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Brief presentation on fun, easy ways to enable innovation through customer insight. Include reference to Adrian Ott's The 24-Hour Customer. This presentation was done by Vanessa Fiske, principal at Marketing Mixology. A firm specializing in go to market strategies for new companies and new products.
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INNOVATION ENABLEMENT THROUGH CUSTOMER INSIGHTS
MARKETING MIXOLOGY
MAY 2013
STOP! LOOK! LISTEN!
REVISED TITLE
Of the customer
ELIMINATE THE FOCUS GROUP OF ONE.
RULE #1:
A FOCUS GROUP OF ONE CAN PROVIDE DIRECTION BUT NOT A DECISION.
EMPLOYEES ARE CUSTOMERS TOO
COUNTERPOINT
MOST OF THE TIME, CUSTOMERS TELL YOU WHAT YOU NEED
TO KNOW…... ARE YOU LISTENING?
TODAY CUSTOMERS TALK TO YOU IN MANY DIFFERENT WAYS:
And sometimes simply by purchasing your product…or
returning it, they tell you everything you need to know.
WERE THEY LISTENING?
Over two months between price increase and Reed Hasting’s public apology
ARE YOU
TALKING TO CUSTOMERS?
CUSTOMER INSIGHT IS ALL AROUND YOU
DO BUYERS REFLECT CUSTOMER OPINION?
HAVE FUN WITH IT
Market researcher for a day
Scavenger hunt
Group field trip
Empty folding chair
TALK TO EACH OTHER
RULE #2
DAVE FRANKLAND, FORRESTER RESEARCH
“WE LIVE IN AN AGE OF BIG DATA, IN WHICH FIRMS ARE DATA-RICH BUT INSIGHT POOR.”
Documenting customer visits eliminates the telephone game.
PUT A DIFFERENT
FRAME
AROUND THE PICTURE
RULE #3
DISCOVER NEW WAYS TO INNOVATE MARKET OPPORTUNITIES
Sources:© 2010 Exponential Edge Inc. www.24HourCustomer.com
Time-Slicing: Trip Hawkins latest venture rose to the top of the Apple App store by developing short, high-quality iPhone games that could be played in spare moments while waiting in line.
Time on Autopilot: J&J’s Symcare team asked “What is preventing diabetics from staying on track?” The inTouch™ mobile program wirelessly reports glucose readings and offers rich resources, reminders, and incentives to promote healthy patient habits.
Time-Sharing: Redefined the notion of automobile ownership by enabling people to purchase “wheels when you want them.”
Time-Shifting: Netflix, Hulu and Tivo placed customers in control over their viewing time through movies and television on-demand, ultimately disrupting the entertainment industry.
Did you know? Despite 24/7 commerce, Americans spend less than 6 minutes on e-commerce a day?
That means… six minutes that an e-commerce provider is battling the WORLD for less than 1% of attention!
Sources: Online Publishers Internet Activity Index (U.S.), Exponential Edge Analysis© 2010 Exponential Edge Inc. www.24HourCustomer.com
INNOVATION IS NOT LIMITED TO THE PRODUCT OR SERVICE
BE CUSTOMER OBSESSED
BOTTOM LINE
RESOURCES
The 24-Hour Customer by Adrian Ott
• http://24hourcustomer.com/
Define Your Marketing Innovation Strategy by Mary Beth Kemp [Forrester Research, available after registration]
Capitalizing on Customer Feedback [Allegiance, Peppers & Rogers, also available after registration]
CONTACT INFO
Vanessa Fiske
Principal, Marketing Mixology
www.twitter.com/mktgmixologist
http://www.linkedin.com/in/vanessafiske
www.mktgmixology.com