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WHAT VALUE INNOVATION WITHOUT ACTION?This presentation is uploaded in 2017 – a full 12 years after it was created. I am proud of the collaboration with Michael that produced this – and it pains me to say that despite the forward thinking, we never did anything with it.I hope that is a lesson for ALL THINKERS out there.
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
WHY DOES TRADITIONAL MARKETING NOT WORK?
Dennis Price & Michael KielyAuthentic Customer & Client Education Solutions &
Systems
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
WHAT’S WRONG? THE SYMPTOMS
Customer Loyalty space is crowdedMessages can’t cut-through anymoreCustomer acquisition costs are spirallingCustomer service is becoming expensiveMarketing & production are not talkingRampant & militant consumerism
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
QUO VADIS? THE 3 KEY ISSUES
Promiscuous customersDifficult to establish (long term) competitive advantageCosts increasing faster than revenues
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
IMAGINE A WORLD WHERE…
Customers use the products as intendedCustomers become habituated to your brandMarketing AND Production costs decreaseMarketing becomes a virtuous circle of learning about the customer and delivering what they want
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Dr D Price & M KielyPrepared in confidence by
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Aware Aware
Consider
Evaluate
Buy
RepeatPurchase
EvaluateConsider
Buy
RepeatPurchase
% OfCustomer
s
Traditional purchasing pattern
Post Customer Induction purchasing pattern
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
QUO VADIS? THE PROMISE
Authentic Customer/Client Education SolutionsProducts that work how customers want them to workCustomers who use products as they were intended to workMoney saved
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
MethodologyProduct Analysis Customer Analysis
Marketing Logistics
Usage Spectrum Scenarios
Customer TouchpointAudits
Customer Profiles
Usage Study Non-user Issues
KnowledgeBridges & Gaps
Customer InductionMatrix
• Intended Use Audit• Design Specification
Usage Failures Usage Shortcomings
INTERNAL EXTERNAL
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
HOW WILL WE DELIVER THAT?
Awareness
Action Interest
Desire
MarComms
Awareness
Action Interest
Desire Knowledge
Experience Satisfaction
ACCESS
The Old Paradigm Customer Experience Management
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
WHY WILL IT WORK?
Intimate knowledge of how a product works, habituates the customer in a world of endless optionsCustomer investment of emotional/ intellectual capital creates switching barriersKey intervention just before purchase, and then again immediately after – while desire to ‘master’ is still highMinimises post-purchase cognitive dissonance
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
Intended Use Index
% of Customers
Staple Products
Low Involvement Products
High Involvement
Products
Under-users Power users
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
WHAT DOES SUCCESS LOOK LIKE?
A unique purchasing experienceEffective initial usage High satisfaction levelsLow post-purchase service requirementsHigh repeat purchase incidence
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Dr D Price & M KielyPrepared in confidence by
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Sexy concepts WordsCustomer EducationAuthentic usageCustomer LearningAdaptive experienceCustomer Experience ManagementProactive UsagePost-purchase familiarisationConsumptive LearningUAI – Use as IntendedIU Factor (Intended use)Brand habituationConsumagogicsPUF – product utilisation factorCustomer ImprintingCustomer Induction
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Dr D Price & M KielyPrepared in confidence by
ACCESS Australia
The Missing LinkAwareness
Interest
Desire
Action
Use
Re-Use
Advertising &
Marcomms
The Missing
Link
Customer Education=
The Missing
Link
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