Customer Value Proposition Best Practice from Lexden
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Transcript of Customer Value Proposition Best Practice from Lexden
WE WORK WITH BRANDS TO CREATE A COMPETITIVE AND COMMERCIAL EDGE THROUGH CUSTOMER
MARKETING STRATEGIES & ACTIVITIES COMMERCIAL EDGE
YOU?
WE HELP CLIENTS REALISE THE POTENTIAL OF PUTTING CUSTOMERS AT THE HEART OF THEIR BUSINESS
We achieve this by through our ‘What Matters Most’ customer strategy solutions
CUSTOMERS AT THE HEART
LEXDEN’S PROPOSITION DEVELOPMENT MODEL
PR
OP
OS
IT
IO
N
EV
AL
UA
TI
ON
Bu
sin
ess &
Br
an
d
Po
te
ntia
l
Cr
ys
ta
llise
cu
sto
me
r
op
po
rtu
nit
y
Cr
ea
tin
g a
C
om
pe
ll
ing
p
ro
po
sit
ion
Br
in
gin
g i
t
al
l t
o L
if
e
Cre
ativ
e f
orw
ard
th
inki
ng Build
propositions which demonstrate a deep appreciation of customer, brand and market opportunities
Co
mm
erci
al a
lert
nes
s Frame against the commercial and business requirements of the prospect
Co
mp
etit
ive
dis
tin
ctio
n
Integrate your brand assets advantageously to all M
emo
rab
le
Package in a format which excites, connects with the commercials and creates confidence in delivery capabilities
What this should deliver
1. Crystallising the customer opportunity
2. Business & brand
potential
3. Creating a compelling proposition
5. Bringing it all to life
4. Proposition Evaluation
Bridging the gap to compelling propositions
OUTPUT: Understand composition, life goals & motivations of primary audience types
Understand key influences on decision making
Understand typical role and relationship with their brand
Understand what influences choice
Understand needs not addressed
Understand where connection, consideration and conviction moments occur
Understand their relationship with money and how it impacts payment habits
PURPOSE: Understanding the opportunity for fulfilment or improvement in the
customer’s life
OUTPUT: Better understanding of the territories the brand believably occupies
Scope for stretch of the business and the brand into the payment world
Business priorities and strategic imperatives
Challenges the sector and specifically the business need to address
‘Hot topics’ of relevance to the brand and key stakeholders
PURPOSE: Understand how the business capabilities and advantages can be exploited
OUTPUT: Developed ‘customer territories’ based on stage 1 & 2 findings
Visa impact alignment
Developed customer propositions to meet these needs
To include Visa products, services, assets & partnerships
PURPOSE: Create compelling propositions to leverage the brand advantage and fulfil the opportunity
OUTPUT: Customer appetite quantification Market scarcity indication Business advantage for stakeholders involved Proposition viability assessment Proposition ‘example’ profitability model Success criteria defined
PURPOSE: Ensure the proposition fulfils key customer appeal, commercial and operational requirements
OUTPUT: Develop a marketing strategy to launch and establish the proposition launch
Worked through customer journey maps
Creative development of card art, launch campaign and marketing materials
Employee launch programme
Ancillary partner appointment where relationships do not exist
PURPOSE: Development of marketing activation materials to bring the proposition to life
FOR MORE INFORMATION ON HOW WE COULD HELP YOU BUSINESS BUILD
COMPELLING CUSTOMER VALUE PROPOSITIONS CONTACT
[email protected] 0044 7968 316548
Lexden Ltd. Registered in England Number: 06290644 | VAT Registration Number: 926725700 | www.lexdengroup.com Elizabeth House, York Road, London, SE1 7NR | The Courtyard, Wind Hill, Bishops Stortford, CM23 2ND Contact [email protected] | 07968 316548 for more details