The Customer Centric Organisation

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CUSTOMER CENTRIC

ORIENTATION

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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.


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


客户WHO IS YOUR CUSTOMER


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


Customer Facing OrganizationInternal Organization

Let’s start by reviewing a generic business model


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


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


客户UNDERSTANDING CLIENT NEEDS

management|consultingHOW TO UNDERSTAND CUSTOMER REQUIREMENTS

FOCUS GROUPS

INTERVIEWS

MARKET RESEARCH

LITERATURE REVIEW

SUPPORT REQUESTS

USER OBSERVATION

????


“Voice of Customer” of Quality Function Deployment

Considering Client Needs in Design: Voice of Customer of Quality Function Deployment (QFD / Six Sigma / TQM)


“If I’d asked my customers what they wanted, they’d have said a faster horse.” – Henry Ford

LIMITATIONS TO CUSTOMER CENTRICITY


客户CHALLENGES OF GLOBAL CLIENTS


CEO Statements



CIO Statements


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


◦ What are currently the most important challenges that CIOs (and also CEOs) are facing?

ASSIGNMENT GLOBAL CLIENT CHALLENGES

??

???

??? ??

???

???


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


◦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


客户BUILDING A COMPELLING VALUE

PROPOSITION


Value Proposition

• How does your product provide value to your customer? !!

!

How do you provide value to your customer?


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.


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vmware’s Value Proposition

http://b2bstories.com/?p=294


NEWNESS

PERFORMANCE

CUSTOMIZATIO

“GETTING THE JOB DONE”

DESIGN

BRAND/STATUS

PRICE

COST REDUCTION

RISK REDUCTION ACCESSIBILITY

CONVENIENCE

USABILITY

Customer Value through


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


Customer Relationship

Customer Relationship

Personal Assistance

Dedicated Personal Assistance

Self Service

Automated Services

Communities

Co-Creation


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

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