Customer Focused Design

By Paranthaman.M 8031020016

Customer Focused Design

Customer Focused Design

Goals of Customer Focus:

Creating Better Products or Services Offering absorbing customer experience Building deeper customer relationships

End goal of customer focused strategies is the same:

Boosting retention and repurchase = more sales!!!

3

Customer Focused Design

Why Customer Sat. is important?

3% 5% 9%
No reason Other Suppliers

14%

Competitors Product Dissat. Attitude of owner, manager or employee

69%

Customer Focused Design

Customer Focused Design

. . . . .

Highest Quality Greatest Quantity Largest Variety Consistent Professionalism Visually Appealing

Customer Focused Design

Benefits:
1. Differentiates a product amongst competitors 2. Enhances brand (from product functionality, innovation, creativity and customer commitment perspectives) 3. Extends the life of mature products 4. Builds loyalty and brand advocacy by converting customers to raving fans 5. Decreases long term marketing expenditure

Customer Focused Design

Understanding customer perceived value:

Customers are value maximizers Choices and implications

VS.

Customer Focused Design

Monitoring satisfaction
Measure satisfaction: Customer satisfaction as a marketing tool

Resolve customer complaints

Customer Focused Design

Different forms of measurement

Annual Customer Satisfaction Surveys Online Questionnaires Feedback Forms Online Polls Customer Service Feedback

CRM Software Focus Groups (Formal/ informal)

(Benchmarking, Employee, Org Alignment)

Other Surveys

Phone or Fax Surveys

Customer Focused Design

Using customer relationship management

One-to-one marketing

Identify prospects Differentiate Interact with individual customers Customize offers

Customer Focused Design

Building loyalty

Interact with customers Develop loyalty programs Personalize marketing

Creating customer databases

Mailing list Business database

Customer Focused Design

Customer Focused Design

Avoiding the Pitfalls

Listening to the wrong customers Incorrectly identifying customer priorities Failing to consider strategic objectives Failing to align organisation around execution Failing to get paid by customers for new value Losing momentum campaign mentality

Customer Focused Design

10 Golden Rules
1. 1 2. 2 3. 3

4. 4

5 5.

Believe customers possess good ideas Gather customer feedback at every opportunity Focus on continual improvement start with top 10 issues bugging your customers Solicit good and bad feedback Seek real time feedback

Dont spend vast sums of money 7. 7 Make it easy for customers to provide feedback 8 Leverage technology to 8. aid efforts 9. 9 Share feedback throughout the company 10. Use feedback to make 10 quick changes
6. 6

Customer Focused Design

Conclusion:
Attract and retain loyal and satisfied customers by giving them VALUE and QUALITY CHOICES and building RELATIONSHIPS.

Customer Focused Design

THANK YOU!