The Win-Win Customer Experience by Peter Fisk
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Transcript of The Win-Win Customer Experience by Peter Fisk
The Win-Win Customer Experience …. winning brands enable customers to achieve more
Peter Fisk [email protected] theGeniusWorks.com @geniusworks
Brands about customers
Brands enabling customer
to do more
Brands enabling customers to do
more together
The Win-Win Customer Experience … brands are about customers not business or products
Brands about customers
The Win-Win Customer Experience … brands enable customers to achieve more
Brands about customers
Brands enabling customer
to do more
The Win-Win Customer Experience …. brands connect customers to achieve more together
Brands about customers
Brands enabling customer
to do more
Brands enabling customers to do
more together
It’s all about me …
… enabling me to do more
… achieving more together
+genius +genius
More human,
empathetic and
emotional
More immersive,
physical and local
More real, genuine and meaningful
Authentic trust From big to small
Customer Agenda
+genius +genius
More wellbeing, happy and
healthy
More protected,
security and sanctuary
More time for friends,
family and living
More human,
empathetic and
emotional
More immersive,
physical and local
More real, genuine and meaningful
Authentic trust From big to small
Balanced lifestyle
From wealth to
health
Customer Agenda
+genius +genius
© GeniusWorks 2014
More wellbeing, happy and
healthy
More protected,
security and sanctuary
More time for friends,
family and living
More caring for people and society
More sustainable, in use and recycling resources
More responsible,
fair and ethical
More human,
empathetic and
emotional
More immersive,
physical and local
More real, genuine and meaningful
Authentic trust From big to small
Positive difference
From be good to
do good
Balanced lifestyle
From wealth to
health
Customer Agenda
+genius +genius
More wellbeing, happy and
healthy
More protected,
security and sanctuary
More time for friends,
family and living
More caring for people and society
More sustainable, in use and recycling resources
More responsible,
fair and ethical
More simple,
selective, less is more
More intelligent, using data
and technology to help us
More mobile, fast
and anywhere
More human,
empathetic and
emotional
More immersive,
physical and local
More real, genuine and meaningful
Authentic trust From big to small
Simply smart From
complex to easy
Positive difference
From be good to
do good
Balanced lifestyle
From wealth to
health
Customer Agenda
+genius +genius
© GeniusWorks 2014
More wellbeing, happy and
healthy
More protected,
security and sanctuary
More time for friends,
family and living
More caring for people and society
More sustainable, in use and recycling resources
More responsible,
fair and ethical
More simple,
selective, less is more
More intelligent, using data
and technology to help us
More mobile, fast
and anywhere
More connected, collaborate
and participate More
together, social and
sharing
More democratic, valuing all people and
opinions
More human,
empathetic and
emotional
More immersive,
physical and local
More real, genuine and meaningful
Authentic trust From big to small
Better together
From take to
collaborate
Simply smart From
complex to easy
Positive difference
From be good to
do good
Balanced lifestyle
From wealth to
health
Customer Agenda
+genius +genius
© GeniusWorks 2014
More wellbeing, happy and
healthy
More protected,
security and sanctuary
More time for friends,
family and living
More caring for people and society
More sustainable, in use and recycling resources
More responsible,
fair and ethical
More simple,
selective, less is more
More intelligent, using data
and technology to help us
More mobile, fast
and anywhere
More connected, collaborate
and participate More
together, social and
sharing
More democratic, valuing all people and
opinions
More ambitious, educating
and innovative
More craft, creating and making our
own
More action, with support facilitation and advise
More human,
empathetic and
emotional
More immersive,
physical and local
More real, genuine and meaningful
Authentic trust From big to small
Better together
From take to
collaborate
Enabling action From
consume to create
Simply smart From
complex to easy
Positive difference
From be good to
do good
Balanced lifestyle
From wealth to
health
Customer Agenda
