customer profitability - an innovative approach
DESCRIPTION
This is the introduction to a brand new 1-day Building Customer Profitability workshop. It uses new creative thinking tools in innovative applications to give you 6 original highly effective solutions to build and increase your customer profitability.TRANSCRIPT
Customer Profitability Workshop
Session #0 – IntroductionOur Customer Journey Approach
The Empty Raincoat
'The empty raincoat is to me, the symbol of our most pressing paradox. If economic progress means that we become anonymous cogs in
some great machine, then progress is an empty promise. The challenges must be to show how
paradox can be managed.’Charles Handy
A Paradox example….
• People want the efficiency and value of a large company with the special touch and quality experience of a small company…
• … in short, we might say…
• I’ll be a transaction when that’s best….and I’ll have…
• …a personal relationship when it suits me!
Our Challenge to You….
• To think differently…• To think new…• To re-think the way you ‘see’ things…• To challenge the norm and the usual…• To retain the best of ‘today’ whilst at the same
time thinking & planning for tomorrow…• In short – “to manage the Paradox of doing
something new even though its benefit may not be immediately obvious”
Sigmoid Curve
Paradox Confusion
Today’s Business
What the future may hold…
Recession Bites
Time to StartRe-Thinking
New ParadigmNew Future
Our Customer Journey Approach
Phase 1CustomerDefinition
Phase 2Experience Mapping
Phase 3Momentsof Truth
Phase 4Experience
Design
Phase 5Experience
Monitor
Research& Analysis
SynthesizeIdeateDesign Measure
-Segmentation-narrative insight-analytical-cultural-structural
-Touch points-Needs-WantsEmotions
-differentiators-loyalty drivers-priorities-ROI
-ideate-concept-prototype-experiment-validate
-metrics-measure-dashboard-CSI index
Who are our best customers?
What is their Current brand experience?
What touch pointsMost impact success?
What is theirIdeal experience?
Are we deliveringthe idealexperience?
Our Customer Journey DefinedCustomerDefinition
ExperienceMapping
MomentsOf Truth
ExperienceDesign
ExperienceMonitor
Who are our best customers?
What is their experience?
What touch pointsmost impact success?
How can I make their experience exceptional?
Are we deliveringthe idealexperience?
SegmentationProspect analysisLifetime ValueSituation reviewBusiness Model Canvass
Strategic Questions
Approaches
InterviewsEthanographyCustomer EmpathyMap
InterviewsImportance RankingExperience Mapping
MappingDesignConceptTestingValidating
CSI IndexScoringTrackingTrendsBenchmark
Today, we take you on a customer journey
• 6 sessions corresponding the the 4 steps of our customer journey map
• 2 new approaches to understanding the numbers• 4 creative thinking techniques to create new and
original ideas• Output – at least 1 set of new offers to meet a
customer segments needs/wants• Outcome – energise your thinking with fresh,
creative approaches to create New Value
Our Journey today….
Session Activity - Outcome
#0 - Introduction Establish a picture of success
Ice Breaker Get to know one another
#1 – Activity Based Costing Fresh approach to pricing & costing
#2 – Life Time Value Acquisition Cost vs. Life Time Value
#3 – Identify New Customers Business Model Canvass to identify new segments
#4 – Walking in Customers Shoes Customer Empathy Map – to know how it feels!
#5 – Ideal Customer Experience Mapping the ideal experience
#6 – Sales Opportunities Value Proposition Canvass & Sell Sell Sell!
With tea/coffee/lunch at times throughout the day