INNOVATION ENABLEMENT THROUGH CUSTOMER INSIGHTS

MARKETING MIXOLOGY

MAY 2013

STOP! LOOK! LISTEN!

REVISED TITLE

Of the customer

ELIMINATE THE FOCUS GROUP OF ONE.

RULE #1:

A FOCUS GROUP OF ONE CAN PROVIDE DIRECTION BUT NOT A DECISION.

EMPLOYEES ARE CUSTOMERS TOO

COUNTERPOINT

MOST OF THE TIME, CUSTOMERS TELL YOU WHAT YOU NEED

TO KNOW…... ARE YOU LISTENING?

TODAY CUSTOMERS TALK TO YOU IN MANY DIFFERENT WAYS:

And sometimes simply by purchasing your product…or

returning it, they tell you everything you need to know.

WERE THEY LISTENING?

Over two months between price increase and Reed Hasting’s public apology

ARE YOU

TALKING TO CUSTOMERS?

CUSTOMER INSIGHT IS ALL AROUND YOU

DO BUYERS REFLECT CUSTOMER OPINION?

HAVE FUN WITH IT

Market researcher for a day

Scavenger hunt

Group field trip

Empty folding chair

TALK TO EACH OTHER

RULE #2

DAVE FRANKLAND, FORRESTER RESEARCH

“WE LIVE IN AN AGE OF BIG DATA, IN WHICH FIRMS ARE DATA-RICH BUT INSIGHT POOR.”

Documenting customer visits eliminates the telephone game.

PUT A DIFFERENT

FRAME

AROUND THE PICTURE

RULE #3

DISCOVER NEW WAYS TO INNOVATE MARKET OPPORTUNITIES

Sources:© 2010 Exponential Edge Inc. www.24HourCustomer.com

Time-Slicing: Trip Hawkins latest venture rose to the top of the Apple App store by developing short, high-quality iPhone games that could be played in spare moments while waiting in line.

Time on Autopilot: J&J’s Symcare team asked “What is preventing diabetics from staying on track?” The inTouch™ mobile program wirelessly reports glucose readings and offers rich resources, reminders, and incentives to promote healthy patient habits.

Time-Sharing: Redefined the notion of automobile ownership by enabling people to purchase “wheels when you want them.”

Time-Shifting: Netflix, Hulu and Tivo placed customers in control over their viewing time through movies and television on-demand, ultimately disrupting the entertainment industry.

Did you know? Despite 24/7 commerce, Americans spend less than 6 minutes on e-commerce a day?

That means… six minutes that an e-commerce provider is battling the WORLD for less than 1% of attention!

Sources: Online Publishers Internet Activity Index (U.S.), Exponential Edge Analysis© 2010 Exponential Edge Inc. www.24HourCustomer.com

INNOVATION IS NOT LIMITED TO THE PRODUCT OR SERVICE

BE CUSTOMER OBSESSED

BOTTOM LINE

RESOURCES

The 24-Hour Customer by Adrian Ott

• http://24hourcustomer.com/

Define Your Marketing Innovation Strategy by Mary Beth Kemp [Forrester Research, available after registration]

Capitalizing on Customer Feedback [Allegiance, Peppers & Rogers, also available after registration]

CONTACT INFO

Vanessa Fiske

Principal, Marketing Mixology

www.twitter.com/mktgmixologist

http://www.linkedin.com/in/vanessafiske

www.mktgmixology.com