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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:
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
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:
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:
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:
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:
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
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
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.
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
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
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
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.
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 :
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 :
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.
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 ?
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’
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.
Ex
tern
al C
ust
om
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po
we
r p
rofile
r W
ha
t driv
es y
ou
r ex
tern
al A
ctiv
ities?
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
rna
l C
ust
om
er
po
we
r p
rofile
r W
ha
t driv
es y
ou
r inte
rna
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tivitie
s?
Thanks and Best Regards
E-Business Department