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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
The practical, expert guide to reaching the new consumer Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win. Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan into action today. The new purchasing journey has created a whole new set of customer touch points with unique needs, and has identified key activity areas that drive success or failure in the marketplace. This guide helps you sort it all out, and make your organization rise to the top. * Define the new customer-purchasing journey * Identify and influence the new consumer * Engage, nurture, and utilize brand advocates to spread your message * Position your organization to win in the new marketplace As customers evolve, smart companies evolve with them, and, with a track record that speaks for itself, putting the customer at the center of strategic thinking is the key to a winning plan,. Consumer evolution is happening more rapidly than ever before, and keeping your organization out in front has never been more important. Customer-Centric Marketing provides the concrete framework, expert insight, and actionable advice that turns strategy into reality.
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Seitenzahl: 190
Veröffentlichungsjahr: 2015
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CONTENTS
Cover
Title Page
Copyright
Dedication
Prelude
Introduction: The Shoemaker's Story
Chapter One: The Age of The Customer
Solutions Come Through Understanding
The Road From Ground Zero
The Age of the Customer
Chapter Two: Carpe Diem
The External Challenges You Will Face
The Internal Challenges You Will Face
The Multiplier Effect
Ignore the Voice of Doom; It's Only a Voice
Breaking Down the Traditional Mind-Set
No Better Time to Get Started than Now
The Customer-Centric Checklist
Building A Customer-Centric Organization
Chapter Three: Customer Relationships have Changed
Customers are not Connecting the Way They Used To
Customers Don't Believe What Brands Say Anymore
Rebuilding Confidence in Your Brand
The Rise of the Brand Advocate
How Else have Customers been Transformed?
The Rise of the Millennial
Millennials aren't Alone
Behavior Across all Ages is being Transformed
The Rise of the Brand Advocate
Priming the Advocate Pump
BMW 1M Case Study
Chapter Four: From Funnel to the Journey
Model 1. The Customer Decision Journey
Model 2. From Decision Points to Moments of Truth
Model 3. Zero Moment of Truth
The New Model: Customer Purchase Journey
The Advocate and Influencer Loop
Customer Purchase Journey
A New Customer ROI
Definition of Return on Involvement
The Return on Involvement Formula
Chapter Five: Brands will Never be the Same
Does A Brand Add Value?
If A Brand has Value, What are its Values?
They’re Just Not That Into You
So What’s A Brand Supposed to Do?
So, What’s Next?
Telus Talks Business Case Study
Chapter Six: Customer Experience Strategy
Where Does Customer Experience Start?
Center Strategies on Customer Perspectives
Not Strategy as Usual
Making Transformation Happen
Breaking New Ground
Customer Centricity
Marketing Management—Process and Implementation
Marketing Science—Measure and Learn
Chapter Seven: Building Relationships with the Advocate/Sharecaster
Why Do Customers Share Content?
Organizational Mind-Set
Sliced and Diced Distribution
Making the Case for Dempster's
Star in Your Own Sexy Romance Novel—The Launch of Zero Bread
Listening is as Important as Storytelling: Real-Time Marketing (RTM)
CIBC FIFA World Cup™ Canadian Sponsorship
Content Development
Fan Standings
Super Fans Contest
Results
Where do You Start?
Planning
Align Decision Makers Before You Start
Getting the Content Strategy Right Up Front
The Short Story Behind Storytelling—Creative Considerations
Getting the Story out There
The Art of Creating Valuable Content
Chapter Eight: Innovation in Demanding Times
Insights are the Bedrock of Innovative Thinking
Organizing for Innovation
What We've Done
The Toronto Sickkids Hospital Pain Squad App
Chapter Nine: The New Agency
Change or Die
From the Client Point of View
Moving Forward the Cundari Way
With These Lessons, We Made the Following Changes
Analytics that Generate ROI
Our New “Team-Centric” Model
Concluding Thoughts
Index
End User License Agreement
List of Illustrations
Figure 1.1
Figure 1.2
Figure 2.1
Figure 3.1
Figure 3.2
Figure 3.3
Figure 3.4
Figure 3.5
Figure 3.6
Figure 3.7
Figure 3.8
Figure 4.1
Figure 5.1
Figure 5.2
Figure 5.3
Figure 6.1
Figure 7.1
Figure 7.2
Figure 7.3
Figure 7.4
Figure 7.5
Figure 7.6
Figure 7.7
Figure 7.8
Figure 7.9
Figure 7.10
Figure 7.11
Figure 7.12
Figure 7.13
Figure 7.14
Figure 7.15
Figure 7.16
Figure 7.17
Figure 8.1
Guide
Cover
Table of Contents
Begin Reading
Chapter 1
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Customer-Centric Marketing
Build Relationships, Create Advocates, and Influence Your Customers
Aldo Cundari
Chairman & CEO, Cundari Group LTD.
