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Growth Strategies Services
Baker Tilly
Resource Guide
Winning on Experience
We are in an experience economy where competitive positioning and a premium pricing advantage are enjoyed by companies that create relationships and interactions with their customers through intentional, positive experiences. While the advantages of a positive experience are numerous, the challenges for organizations to capitalize on the opportunity are significant.
Where are you in the journey toward differentiating on customer experience to achieve your growth goals? Your customers are demanding it and chances are, your competitors are racing in the same direction as you to deliver it. If you’re not first, you’re last…
We can help. This Resource Guide outlines our services that enable organizations to compete in today’s experience economy.
The economic progression towards focusing on creating an experience involves the continual repositioning of companies within a market and their efforts to create a differentiated experience, and therefore premium pricing advantage.
In today’s competitive landscape, the pace of commoditization is rapid. As a result, it is more challenging to clearly understand the differentiation between like products and offerings. To compound that further, technology has created a form of disintermediation in the value chain...significantly reducing or even removing the traditional salesperson’s role in the purchasing decision process.
Consumers now have a wealth of information available to them via the Internet and social media. Unless an organization embraces these technologies (e.g. social media, Big Data, modern marketing), their ability to understand their customer’s needs and motivation to purchase will be limited.
Organizations do not define the customer experience…their customers do. To create a differentiated position and maintain it, organizations need to become dynamic enterprises.
Dynamic enterprises are able to continually adjust their product and service offerings based on ever-changing customer expectations and experiences in the marketplace. They also embrace advancements in technology to build the capabilities needed to create long-lasting relationships with their customers.
These organizations possess three core capabilities necessary to compete and win in an experience economy. They are more intimate with their customers and can act quickly and effectively based upon the intelligence they gain through this intimate relationship.
1. Customer intelligence: Dynamic enterprises are continually scanning their markets. They assimilate the data from the scans and adjust their offerings, both in terms of content and channels to market.
2. Experience-aligned execution: Dynamic enterprises establish processes and adopt supporting technologies that enable the creation of intentional, positive customer experiences.
3. Experience-focused professionals: Dynamic enterprises develop personnel to focus on delighting customers. They instill a “customer first” mentality and remove process and performance metrics that compromise the delivery of positive customer experiences.
Aspiring Leaders
Experience Driving Economic Value
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THE EXPERIENCE DYNAMIC ECONOMY ENTERPRISES
Product and Service Innovation > What are the new products or services my customers want? > How do I innovate new products and services to create differentiation in the market? > How can I successfully launch my new product into the marketplace to accelerate revenue?
We help you and your teams innovate new products and services that will be successful in the market. We use a variety of innovation techniques to cultivate new thinking and ideas. Finally, we use our new product launch methodology to make sure the new products or services achieve the desired revenue growth.
Market Focus and Alignment > What new markets should I consider entering? > Are the buying behaviors in those markets considerably different? > What is the value proposition that will resonate in those new markets?
We answer the fundamental question of where to play and how to win for organizations that are considering new market entries; either geographical or industry markets. Our research uncovers market attractiveness and specific needs of the market that can be converted into value propositions. We make sure that your market choices are well informed and that you are in the best position to achieve growth.
Customer Strategy > Should I segment my customers? > What should the customer treatment strategy be based on? > How do I monitor the results of the treatment strategy?
We help our customers focus their resources and time by guiding them in a customer segmentation exercise. The segmentation process helps provide a treatment strategy and a focused experience based on the needs of each segment.
STRATEGIC GROWTH SERVICES
Discover new opportunities for growth in
the experience economy and new strategies to realize your
growth objectives.
Assessment > Do I understand the customer’s processes as they interact with my organization? > Do I have data that will help me understand their satisfaction with the interactions they have with my organization? > Have I mapped out the “customer journey,” what the customer’s goals are, and the experience they desires?
Through research and analytics, we help you develop a deep understanding of your customer’s processes and needs. Leveraging customer journey maps, we can expose the various customer interactions and the potential areas for experience improvement.
Strategy & Design > What are the experiences I need to deliver to the customer? > Are my processes designed to deliver on the experiences that my customer desires? > How do I delight my customers and differentiate from my competition?
We leverage design thinking to create “intentional” customer experiences based upon your customers’ needs/values from each interaction throughout the lifecycle of the relationship. While holistic in nature, this process puts particular emphasis on key “moments of truth” that create differentiation and delight customers.
Capability Alignment > How do I build consistency and dependability in my company’s interactions with customers? > Can I use the various solutions that I already have across the functional areas of my organization? Where can I get value quickly? > Where do I start and what is the right way to orchestrate the implementation and enablement?
We work with you to define the organizational capabilities (process, people, and technology) needed to deliver and continuously monitor your intentional customer experiences and develop a program/roadmap for enablement.
CUSTOMER EXPERIENCE
“Today’s customers don’t distinguish between ‘digital’ or ‘in-person’ interactions. They expect enriching, valuable experiences, regardless of the medium. All interactions with your brand are important. Know your customers’ journey well enough to discern the best ways to create delight in the interaction.”
--Ethan Bach Principal, BakerTilly Consulting
Marketing Strategy > What is my customer strategy? > Does it align with my enterprise-wide strategy? > How can Digital Marketing enable my customer strategy?
