growing value: practical actions sams can take today
TRANSCRIPT
Growing Customer ValueSession # 30
Jennifer VesselsCEO - Next Step
Mohamed ElrefaiDirector of Sales - Adobe
Connected Devices
Customer is King
Value Awareness
Consumer Diversity
Digital Natives
Access Anywhere
Agility Required
Global Competition
Today’s World
Digitalization Drivers
Technological Innovation
Speed, capacity and capabilities
Global ubiquity of access
Global Demographics
Digital native generations
Global diverse customers / access
Economic pressure to create value
Sustainable revenue / recurring revenue
Speed of change / global competition
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Today’s Customers Demand
Leading Edge Cool
Personalization
Agility & Responsive
Service
Efficiency
Convenience
Customer Experience Key to Today’s Success
Michael Porter
More concerning, less than 10% anticipate their clients’ needs in
one to years aheadToday, less than 30% sales leaders fully understand their
clients’ needs
Table Introductions
Introduce yourself
What are changes in your customers / accounts?
How well do you understand customers’ FUTURE needs?
Adding technology ie software to product offering (Smart environment, big data etc)
Leverage cloud and software to transition to ‘as a service’ business model / delivery
Incremental revenue streams from technology
Integrate sensors / software to deliver value and gather information
Technology for solution delivery for increase customer experience and big data
Digitalization
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CustomerExperience
Digitalization Delivers
Personalized Integrated Value
Future Customer Journey
SAM as Advisor
Value Network Relationships
Customer Behavior
Intelligence
• Objective view of client industry trends and data gathering
• LEAD co-creation of customer journey/design of future and how your company can increase value
• Integrate products/silos to a real solution to deliver value to customer
• Educate, advise and coach clients during transformation
• Champion change in own company (Lean/AGILE development, value network, services, diversity of people/ideas)
• Hire, manage and develop for digital future
SAM’s Role in Digitalization
Digital transformation can be hard
What is greatest challenge facing your customers today?
How does or can your offering deliver value?
How can you best support your customer in digitalization?
Defining Digital Opportunities Co-Creation
Adobe Creative and Marketing Cloud Service Provider
Rolls Royce sells “pay for power” subscription not engines.
Apple delivers experience
Now has >35M paying subscribersAmazon Kindle
Servitization: Where Value Often Starts
Co-Creating Value - Defining Digital Opportunities
How can services improve your value to customers?
What services could your company offer to deliver greater value?
How can services improve your value to customers?
What services could your company offer to deliver greater value?
Team for Future
Services Revenue Model
Value Network
Analytics Use
Customer Understanding
Commitment to Change
Digitalization What’s Needed to Deliver Value
1. Talk to your customer – help to understand future
2. Co-create future journey to value with and by customer
3. Seek opportunities to help client develop new service based revenue streams and ways to address their future customers’ needs
4. Champion new thinking and digital readiness in customer and own organization – Drive Change
5. Engage digital native customers and employees
What you can do tomorrow
Mastering ChangeNot so long ago…..
Mastering Change
Proven Process for Real Results
Next Step for Digitalization
Digitalization Readiness
Customer Journey and Value Network
Organizational Readiness
Service Design and
Communication
Data Measurement and
Utilization
SAM’s Role in Delivering Value via Digitalization
• Understand your customer’s market, value and their customers’ future needs
• Identify new revenue opportunities
• Think differently – challenge customers and internal teams for future value
• Be the voice of the customer for Lean/Agile solution enhancements
• Champion change across the organization
• Hire and develop team for the future
Scalable Growth
Commercial Success
Digitalization
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