Sobcon chicago-dragon-13b
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My deck from SOBCon Chicago 2013 - talking about customer intimacy, and working through your existing customers to develop your company's growth strategy.
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Sobcon chicago-dragon-13b
- 2. a “Value Discipline”“achieved by the cultivation of lasting relationships with customers and striving to satisfy their unique needs”
- 3. “To be customer-oriented, get out and meet customers on their home turf - in their homes, on job sites, in their offices.” - John Quelch
- 5. HIGH LOW HIGHLOW RETAIN ATTAIN ABSTAIN CONTAIN SPENDING IN MARKET AREA SPENDINGWITHYOU
- 6. Spend ers
- 9. “Do What you love in service to the people who love what you do.”
- 10. Ideal Customer First Offer LOW Risk Slow Death • Low product investment • Low marketing investment
- 11. Ideal Customer 2nd Generation Cust First Offer LOW Risk Slow Death • Low product investment • Low marketing investment
- 15. When you work within Communities of Customers:
- 16. • Intimacy • More senders • Economies of marketing
- 17. Ideal Customer 2nd Generation Cust First Offer ew Version Of First Offer LOW Risk Medium Risk Medium Risk Slow Death Tailoring the Filling next logical need • Low product investment • Low marketing investment • Low to Medium product investment • Medium to High Marketing • High product investment • Low to Medium Mktg Invest
- 18. The nature of BAD customer service? Superb customer service = When YOU care more about your customer’s problems than yours.
- 19. Care + Empathy = Customer Intimacy Means you can ANTICIPATE their
- 20. Ideal Customer 2nd Generation Cust First Offer ew Version Of First Offer LOW Risk Medium Risk High Risk Medium Risk Slow Death Tailoring the Filling next logical need SUDDEN Dea • Low product investment • Low marketing investment • Low to Medium product investment • Medium to High Marketing • High product investment • Low to Medium Mktg Invest • High product investment • High Mktg Investment
- 21. Ideal Customer 2nd Generation Cust First Offer ew Version Of First Offer LOW Risk Medium Risk High Risk Medium Risk Slow Death Tailoring the Filling next logical need SUDDEN Dea • Low product investment • Low marketing investment • Low to Medium product investment • Medium to High Marketing • High product investment • Low to Medium Mktg Invest • High product investment • High Mktg Investment
- 22. • Right Customer Base • Build WITH & THROUGH • Competition:
Editor's Notes
- Lot of different notions of customer intimacy – from what a masseuse experiences, to what Targets does with its data analysis. The question is, what CAN it mean for YOU and your business?
- THE THEORY OFVALUE DISCIPLINESThe inuit have hundreds of words for snow – but then Linguists argue. The SAMI people, though – then norternmost indigenous people of Europe – have like a thousand words for Reindeerhttp://www.ashridge.com/website/IC.nsf/wFARATT/When%20Operational%20Excellence%20Meets%20Customer%20Intimacy/$file/OperationalExcellence-CustomerIntimacy.pdf
- The inuit have hundreds of words for snow – but then Linguists argue. The SAMI people, though – then norternmost indigenous people of Europe – have like a thousand words for Reindeer
- The inuit have hundreds of words for snow – but then Linguists argue. The SAMI people, though – then norternmost indigenous people of Europe – have like a thousand words for Reindeer
- FROM “Results-based Leadership,” - By Dave Ulrich, JackZenger, and Norm Smallwood
- Another way of looking at customers, to borrow from Carol Roth…
- This is the networked customer. This is what happens when you work more within the realm of communities, as opposed to individuals