The document discusses building a customer-centric organization, including understanding customer needs, addressing challenges of global clients, developing a compelling value proposition, and focusing on the customer through activities like customer segmentation, understanding requirements, and building customer relationships. It provides frameworks and examples for transforming an organization from being product-focused to being customer-focused.

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CUSTOMER
CENTRIC
ORIENTATION

2. GLOBAL CLIENT MANAGER
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• Proactively learns about client needs and problems
• Uses client information in developing innovations and solutions
• Leads client events to build awareness and brand loyalty
DAY 1
Preparation [alone / group of 3]
Review Material On Customer
Challenges
Define current customer challenges and
how Your company can address these
challenges
•
•
Intended Learnings
Understanding current customer
needs
Application of tools for needs
analysis
Content
Who is your customer (internal and
external)
Current global trends and customer
challenges
Understanding customer needs
Addressing customer needs
!
Excercises
Understanding your customer (white
board)
Who is your customer.
Dealing with customers
DAY 2
Homework in Mentee Peer Group of 3
Case Studies
Assess the needs of your internal and
external customers.
Draw up strategies to enhance your
customers’ delight.
•
•
•
Suggested Mentor Assignments
Case Studies
Review internal / external customers of
of your LoB
Review the customer strategies of your
competitors Oracle, Salesforce.com,
Local Players
•
•
•
Intended Learnings
Meet the customer
•
Content
Presentation of Homework
Meet the customer: Invitation of External
Speaker
Q/A understanding the needs of our
customer,
!
Conclusion
!
!

3. BUILDING A
CUSTOMER CENTRIC
ORGANIZATION

4. The value of a customer centric organization
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Customer driven customer driven companies
were significantly more successful than
shareholder driven ones (+36% vs. +17%)
compared with the industry median. (Research by
Ellsworth)
!
!
Customer centric organizations are more resilient
in crisis situations than product centric
organizations, as customer focus builds flexibility
into the organization.
Source: Gulati, (2010), Organize for Resilience

5. From a product to a customer centric organization
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1. Inside Out
2. Customer
Segmentation
3. Customer 4. Outside In
Solutions
Product
Customer
Organizational
Boundaries (Silos)
Customer oriented
process organization
Selling
Solving Problems
Own Products/
Services
Any Productions/
Service
Source: Gulati, (2010), Organize for Resilience

6. From a product to a customer centric organization
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7. Customer Centric Value Propositions
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8. 6 action items for a customer centric organization
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CLEAR VISION
Everyone in the company understands what’s important and there is
unwavering believe that an intense focus on creating the best possible
experience for customers is the best way to grow the business.
INTIMATE
CUSTOMER
INSIGHT
Commitment to set aside “what we think we know”, replacing it with a
current, accurate and data driven understanding of customer needs,
preferences, and expectations.
Put your valuable customers of the core strategy and day-to-day
CUSTOMER VALUE operations. The reaction is first regulated by the impact of customers.
Valuable customer is important term, it describes the most profitable
customers, rather than the largest number of customers.
COLLECTIVE
Get employees at all levels and all you need to help employees better
COLLABORATION serve customers with investments and training and enabling tools.
Develop an explicit internal convocation plan to make sure that your
CONSTANT
employees are kept up to date on the priorities in progress of these
COMMUNICATION
efforts
Create metrics and reward customer experience success. The true
OUTCOME BASED
commitment to customer experience shows up on the customer gets
REWARDS
public acknowledgement incentives for exceeding those calls.

9. Group of 3: Discuss: Is Your company Labs China customer
centric
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!
1. Inside Out
!
2. Customer
Segmentation
3. Customer 4. Outside In
Solutions
Based on your experience, where would you put
Your company Labs China / Your company
Development in this diagram?
!
How do you think can Your company Labs China/
Development can improve using the six key
actions?

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客户
WHO IS YOUR
CUSTOMER

11. Let’s start by reviewing a generic business model
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Source: Osterwalder, Pigneur (2010), Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers.
See also: the Lean Start Up: https://www.udacity.com/course/ep245

12. Let’s start by reviewing a generic business model
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Internal Organization Customer Facing Organization

13. Exercise 1: Discuss in the groups of 3, who is your customer?
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•
Can you describe a typical
customer of your product.
•
Can you segment / cluster
your customers (big/small,
industry etc.)
!
!
•
Does your products serve
more than one segment (1:n)
or exactly one (1:1)?
Customer Segmentation

14. Exercise 1: Discuss in the groups of 3, who is your customer?
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• Mass Market: There is no specific segmentation for a
company that follows the Mass Market element as the
organization displays a wide view of potential clients.!
!
• Niche Market: Customer segmentation based on
specialized needs and characteristics of its clients.!
!
• Segmented: A company applies additional
segmentation within existing customer segment. In the
segmented situation, the business may further
distinguish its clients based on gender, age, and/or
income.!
Grouping customers by
similar needs and
characteristics
!
• Diversify: A business serves multiple customer
segments with different needs and characteristics.!
!
• Multi-Sided Platform / Market: For a smooth day to
day business operation, some companies will serve
mutually dependent customer segment. A credit card
company will provide services to credit card holders
while simultaneously assisting merchants who accept
those credit cards.
Customer Segmentation

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客户
UNDERSTANDING
CLIENT NEEDS

16. HOW TO UNDERSTAND CUSTOMER REQUIREMENTS
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FOCUS GROUPS
LITERATURE
REVIEW
MARKET RESEARCH
USER OBSERVATION
INTERVIEWS
SUPPORT
REQUESTS
????

