how to meet customer needs in practice

How to meet the customer needs in

practice?

Ville Vartiainen 2014

Good news

Bad News

Good news

Very bad news


News

Unique Competitive Space

”Big Picture”


Adopted from Tovistiga, G (2014), Strategy in Practice)

How to meet the

customers needs

in practice?


memo

Key Processes

Production Purchasing Distribution ChainManagement

Channels Customer

ECRSCM CRMSupply Chain Management Efficient Consumer Response Customer Relationship Management

Business practice that combines the intelligence of multiple

trading partners in the planning and fulfillment of customer demand.

We developed our own business intelligence system

to help us get done with daily tasks cost-efficiently.

Also the suppliers had access to this system and data.


How to lead the process that was

created a loyal customer base and

expanded sales through high

customer satisfaction evidenced by

the amount of repeat customers?



OwnedEarned (word-of-mouth

and intangible value)

Facebook & Twitter posts Re-posts, re-tweets

Newsletters Blogs

After Sales messages Portal articles

Exceed Customers Expectation Supplier Ranking

Cross-selling & Up-Selling Repeat Customers

Dialoque and Communication Identify the needs

REP Program, Referrals Word-of-mouth

Great Service Word-of-mouth

Internal and External Marketing goes more and more viral:

How to lead the process that was created a loyal customer base and expanded sales through high customer

satisfaction evidenced by the amount of repeat customers?


Create word-of-mouth marketingMORE this

OwnedEarned (word-of-mouth

and intangible value)

Facebook & Twitter posts Re-posts, re-tweets

Newsletters Blogs

After Sales messages Portal articles

Exceed Customers Expectation Supplier Ranking

Cross-selling & Up-Selling Repeat Customers

Dialoque and Communication Identify the needs

REP Program, Referrals Word-of-mouth

Great Service Word-of-mouth

Create Organic Growth

Internal and External Marketing goes more and more viral:

We success in utilizing social media in marketing is manifested by 40.000 Facebook-fans, 36.000 loyal

customers and 60.000 newsletter subscribers within 36 months in Finland.

Sales increased +20% / year.

Average purchase was 20%

better than industry

average.

It is question about, how we link and lead the activities;

• Content is King

• Customer is King

Keep in mind to create content that is full of data and analytics.

KPI’s should include engagement, amplification, and reach.


However, we still need paid and stimulation activities


Marketing goes more and more viral

Owned (direct marketing) Earned (word-of-mouth) Paid (stimulation)

Facebook & Twitter posts Re-posts, re-tweets Facebook ads

Newsletters Blogs Blog ads

After Sales messages Portal articles Portal ads

Google SEO Google Ranking Google ads

Cross-selling & Up-Selling Like and Comment Magazine ads

Competitions, Sweepstakes Recommend Radio ads

REP Program, Referrals Word-of-mouth Handbook, ads

Great Service Word-of-mouth -



Owned (direct marketing) Earned (word-of-mouth) Paid (stimulation)

Facebook & Twitter posts Re-posts, re-tweets Facebook ads

Newsletters Blogs Blog ads

After Sales messages Portal articles Portal ads

Google SEO Google Ranking Google ads

Cross-selling & Up-Selling Like and Comment Magazine ads

Competitions, Sweepstakes Recommend Radio ads

REP Program, Referrals Word-of-mouth Handbook, ads

Great Service Word-of-mouth -

Create word-of-mouth marketing Boost campaignsMORE this


The Right ProductAt the right time andWith the right price To the market (ERP)

Sales - and service channels(CRM)

Social network toolsCompomentry and Opportunities, (ECR)

Organic growth and New customers


Customer engagement, CEMLoyal customer progammes

Supply Chain Management (SCM)


Good News

There is still irrefutable evidence that we can have

dramatic effects on choices and behavior.

Bad News

But there is also growing evidence that these effects

are contrary to customers expectation in a digital

world.

Good News

There is practical steps to ensure we build a strong

customer engagement.

Bad News

But what happens when we possibly try too hard?


Gartner Says It's the Beginning of a New Era:

The Digital Industrial Economy

..so the next question is:

is the digital age killing brands?


Thank you.

If any questions or comments:

Ville Vartiainen

LinkedIn: fi.linkedin.com/in/vvartiainen/

Twitter: twitter.com/villevar