+genius +genius
© GeniusWorks 2014
More wellbeing, happy and
healthy
More protected,
security and sanctuary
More time for friends,
family and living
More caring for people and society
More sustainable, in use and recycling resources
More responsible,
fair and ethical
More simple,
selective, less is more
More intelligent, using data
and technology to help us
More mobile, fast
and anywhere
More connected, collaborate
and participate More
together, social and
sharing
More democratic, valuing all people and
opinions
More ambitious, educating
and innovative
More craft, creating and making our
own
More action, with support facilitation and advise
More influential, connected
and vociferous
More personal,
empathy and recognition
More individual, expressive
and discerning
More human,
empathetic and
emotional
More immersive,
physical and local
More real, genuine and meaningful
Authentic trust From big to small
Personal power From
average to individual
Better together
From take to
collaborate
Enabling action From
consume to create
Simply smart From
complex to easy
Positive difference
From be good to
do good
Balanced lifestyle
From wealth to
health
Customer Agenda
Marketing
1837
1900
1950
2000
Products Innovations Communications Candles and soap products
First colour print ads
First radio ads Direct selling to consumers
Radio soap operas
First TV ads
Laundry products Brand
Management Hair care Oral care
Home cleaners
Inhouse TV programming
Synthetic Detergents
Flouride toothpaste
Disposable nappies
Enzyme detergents
2 in 1 shampoos 2 in 1 shampoos Tooth Whitening
Coffee
Salted snacks
Cosmetics
Pet food
Marketing function
Supply chain management
Global category management
Corporate venturing
1 - 800 Numbers
Cable TV
Digital ads
Customer is boss Reflect.com pg.com
Marketing
1837
1900
1950
2000
Products Innovations Communications
Candles and soap products
First colour print ads
First radio ads Direct selling to consumers
Radio soap operas
First TV ads
Laundry products Brand
Management Hair care Oral care
Home cleaners
Inhouse TV programming
Synthetic Detergents
Flouride toothpaste
Disposable nappies
Enzyme detergents
2 in 1 shampoos 2 in 1 shampoos Tooth Whitening
Coffee
Salted snacks
Cosmetics
Pet food
Marketing function
Supply chain management
Global category management
Corporate venturing
1 - 800 Numbers
Cable TV
Digital ads
Customer is boss Reflect.com pg.com
2014
Creating extraordinary
value for customers by meeting their wants and needs
rationally and emotionally
The “win win” equation
Value for customers
Creating extraordinary
value for customers by meeting their wants and needs
rationally and emotionally
Creating extraordinary
value for business by driving profitability
and growth in the short and long-term
The “win win” equation
Value for customers
Value from customers
Think differently
Can you see the man?
The Win-Win Customer Experience … brands are about customers not business or products
Brands about customers
The Win-Win Customer Experience … brands are about customers not business or products
Business narrow view
Your narrow view
Customer broader
view
You Customer
See things differently Think different things
What’s your inspiring purpose?
“To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference."
“To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).”
“We add sparkle to people's everyday lives."
“People are builders. They build to educate, to heal, to shelter and comfort families. They build to connect with each other, to share their art and knowledge for the benefit of humanity. Everything people build requires strength to weather the forces of nature and time. It requires a solid foundation. By helping people to solve their building challenges in communities around the world, we are a vital part of that foundation. Our products are everywhere, from the smallest villages to the largest cities – linking communities, providing shelter, and enabling society’s sustainable growth. As a global industry leader, Cemex will continue building a better world for the next 100 years”
CEMEX
Your inspiring purpose
What do you enable people to do?
Your inspiring purpose
What do you enable people to do?
How do you do it better?
How do they feel?
“To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference."
“To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).”
“We add sparkle to people's everyday lives."