Cover design: Wiley
Copyright © 2015 by Aldo Cundari. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.
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Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Cataloging-in-Publication Data:
Cundari, Aldo.
Customer-centric marketing : build relationships, create advocates, and influence your customers/Aldo Cundari.
pages cm
Includes index.
ISBN 978-1-119-09289-6 (cloth); ISBN 978-1-119-10261-8 (ePDF); ISBN 978-1-119-10265-6 (ePub)
1. Relationship marketing. 2. Customer relations. 3. Marketing—Management. I. Title.
HF5415.55.C86 2015
658.8'12—dc23
2015002783
Dedication
Dedicated to my darling wife, Livian, and five incredible children, Natalie, Christopher, Julia, Joseph, and Nicholas, who mean the world to me. I further dedicate this book to my Mom and Dad for taking that leap of faith to fulfill their dreams for a better life and settling in Canada. My heart will always belong to you.
Prelude
Along with the overwork and hyper-speed environment that fills our day, the dedication and hard work involved in a project like this doesn't come along without the patience and support of some very talented individuals. It is their innovative spirit and creative talent for seeing what is just around the corner that makes our organization successful. So I thank all those who provided their input (thoughts and sweat) into making this book possible.
There are also people you meet in life who make a mark on you and, over time, they exit and reenter as though these encounters are destined and purposeful. Doug Moxon is one of those people. In the mid-1990s, Doug ran my U.S. regional office. After he left, we always stayed in touch, as if there were unfinished business. And this book is that unfinished business. Doug helped with the heavy lifting of research, editing, and being my debating partner for the ideas and concepts you will find in this book.
Let me also thank all those who have helped with their guidance and wisdom over the years and give a special shout-out to the many valued individuals who took the time to read the manuscript and provide their input. One in particular was Ronnie Cohen, who gave her time, energy, and love of writing to edit the book. I give my sincere thanks to the numerous employees, clients, and industry peers who have placed their trust in me and played important parts along this long journey. You make every day seem like it's a new beginning.
IntroductionThe Shoemaker's Story
The starting point for this book came a couple of years ago, when after a 30-year absence, I reengaged with my love of fine art and sculpture. As a young man I had studied fine arts and intended to pursue a career as a sculptor. Since it was the late 1970s, I went off to the local library (definitely pre-Internet) to look for a school in Italy to explore my creative aspirations. I discovered the Istituto Europeo di Disegno in Rome, Italy. So off I flew to Rome to apply, gain acceptance, and become a fine artist.
It wasn't quite what I expected. On the expected side, my studies exposed me to classical approaches to design and form, and enabled me, as a sculptor, to look at an object that has no form and see the form within it. I think that foresight has given me the ability to get to solutions more quickly. The unexpected was the practical side of creating fine art. You had to consider how the materials and installation affected the final viewer experience, so I studied industrial and architectural design, plus materials handling in order to work with the physical realities of the installation space. In hindsight, this combination of creative thinking and fact-based analysis established the basic framework for my future marketing mind-set.
