Book launch - Challenging Customers: Driving Competitiveness through Customer Relationship...
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1 CBS Competitiveness Day © Ritter & Geersbro 2015 Book Launch Challenging Customers Thomas Ritter Professor of Market Strategy and Business Development Department of Strategic Management and Globalization Academic Director, CBS Competitiveness Platform Kilevej 14A, DK-2000 Frederiksberg +45 3815 2121 – [email protected] Jens Geersbro Associate Professor of Marketing and Sales Competence Department of Marketing Solbjerg Plads 3, DK-2000 Frederiksberg +45 3815 2128 – [email protected]
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Transcript of Book launch - Challenging Customers: Driving Competitiveness through Customer Relationship...
1CBS Competitiveness Day© Ritter & Geersbro 2015
Book Launch
Challenging Customers
Thomas Ritter
Professor of Market Strategy and Business DevelopmentDepartment of Strategic Management and Globalization
Academic Director, CBS Competitiveness PlatformKilevej 14A, DK-2000 Frederiksberg
+45 3815 2121 – [email protected]
Jens Geersbro
Associate Professor of Marketing and Sales CompetenceDepartment of Marketing
Solbjerg Plads 3, DK-2000 Frederiksberg+45 3815 2128 – [email protected]
2CBS Competitiveness Day© Ritter & Geersbro 2015
Why Challenging Customer?
CHALLENGE
(dictionary.cambridge.org)
(the situation of being faced with) somethingthat needs great mental or physical effortin order to be done successfully andtherefore tests a person's ability
an invitation to compete or take part,especially in a game or argument
3CBS Competitiveness Day© Ritter & Geersbro 2015
What customers want
Low Prices – Good payment schemes
Safe supplies – and flexible
Lots of knowledge
Quality
Innovation
Volume
A supplier to be proud of
New Friends
4CBS Competitiveness Day© Ritter & Geersbro 2015
Assessing innovation
Best innovation partner
Significant modifications
Radically new offerings
New business model
Worst innovation partner
No modifications
No new offerings
No new business model
5CBS Competitiveness Day© Ritter & Geersbro 2015
Value Radar
Payment
Volume
Quality
Safeguard
Innovation
Information
Access
Motivation
6CBS Competitiveness Day© Ritter & Geersbro 2015
A value portfolio
Payment
Volume
Quality
Safeguard
Innovation
Information
Access
Motivation
7CBS Competitiveness Day© Ritter & Geersbro 2015
There are six different relationship strategies…
Aquisition Development
Blockage Maintenence
Termination Reduction
Existing customer portfolio
Who is here?Who should be here?
Who should not be here?
Who is here?Who should be here?
Who should not be here?
Who is here?Who should be here?
Who should not be here?
Who is here?Who should be here?
Who should not be here?
Who is here?Who should be here?
Who should not be here?
Who is here?Who should be here?
Who should not be here?
8CBS Competitiveness Day© Ritter & Geersbro 2015
…and six corresponding implementation processes
Aquiring Developing
Blocking Maintaining
Terminating Reducing
Existing customer portfolio
Verybad ok
Verygood
Verybad ok
Verygood
Verybad ok
Verygood
Verybad ok
Verygood
Verybad ok
Verygood
Verybad ok
Verygood
9CBS Competitiveness Day© Ritter & Geersbro 2015
…and we can benchmark our implementation processes
Aquiring Developing
Blocking Maintaining
Terminating Reducing
Existing customer portfolio
Verybad ok
Verygood
Verybad ok
Verygood
Verybad ok
Verygood
Verybad ok
Verygood
Verybad ok
Verygood
Verybad ok
Verygood
?
10CBS Competitiveness Day© Ritter & Geersbro 2015
There are six different interaction processes
Convincing”Selling”
NegotiatingGaining accept
SocializingGetting to know each
otherBuilding personal trust
DeliveringGoods and/or services
LinkingIntroducing partners,
collaborators
LearningUsing information,
improvingAdapting
MonitoringWhat is going on,
new trends
11CBS Competitiveness Day© Ritter & Geersbro 2015
Benchmarking our interaction capabilities
Convincing”Selling”
NegotiatingGaining accept
SocializingGetting to know each
otherBuilding personal trust
DeliveringGoods and/or services
LinkingIntroducing partners,
collaborators
LearningUsing information,
improvingAdapting
MonitoringWhat is going on,
new trends
Much worse than competitors
Same level as
competitors
Much better than
competitors
Much worse than competitors
Same level as
competitors
Much better than
competitors
Much worse than competitors
Same level as
competitors
Much better than
competitors
Much worse than competitors
Same level as
competitors
Much better than
competitors
Much worse than competitors
Same level as
competitors
Much better than
competitors
Much worse than competitors
Same level as
competitors
Much better than
competitors
12CBS Competitiveness Day© Ritter & Geersbro 2015
The relationship processes matrix shows how implementation and interaction processes interweave
Maintaining
Terminating
Learning
Delivering
Blocking
Convincing
Developing
Acquiring
Socializing
Reducing
Monitoring
Linking
Impl
emen
tatio
n pr
oces
es
Interaction proceses
13CBS Competitiveness Day© Ritter & Geersbro 2015
… acquiring a new customer (example)
Maintaining
Terminating
Learning
Delivering
Blocking
Convincing
Developing
Acquiring
Socializing
Reducing
Monitoring
Linking
Impl
emen
tatio
n pr
oces
es
Interaction proceses
X X
14CBS Competitiveness Day© Ritter & Geersbro 2015
… developing existing customer (example)
Maintaining
Terminating
Learning
Delivering
Blocking
Convincing
Developing
Acquiring
Socializing
Reducing
Monitoring
Linking
Impl
emen
tatio
n pr
oces
es
Interaction proceses
X XX
15CBS Competitiveness Day© Ritter & Geersbro 2015
Over time the processes will vary in intensity
Time
Pro
cess
inte
nsity
Convincing
Socializing
Delivering
Linking
Learning
Monitoring
16CBS Competitiveness Day© Ritter & Geersbro 2015
Relationship State
Relationship Management
The challenge framed
Relationship Structure- Criticality- Distance- Interface- Climate
Relationship Value- Payment- Volume- Quality- Safeguard
- Innovation- Information- Access- Motivation
Relationship Quality- Satisfaction- Trust- Commitment
Relationship Strategy
Relationship Processes
17CBS Competitiveness Day© Ritter & Geersbro 2015
www.saxo.com/item/29285680
18CBS Competitiveness Day© Ritter & Geersbro 2015
NEVER STOP COMPETING!
