Customer genius

  • View
    78

  • Download
    1

Embed Size (px)

Transcript

  • 1.Customer Genius

2. The Customer Agenda: The Impact of this changing world on customers is profound. Customers are more Individual, more self-centered than ever before and they care about themselves and their families first. They care about health, education, and wealth, as well as more emotional factors such as happiness, enjoyment and friendships. At another level, customers are more collective and selfless than before. They care about local communities, the social fabric itself and about broader national and global issues-such as environment, poverty, fairness and justice. 3. These motivations can be clustered around three interesting world: IndividualAuthenticMeDesireMotivation around interesting worldsAnchorsParticipationExpressionMy worldThe worldSimplicityConnectionResponsible 4. The Customer Agenda: Me trends are about individuality, what people trust and seek to achieve. They are particular strong motivations for younger customers, and in emerging markets.MyMeAuthentic. Desire.worldtrends are about engagement with others, being part of a community. New parents and older customers typically have a strong affinity with these factors.TheIndividual.Anchors. My worldParticipation. Expression.worldtrends are about participating and being responsible for the broader world. These can be most relevant to customers who travel more, and more aware of global issuesSimplicity. The worldConnection. Responsible 5. Me Trends: Individual Achievement Control: doing his business on his terms. Uniquely, different , personal and special. Privacy to have his own space without interruption or fear. Well-being to be healthy ,happy ,stay fit and enjoy life.Authentic (Traditional) Genuine: to be the original and the real thing Lifestyle: to improve quality of life and income. Spiritualism: to find more purpose and meaning. Natural as fresh ,local and organic food. Trust us to believe that we will keep our promise and we are on his side.Desire Aspirations: to achieve his dreams and things that he never thought possible. Doing more: He wants us to go the extra mile to educate him ,guide him & entertain him. Enabling: our help to him how to use and achieve his goals. Luxury: to have premium brands. Surprise: to do the unexpected also to make him laugh and smile. 6. My world Trends: Anchors Belonging: to feel wanted and at home. Community: to be apart of local community where people like him and are nearby. Families: to be with those he cares for , to be close and do more for them. Predictable: to know him and he can know us and become familiar and friendly. Safe and secure: to feel that he is protected and nobody can get him.Participation Activism: to make difference and to shape his world. Collaborative: to work with us and others, co-creating and co-working. Involvement: to be listened and consulted or even vote. Reflective: to reflect his values and aspirations, to be his kind of brand. Tribal: to do things with others , to play in teams and act together.Expression Confirmation: to reflect his personality, the kind of person he is or want to be. Fashion: to be with it, cool and contemporary, or even surprising. Identity: to be recognized, to be known, to establish himself in the big world. Opinion: to express his opinion about issues, to debate and influence others. Sharing: to tell the world about him, what he has been thinking and doing. 7. The world Trends: Simplicity Clearer: everything is obvious and intuitive to edit his choices and talk his language. Easier: he wants it to be incredibly easy to find, compare, buy, install or use. Enabling: to make his world simpler. Faster: instant quotes and customization, fast delivery, and fast operation. Supporting: to be on his side, sticking up for him and championing his cause.Connection Accessible: to connect anywhere, anytime, anyhow to anybody in the world. Interactive: to interact with anyone in the world-talk, learn, share, design and do. Finding: to find the people, knowledge and activities that are special to him. Searching: to explore the world and find anything he wants, wherever it may be. Time and place: to connect at the right moment, when and where he needs it.Responsible Care: to make a difference, to his world, community and the people he loves. Environment: to reduce his impact on the natural world, particularly the climate. Ethics: to work with people who do the right thing and are honest and trustworthy. Fairness: to ensure fairness in his world and for people around the world. Legacy: to leave behind a better place for his children and future generations. 