Your inspiring purpose
It’s all about me …
The Win-Win Customer Experience … brands enable customers to achieve more
Brands about customers
Brands enabling customer
to do more
The Win-Win Customer Experience … brands enable customers to achieve more
DRAMATIC
Reframing your context
x What you do
What you enable
What they achieve
+genius
Reframing Nike
x Sportswear
Do sport
To do my best
+genius
+genius
Umpqua Bank
x Banking
Managing finance
Living better
Reframing Umpqua
… enabling me to do more
Reframing your context
x What you do
What you enable
What they achieve
Reframing your context
x Innovate the
product
Innovate their experience
Innovate their solution
The Win-Win Customer Experience …. brands connect customers to achieve more together
Brands about customers
Brands enabling customer
to do more
Brands enabling customers to do
more together
The Win-Win Customer Experience …. brands connect customers to achieve more together
+genius
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Customer
Connecting customers
!
Collaborative movement
… achieving more together
The Win-Win Customer Experience …. winning brands enable customers to achieve more
Brands about customers
Brands enabling customer
to do more
Brands enabling customers to do
more together
Creating extraordinary
value for customers by meeting their wants and needs
rationally and emotionally
Creating extraordinary
value for business by driving profitability
and growth in the short and long-term
The “win win” equation
Value for customers
Value from customers
Tell others
Pay more
Cost less
Buy more
Repurchase
Purchase
Customer profitability
Time 0
Value from Customers
+genius Value from Customers
Past Future
£
Past Future
£
Today Past Future
Economic Profit $
“Economic value” is the sum of likely future streams of
economic profits
+1 +2 +3 +4 -1 -2
Value from Customers
Peter Fisk [email protected] theGeniusWorks.com @geniusworks
www.CustomerGeniusLive.com www.Gamechangers.pro
Customer Genius Gamechangers
The Win-Win Customer Experience …. winning brands enable customers to achieve more
Brands about customers
Brands enabling customer
to do more
Brands enabling customers to do
more together
>>>>> WORKSHOP >>>>>
The Win-Win Customer Experience … brands are about customers not business or products
Brands about customers
>>>>> WORKSHOP >>>>>
The Win-Win Customer Experience … brands are about customers not business or products
Customer insight
Importance to customer
10 20 30 40 50 60
Size
Features
Weight
Availability
Design
Exclusivity
Service Perception of competitors
Perception of performance
10 20 30 40 50 60
Size
Features
Weight
Availability
Design
Exclusivity
Image
Customer priorities
Value for Customer Personal Advice
Brand Range
Customisation
Sales Promotions Availability
Instore facilities
Restaurant Store card
Catalogue
Opening times
Value for Business
Personal Advice
Brand Range
Customisation
Sales Promotions Availability
Instore facilities
Restaurant Store card
Catalogue
Opening times
Finding the “win win”
Example: Coca-Cola
Example: Coca-Cola
Example: Coca-Cola
Enablers What I want to be able to do
Essentials What I absolutely need
Energisers What really excites me
“Needs”
“Wants”
“Aspirations”
“Must Dos”
“Differentiators”
“Distinguishers”
Customer profiler
The Win-Win Customer Experience … brands enable customers to achieve more
Brands about customers
Brands enabling customer
to do more
>>>>> WORKSHOP >>>>>
The Win-Win Customer Experience … brands enable customers to achieve more
Reframing your context
x
Customer proposition +genius
Perceived value of
core benefits (what)
Perceived value of
distinctive benefits
(why)
Price (how much)
Perceived value of
competitor benefits
(what not)
Net value to
customer
Customer proposition
Who?
What?
Why?
How much?
What not?
The target customer (Who is the target segment)
The customer context (What they want to achieve)
The distinctive benefits (How you help them do it better)
The relative price position (% more or less than
alternatives)
The customer trade offs (What they could get else where)
+
+
-
-
Value to customer =
Customer propositions +genius
The Win-Win Customer Experience …. brands connect customers to achieve more together
Brands about customers
Brands enabling customer
to do more
Brands enabling customers to do
more together
>>>>> WORKSHOP >>>>>
The Win-Win Customer Experience …. brands connect customers to achieve more together
Queue at check in
Safety briefing
Board aircraft
Walk to gate
Find lounge
Eat food
Sleep onboard
Queue at passport
Queue for taxi
Arrive at hotel
Explore websites
Have drinks
Watch TV
Book flight
Drive to airport
Find a car park
Queue at security
Relax in lounge
Leave aircraft
Wait for bags
= Each step of the experience from the customer’s perspective
Experience Map 1
The example maps the typical experience of a business air traveller, in this case with 20 steps, although in reality there are often many more.
