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What does it mean to be Customer Centric? Alan Mitchell 8 February 2007.

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Presentation on theme: "What does it mean to be Customer Centric? Alan Mitchell 8 February 2007."— Presentation transcript:

1 What does it mean to be Customer Centric? Alan Mitchell 8 February 2007

2 When I use a word," Humpty Dumpty said in rather a scornful tone, "it means just what I choose it to mean - neither more nor less.

3 When I use a word," Humpty Dumpty said in rather a scornful tone, "it means just what I choose it to mean - neither more nor less. 'Customer focus'

4 When I use a word," Humpty Dumpty said in rather a scornful tone, "it means just what I choose it to mean - neither more nor less. 'Customer focus' Organisational structure

5 When I use a word," Humpty Dumpty said in rather a scornful tone, "it means just what I choose it to mean - neither more nor less. 'Customer focus' Organisational structure Customer Orientation

6 What gets measured gets managed

7 Producer push

8

9

10 Brand loyalty The acid test of brand loyalty is whether a housewife, intending to buy Heinz Tomato Ketchup in a store and finding it to be out-of- stock, will walk out of the store to buy it elsewhere or switch to an alternative product. Tony OReilly

11 Marketing schizophrenia Get the customer to do what the company wants him to do Marketing as persuasion and manipulation Get the company to do what the customer wants it to do Marketing as identifying and meeting needs

12 Customer centric companies make their money by improving their customers profitability

13 'The consumer' is a business seeking to improve its own profitability

14 Objectives E.g health, wealth, happiness The consumer as a business

15 Business objectives Emotional outcome The consumer as a business Better decisions Information, Attention

16 Business objectives Emotional outcome The consumer as a business Better decisions Information, Attention Better Processes Time, Money, Energy

17 Business objectives Emotional outcome The consumer as a business Better decisions Information, Attention Better Processes Time, Money, Energy Better Products/Services Value for money (Utility, Quality, Price etc)

18 Business objectives Emotional outcome The consumer as a business Better decisions Information, Attention Better processes Time, Money, Energy Better products/services Value for money (Utility, Quality, Price etc)

19 Business objectives Emotional outcome The consumer as a business Better decisions Information, Attention Better Processes Time, Money, Energy Better Products/Services Value for money (Utility, Quality, Price etc)

20 OPTIMAL value Operations: work, energy ? Passion: emotional costs/benefits Information: needed/gained Time: spent well/badly Money: saved, spent well/badly Attention: well/badly invested

21 OPTIMAL signatures O ? P I T M A LessMore What I want What I get

22 Business objectives Emotional outcome The consumer as a business Better decisions Information, Attention Better Processes Time, Money, Energy Better Products/Services Value for money (Utility, Quality, Price etc)

23 The consumption process Clarify and articulate needs what do I want? what's available?

24 The consumption process Clarify and articulate needs what do I want? what's available? Search where can I get it from? at what price? on what conditions? how do I acquire how to install, set up etc?

25 The consumption process Clarify and articulate needs what do I want? what's available? Search where can I get it from? at what price? on what conditions? how do I acquire, install, set up etc? Compare how does this offering stack up against available alternatives which outlet or retailer?

26 The consumption process Clarify and articulate needs what do I want? what's available? Search where can I get it from? at what price? on what conditions? how do I acquire, install, set up etc? Compare how does this offer stack upwhich outlet or retailer? Buy

27 The consumption process Clarify and articulate needs what do I want? what's available? Search where can I get it from? at what price? on what conditions? how do I acquire, install, set up etc? Compare how does this offering stack up against available alternatives which outlet or retailer? Install Solve problems Upgrade Buy

28 O P I T M A Customer O P I T M A Value exchange Marketing innovation: designing richer win-wins

29 Business objectives Emotional outcome Serving the household business Better decisions Information, Attention Better processes Time, Money, Energy Better products/services Value for money (Utility, Quality, Price etc) All four levels, integrated

30 Driven by customer metrics 1a) by what customers actually do

31 Driven by customer metrics 1b) by what customers actually ask Problem solving communities

32 Driven by customer metrics 2) by customers value signatures

33 Driven by customer metrics 2) by customers value signatures

34 Driven by customer metrics 2) by customers value signatures

35 Driven by customer metrics 2) by customers value signatures

36 Second wave: better processes

37 Third wave: better decision-making

38 Personal media management services

39 Ubiquitous search Downloadable content

40 Individual Here I am. This is what I want! * my characteristics * my likes and dislikes, wish lists * my intentions * my specifications * my purchasing and usage patterns Personal media management services

41 Individual Here I am. This is what I want! * my characteristics * my likes and dislikes, wish lists * my intentions * my specifications * my purchasing, usage patterns Personal media management services Peer2Peer This is what we recommend! * P2P & expert reviews * if you liked this, you might like … * what people like you are watching, searching for, etc * community generated content

42 Personal media management services Providers Here we are! This is what we have to offer! * filtered, permission based ads * free trials, first episode offers * distributed content (new and repeat) * searchable, downloadable archives Peer2Peer This is what we recommend! Individual Here I am. This is what I want! * my characteristics * my likes and dislikes, wish lists * my intentions * my specifications * my purchasing and usage patterns * P2P & expert reviews * if you liked this, you might like … * what people like you are watching, searching for, etc * community generated content

43 To conclude …


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