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The Customer Evolution theory. Change With them – Or Lose them. Janet Rives Founder – IN PLAN SIGHT, LLC. Who is the person. ….. Started Product Management for Consumer Centric Brands of VF Corporation ….. Helped build Marketing & Market Strategy for Consumer markets - PowerPoint PPT Presentation
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THE C
USTOMER
EVOLUTI
ON THEORY
CH
AN
GE
WI T
H T
HE
M –
OR
LO
SE
TH
EM
Janet RivesFounder – IN PLAN SIGHT, LLC
WHO IS THE PERSON….. Started Product Management for Consumer Centric Brands of VF Corporation….. Helped build Marketing & Market Strategy for Consumer markets ….. Put me in charge of both
….. Started my own business to help others design market & product development strategies
A New-Market Entry and Product Development
Strategy Firm
NO TIME IN HISTORY HAS THE RATE OF CHANGE OF ENGAGING WITH A CUSTOMER EVOLVED SO QUICK…
THE PAST 14 YEARS CHANGED OUR INTERACTIVE LIVES….
20142000 2001 2003 20072004
GPS Goes Main Stream
Dawn of File Sharing Begins
Social Networking Revolution
Smart Phone Frenzy Begins and Consolidates it all…..
GET COMFORTABLE IN YOUR ROLE
Product Management = Meeting Customer
Expectations
Product Development = Delivering Customer
Experience
Everybody in the Company is in
Sales
HEART OF BUSINESS TODAY
Consumer Tracking... Data
Distribution & Fulfillment
International Supply
Innovation & Product Design
Marketing
Customer Sales & Engagement
IT
Finance
WE ARE IN THE HEIGHT OF CHANGE• Recessionary Caution
• Healthcare Redefinition
• Global Interactivity & Emerging Markets
• Technology
• Energy Alternatives
• Political Unrest
…Leaders today are looking for where this train is going
Those enjoying the ride will go with it and evolve.
Those waiting for it to go back will implode.
CHANGE BREEDS INNOVATION• Recessionary Caution…….more cash…. More new development
• Healthcare Redefinition…. Hospitals redefined, homeopathic growth, technology for accuracy, miniaturized medical devices
• Global Interactivity & Emerging Markets - smaller world, new markets, collaboration, smarter crowd sourcing
• Technology – TelePuter - On Demand Everything– Interactive Business – Nano of Nano
• Energy Alternatives – cars will change… energy sources will change…
• Banking and Mail Systems – Will Change
……By Who and How will it happen
10 WAY MILLENNIALS WILL CREATE A NEW MODEL
1. They will force companies to be transparent
2. They will choose corporate culture and meaningful work above everything else
3. They will build a collaborative organization
4. They will make working from home the norm and balance work with life
5. They will recruit based on results over degree
6. They will change the meaning of “face-time”
7. They will encourage generosity and community support
8. They will eliminate the annual performance review
9. They will turn work into a game instead of a chore
10.They will level corporate hierarchies
THE NEXT CONSUMER CENTRIC MODEL
• Diversity
• Wider Spread in Purchasing Power
• Authenticity - Speak to Who I Am – Not Who You Tell Me I Am
• Immersive, Symbiotic Relationship with Brands and Reputation
• Less Marketing – More Conversation
• Letting go of tight control of brands – turning to co-creation and evangelism
• Technology – “Make My Life Simpler So I Can Have A Life”
“Focus on making an excellent product. If you do so, then all of your marketing will be true and most of the marketing will be done by those that believe it and share it”
WHAT DOES THIS MEAN FOR BUSINESS AND PRODUCT DEVELOPMENT• Ego driven brands and companies that are not flexible - will
fail – and fail big
• “That is not how WE do it” – will create an entrepreneur that will do it
• ALL products and services must have a heartbeat within them and co-created
• Consumer Anthropology will be the method to create the next big innovation
GETTING SUPPORT FOR YOUR IDEA: COLLABORATION
Marketing
Product Developm
ent
IT
Product has nothing to
develop with consumer insights
Marketing has nothing to
market without a
great product
None of it can be done without technology and innovation in tomorrows world
Hidden Secret: Get early partners
in finance and supply chain
WHAT IS NEXT BIG THING?
something they don’t know they need…. yet…
• Ask a Consumer• Be a Consumer• Watch a Consumer• “I Wish I Could…”• “This Darn Thing
Needs…”• Make Life Easier• Be Courageous• Go For itwhat they say they
need now and where they will be in 3-5yrs…. is where magic happens.