Inspiration Where You'd Least Expect It
While in Italy, I had a second and probably more profound experience that influenced my thinking. It took place on one of my school holiday breaks. My limited funds didn't allow me to fly back home to Canada, so I went to visit my parents' Italian birthplace in Rende, Calabria—a small village nestled in the hills of Cosenza, a southern Italian province. As I walked the streets of the small town, I could feel the rhythm of the community where my parents grew up and the life they left behind. Wandering through the central square, the Piazza Giuseppe Garibaldi, I overheard a conversation between a shoemaker and one of his loyal customers. This simple but personal conversation shaped my perspective on how to build long-lasting customer relationships, and I have illustrated it in the following story:
My grandfather lived in a small town of about 500 people in southern Italy. In the town was a shoemaker. He was a great shoemaker and learned the trade from his father and his father's father. He knew practically everyone in the town: how many kids they had, when he had made their last pair of shoes, and what kind of shoes they needed and liked. He could see them, talk to them, and check how fast their shoes were wearing out. He literally knew his market on a first-name basis. He could anticipate their needs and next purchase. If something went wrong, he could make it right, fast. He was always there with exactly what they wanted—when they wanted it.
He provided an exceptional level of what we now call customer centricity and experience, and that's how he ensured his customers' loyalty.
When I returned to North America and the realities of making a buck set in, I soon discovered opportunities for aspiring sculptors were very limited. It was time for Plan B, and I decided to use my creative skills to freelance at a few design and advertising firms. After I got some initial experience in the industry, I realized I had a unique advantage: I knew how to both frame a problem and create its solution. By employing my creative and analytic skills learned in Rome, I was able to turn around projects and solutions faster than my fellow creatives. In short order, this led to starting my own shop, which has since grown into a multidisciplined agency offering traditional and digital services to a broad range of global brands.
Only when I started to sculpt again did I realize that my business beliefs and practices were still heavily influenced by those early years in Rome. In particular, the study and discipline of classical art and the remarkable conversation between the shoemaker and his customer both played pivotal roles in the development of my business mind-set. These two experiences gave me a creative, analytic, and customer-centric lens on which to base my business approach/philosophy.
The Age of the Customer
In hindsight, I believe my formative time in Rome not only contributed to my past success but also will be even more important to me tomorrow. We all know the age of the customer is here to stay, and while its arrival has had a rather disruptive impact on the world economy, I believe it will continue to drive exponential change in the foreseeable future. Innovation and information are at the heart of this shift, and there is a lot of both. Enabled by a constant stream of new digital and social technologies, customers sit in the middle of an information tsunami. Their instant and convenient access to information has empowered their decision-making abilities, and their immediate access to community helps them confirm their choices and influence others. Pity the business that still uses only traditional marketing communications methods; it must be struggling to keep up with this pace, and its long-term prospects are dim.
Conversely, the current marketing ecosystem offers us many exciting opportunities. I'd like to share with you some of what I've learned in navigating these waters and how you can use this fundamental change in customer relationships to enhance your brand's marketing efforts and thrive in this new marketing environment.
This book is slightly different from the current crop of business books describing how to connect with customers in our transparent digital world. Don't get me wrong; there are many great books out there from renowned authors backed by first-rate research. But I'm more of a practitioner than a researcher, so you will find my observations and insights come from the realities of the street. With over three decades of hands-on, eyes-wide-open experience to tap into, I've accumulated lots of “lessons learned” and, with them, some ideas on how businesses, even individuals, can thrive in this new marketplace.
I certainly don't have all the answers. Sorry, I have yet to find the “silver bullet”; in fact, I still have lots of questions myself. That is what's so remarkable about this environment. If you're willing to get out there and take some risks, you'll find that today's digitally powered analytics systems will very quickly tell you how you're doing and will provide immediate and continual feedback, and with those answers will come even more questions.
My shoemaker tale started me thinking about how my insights and experience could help move brands forward in this new age. To face an enhanced level of customer centricity, we need a new marketing approach, a game plan, that encourages and rewards customer involvement. We may need to reconfigure our organizations, and we definitely need a new mind-set—one that is built on attracting, engaging, and retaining customers at every touchpoint, on and offline. This will be the new definition of success.
So that's what this book is about. Who are these new customers, why are they behaving so differently from the past, and how can we build long-lasting relationships that work for them and our business going forward?
