understand the customer
DESCRIPTION
Understanding the customer must lie at the foundation of your Business Strategy, your Business Model(s) resulting in Competitive Advantage. Not understanding the customer accounts for everything else we do in business.TRANSCRIPT
![Page 1: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/1.jpg)
![Page 2: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/2.jpg)
Dawning of the post-digital age
![Page 3: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/3.jpg)
Adapt or die
![Page 4: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/4.jpg)
New (Digitally Disrupted) Office
![Page 5: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/5.jpg)
New (Digitally Disrupted) Lifestyles
![Page 6: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/6.jpg)
![Page 7: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/7.jpg)
BIG Opportunities
![Page 8: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/8.jpg)
Seeing the (Digitally Disrupted) future
![Page 9: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/9.jpg)
Reasonable people
“When they imagine the future,
they only see the present.”
![Page 10: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/10.jpg)
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
![Page 11: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/11.jpg)
Future reality
![Page 12: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/12.jpg)
The End2End Customer
Experience
How do you measure success?
![Page 13: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/13.jpg)
Accelerating Time to Revenue
• Business/Offer strategy• Value proposition• Marketing Plan• Pricing and positioning• Communications campaigns• Training sales channels• Sales incentives• Customer promotions• Ready for first customers
Time to Market
• Demand generation and incubation programs• Thought Leader/Influencer seeding programs• Getting talked about, creating a tipping point• Simple to purchase, easy to try before buy• Sales channels trained, enabled and activated• On-boarding innovators and early adopters• Creating a remarkable customer experience• Building buzz: recommendations & referrals• Maintaining buzz: staying connected to tribe
Time to Revenue
AdoptionCustomer
![Page 14: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/14.jpg)
Customer Adoption is the New ROI
![Page 15: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/15.jpg)
Think outside the boxTarget tomorrow’s customers
![Page 16: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/16.jpg)
Inspire early adopters
![Page 17: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/17.jpg)
Capture their imaginations
![Page 18: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/18.jpg)
“Reasons lead to conclusions.
Emotions lead to actions.”- Saatchi & Saatchi
![Page 19: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/19.jpg)
Get it right
![Page 20: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/20.jpg)
Get it wrong
![Page 21: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/21.jpg)
What is your Growth Strategy?
![Page 22: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/22.jpg)
Growth strategy
![Page 23: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/23.jpg)
Growth strategy
![Page 24: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/24.jpg)
Growth Mindset1
Product/Market Fit2
Constant Adaption3
![Page 25: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/25.jpg)
Future focus
![Page 26: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/26.jpg)
Innovation
![Page 27: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/27.jpg)
Where are you on the curve?Where are you on the curve - ahead or behind, which is the essence of strategy.
Behind:
If you are behind the curve and chasing the market
then you have ceded a great deal of control and you
must have the ability to execute and be very agile in
execution. Your bets are defined. Your strategic
posture is reactive and defensive.
Ahead:
If you are ahead of the curve you are trying to drive
the market, which requires a very different agility -
there you require a set of controlled bets in execution
with the ability to constantly probe the frontier and
execute on success. Here you are reacting to yourself
and your direction instead of where others have been.
![Page 28: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/28.jpg)
Disruptive Opportunity Matrix
ExtendWhite
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers
![Page 29: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/29.jpg)
Be disruptive, not sustaining
Defend & Extend Thinking
Attack & Explore Thinking
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
![Page 30: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/30.jpg)
Business uncertainty
Business
![Page 31: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/31.jpg)
Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951
![Page 32: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/32.jpg)
The hard way
![Page 33: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/33.jpg)
AND Thinking
![Page 34: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/34.jpg)
AND Thinking
![Page 35: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/35.jpg)
AND Thinking
![Page 36: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/36.jpg)
Be disruptive, not sustaining
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Defend & Extend Thinking
Attack & Explore Thinking
![Page 37: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/37.jpg)
Growth Mindset1
Product/Market Fit2
Constant Adaption3
![Page 38: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/38.jpg)
Build a better mouse trap
![Page 39: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/39.jpg)
“If I had asked people what
they wanted, they would
have said faster horses.” - Henry Ford
1863 - 1947
![Page 40: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/40.jpg)
Clarity of vision
![Page 41: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/41.jpg)
Basic Product/Service:• Technology• Price performance• Product quality
E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers
12 Support Services
3E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
BasicProduct/Service
Support Services:• Levels of support• Quality of service• Systems• Processes
Your Cloud Services
![Page 42: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/42.jpg)
Growth Mindset1
Product/Market Fit2
Constant Adaption3
![Page 43: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/43.jpg)
Speed of change
![Page 44: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/44.jpg)
Responding to change
![Page 45: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/45.jpg)
Change happens
![Page 46: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/46.jpg)
Competingfor
Relevance
![Page 47: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/47.jpg)
New levels of business value
![Page 48: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/48.jpg)
GTM / Sales Acceleration Business Plan
![Page 49: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/49.jpg)
GTM Action Plan
![Page 50: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/50.jpg)
The Sales Channel Mix
![Page 51: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/51.jpg)
Accelerating Time to Activation
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Differentiate
Accelerating Time to Activation
![Page 52: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/52.jpg)
Inspire early adopters
![Page 53: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/53.jpg)
The mobile generation
Understand
the Customer
![Page 54: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/54.jpg)
“Change is difficult.
Not changing is fatal”
![Page 55: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/55.jpg)
Customer Adoption Acceleration Workshop
Differentiation
Strategy
The Sales
Toolkit
Creating an unpaid
sales forceSalesChannelEurope©2014Allrightsreserved
BasicProduct/Service:• _____________________________• _____________________________• _____________________________• _____________________________
EnhancedServices:• _____________________________• _____________________________• _____________________________• _____________________________• _____________________________
SupportServices:• _____________________________• _____________________________• _____________________________• _____________________________
Differen a on:3LevelsofPerceivedValue
BasicProduct/Servic
SupportServices
EnhancedServices
1
2
3
BasicProduct/Service
Your Hosted
Services SalesChannelEurope©2014Allrightsreserved
Tipping the Funnel Clients: Actions:
A
B
![Page 56: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/56.jpg)
The Cloud is . . .
![Page 57: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/57.jpg)
1. Customer Adoption is the new ROI
3 Takeaways from Today’s Session:
3. Business Agility is your ultimate competitive advantage
2. Lead with your unique value promise
Understand the Customer
![Page 58: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/58.jpg)
Get it right
![Page 59: Understand the Customer](https://reader034.vdocument.in/reader034/viewer/2022042623/54b79c6e4a795993718b45be/html5/thumbnails/59.jpg)
www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.com