We all know that customer centricity is essential; even more so these days with the lockdown in most countries due to the pandemic.
Now more than ever, businesses need to put their customers clearly at the heart of their organisation. But I know that many struggle, even in more normal times, to be customer centric. They just don’t know where to start. Am I right? If you’re one of them, then this article is for you.
This week I give you ten simple actions to accelerate your organisation along its path to an improved customer-first strategy.
#1 Review & Revise the Description of your Target Audience
Do all your brands have a clear description of their target audience? These days we tend to speak about personas or avatars.
Is it as complete as it should be? If not, then regular readers will know about and probably use the C3Centricity 4W™ template for storing all this information. You can download it and get the accompanying workbook here.
Include not only your customers’ demographics and consumption / purchasing habits but also information about where they do these things, what values they have that you can tap into and what emotions motivate them to purchase and use your brand.
Do you know what needs your customer has and which of them you are tapping into?
They certainly have more than one need, but you must identify and address only one.
If you attempt to address more than one and especially if they are not sequential, your customer may be confused.
Mixed brand messages on what the brand can do for them will leave your customers perplexed. This will, in turn, reduce the likelihood that they will be convinced your offer can meet their needs and objectives.
Knowing where your brand sits on Maslow’s hierarchy of needs has one additional benefit. It can increase the success of regional and global launches by identifying cultures with similar levels of a specific need.
Is customer care only on the objectives of one or two departments in your organisation? Perhaps it’s only for the care centre employees or merchandisers to do.
It should, in fact, be on everyone’s annual objectives, to watch, listen and engage with your customers regularly. This will help them to understand how their work fits into the company’s objective to satisfy and delight them.
Every employee has a role to play in customer centricity and connecting with the customers on a frequent basis and sharing experiences with colleagues will ensure that everyone understands this.
Do you know where your business is going? Do you know what might happen in the future and what you would do in each situation? How would you react to new laws, new customer demands, and their new sensitivities such as ecology, sustainability, sourcing or ingredients?
It is better to plan for such events before they happen, so that you can quickly react to challenges as well as opportunities.
I am in favour of developing plausible future scenarios, rather than merely following trends. Why? Because everyone follows trends so they provide no competitive advantage. However, by developing scenarios, they will be unique to your organisation and provide a clear path to answer all possible future opportunities and threats.
#6 Review Your Business Plans for Customer Centricity
Are your customers clearly identified and described in your plans, as well as the customers of your major competitors?
Review your plans by considering how your customers will react to each of your scheduled actions. Not just the outcomes you are hoping for, but a true detailed analysis based upon your understanding of them and their desires.
Have you planned any actions to surprise and delight them, or are you only relying on the “same old” activities, repeated from year to year?
People get bored quickly and you can also “train” your customers to expect your promotions. They then wait for them before purchasing, often in quantity, and will also eventually become of less interest, and perceived value, to them. Plan at least one unexpected WOW action each year.
Are you blocked in an innovation box, relying on your internal technical and expert skills? If you know your customer well you can offer them more successful innovations, perhaps through additional sensorial experiences.
Consider adding sound to taste, colour to services, touch to packaging, aromas to retail displays. Give your customers more reasons to stay with you and they will become more loyal.
I can feel your shock as you read this, but why not review your process for developing your advertising?
If you spent more time and resources reviewing how to connect with your customer, and then reviewed early-stage work up-stream with them, you would be more likely to develop winners.
It would also reduce or totally replace your usual tests just before airing, when in most cases it is too late to change anything.
#9 Define Your Image
Your brand has an image but it might not be what you think it is. Make sure you are measuring it regularly and not only on the attributes that you ideally want to perform well on. You need to include attributes important to your competitors, as well as the category in general.
I so often see biassed attribute lists which, while providing exaggerated, over-positive images, lull companies into a false sense of security. When you are not measuring what is important for your competitors, you will always come out on top.
Another advantage is that the coverage of the total category will be more complete and you may even find a new or adapted positioning that no-one else is currently occupying.
You know that what gets measured gets managed, well are you measuring what needs managing or only the easy metrics to gather?
If you know your customers well, who they are, what they do, what they think of you and your competitors, and then compare these to where you want to take your brand, the metrics you need to be measuring become evident.
Too many organisations rely on financial KPIs alone. Make sure you are not one of them, by adding metrics to cover customer awareness, satisfaction and perception.
I hope this list has helped you to identify a few areas that need revision in your organisation. Actioning even just one of them will improve your customer centricity and your profitability too (according to research).
Of course completing them all will ensure that your customer is really at the center of your business, as well as in the hearts of your employees.
If you would like to know just how customer centric you are, complete the C3C Evaluator™ assessment. It’s free! The Evaluator™ will help you to identify where you are today as well as how to prioritise any needed changes in your organisation.
For further inspiration on making your organisation more customer centric, check out our other articles on C3Centricity, or contact us here:
More than one year after the introduction of GDPR in Europe and the CCPA in California, I wondered what has changed. And more importantly, I got to thinking about customer privacy and how to build a mutually beneficial relationship whilst also respecting it.
Customers don’t want to be automatically segmented and followed as they go about the web, viewing different sites. A recent article on Business2Community by Owen Ray said that
“The tracking cookie is crumbling. Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default, and even Google’s Chrome will soon get controls that let consumers block cookies.”
