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Marketsensingandlearningstrategy
Strategicmarketchoicesandtargets
Customervaluestrategyand positioning
Strategicrelationshipsandnetworks
Strategic thinking andthinking strategically
Strategictransformationand strategyimplementation
The customer conundrum (puzzle) The sophisticated customer Market shifts and quakes
consumer market changes market granularity re-shaped business-to-business markets
How can marketing processes respond to these changes?
Customer service is bad all over Customer satisfaction and customer loyalty
satisfaction and loyalty are not the same The real customer problem
do we know what service to maximise? can we deliver what we promised? happy customers and happy employees?
The problem is strategy
We do it all for you - the customer
Customer loyalty
Customersatisfaction
High
Low
High Low
Satisfiedstayers
Happywanderers
Hostages Dealers
The service and qualitywe promise
The serviceand qualitythe customerreceives
Good
Bad
High Low
OK.You get whatyou pay for.
I am inLOVE – I
didn’t knowyou were this
good!
I HATE youbastards –
you lied to me!
OK.It’s bad,
but it’s whatI expected.
Impact of service and quality oncustomer satisfaction/retention
Service andquality level
High
Low
High Low
Smartservicers
Over-servicers
Under-servicers
Non-servicers
External customer satisfaction
Internalcustomersatisfaction
High
Low
High Low
Synergy“happy”
customersand “happy”employees
Internaleuphoria“Never mind thecustomer, what
about thesquash ladder?”
Coercion“you WILL becommitted tocustomers,or else…
Alienation“unhappy”customers
and “unhappy”employees
Issue Customers and markets have changed:
Customers wised up to marketing Know what marketers are up to Traditional marketing consistently
underestimates intelligence of customer
Your parents Unwised to marketing No idea what marketers were up to Their intelligence underestimated by
marketers who now recognise it
The typical family a new phenomenom?
The MySpace Generation – ok, but they eat, drink, clothe themselves etc
Saga Louts – that’s me!
The pink market – women are a new phenomenon
The wealthy - too
The poor – too – a novelty!
Ethnic markets – 21st C.?
The green and ethical consumer – vegetarians? Ethical?
The Neo-Cromwellians – Puritans existed pre Cromwell
Scared consumers – ho yus!
Shift in focus from “megatrends” to “microtrends”
Broad market trends average out important differences
The issue shifts from huge cultural shifts to new “identity groups”
Dominant customers Impact of customer power Bad customers
who play the rules who break the rules who make the rules
Radical and disruptive changes in market structures have left traditional marketing behind
The urgent challenge is to update how we “do” marketing to reflect how customers and markets have changed
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