Queue at check in
Safety briefing
Board aircraft
Walk to gate
Find lounge
Eat food
Sleep onboard
Queue at passport
Queue for taxi
Arrive at hotel
Explore websites
Have drinks
Watch TV
Book flight
Drive to airport
Find a car park
Queue at security
Relax in lounge
Leave aircraft
Wait for bags
= Steps of the experience that do not add value to customers
In the example of 20 steps, 7 have been initially “deleted” because they add little value to the customer, although some tasks may still be essential, but done differently.
Experience Map 2
© GeniusWorks 2012
Check-in online
Personal briefing
Board aircraft
Lounge by gate
Eat food
Sleep onboard
Onboard passport
Preorder taxi
Arrive at hotel
Explore websites
Have drinks
Watch TV
Book flight
Drive to airport
Valet parking
Fast security
Leave aircraft
Bags waiting
Relax in lounge
Streamline = Finding ways to “streamline” or improve the efficiency of steps that previously didn’t add value to customers
In the example, the experience now has 8 streamlined steps, plus 1 deleted outright.
Experience Map 3
© GeniusWorks 2012 +genius
Limo service
to airport
Relax onboard
Onboard passport
Arrive at hotel
Explore websites
Leave aircraft
Relax in lounge
= Finding ways to “elaborate” steps to add more value to the customer
Direct to airside lounge
Flexible bar cafe onboard
Book, check in and plan
Limo to hotel w bags
preload
Personal boarding and brief
Innovate
In the example, 20 steps have now been reduced to only 12. 5 steps have been elaborated, whilst 1 has been streamlined and 8 deleted. Every step is now positive, including the ending.
Experience Map 4
© GeniusWorks 2012
Time to rethink my experience …
Peter Fisk is a bestselling author, inspirational keynote speaker and expert advisor, helping leaders to develop innovative strategies for business and brands. He is founder of GeniusWorks, a boutique advisory firm, helping business leaders to develop more innovative strategies that accelerate growth in fast-changing global markets. He is also Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools. He features on the Thinkers 50 “Guru Radar” who say “his work constantly challenges the status quo.” Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at British Airways, helping Microsoft to adopt a value-based marketing model, and Virgin to launch into new markets. He has worked in every sector and region of the world. As CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on what's best and next in business and markets. Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He now works with the leaders of businesses - as diverse as Aeroflot and America Express, Coca Cola and Mars, Philosophy and Red Bull, Sabre and Santander, Tata and Virgin, Visa and Vodafone - to think smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s best-selling book "Marketing Genius" explores the left and right-brain challenges of success, and is translated into 35 languages. It was followed by five others – “Business Genius” on leadership and strategy, “Customer Genius” on customers and experiences, “People Planet Profit” on sustainable innovation - and most recently "Creative Genius" defining what it takes to be Leonardo da Vinci in the 21st Century. His new book "Gamechangers ... Are you ready to change the world?" is based on extensive research into the 120 companies who are shaking up markets, and making sense of how they innovate and win. It explores the challenges of new markets, changing customers, brand building, digital media, new business models, inspiring leadership and positive impact. Wired Magazine said it is “thorough and smart, inspiring and practical”. Peter was described by Business Strategy Journal as "one of the best new business thinkers". He is thoughtful and practical, combining high-energy keynotes with high-impact workshops. Each one is uniquely designed for the specific audience, their issues and aspirations. Helping people to find their own space, to be leaders of change - to be bold, brave and brilliant.
Peter Fisk [email protected] theGeniusWorks.com @geniusworks
www.CustomerGeniusLive.com www.Gamechangers.pro
Customer Genius Gamechangers