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WORLD CUSTOMER What it means to be customer-centric and how it applies to your business Professor Peter Fisk Pivot to Growth Warsaw 9 May 2016

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WORLD CUSTOMER

What it means to be customer-centric and how it applies to your business

Professor Peter Fisk Pivot to Growth Warsaw 9 May 2016

+genius

“I’m a 50 year old, bald, accountant, and love to dress in black leather, and ride through small

towns and scare the shit out of young children”

Winning in a changing world

Customer-centric business

What it means for you

Kaleidoscope world

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Customers in control

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Anything is possible

New opportunities to grow

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Uber and beyond

Periscope by Twitter

Nestle’s marketing lab

Lego’s innovation lab

Tesla’s market vision

Xiaomi replaces Apple

Tectonic shifts

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East Small

West Big

Ideas Size

©PeterFisk2015

Imagination Capability Collaborative Independent

Disrupting Evolving

©PeterFisk2015

Customer Emotional

Business Rational

©PeterFisk2015

Relevant Average

Think different

Winning in a changing world

Customer-centric business

@geniusworks

Customer-centric business

Amazon.com

Amazon Dash

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Amazon Buttons

Amazon Echo

Amazon Stores

@geniusworks

10 ways to be customer-centric

1. Customer vision

1. Customer vision

Customer Business

Corning

2. Customer insight

2. Customer insight

Energisers

Enablers

Essentials

UmpquaBank

3. Customer brand

GE Brilliant Machines

4. Customer propositions

Segment

Value proposition

Communication and engagement

Segment

Value proposition

Communication and engagement

Segment

Value proposition

Communication and engagement

GE Brilliant Machines

Brilliant Machines

The shape of stories

Storytelling

  Someone ... (a character) Wants ... (a quest, a goal, a mission) But ... (a challenge, an obstacle) So ... (a means of succeeding)

©PeterFisk2015

5. Customer solutions

5. Customer solutions Product-centric Consumer-centric

“The consumer is boss”

©PeterFisk2015

P&G Growth Strategy

P&G Connect + Develop

6. Customer channels

© Peter Fisk 2015 More details in the new “Gamechangers” book +genius

Segment

Value proposition

Segment

Value proposition

Segment

Value proposition

Events

Sales team

Clinical

Websites

Email

Mobile

Find

Learn

Try

Adopt

Use

Recommend

6. Customer channels

Juan Valdez Cafe

Juan Valdez Cafe

Juan Valdez Cafe

7. Customer experiences

Commodity product

Branded product

Personal service

Branded experience

Customer’s experience

Distinctive design

Empathetic delivery

Integrated journey

Enabling more

2c coffee beans

20c branded coffee

$2 coffee in store

$20 lunch with friends

Ad

ded

val

ue th

roug

h d

iffe

rent

iati

on

Added value through relevance

Customer Experience Map

Customer Experience Map

Rapha Cycle Club

8. Customer relationships

Movement Collaborative

Customer

Customer Customer

Customer Customer

Customer

Brand- enabled

community

Co-enable Co-design

Co-create

Co-sell Co-support

Co-consume

ARM Technology

ARM

© Peter Fisk 2015 More details in the new “Gamechangers” book

+genius

Make and distribute

business model

eg CocaCola

Microsoft

Spectrum retail

business model

eg Amazon

Marks & Spencer

Make and sell direct

business model

eg BMW, HSBC

Niche retail

business model

eg ToysRUs, Wiggle

License to make

business model

eg ARM, Ed Hardy

Curated retail

business model

eg Fab,

Positive Luxury

Membership club

business model

eg Costco,

Quintessentially

Crowdfunded ventures

business model

eg Kickstarter,

Zidisha

Opensourced

community

business model

eg RedHat, MySQL

Subscription payment

business model

eg FT.com, Graze

Buyer and seller

marketplace

business model

eg Etsy, NYSE

Micro payments

business model

eg Flattr

Grameen Danone

Collaborative

consumption

business model

eg Buzzcar, Regus

Regular Replacement

business model

eg Gillette,

Nespresso

Branded Consortia

business model

eg Cisco, Spar

Advertising or

Sponsorship

business model

eg Google,

Metro Newspapers

Listed or Promoted

business model

eg Monster Linkedin

Network builders

business model

eg Hotmail, Twitter

Demand then Made

business model

eg ZaoZao,

Threadless

Auction retail

business model

eg eBay, Sotheby

Knowledge and time

business model

eg McKinsey, Harvard

Franchised retail

business model

eg McDonalds,

Subway

Certification and

endorsement

business model

eg ISO, Verisign

Remainder retail

business model

Eg Saks,

Vente Privee

Multulevel

marketing

business model

eg Tupperware,

Natura

Group buying

business model

eg Groupon,

Huddlebuy

Reverse auction

business model

eg Priceline

Freemarkets

Shared rental

business model

eg Zilok, Hilton

Tradeable currency

business model

eg Bitcoin Air Miles

Freemium pay within

business model

eg Angry Bird,

Coursera

Transaction facilitator

business model

eg Paypal, Visa

Pay as you go

business model

eg AzuriTech

Techshop

Dynamic pricing

business model

eg Expedia, Uber

Reputation builders

business model

eg Tripadvisor,

PaywithaTweet

Customer data

business model

eg Facebook,

23andMe

Non-profit business

business model

eg Oxfam Wikipedia

Maker models Channel models Crowd models Payment models Exchange models Asset models 9. Customer commercial

ARM

ARM v Intel

10. Customer performance Actual profits of previous years

Estimated profits of future years

Adjusted profits of future years (discounted for uncertainty)

Economic “value” is the sum of the likely

future profits

(more accurately, we consider the “economic” profit, which takes into the cost of capital)

This year

Future years

Previous years

Winning in a changing world

Customer-centric business

What it means for you

Acting with speed and agility

Seeing the world like customers

Passion to make life

better

Solving the important problems

Shaping your own

vision

Making sense of change

Persisting to make it happen

© Peter Fisk 2014 Gamechangers.pro

How will you lead?

Command Control Connect

Catalyse Communicate Coach

How will you lead?

Command Control

Old leaders

Connect Catalyse

Communicate

Coach

New leaders

What can we achieve together?

+genius

Vision Canvas

Strategy Canvas

Growth Canvas

Disruption Canvas

Brand Canvas

Engagement Canvas

Proposition Canvas

Relationship Canvas

Insights Canvas

Co-creation Canvas

Innovation Canvas

Business Canvas

Leadership Canvas

Sustainability Canvas

Culture Canvas

Performance Canvas

FUTU

RE

LAB

B

RA

ND

LA

B

CR

EATIVE LAB

PER

FOR

MA

NC

E LAB

+genius

+genius

Be bold Be brave

Be brilliant

Email: [email protected] Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com