management|consultingmanagement|consulting
CUSTOMER CENTRIC
ORIENTATION
management|consulting
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
GLOBAL CLIENT MANAGER
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.
DAY 1
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 !!
DAY 2Preparation [alone / group of 3] • Review Material On Customer
Challenges • Define current customer challenges and
how Your company can address these challenges
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
•Proactively learns about client needs and problems •Uses client information in developing innovations and solutions •Leads client events to build awareness and brand loyalty
BUILDING A CUSTOMER CENTRIC
ORGANIZATION
management|consultingThe value of a customer centric organization
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
management|consultingFrom a product to a customer centric organization
Product Customer
Selling Solving Problems
Own Products/Services
1. Inside Out 2. Customer Segmentation
3. Customer Solutions
4. Outside In
Any Productions/ Service
Organizational Boundaries (Silos)
Customer oriented process organization
Source: Gulati, (2010), Organize for Resilience
management|consultingFrom a product to a customer centric organization
management|consultingCustomer Centric Value Propositions
management|consulting6 action items for a customer centric organization
CLEAR VISIONEveryone 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.
CUSTOMER VALUEPut your valuable customers of the core strategy and day-to-day 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 COLLABORATION
Get employees at all levels and all you need to help employees better serve customers with investments and training and enabling tools.
CONSTANT COMMUNICATION
Develop an explicit internal convocation plan to make sure that your employees are kept up to date on the priorities in progress of these efforts
OUTCOME BASED REWARDS
Create metrics and reward customer experience success. The true commitment to customer experience shows up on the customer gets public acknowledgement incentives for exceeding those calls.
management|consulting
Group of 3: Discuss: Is Your company Labs China customer centric
!!
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?
1. Inside Out 2. Customer Segmentation
3. Customer Solutions
4. Outside In
management|consulting
客户WHO IS YOUR CUSTOMER
management|consulting
Let’s start by reviewing a generic business model
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
management|consulting
Customer Facing OrganizationInternal Organization
Let’s start by reviewing a generic business model
management|consulting
Exercise 1: Discuss in the groups of 3, who is your customer?
• 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
management|consulting
Exercise 1: Discuss in the groups of 3, who is your customer?
• 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.!
!• 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
Grouping customers by similar needs and
characteristics
management|consulting
客户UNDERSTANDING CLIENT NEEDS
management|consultingHOW TO UNDERSTAND CUSTOMER REQUIREMENTS
FOCUS GROUPS
INTERVIEWS
MARKET RESEARCH
LITERATURE REVIEW
SUPPORT REQUESTS
USER OBSERVATION
????
management|consulting
“Voice of Customer” of Quality Function Deployment
Considering Client Needs in Design: Voice of Customer of Quality Function Deployment (QFD / Six Sigma / TQM)
management|consulting
“If I’d asked my customers what they wanted, they’d have said a faster horse.” – Henry Ford
LIMITATIONS TO CUSTOMER CENTRICITY
management|consulting
客户CHALLENGES OF GLOBAL CLIENTS
management|consulting
CEO Statements
management|consulting
management|consulting
CIO Statements
management|consulting
GLOBAL CLIENT MANAGER
Leverage Streamline operations and increase organizational effectiveness
ExpandRefine business processes and enhance collaboration
Pioneer Radically innovate products, markets, business models
Transform Change the industry value chain through improved relationships
management|consulting
◦ What are currently the most important challenges that CIOs (and also CEOs) are facing?
ASSIGNMENT GLOBAL CLIENT CHALLENGES
??
???
??? ??
???
???
management|consulting
Social Media Enablement
Mobile Enablement Total Analytics
Total Customer Engagement /
Enterprise wide Opportunity Chain
Adaptability / ElasticitySPEED: The CIO as !
Chief Acceleration Officer
Digital Assets, !Digital Enterprise
Simplify & change spending
From Big Data to Big Insights
Merge back !and front office
Business Transformation!by Cloud
Customer Statements
management|consulting
◦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?
Go3: Discuss the following questions and present
management|consulting
客户BUILDING A COMPELLING VALUE
PROPOSITION
management|consulting
Value Proposition
• How does your product provide value to your customer? !!
!
How do you provide value to your customer?
management|consulting
Value Proposition
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.
What is a 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.
management|consulting
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.
vmware’s Value Proposition
http://b2bstories.com/?p=294
management|consulting
NEWNESS
PERFORMANCE
CUSTOMIZATIO
“GETTING THE JOB DONE”
DESIGN
BRAND/STATUS
PRICE
COST REDUCTION
RISK REDUCTION ACCESSIBILITY
CONVENIENCE
USABILITY
Customer Value through
management|consulting
Channels
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.
VP2
VP3
VP1 CS1
CS2
CS3
management|consulting
Customer Relationship
Customer Relationship
Personal Assistance
Dedicated Personal Assistance
Self Service
Automated Services
Communities
Co-Creation
management|consulting
Revenue Stream
Sources of Revenue
Product Sale
Brokerage Fees
Renting
Subscription Services
LicensingUsage Fee
Advertisement
management|consultingRecap: What did we learn today?
The customer centric organization
Identifying client needs
Challenges of Global Clients
Who is your customer?
Value Proposition
management|consultingHomework/Mentor Assignments until Booster 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. Who is your customer?
Suggested Mentor Assignments Case StudiesReview internal / external customers of of your LoBReview the customer strategies of your competitors Oracle, Salesforce.com, Local Players
management|consultingmanagement|consultingQUESTIONS & ANSWERS
⿷㈸�⏓㖹�㽼ⲿ
⿷㈸㱸㦎⤇㙶��㦓⡹ᱥ⪢㟖⤿⒉��⾯'㗌ⳗ⽆⤷㜷Ⳇ㮟Ⱚ��⧟㦓⡹
DR. MARKUS ALSLEBEN
*OPLM�,_LJ\[P]L�6MÄJLY
+852 63408158THYR\Z'HSZSLILU�JVT^^ �̂HSZSLILU�JVT
Alsleben Ltd. (HK)
6MÄJL�+�����-���2PUN�7HSHJL�7SHaH5V�����2PUN�@PW�:[YLL[2^\U�;VUN��2V^SVVU/VUN�2VUN
Management ConsultingManagement Consulting
Front Side: 2c Black/RED embossed print Back Side: 2c Black/RED normal print
Card Paper 1077
+852 63408158THYR\Z'HSZSLILU�JVT^^ �̂HSZSLILU�JVT
Management Consulting ⤸㽩㫛⟞㣣
Top Related