corporate visions ppt template - amazon web …...customer acquisition customer expansion defeat...
TRANSCRIPT
![Page 1: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/1.jpg)
![Page 2: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/2.jpg)
INVALUABLE IGNORED
CONTEXT EFFECTInfluence of environmental factors on the perception of a stimulus
![Page 3: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/3.jpg)
Customer Acquisition Customer Expansion
![Page 4: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/4.jpg)
Audience Poll
How different is your approach to customer acquisition vs customer expansion conversations?
❑ No Difference
❑ Slightly Different
❑ Completely Different
![Page 5: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/5.jpg)
Customer Acquisition Customer Expansion
![Page 6: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/6.jpg)
Customer Acquisition Customer Expansion
ReinforceDefeat STATUSQUO BIAS
![Page 7: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/7.jpg)
Customer Acquisition Customer Expansion
ReinforceDefeat
WhyChange?
WhyNow?
WhyStay?
WhyEvolve?
STATUSQUO BIAS
![Page 8: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/8.jpg)
Customer Acquisition Customer Expansion
ReinforceDefeat
WhyChange?
WhyNow?
WhyStay?
WhyEvolve?
STATUSQUO BIAS
Different PsychologyDifferent StoriesDifferent Skills
![Page 9: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/9.jpg)
De-stabilize Preferences
Cost ofSame
ClearContrast
ProofStory
Status Quo Bias
![Page 10: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/10.jpg)
Why Change Messaging Model
Introduce Unconsidered
Needs
Show Limitations of Current Approach
Compare Improved New
Approach
Tell Before and After Success
Story
De-Stabilize Preferences
Cost of Staying Same
Clear Contrast
Proof Story
![Page 11: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/11.jpg)
Why Change Test Results
50
11
10
Different or Unique%Higher Quality +%More Likely to Purchase+%
![Page 12: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/12.jpg)
NEEDS
CAPABILITIES
![Page 13: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/13.jpg)
Identified
NEEDS
CAPABILITIES
![Page 14: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/14.jpg)
Identified
NEEDS
CAPABILITIESSpecified
![Page 15: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/15.jpg)
Identified
NEEDS
CAPABILITIESSpecified
![Page 16: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/16.jpg)
Identified
NEEDS
CAPABILITIESSpecified
Commoditized Conversation
![Page 17: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/17.jpg)
NEEDS
Identified
Specified CAPABILITIES
UNKNOWNSTRENGTHS
Commoditized Conversation
![Page 18: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/18.jpg)
NEEDS
Identified
Specified CAPABILITIES
UNKNOWNSTRENGTHS
Commoditized Conversation + COST +COMPLEXITY
![Page 19: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/19.jpg)
NEEDS
Identified
Specified CAPABILITIES
UNKNOWNSTRENGTHS
Commoditized Conversation + COST +COMPLEXITY
UNCONSIDEREDNEEDS
![Page 20: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/20.jpg)
De-stabilize Preferences
Cost ofSame
ClearContrast
ProofStory
Status Quo Bias
![Page 21: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/21.jpg)
De-stabilize Preferences
Cost ofSame
ClearContrast
ProofStory
Status Quo Bias
XReinforce X Reinforce
XReinforce
XReinforce
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Document Results
Review Prior Decision Process
Mention Risk of Change
Highlight Cost of Change
Detail Your Competitive Advances
Reinforce Preference Stability
Reinforce Anticipated Regret and
Blame
Reinforce Perceived Cost
of Change
Reinforce Selection Difficulty
Why Stay Messaging Model
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Why Stay Test Results
10
13
11
Higher Favorability %Greater Intention to Renew+%Less Likely to Switch+%
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VALUE
TIME
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VALUE
TIME
Current Impact
DEAL
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VALUE
TIME
Current Impact
DEAL Investment + Effort
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VALUE
TIME
Current Impact
DEAL Investment + Effort
Incumbent Advantage
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VALUE
TIME
Competitor
Current Impact
DEAL Investment + Effort
Potential Value?
New Needs
Incumbent Advantage
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VALUE
TIME
Competitor
Current Impact
DEAL Investment + Effort
Potential Value?
New NeedsFutureImpact
Incumbent Advantage
![Page 30: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/30.jpg)
VALUE
At Risk!
TIME
Competitor
Current Impact
DEAL Investment + Effort
Potential Value?
New Needs
At Risk!
FutureImpact
Why Stay?Incumbent Advantage
![Page 31: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/31.jpg)
VALUE
At Risk!
TIME
Competitor
Current Impact
DEAL Investment + Effort
Potential Value?
New Needs
At Risk!
FutureImpact
ProjectedImpact
At Risk!Incumbent Advantage
Why Evolve?
Why Stay?
![Page 32: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/32.jpg)
Why Evolve Messaging Model
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Why Evolve Test Results
10
13
16
More Convincing Case%More Willing to Update+%More Likely to Purchase+%
![Page 34: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/34.jpg)
Customer Acquisition Customer Expansion
ReinforceDefeat
WhyChange?
WhyNow?
WhyStay?
WhyEvolve?
STATUSQUO BIAS
Different PsychologyDifferent StoriesDifferent Skills
![Page 35: Corporate Visions PPT Template - Amazon Web …...Customer Acquisition Customer Expansion Defeat Reinforce Why Change? Why Now? Why Stay? Why Evolve? STATUS QUO BIAS Different Psychology](https://reader034.vdocuments.net/reader034/viewer/2022042306/5ed27287af24ad2040748292/html5/thumbnails/35.jpg)