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Customer Genius

Customer genius

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Page 1: Customer genius

Customer Genius

Page 2: Customer genius

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.

The Customer Agenda:

Page 3: Customer genius

These motivations can be clustered around three

interesting world:

Motivation around

interesting worlds

Me

The world My world

Individual

Authentic

Desire

Simplicity

Connection

Responsible

Anchors

Participation

Expression

Page 4: Customer genius

Individual.

Authentic.

Desire.

Anchors.

Participation.

Expression.

Simplicity.

Connection.

Responsible

‘Me’ trends are about individuality,

what people trust and seek to

achieve. They are particular strong

motivations for younger customers,

and in emerging markets.

‘My world’ trends are about

engagement with others, being part

of a community. New parents and

older customers typically have a

strong affinity with these factors.

‘The world’ trends 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 issues

My world

Me

The world

The Customer Agenda:

Page 5: Customer genius

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.

‘Me’ Trends:

Page 6: Customer genius

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.

‘My world’ Trends:

Page 7: Customer genius

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.

‘The world’ Trends:

Page 8: Customer genius

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 doesn’t 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 don’t do a

deal, he will have plenty more choices.

We shouldn’t forget that he is the customer. He is in control.

The Customer is the Controller

Page 9: Customer genius

Customer demand, expect

and know more.

If can deliver

a 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 availability

of information, unlimited web research

and strength of recommendations

between friends means that Customers are

more knowledgeable and able than ever

before.

Emotions 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 want

Customer Power

Page 10: Customer genius
Page 11: Customer genius

Companies need customers more than

customers need companies.

In 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 else’s 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.

Customer Attitude: Rising Expectations, Falling Trust.

Page 12: Customer genius

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.

PULL NOT PUSH

Page 13: Customer genius

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.

PULL NOT PUSH

Page 14: Customer genius

Sell

Products

Features

Broadcast

Interruption

Push Buy

Solutions

Benefits

Dialogue

Permission

Pull

Interruption

Price

Transaction

On business terms

Pull Permission

Perceived value

Relationship

On customer service

Push

Page 15: Customer genius

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, decision-

making, suppliers, distributors, finance and

human resources too.

Page 16: Customer genius

The customer business works from the

‘outside in’ rather than ‘inside out’.

We 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?

Outside In. Inside Out :

Page 17: Customer genius

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.

Outside In. Inside Out :

Page 18: Customer genius

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

business from the outside in and from the

inside out.

But the balance has shifted and

continues to move towards the ‘outside

in’ business.

Page 19: Customer genius

Ask yourself these questions

Does your brand define your target customers and their ambitions or talk about your business or product and what it does ?

Is your research still centered on average statistics or existing prejudices, or does it listen to and explore more deeply the real needs and wants of individuals ?

Do you still subject all customers to blanket communication campaigns to sell what you want, when and how you choose, not them ?

Are your distributions channels chosen for your convenience and efficiency rather than your customers ?

Does your pricing model play at the margins of your direct competitors rather than being based on the perceived value relative to the customer’s view of their alternatives ?

Do you still try to persuade customers to have ‘relationships’ with your company when they’d thank you much more for connecting them with other people like them ?

Page 20: Customer genius

The ‘customer power profiler’

enables us to profile our

business, externally and

internally, in terms of where

our balance lies today and

where we want to lie in the

future. Do you do business

more from the outside in, or

from the inside out ?

‘customer power profiler’

Page 21: Customer genius

Do you manage customer inside out ?

Attract all customers and regard all as good and of equal importance.

Brands define the function of the business or products and services.

Standard products and services sold and delivered separately.

Distribution channels designed and chosen for business efficiency.

Prices are standard and based on manufacturing costs and competition.

Seeking to build relationships between customers and the brand.

Consistent and standardized service delivery to all customers.

Do you manage customer outside in ?

Attract best customers based on their potential loyalty and long term value.

Brands articulate the aspirations of customers in distinctive ways.

Products and services brought together to solve customer problems.

Customers buy from trusted partners – when, where, how they want.

Prices are based on each customer’s perceived value of benefits.

Bringing customers together in relationships to others like them.

Service is delivered in a personal style, flexible to each customer.

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Page 22: Customer genius

Do you engage customer inside out ?

Strategy is driven by optimizing the value of existing capabilities

Patents, processes and property are the most important business assets.

Decisions are made from finance perspective first and customer second.

Growth is managed through portfolios of business and products.

Leadership is directing, controlling and managing delivery.

Employees are recruited primarily for their special skills.

Key results are volume and market share, short term revenue.

Do you engage customer outside in ?

Strategy is driven by the best market opportunities for value creation

Customers, brands and ideas are the most important business assets.

Decisions are made from customer perspective first and finance second.

Growth is managed through portfolios of markets and customers.

Leadership is inspiring, connecting and empowering people.

Employees are recruited for their attitude and skills developed later.

Key results are satisfaction and advocacy, long-term profitability.

Inte

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Page 23: Customer genius

Thanks and Best Regards

E-Business Department