innovation through customer insights
DESCRIPTION
Brief presentation on fun, easy ways to enable innovation through customer insight. Include reference to Adrian Ott's The 24-Hour Customer. This presentation was done by Vanessa Fiske, principal at Marketing Mixology. A firm specializing in go to market strategies for new companies and new products.TRANSCRIPT
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INNOVATION ENABLEMENT THROUGH CUSTOMER INSIGHTS
MARKETING MIXOLOGY
MAY 2013
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STOP! LOOK! LISTEN!
REVISED TITLE
Of the customer
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ELIMINATE THE FOCUS GROUP OF ONE.
RULE #1:
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A FOCUS GROUP OF ONE CAN PROVIDE DIRECTION BUT NOT A DECISION.
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EMPLOYEES ARE CUSTOMERS TOO
COUNTERPOINT
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MOST OF THE TIME, CUSTOMERS TELL YOU WHAT YOU NEED
TO KNOW…... ARE YOU LISTENING?
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TODAY CUSTOMERS TALK TO YOU IN MANY DIFFERENT WAYS:
And sometimes simply by purchasing your product…or
returning it, they tell you everything you need to know.
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WERE THEY LISTENING?
Over two months between price increase and Reed Hasting’s public apology
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ARE YOU
TALKING TO CUSTOMERS?
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CUSTOMER INSIGHT IS ALL AROUND YOU
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DO BUYERS REFLECT CUSTOMER OPINION?
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HAVE FUN WITH IT
Market researcher for a day
Scavenger hunt
Group field trip
Empty folding chair
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TALK TO EACH OTHER
RULE #2
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DAVE FRANKLAND, FORRESTER RESEARCH
“WE LIVE IN AN AGE OF BIG DATA, IN WHICH FIRMS ARE DATA-RICH BUT INSIGHT POOR.”
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Documenting customer visits eliminates the telephone game.
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PUT A DIFFERENT
FRAME
AROUND THE PICTURE
RULE #3
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DISCOVER NEW WAYS TO INNOVATE MARKET OPPORTUNITIES
Sources:© 2010 Exponential Edge Inc. www.24HourCustomer.com
Time-Slicing: Trip Hawkins latest venture rose to the top of the Apple App store by developing short, high-quality iPhone games that could be played in spare moments while waiting in line.
Time on Autopilot: J&J’s Symcare team asked “What is preventing diabetics from staying on track?” The inTouch™ mobile program wirelessly reports glucose readings and offers rich resources, reminders, and incentives to promote healthy patient habits.
Time-Sharing: Redefined the notion of automobile ownership by enabling people to purchase “wheels when you want them.”
Time-Shifting: Netflix, Hulu and Tivo placed customers in control over their viewing time through movies and television on-demand, ultimately disrupting the entertainment industry.
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Did you know? Despite 24/7 commerce, Americans spend less than 6 minutes on e-commerce a day?
That means… six minutes that an e-commerce provider is battling the WORLD for less than 1% of attention!
Sources: Online Publishers Internet Activity Index (U.S.), Exponential Edge Analysis© 2010 Exponential Edge Inc. www.24HourCustomer.com
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INNOVATION IS NOT LIMITED TO THE PRODUCT OR SERVICE
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BE CUSTOMER OBSESSED
BOTTOM LINE
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RESOURCES
The 24-Hour Customer by Adrian Ott
• http://24hourcustomer.com/
Define Your Marketing Innovation Strategy by Mary Beth Kemp [Forrester Research, available after registration]
Capitalizing on Customer Feedback [Allegiance, Peppers & Rogers, also available after registration]
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CONTACT INFO
Vanessa Fiske
Principal, Marketing Mixology
www.twitter.com/mktgmixologist
http://www.linkedin.com/in/vanessafiske
www.mktgmixology.com