Tag Archives: Customer

What Is Marketing?

The Porsche Customer Experience

The Porsche Customer Experience

Marketing #1 problem: no one knows what it is or what it does…
Have you realised we are the only one at marketing no one knows what we do all day? (including your children)
… maybe we should print some “I love marketing stickers”:

– forget technology, place customer first
– think customer: “how can I decrease the pain?”
– think customer: “how can I increase the joy?”
– better before cheaper—compete on differentiators other than price
– revenue before cost—prioritize increasing revenue over reducing costs

… maybe we should place posters of your customer everywhere in the office
David Metcalf, head of customer experience and customer strategy at Porsche:
The point of difference we need to work on in the age of social is the experience customers get from their brand.
The key is to build personal lifetime relationships, and the key to successful relationships is to get to know people and treat everyone as an individual.
A one-off transaction is easy. But a lifetime relationship requires effort. This relationship doesn’t come to abrupt end the moment the customer drives off the forecourt.
Customers must not only have a memorable purchase experience, but also enjoy outstanding ongoing ownership as well.
We study in detail all the experiences that our customers have with the brand and the emotional responses that it provokes, whether that’s the first impression of driving the car, speaking to staff at the dealership or having the car serviced.
It’s about mapping the entire customer journey, a process of identifying how the customer is treated during each contact and how the customer feels at every touchpoint.
Our people start to think of themselves as connected to one mission: providing a great customer experience. There’s no sales pressure, they are just like our customers, passionate Porsche people. We have prioritised getting to know the customer well and creating great personal experiences, rather than focusing on hard-sales techniques.

1. First we listen.
2. Then we provide bespoke solutions based on the customers rational and emotional needs.
3. Next, we measure to check whether we got things right.
4. And then we follow up…

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Innovation can — sometimes, okay, maybe often — be a battle

 

Dr.-Ing. Norbert Reithofer, CEO of BMW AG:

Why BMW started the risky BMW-i3 project?

Because doing nothing was even a bigger risk”.

BMW-i3

When is it last time you…
  • visited start-ups challenging your position.
  • invited a trend watcher to confront you with how quick the world is changing.
  • visited customers who just changed provider to an innovative substitute.
  • went to Tech Universities to see experiments with new technologies.
  • read articles on new successful business models.
  • visit young customers and asked what they think of your brand — and products.
  • visited customers … and simply talked to them while they are at it

 

If you are reading this, your organization is probably less innovative than you are. You have a game-changing role. Build awareness that your company needs to innovate. Top Management will only change their conservative views if they get fresh new insights.
Keep confronting them with signals that your market is changing rapidly: changing customer preferences, new substitutes, a small new Danish start-up, et cetera… until the urgency to innovate will be understood and is top-of-mind.

Present your innovative breakthroughs propositions (bring new business, not new ideas) not as something really extraordinary (and risky) but as the normal next thing to do for the company. Your chances to convince will increase dramatically.

The voice of the Customer (VoC) is your best friend, ever. Use Customer Insights results and enthusiast testimonials to get internal support.

And Oh, one last thing, of course they’ll say no to your innovation. What would you do if someone came up to you out of the blue, saying you have to do the things you do totally differently? Or do totally different things. Innovation is always provocative by definition. So when they say “no” to innovation, don’t take it personally. It is not the end of the battle. It’s only the beginning!

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Comment définir l’innovation?

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Les cycles raccourcissent, de nouveaux entrants peuvent faire des lancements sur notre marché à n’importe quel moment, les clients ont pris le pouvoir et ont massivement adopté les nouvelles technologies, ils veulent tout et tout de suite (nous sommes tous des enfants de Google), ils ont peu de temps et beaucoup de choix, ils en savent souvent plus que nos vendeurs… bref, on ne peut plus pratiquer le marketing comme on le pratiquait au XXe siècle… le marketing à la Papa: plus rien ne sera jamais plus comme avant.

Les entreprises doivent mieux décrypter leur environnement, les marketers doivent mieux comprendre leurs clients afin de pouvoir nourrir leur “machine à innover”.

L’innovation est la conception d’une offre initiée par l’observation des besoins et des attentes du client. Tout simplement. Les clients n’achètent pas un produit. Ils sont à la recherche de la satisfaction de leur besoin. L’entreprise ne peut se développer durablement sans placer le client au cœur de l’organisation.

Nous accompagnons des dirigeants à engager leur entreprise non plus dans une surenchère produit, mais dans des solutions de service au client. Lorsque Orange vous aide à configurer votre smartphone, on ne vous parle pas produit ou technologie, on vous propose de simplifier votre vie au quotidien, parce que vous êtes par exemple dans un segment de client qui recherche ce type de bénéfice. Pour vous, la technologie doit être simple, facile et pratique.

La satisfaction client et la rentabilité pour l’entreprise restent les objectifs, et ça, ça ne change pas. Les entreprises n’ont plus le choix. Celles qui connaitront des croissances fortes, des croissances pérennes, celles qui seront leader sur leur marché sont celles qui travailleront à créer de la valeur pour le client. Le marketing c’est innover, dans le sens de la satisfaction client, et non pas dans le sens de l’invention technologique. Ne jamais cesser d’innover, en permanence… innover ou disparaître…

Aujourd’hui, il est devenu plus risqué de ne rien faire. Les entreprises connaissent des difficultés au moment où elles se contentent de faire ce qu’elles ont l’habitude de faire … IBM, Kodak, General Motors, Sony, Nokia, Microsoft, RIM… c’est à vous de voir.

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Marketing according to Google

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Know the user. Know the magic. Connect the two. At its core, marketing at Google starts with the user and ends with technology, bringing both together in unconventional ways.
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Google is not a conventional company. Googlers thrive in small, focused teams and high-energy environments. Google’s job is to demonstrate how their offering solve the world’s problems — from the everyday to the epic, from the mundane to the monumental.And Google approaches marketing in a way that only Google can — changing the game, redefining the medium, making the user the priority, and ultimately, letting the technology speak for itself.
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Le marché de masse est mort!

Un ouvrage qui décrit la révolution des années 2000-2010 – il va bien falloir que l’on trouve un nom pour cette décennie:
la prise du pouvoir par le client.
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THE NEW MARKETING PARADIGM
Integrated Marketing Communications
Don Schultz – Stanley Tannenbaum – Robert Lauterborn
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Les stratégies et tactiques traditionnelles pour toucher une grande masse d’individus, avec un seul message, délivré par des mass media ne sont plus valides. Les media de masse – et surtout la TV – montrent leur manque d’efficacité. Le marché de masse est mort!
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Mais l’ouvrage propose également une solution, LA solution:
“Les bases de données se révèleront être un outil de marketing plus efficace que la télévision ne le fut jamais”
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PS: Robert Lauterborn, ça vous dit quelque chose? Les 4C? Les 4C qui remplacent les 4P? No?
Robert Lauterborn, Professor of advertising at the University of North Carolina: “80% of new products fail each year”
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La règle des 4C:
Une proposition de Contenu ou de services par l’animation d’une Communauté:
créer une réelle valeur et une expérience client pour attirer et fidéliser ses clients.
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[product]  Customer’s wants and needs
[price]  Cost (CTS – Cost To Serve Vs. TCO – Total Cost of Ownership)
[place]  Convenience (sense & simplicity)
[promotion]  Communication (interactive dialog)
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