Goldmine of Customer Insight 20130326

Marketing Mechanics © 2013

Collaborate | Innovate | Succeed SM

Driving Product SuccessThe Goldmine of Customer Insight

Marketing Mechanics © 2013 2Collaborate | Innovate | SucceedS M

Premise“It is the customer who determines what a business is. For it is the customer … who through being willing to pay for a good or service, converts economic resources into wealth, things into goods.”

Peter Drucker

“It turns out to be really hard in practice to base all marketplace decisions firmly and clearly on insights into what customers value and how customers behave.”

Barbara E. Bund


Today’s Topics• Brief Introduction to Marketing Mechanics• The Challenge: Driving Product Success• The Organizational View: Customer Centric

• Who is the customer anyway?• Context: Through the Eyes of Your Customer

• Customer Market and Business Views• Customer Lifecycle and Experience • User Workflow • User Experience


Finance Partners

Sales Service & Support

Marketing Operations

CUSTOMERS

Engineering

The Wheel of Value

Marketing Mechanics © 2005 - 2013

Value, not Technology

Focus on delivering value to customers

Marketing Mechanics: Product Philosophy


The Challenge: Driving Product Success

•How does your organization define success?

•How does your organization measure success?

•Who owns product success?


•Who is the customer, anyway?

•Whose view matters?

The Organizational View: Customer Centric

Finance Partners

Sales Service & Support

Marketing Operations

CUSTOMERS

Engineering

The Wheel of Value

Marketing Mechanics © 2005 - 2013


Customer Market and Business Views

• What market is your customer in? What are their business

priorities?

• Who are their customers and what value do they deliver to

those customers?

• Who is their competition?

• Who are their partners?

• What trends impact their business success?

Context: Through the Eyes of the Customer


Lifecycle and Experience


Awaren

ess

Sales Contact Product

Review

Product Use

Supp

ort

Con

tact

Business

Engage


User WorkflowUnderstand the context within which the customer/user performs tasks, reaches goals.

• What are the users’ goals? Strategic, tactical, personal, business, etc.• Who participates (who does your user interact with towards achieving goals?)

• What steps are taken, processes used to achieve goals?

Extras• Map your solutions to workflow to find gaps and other opportunities for growth• Map your competitors’ solutions to workflow to assess strengths and weaknesses



User Workflow: Digital Video


Reporting/ Analytics

Ingest, Preparation, DAM

Distribution Policy & Rights Management

Commerce SupportDelivery / Distribution

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User Workflow: 3 – 5 major phasesWho participates? What are their roles?

•Platform engineer•Hardware engineer•Legal•Etc.

What is accomplished? What is the end-goal?

Phase 1•Tasks•Decisions

Info, data, documents transferred to next phase

Phase 2•Tasks•Decisions

Phase N•Tasks•Decisions

…



User Experience• a broad term used to explain all aspects of a person’s experience with the system, including the interface, graphics, industrial design, physical interaction, and the manual.[1]

• It also refers to the application of user-centered design practices to generate cohesive, predictive and desirable designs based on holistic consideration of users’ experience.[2]


[1] Peter Merholz (2007). "Peter in Conversation with Don Norman About UX & Innovation". Adaptive Path

[2]"What is user experience design?". IBM.

Wikipedia http://en.wikipedia.org/wiki/User_experience_design


ResearchGoal: Test hypothesis

•Develop hypothesis•Identify best methodologies for test•Work with organization to define test



MethodologiesProgrammatic•Advisory boards•User conferences•Community

Occasional and Regular•Surveys•Interviews•Focus Groups•NetPromoter

Sources •Existing customers •Panels•Target customers•Community



Organization focus on• Customer delight across all value touchpoints• A broader scope for high-value innovation• Greater business success

Drive Product Success


Differentiators•Thought-leadership•Exceptional problem-solving skills•An extensive network of product professionals•Frameworks and methodologies for driving product success

Deliverables•Research for customer and market understanding•Customized, built-to-fit processes and programs•Team development and training in all aspects of product management

Experience•Clients include start-ups to $multi-billion in revenues, in diverse markets and technologies

Marketing Mechanics


Ellen Grace [email protected] 835 2577