We work with you to understand the overall go-to-market strategy and develop a marketing strategy that aligns with your business goals.
Modernization Roadmap Development > What capabilities do I have to support my digital strategy? > How mature are those capabilities? How mature do they need to be (and when)? > What capability gaps exist that compromise my effectiveness?
We help you assess the effectiveness of your marketing organization across the key dimensions of strategy, alignment and execution, technology, data and measurement, and work with you to build the improvement plans that will support higher performance.
Enablement and Optimization > What solutions best support near-term needs without compromising future work? > How do I manage the introduction of continual change for the organization? > How do I focus on capability build, but also meet today’s business needs?
With a myriad of marketing technology solutions and massive amounts of data available to assist your marketing organization, making the right choices is essential. Baker Tilly will work with you to clearly define the underlying technology and data strategies and options, and implement an appropriate technology and analytics environment to drive effectiveness.
EXPERIENCE MARKETING
Modernization Roadmap
Modern Marketing
Strategy
Enablement & Optimization
Marketing Performance Management
CustomerExperience
Marketing Relationship:Right message,
right forum, right time
Marketing Capabilities:Prioritized improvements
at business pace
Marketing E�ectiveness:Continuous monitoring
to inform strategy
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Marketing Methods:Right buyers, right mix,
right collaboration
Performance Management > Which digital activities are working? Which are underperforming? > Is the strategy sound? What impacts to the roadmap/focus exist? > What improvements are necessary? When?
The need to continually prove return on investment of marketing activities, as well as adjust engagement activities based upon changing buying dynamics, requires a disciplined focus on performance monitoring and optimization. Baker Tilly will work with you to confirm that your programs are working, adjust if not, and leverage data/insights on performance to direct future activities.
Sales Strategy > How do my customers want to buy? > How can I make customers feel more valued? > Based on my organization’s capabilities, where will I be most successful?
Providing your sales teams with clear strategic direction that supports your overall company and growth objectives is critical. Baker Tilly can work with you to cultivate the necessary information to define a sales strategy that is well aligned with your customer experience initiatives.
Team Sales Effectiveness > What is the best way to structure my sales team to most efficiently reach customers? > How do I use compensation to drive the behavior I am looking for from my sales reps? > How can I make sure I am reaching the markets that my sales force is targeting?
We help you structure your sales organization to maximize revenue generation while minimizing costs. By leveraging innovative sales models and tools, optimizing territory and account management, and creating a compensation strategy driven by competencies, we can position your organization with the advantage of a powerful sales team that elicits top performance sales behaviors and is aligned with your organizational objectives.
Individual Sales Effectiveness > How can I make my sales reps more skilled and better at their jobs? > How do I make sure I am making the right decision when hiring a new sales rep? > Is sales methodology training worth the investment? > How do I maximize the investments I am making in my sales force?
In today’s dynamic environment, the “one-size-fits all” approach to sales training and talent acquisition is not going to provide you with the sustainable improvements you are hoping to achieve. We understand that each sales team member, company and industry are different and require a tailored sales effectiveness approach to promote long-term value realization from the investments made in your team.
Sales Tools & Technology > How can I help my sales team do their jobs more efficiently? > How can I effectively track sales metrics without giving my reps data entry overload? > There is so much sales technology out there. What do I really need?
Despite all the new and innovative tools available, organizations continue to struggle with their sales team’s adoption of tools and technology. We help you leverage the right tools to drive growth and improve user adoption amongst your sales team members through innovative change management practices and alignment of technology with your sales competencies.
SALES EFFECTIVENESS
Core SFA capabilities don’t make a sales person more effective … they can create efficiencies, but effectiveness comes from alignment to your customer strategies, a focus on real, continual sales development programs, and the tools and data technology, that improve the selling and fulfillment experience for the customer.
Is there a right or wrong order to tackle these challenges?
The answer often depends on the results from a credible and comprehensive assessment of your current state and planning a practical program of activity. The answer is somewhere between analysis paralysis and shooting from the hip…Start small, think big, and scale up quickly.
We understand strategy and operations, and have extensive experience in guiding our clients through the transformations necessary to remain competitive and grow in the experience economy. Let us help you.
About Baker TIllyBaker Tilly is a professional services firm with a specialized Growth Strategies consulting practice. Our professionals specialize in helping clients achieve their growth objectives through more effective customer and channel strategies. Through a comprehensive evaluation of the opportunities and barriers, we define customer-centric strategies and develop a pragmatic plan to build the capabilities that will better enable sales, marketing, and service organizations to provide differentiating customer experiences and drive sustained growth.
Please contact us if you like to start your journey to become a dynamic enterprise, discover new opportunities for growth, or to learn more about our services and experience.
Ethan Bach Baker Tilly Principal – Growth Strategies Consulting [email protected]
Kurt Schroeder Baker Tilly Principal – Growth Strategies Consulting [email protected]
Todd Wilkerson Baker Tilly Director – Growth Strategies Consulting [email protected]
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Connect with us: bakertilly.com/growth-strategies
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© 2015 Baker Tilly Virchow Krause, LLP Baker Tilly refers to Baker Tilly Virchow Krause, LLP, an independently owned and managed member of Baker Tilly International.
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