The 5 steps to Customer-Centricity

Market & Customer Understanding

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Value Proposition, Brand & Messaging

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Driving the Right Customer Mindset

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Sales & Marketing Alignement and Collaboration

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Building a joint Customer Experience Plan

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Market & Customer Understanding

Do you have an in-depth understanding of your market environment, dynamics and competition ? Can you identify who your relevant customer personas are, what motivates them and the journey they go through with your company, product or service?

Market & Customer Understanding

Business Requirement Problem to solve How we can help

Planned market entry
Launch new product
Face the emergence of disruptive competition

How can you better understand the market context you are operating in to improve your competitive positioning?

Define market structure and segmentation.
Realise a competitive mapping based on unique positioning and key messaging.
Identify and capitalise on emerging trends and insights

Manage a complex sales cycle with multiple customer touchpoints

How can you engage with different stakeholders effectively?

Identify the audiences that will decide or influence the purchase of your products.
Build a customer persona for each audience with motivation and pain points and adjust positioning accordingly.

Increasing your customer lifetime value

How can you increase the revenue generated by your existing customers ?

Build customer journeys from early engagement to purchase, and repurchase up to advocacy.
Develop cross-sell/up-sell opportunities.

Articulating your Value Proposition, Brand & Messaging

Can you explain in one sentence what your product or services stands for? Do customers know what makes you unique with proven evidence? Does your brand reflect strong values that customers believe in? Can you adjust your message to suit the profile of audiences you want to engage?

Articulating your Value Proposition, Brand & Messaging

Business Requirement Problem to solve How we can help

Launching your company
Creating a new line of business
Repositioning your current offering

Is your offering unique and relevant to your target audience?

Improve the strength of your value proposition to make it truly differentiated

Strengthen the connection with your customers

How can you build a strong, authentic brand ?

Build a compelling brand that carries the strength of your value proposition, and creates an emotional connection with your audience fully aligned to your company values

Improve the strength of your value proposition to make it truly differentiated

Build a compelling brand that carries the strength of your value proposition, and creates an emotional connection with your audience fully aligned to your company values

Build a one page messaging framework for use by the entire company that reaches all audiences
Adjust specific messaging in line with audience seniority and customer personas

Driving the Right Customer Mindset across your Organisation

How do you measure it and what are the concrete action plans you can implement ? How do you turn customer feedback into valuable business insight? How can customer-centricity become everyone’s concern?

Driving the Right Customer Mindset across your Organisation

Business Requirement Problem to solve How we can help

Understand and document current levels of customer statisfaction

How can you measure customer satisfaction effectively ?

Building an effective customer satisfaction measurement programme providing valid customer feedback

Secure the relevance of your value proposition

How can you use customer feedback to improve your value proposition?

Leverage customer feedback into an ongoing improvement plan

Anticipate future customer needs

How can you move from reactive to proactive customer attention across your entire company?

Driving an internal education program to drive customer mindset across your entire organisation (customer and non-customer-facing roles)

Sales and Marketing Alignement & Collaboration

Are you effectively sharing customer data across the entire organisation? Is your team fully aligned with clarified role and responsibilities, common processes and tools, and all shooting for the same goals ?

Sales and Marketing Alignement & Collaboration

Business Requirement Problem to solve How we can help

Deepen customer understanding

Is your customer data collected, managed and shared effectively across your entire business organisation ?

Improve customer information sharing practices through enhanced data management processes and tools

Drive effective cross-group collaboration

Do your sales and marketing teams understand clearly what they can expect from each other? Are they working to hit the same targets and are they measured and incentivised accordingly?

Formalise a standard level of agreement (SLA) between Marketing and Sales, defining contribution, goals and measurements

Secure consistency and continuity of customer engagement

How can you make sure that each customer prospect or potential sales deal gets treated in an effective process?

Review of existing tools and practices.
Merging the Marketing funnel and Sales pipeline into a single streamlined customer engagement process

Conduct effective business planning and management

How can you create compelling customer plans with Sales and Marketing aligning to drive your revenue growth?

Create a joint rhythm of business planning for Marketing and Sales teams, from yearly planning to business reviews and joint scorecards

Building a joint Customer Experience Plan

What’s your story to your customers? What type of content, training and tools do they need?  How should you leverage the engagement with your best customers?

Building a joint Customer Experience Plan

Business Requirement Problem to solve How we can help

Increase sales effectiveness

How can you measure and improve the impact of your Sales team?

Build an integrated sales enablement plan providing the right tools and content (including training) for the Sales team

Engage with key customers

How can you deepen relationships with your most important customers?

Build a strong account plan structure including an account-based marketing (ABM) approach when relevant

Engage with insights

How can you improve storytelling capabilities with insightful, consistent and relevant content?

Build a content strategy and editorial calendar to drive content production and distribution across the entire company

Leverage digital engagement

What is the right balance between inbound and outbound marketing or organic and paid media?

Build an integrated digital engagement plan (WEB, SEO, paid media, outbound tactics

Drive brand awareness

How can you increase brand awareness?

Build a communications plan combining PR and classical paid media activities

Drive employee advocacy

How can you increase your social media engagement?

Build a social selling and employee advocacy plan

Leverage customer advocacy

How can you leverage your best customers as your strongest advocates?

Build customer advocacy programmes across Sales and Marketing activities