17. Considering Client Needs in Design: Voice of Customer of
Quality Function Deployment (QFD / Six Sigma / TQM)
“Voice of Customer”
of Quality Function Deployment
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18. LIMITATIONS TO CUSTOMER CENTRICITY
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“If I’d asked my customers what they wanted,
they’d have said a faster horse.” – Henry Ford

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客户
CHALLENGES OF
GLOBAL CLIENTS

20. CEO Statements
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21. management|consulting

22. CIO Statements
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23. GLOBAL CLIENT MANAGER
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Expand
Leverage
Refine business
processes and
enhance collaboration
Streamline
operations
and increase
organizational
effectiveness
Transform
Pioneer
Change the
industry value chain
through improved
relationships
Radically innovate
products, markets,
business models

24. ASSIGNMENT GLOBAL CLIENT CHALLENGES
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◦ What are currently the most important challenges that CIOs (and also CEOs) are facing?
???
???
??
???
???
??

25. Customer Statements
SPEE
D
Chief : The CIO
Acce
lerati as !
on O
fficer
Fro
nsig
ata to Big I
m Big D
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asti
tability / El
Adap
city
en
change sp
Simplify &
ding
hts
me n t /
er Engage
m
Total Custo e Opportunity Chain
Digital Assets
wid
,!
Enterprise
Social Media
Enablement
Mobile Enablement
Digital Enterp
Merge back !
and front offic
e
rise
Business Tra
nsformation!
by Cloud
Total Analytic
s

26. Go3: Discuss the following questions and present
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◦ How do you think Your company products and
services can help customer address these
challenges?
!
◦ Do you see the same challenges in the local China
market?
!
◦ Where does Your company has shortcomings in
product and services to address these challenges
for the local market?

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客户
BUILDING A
COMPELLING VALUE
PROPOSITION

28. How do you provide value to your customer?
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•
How does your
product provide
value to your
customer?
!
!
!
Value Proposition

29. What is a value proposition
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A Value Proposition it is a clearly defined statement that is designed to convince
customers that one particular product or service will add more value or better
solve a problem than others in its competitive set.
Value Proposition
•
•
•
•
•
A value proposition describes the target customer’s problem their product solves
It quantifies the problem
It describes the benefits of using the suppliers’ products or serves
It shows a specific value to the customer
It shows an advantage over the competition.

30. vmware’s Value Proposition
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For IT organizations wrestling with the high cost and inflexibility of
the old “one server, one application” model, VMWare can improve the
efficiency and availability of IT resources and applications through
virtualization. About 70% of a typical IT budget in a non-virtualized
datacenter goes towards just maintaining the existing infrastructure,
with little left for innovation. VMWare can free your IT admins from
spending so much time managing servers rather than innovating. An
automated datacenter built on the production-proven VMware
virtualization platform lets you respond to market dynamics faster
and more efficiently than ever before. VMware customers
typically save 50-70% on overall IT costs by consolidating their
resource pools and delivering highly available machines with VMware
vSphere.
http://b2bstories.com/?p=294

31. Customer Value through
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USABILITY
ACCESSIBILITY
RISK REDUCTION
CUSTOMIZATIO
CONVENIENCE
PRICE
PERFORMANCE
NEWNESS
COST REDUCTION
“GETTING THE JOB DONE”
DESIGN
BRAND/STATUS

32. Channels
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CS1
VP1
VP2
CS2
VP3
CS3
Channels
Channels: A company can deliver its value proposition to its targeted customers through
different channels. Effective channels will distribute a company’s value proposition in
ways that are fast, efficient and cost effective. An organization can reach its clients either
through its own channels (store front), partner channels (major distributors), or a
combination of both.

33. Customer Relationship
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Customer
Relationship
Personal Assistance
Co-Creation
Automated Services
Self Service
Communities
Dedicated Personal
Assistance

34. Sources of Revenue
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Product Sale
Subscription Services
Usage Fee
Licensing
Advertisement
Revenue
Stream
Renting
Brokerage Fees

35. Recap: What did we learn today?
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The customer centric organization
Identifying client needs
Challenges of Global Clients
Who is your customer?
Value Proposition

36. Homework/Mentor Assignments until Booster 2
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Homework in Mentee Peer Group of 3
Case Studies,
Assess the needs of your internal and external customers.
Draw up strategies to enhance your customers’ delight.
Who is your customer?
Suggested Mentor Assignments
Case Studies
Review internal / external customers of of your LoB
Review the customer strategies of your competitors
Oracle, Salesforce.com, Local Players

37. QUESTIONS & ANSWERS
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management|consulting
DR. MARKUS ALSLEBEN
Alsleben Ltd. (HK)
Management Consulting
+852 63408158
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