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53. Introducing customer thinking
https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/8433038#overview
What is Customer Thinking
- Big Data
- Customers discover the ‘What”
- Big insight
- Customers discover the “Why”
- Together result in Big Performance
- Companies can prosper by combining both
The What
- Big Data
- The right data
- The right analysis
The Why
- Big insight
- Talking to the right people
- Asking the right questions
Big Performance
- The right translation + the right interpretation of what you’ve seen and heard
The traditional world
- Start with a business model and strategy
- Go to market
- Get customers
We control the price, distribution, marketing and message, customers do not.
The new world
The old guard is collapsing and upstarts are rising every day
- Business model and strategy
- Customer Insight Research
- Understand them
- Engage them
- Solve their problems
- Serve them
- Fuel Business Growth
- Innovative products and services
- Enhanced customer experience
- Improved storytelling
- Improved branding and marketing
- Get customers happens because of #2 and #3
The key is Customer Insight Research
54. Find Big Insight
https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/8433062#overview
“What people say, what people do, and what people say they do, are entirely different things.”
– Margaret Mead
The Why
- The value of studying other cultures i to better understand our own.
- There is nothing more powerful than seeing a product service or experience from the”Outside In”
- Culture is powerful force shaping the individual.
- A user’s social, cultural or physical environment can have a pwerful effect on how products are adopted, used and perceived.
- Observation can be strengthened by good documentation
- Today, video, photos, sketches and other creative methods can be valuable aids in interpretation, analyze and recall user behavior.
What are your customers saying to you?
- Listen to me
- Learn from me
- Relate to my world
- Watch me solve my problems
- Pay attention to the unstated
- Notice my environment
- Experience it with me
- Use my behavior as a design tool to build things I need to have.
The 360 View
Abstract -> Concrete
- Abstract: Learn
- What they say they want
- The jobs I can help them to do better
- What they mean and intend
- What does this mean for me and my company.
- Concrete: Do
- Problems I can fix and prevent
- What innovation can I create in products services and experiences
- What can I predict about future market behavior
Repeat the circle to learn what they say when they see my solution.
55. How to Profit from the Power of your Customers
https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/8413148#overview
“A man without a smiling face must not open a shop”
– Chinese proverb
People that are serious about serving their customers well
- Unorthodox inspiration
- Supercharge the flow of great ideas by engaging my customers
- I hear their ideas and can test my own
- This inspires both myself and my customer in the process
- This builds deep levels of trust.
- Fanatical customers are your best sales people.
- Customers have shown companies features that are of absolutely no use to them. (Thanks Microsoft!)
- By listening, I can learn how to reduce the features that just don’t matter any more.
- The funds can then be moved to other areas of the company.
- Innovation is incremental improvement.
The Nuts and Bolts
- Almost no one can master every power
- If I can master a few, I will put myself leaps and bounds past my competitor.
- Do well at all 9 and I will soar to the next level.
- Practice what I’ve been taught
- My customer’s stories must be embedded deeply within my organization.
Stop Look and Listen
56. Think, Plan and Do
https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/8433054#overview
Bring it all together – Customer CEO Strategy
Think
- What do my customers think of me?
- Why do they think it?
- What did the data say?
- What opportunities exist?
- How to I compare to the competition?
- What are the gaps?
- What are the big ideas to close the gaps?
Plan
- Are my objectives clear?
- How will I measure progress?
- What targets should I set?
- What do I need to do short term? (3 – 6 months)
- What do I need to do long term? (3 – 5 years)
- How much will this cost?
- Who will lead what?
Do
- How will I inform and educate my people?
- How often will we meet?
- How will I report progress?
- How can I recognize good performance?
- Should I set up staff teams?
- What stories will I tell and how will I tell them?
- How will I make changes going forward?
57. Become the Champion
https://www.udemy.com/course/how-to-profit-from-your-customers/learn/lecture/8413158#overview
- Every new journey starts with a rallying cry.
- Create a manifesto
- Read definition of Champion
- Gladiator, fight for and protect.
Bullet Points
- It’s all about the customer
- Protect my business by protecting my customer
- Shift from adversary to advocate
- Continuously create value for my customer
- Celebrate customers at every possible opportunity
- Be on constant search to deliver higher performance for my customers
- Love to say Yes
- Be Simple (In N Out)
- Provide a platform for 2-way conversations with my customers.
- Break the rules
- Use the opportunity to be about a bigger purpose than just doing business.