The 5 steps to Customer-Centricity
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
| 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
| 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
| 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 |