Welcome to Customer-Centric Marketing. Please feel free to contact me at [email protected] or through any other social channel. I'd relish hearing your thoughts once you're done reading.
Note: Customer Versus Consumer
While often interchangeable, there is a small difference between the terms customer and consumer. Using customer implies you (or a competitor) already have established a relationship—she's no longer just a prospect for your product or service. Consumer, as used in the advertising and marketing world, implies someone who could use your (or a competitor's) product or service. Given these minor distinctions, let's use customer—I think it's more desirable.
Chapter OneThe Age of The CustomerHow Did We Get Here?
Every year, as part of staying in touch with our clients' customers, I visit retail locations to observe how customers behave in-store and how well the floor staff and sales associates are interacting with them throughout the sales process.
A couple of years ago, on a warm and sunny Saturday morning, I visited one of our automotive client's dealerships to spend a morning observing customers in order to get an idea of the car-buying experience from a customer's perspective. I watched for a while and then spent some one-on-one time with several of the sales associates to discuss how the sales process was working. On this day, the dealership was filled with customers shopping for new vehicles, always a welcome sight, but it was really how they were shopping that caught my attention—it felt completely different than just a few years back.
Customers were less interested in product information and more interested in taking a test drive, deciding on the spot, and negotiating an offer. This differed from just a few years ago, when the average customer would visit a dealership at least three times before beginning to negotiate a price. They needed these multiple visits to build up their product knowledge prior to making their final decision.
Today, the opposite holds true. Before visiting a dealership, customers have spent countless hours online researching brands. They've gathered information, read consumer reviews and influencer opinions, and used their social networks to get first-hand experiences from known third parties. They've probably also spent time on the brand's website, maybe building a car online with their desired, optional features, and perhaps they have even reviewed multiple financing options as well. They've done their homework. Armed with the information needed to make an informed decision, only then do they visit the dealership (whose customer reviews they've also checked out), arrange for a test drive, and negotiate a deal based on their pricing research.
Yes, these are the new car customers—sometimes more knowledgeable than the salesperson who waits on them! So that is our challenge: How do we influence these new customers, give them the information they need to make decisions, and anticipate their questions before they arrive at the dealership?
For our automotive client, we've tried a number of things such as making online content more interactive, linking to external reviews and blogs, monitoring social forums (including online communities) to see what people are talking about, and training product specialists and sales teams to be up to speed with current trends. Essentially, everyone on the sales floor needs to be confident, knowledgeable, and prepared to meet the needs of every customer who walks into the showroom. And while these seem to be working, we've only just scratched the surface—we know there'll be more changes to come.
Solutions Come Through Understanding
The dealership story is a micro-example of what is happening today. The last decade has witnessed a massive shift in how we market products and services. Driven by digital technologies, social media, hyper-competition, product proliferation, globalization, and changing customer behaviors, a new marketing era is upon us with a vengeance. And the most dramatic element of this new era is an empowered customer who is leveraging information through all things digital at a frenzied pace, making the world of marketing a much more challenging place for marketers. Just keeping up in this customer-driven, real-time environment requires a huge commitment.
The digitization of daily life has acted as a catalyst for the emergence of new customer behaviors, and as a result, has created fundamental changes in how business is done today. I've spent a lot of time in the trenches, not just in the auto market, but with other consumer and business-to-business (B2B) products and services, and with this field-tested experience, I have developed different strategic approaches on how to connect with this elusive, discerning customer. My hope is to reduce the confusion and shine a simple but powerful light on how to succeed in this new environment.
Over the last 10 years, I've invested a lot of time in understanding how these new and evolving customer behaviors influence our current business practices. I have channeled this learning into a strategic approach that has enabled my team and me to redesign and retool our organization to succeed in this new environment. As a result, we have built a business model that enables us to help our clients take advantage of new opportunities and win in this complex marketplace. In the following chapters, I'll share some of this learning and provide you with market-tested tools to evaluate your organization's readiness, including cultural and operating system changes that you may need to consider in order to prosper in this customer-centric marketing environment.
