custmer 4.0: the customer led revolution, and how companies should respond to it
TRANSCRIPT
Customer 4.0: The customer led revolution, and how companies should respond to it
Customer Value Engineering
Why.Reasons for you to seriously think about Customer 4.0.
Customer Experience dominated in 2016.
We observed behavioral change in customers.
Service and experience started to differentiate.
We recognised the importance of advocacy.
The giant awakens: Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment
The giant awakens: Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment
Checking supplier claims has never been easier than today!
The giant awakens: Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment
We buy from suppliers who share the same goals.
The giant awakens: Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment
Brand loyalty is very elusive these days.
The giant awakens: Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment
What do others think?We trust the opinion of the masses.
The giant awakens: Customer behavioural patterns in 2017
1 – Decision making
2 – Purposeful goals
3 – Loyalty
4 – Perception
5 – Fulfilment We want it NOW!
The giant awakens: Business values customers will expect from you.
Authenticity.We set expectations, and we need to meet them every time.
The giant awakens: Business values customers will expect from you.
Alignment.People like to commit to businesses who share their values.
The giant awakens: Business values customers will expect from you.
Agility.Customers expect you to meet their needs, not for you to
follow your own rules.
The giant awakens: Business values customers will expect from you.
Consistency.Customers expect consistent behaviour and treatment –
“bad hair days” are your problem, not theirs.
Customer 4.0 – the customer leads the market!
Customer-led market (4.0)
Industry-led market (1.0,2.0,3.0)
Innovation Internal, industry-led Internal & external
Aspiration Customer growth & profits Achieving customer’s goals
Investment VC, IPO, … Crowd-funding
Product development Solution-oriented, waterfall Agile & lean
Market launch Marketing campaign Viral
Reviews & referrals Experts appraisal Customer success stories
Time to market 2 – 3 years 2 – 3 months
Feature set at launch Complete solution Minimal viable product
How.How successful organisations respond to the changing behavior of customers.
The Customer 4.0 transformation strategy
The Customer 4.0 transformation strategy
4.0Understand
your customers, and the customer’s
universe.
The Customer 4.0 transformation strategy
Align your vision, and
elicit buy-in.
4.0Understand
your customers, and the customer’s
universe.
The Customer 4.0 transformation strategy
Align your vision, and
elicit buy-in.
Develop consistent key interactions in
your customer’s journey.
4.0Understand
your customers, and the customer’s
universe.
The Customer 4.0 transformation strategy
4.0Understand
your customers, and the customer’s
universe.
Align your vision, and
elicit buy-in.
Develop consistent key interactions in
your customer’s journey.
Map out yourbusiness blueprint.
Understand Customer 4.0.
Customer JourneyThe sum of individual customer’s paths of interaction with your
organisation.
Customer ExperienceThe cumulative emotional response of customers to how they feel they have
been treated by you.
Customer 4.0An organisation positioning
itself in the customer’s universe.
Understand Customer 4.0.
1.0“Any color as long as it’s black!”
2.0“Probably the best
lager in the world”
3.0“The best coffee for the best
you”
4.0“And it’s done.”
Understand Customer 4.0.
1.0“Any color as long as it’s black!”
2.0“Probably the best
lager in the world”
3.0“The best coffee for the best
you”
4.0“And it’s done.”
Current transformation
Analyse key interactions in the customer’s journey.
Awareness
Attention
Access
Action
Achievement
Advocacy
• Awareness of facts
• Attention to benefits
• Access to solutions
• Actions are simpler, …
• Achievement is greater
• Advocacy is rewarding
KI
KI
KIKI
KI
KI
Map out your business blueprint.
Delivery Processes
Informed Decisions
Empowered People
Supporting Processes
Value-adding tools
Customer Journey
The Customer 4.0 Call to Action.
1.Your brand is
‘in the mind of your customer’.Your business actions, and their experience, merge with others’ stories and recommendations, and the brain forms associations between your brand
and their emotions.
The Customer 4.0 Call to Action.
2.Customers are 10x more likely to
share negative experience.Be consistent – and honest! – and correct your mistakes in favour of the customer. Ensure that your advocates have a voice and a platform to
counter negativity.
The Customer 4.0 Call to Action.
3.There is only ONE culture in your
business.How you treat your team will be the way your team treats your customers.
Take great care to create a culture in your business that your customers will enjoy.
The Customer 4.0 Call to Action.
4.Listen, react, adapt.
Be agile: Establish a culture of permanent innovation in, and reinvention of your business. Have it driven by your team, not borne by them, to
continuously align your products and services with the customer’s universe.
Thank you!Roger Williams, Intelligent Linking Ltd, [email protected]
Michel Drescher, Cloud Consult Ltd., [email protected]
Customer Value Engineering