch Points for Innova%on
That Deliver Breakthrough Business Value. . .
to the end customer and to your company!
Go for Insanely Great : No Plan B
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Crea%ng Insanely Great Customers
9. Validate
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Crea%ng Insanely Great Customers
Business Value Created?
If you aren’t measuring and valida%ng the customer and business value your ini%a%ves are delivering con%nually . . . They probably aren’t!
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Crea%ng Insanely Great Customers
10. Start Over
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Crea%ng Insanely Great Customers
103
Planning
Accelera%on
Discovery
Implementa%on
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Crea%ng and sustaining an Insanely Great Customer Journey means con%nually learning and innova%ng. . . You are never done!
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Crea%ng Insanely Great Customers
1. We have to do this 2. Team 3. Vision 4. Customer 5. Every touch point counts 6. Outcome Based Metrics 7. Objec%ve SWOT Analysis 8. Get Agile! 9. K.I.S.S 10. Validate Value 11. Start Over
Summary
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
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Crea%ng Insanely Great Customers
Summary
Though designing and managing all of this is complex, don’t loose sight of the goal . . . Delivering an Insanely Great Experience!
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Crea%ng Insanely Great Customers
www.spicecatalyst.com
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Crea%ng Insanely Great Customers
Let’s get this done!
Your Agile Business Accelera%on Agency
Thank You