How to meet customer needs in practice
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Transcript of How to meet customer needs in practice
How to meet the customer needs in
practice?
Ville Vartiainen 2014
Good news
Bad News
Good news
Very bad news
Ville Vartiainen 2014
News
Unique Competitive Space
”Big Picture”
Ville Vartiainen 2014
Adopted from Tovistiga, G (2014), Strategy in Practice)
How to meet the
customers needs
in practice?
Ville Vartiainen 2014
memo
Key Processes
Production Purchasing Distribution ChainManagement
Channels Customer
ECRSCM CRMSupply Chain Management Efficient Consumer Response Customer Relationship Management
Business practice that combines the intelligence of multiple
trading partners in the planning and fulfillment of customer demand.
We developed our own business intelligence system
to help us get done with daily tasks cost-efficiently.
Also the suppliers had access to this system and data.
Ville Vartiainen 2014
How to lead the process that was
created a loyal customer base and
expanded sales through high
customer satisfaction evidenced by
the amount of repeat customers?
Ville Vartiainen 2014
Ville Vartiainen 2014
OwnedEarned (word-of-mouth
and intangible value)
Facebook & Twitter posts Re-posts, re-tweets
Newsletters Blogs
After Sales messages Portal articles
Exceed Customers Expectation Supplier Ranking
Cross-selling & Up-Selling Repeat Customers
Dialoque and Communication Identify the needs
REP Program, Referrals Word-of-mouth
Great Service Word-of-mouth
Internal and External Marketing goes more and more viral:
How to lead the process that was created a loyal customer base and expanded sales through high customer
satisfaction evidenced by the amount of repeat customers?
Ville Vartiainen 2014
Create word-of-mouth marketingMORE this
OwnedEarned (word-of-mouth
and intangible value)
Facebook & Twitter posts Re-posts, re-tweets
Newsletters Blogs
After Sales messages Portal articles
Exceed Customers Expectation Supplier Ranking
Cross-selling & Up-Selling Repeat Customers
Dialoque and Communication Identify the needs
REP Program, Referrals Word-of-mouth
Great Service Word-of-mouth
Create Organic Growth
Internal and External Marketing goes more and more viral:
We success in utilizing social media in marketing is manifested by 40.000 Facebook-fans, 36.000 loyal
customers and 60.000 newsletter subscribers within 36 months in Finland.
Sales increased +20% / year.
Average purchase was 20%
better than industry
average.
It is question about, how we link and lead the activities;
• Content is King
• Customer is King
Keep in mind to create content that is full of data and analytics.
KPI’s should include engagement, amplification, and reach.
Ville Vartiainen 2014
However, we still need paid and stimulation activities
Ville Vartiainen 2014
Marketing goes more and more viral
Owned (direct marketing) Earned (word-of-mouth) Paid (stimulation)
Facebook & Twitter posts Re-posts, re-tweets Facebook ads
Newsletters Blogs Blog ads
After Sales messages Portal articles Portal ads
Google SEO Google Ranking Google ads
Cross-selling & Up-Selling Like and Comment Magazine ads
Competitions, Sweepstakes Recommend Radio ads
REP Program, Referrals Word-of-mouth Handbook, ads
Great Service Word-of-mouth -
Ville Vartiainen 2014
Marketing goes more and more viral
Owned (direct marketing) Earned (word-of-mouth) Paid (stimulation)
Facebook & Twitter posts Re-posts, re-tweets Facebook ads
Newsletters Blogs Blog ads
After Sales messages Portal articles Portal ads
Google SEO Google Ranking Google ads
Cross-selling & Up-Selling Like and Comment Magazine ads
Competitions, Sweepstakes Recommend Radio ads
REP Program, Referrals Word-of-mouth Handbook, ads
Great Service Word-of-mouth -
Create word-of-mouth marketing Boost campaignsMORE this
Ville Vartiainen 2014
The Right ProductAt the right time andWith the right price To the market (ERP)
Sales - and service channels(CRM)
Social network toolsCompomentry and Opportunities, (ECR)
Organic growth and New customers
Marketing goes more and more viral
Customer engagement, CEMLoyal customer progammes
Supply Chain Management (SCM)
Ville Vartiainen 2014
Good News
There is still irrefutable evidence that we can have
dramatic effects on choices and behavior.
Bad News
But there is also growing evidence that these effects
are contrary to customers expectation in a digital
world.
Good News
There is practical steps to ensure we build a strong
customer engagement.
Bad News
But what happens when we possibly try too hard?
Ville Vartiainen 2014
Gartner Says It's the Beginning of a New Era:
The Digital Industrial Economy
..so the next question is:
is the digital age killing brands?
Ville Vartiainen 2014
Thank you.
If any questions or comments:
Ville Vartiainen
LinkedIn: fi.linkedin.com/in/vvartiainen/
Twitter: twitter.com/villevar