8. The Customer is the Controller The customer used to travel to get his place, to take time off work because he wanted to, to be prepared to tolerate slow deliveries and to be grateful for any choice. He used to be happy to tell us all his details and pay more for a personal service. He even used to enjoy seeing adverts on television and waiting for the money-off coupons to come through the door.The customer doesnt need to play by our rules anymore-to go to the locations most convenient for us to be open and pushed as the customer quite frankly knows more about what he is seeking to buy than we do because He checked them all out online.The customer knows the options and how much competitors are selling for. And also he knows how much he prepared to pay and if we dont do a deal, he will have plenty more choices.We shouldnt forget that he is the customer. He is in control. 9. Customer Power Customer demand, expect and know more. Ifcan delivera book or washing machine the next day, why does it take a car retailer three months to get new car or local store eight weeks to deliver some new furniture?The availabilityEmotions drives customers attitude and behaviors like never before. In general, Customer satisfaction has not increased. In this hyperactive, emotional world, it is the extremes of emotion that can stir customers inside as 100% satisfaction is the expected from us and the same for the delight , Surprise is what Customer wantof information, unlimited web research and strength of recommendations between friends means that Customers are more knowledgeable and able than ever before. 10. Customer Attitude: Rising Expectations, Falling Trust. Companies need customers customers need companies.morethanIn the past, the unhappy customer was thought to tell around ten to twelve other people of their misfortune or annoyance round a dinner table whereas now they get online and give the company a negative review by write a blog or add a comment to somebody elses site, where hundreds or may be thousands of people can instantly share their unhappiness.So, just imagine if the unhappy customer to decides to feature his unhappiness on YouTube video that is then watched by thousands of others or writes his review on Amazon that is read by every other potential customer. 11. PULL NOT PUSH Business moves from hunters to gatherer, from aggression to assertion, from doing things when and how business wants, to when and how the customer wants.Business used to be powerful and to push customers to buy products .Customer played along with this because they had limited choice.Business became even more aggressive, with more commercial breaks interrupting TV programs and movies, or buying lists of target customers and then mailing them or send them text messages in the hope of winning their attention, but Customers resented this intrusion. 12. PULL NOT PUSH Customers want to work with us but on their terms as they have the awareness and intelligence to know what they want and to explore where they can get it. They have the means to research and evaluate their options in terms of comparing specifications or finding the best price.Of course, We still need to be visible, to have presence and brand that is known and well regarded because Reputation is best achieved through word of mouth and Image is best achieved through sponsoring events that target audiences want to be part of, endorsed by experts or celebrities who people trust and aspire to be like. 13. PushPull SellBuyPullPush InterruptionPrice FeaturesBroadcastInterruptionPerceived valueTransactionProductsPermissionRelationshipOn business termsOn customer serviceSolutionsBenefitsDialoguePermission 14. However, this is not just a marketing challenge. It affects every part of the customer experience and includes sales, customer service, operations and customer support. As such, it affects strategy, decisionmaking, suppliers, distributors, finance and human resources too. 15. Outside In. Inside Out : The customer business works from outside in rather than inside out.theWe should think like a customer not like a salesman. It helps customers to buy, rather than just trying to sell. It works on customers terms and then find a way to be competitively and commercially successful. It pulls more than pushes.Imagine If business decisions were in this order: 1. What do our target customers really want? 2. How can we do this for the customer better than anyone else? 3. How can we do it in a way where we can also maximize our own profit? 16. Outside In. Inside Out : Imagine if everything started with customers and , more broadly, the marketplace and environment where you do business - the outside.Doing business from the outside in is different as it recognizes that markets are constantly changing, that competition is constantly evolving, that customers wants and aspirations continually change and grow. It therefore knows that the past is a poor guide to the future that success is found by moving with markets with most profitable growth rather than hanging on to outdated capabilities. It recognizes that more radical innovation is possible, and similar leaps in results. 17. Of course, there is a balance between doing everything for customers and being distinctive and profitable, between being responsive to external change and driving change internally, between doing