If you want to understand more on the topic of cookies I highly recommend this two-part article.
Companies who are truly customer centric know that it is important to build a mutually beneficial relationship where there is something for both parties in exchanging information and services. Too many businesses ask too much of their customers, with little if anything in return. I believe this is one of the major reasons that customers today are becoming sensitive to what and to whom they give any information about their interests, habits, needs and wishes.
I, therefore, thought it was useful to review the major points to keep in mind, when a business wants to collect information about its customers in order to offer products and services that better meet their wants and desires.
1. Ask Permission to Gather Information
This should be a no-brainer and yet I still find myself on lists to which I didn’t subscribe! You too?
Whether you are connecting with your customers by mail, phone, email or the web, you need to first request permission to ask any questions and to gather the information you are looking for. Not only should you ask for consent; if you are not in direct personal contact, but connecting via email or the web, you should also double-check that permission. You have to ensure that the agreement has been given by your customer and that they are still ready to provide the information.
Being attentive to privacy when starting to build a relationship is vital and shows you respect your customers. It also means asking them to confirm their consent not once, but twice. Double opt-in as it is known, ensures that your customer is correctly identified and that they have indeed themselves agreed to provide or receive information, or to be put on your mailing list.
2. There Must be Mutual Benefit
When your customer has agreed to provide information you need to thank them in return immediately. This can be as simple as offering coupons for your products, some valuable information not easily available elsewhere, a free guide or e-book on a relevant topic, or special privileges such as club membership or express shipping. Something that shows them that they were right to agree and that you value their information.
Another thing to keep in mind is not to overwhelm them by asking everything in one go. Since your objective is to build a long-term relationship with them, you can complete the information you require through several contacts with the same customer.
This also has the added advantage of keeping the conversation more frequent than it might otherwise have been. Ask just enough to be able to identify your priority metrics and then refine your understanding of them as you gather more information.
More and more CPG companies and brands now offer a loyalty program, especially to their higher-value consumers. These provide more targeted privileges and even give the opportunity to preview new communications or product concepts. In general customers love to give feedback and it has the benefit of building a closer tie to the brand as they feel ownership of those launched.
This is probably one of the more intimate and bigger win-win relationships that can be developed with your customer. But it does take a dedicated team within the company to manage such a club, as these customers are naturally the most demanding for services and constant information updates. So only set one up when you know you can satisfy their needs, as otherwise they can feel frustrated when they perceive they are not getting the attention they think they deserve.
Over the past couple of years, we have started to see new types of member offers. Sephoralaunched a members-only social platform, which encourages shoppers to share beauty tips and advice, and to comment about any new products bought, not just those from their stores.
Both of these provide exceptional recognition to their members, making them feel a part of an exclusive program, which is exactly what they are!
4. Keep the Relationship Fresh
Once you start building the relationship with your customers, you must continue to interest them by offering news, information, photos, videos or articles of interest. This can be quite a strain on internal resources, so you may want to (also) consider including user generated content (UGC) on your website.
Not only does this ensure continuously updated content, but also involves the customer in what is shown, so that it remains relevant and of interest to them. People love to post and comment, so include message boards, tip sharing platforms or photo albums, whatever is relevant to your targeted customers.
Beauty, fashion and petcare brands were amongst the first to make use of UGC, as they are in very visual industries. Who doesn’t want to share a photo of themselves when they are looking especially beautiful, or show how cute their cat or dog is?
One great example comes from L’Oreal. Their DermaBlendPro brand encouraged users to share photos or videos of how the brand had transformed their look, by hiding disfiguration or tattoos. They clearly understood that happy customers make the best brand ambassadors, and this was clearly proven by the thousands of entries and immense buzz the brand received on social media platforms such as Pinterest and Instagram.
For your customers to appreciate how much you value them and their business, involve them in it, by asking for feedback on how you are doing. If you have new ideas or plans, share details with them or enable them to vote for new flavors, concepts or advertising ideas.
You can also enable them to preview the ads or products before everyone else, but do make sure you provide them with some great information about it too, so that they can share it with their friends and family members. This will make them feel like the special and valued customer they are, and also help you spread the word – for free!
6. Always Offer a Simple Way Out
Once you have made the connection with your customers, recognize that they might change their minds at any time and want to unsubscribe from your club or mailing list. Make this as quick, simple and pain free as possible. This shows respect for your customer and their time, and also enables them to leave with a positive opinion of you and the brand. You never know, they might change their minds and stay after all, or come back again in the near future.
From making the unsubscribe link in tiny font to pale and almost illegible, to using button colours to mislead, many brands think that this will stop people from unsubscribing. It may, but it is more likely just to irritate them and label your communications as spam.
Even large companies get this wrong. Apple may provide full details of all the different ways to connect on their contact page, but it is laid out in an overwhelming block of text that is so off putting I doubt anyone hunts to find the information they need.
Another example used by Swiss airlines and their parent company Lufthansa almost had me agreeing to give all my information, not just the necessary data to make my experience more comfortable. Their coloured button draws the eye and without reading you could end up making the same mistake I almost did.
With so much choice available to customers today, it is our responsibility to build an engaging and respectful relationship with them. If there is no trust, there may soon be no sales!
What other ways do you show respect for your customers? Please share your best examples below. Of course, if you have come across a bad example that frustrated that, then please share it too. Let’s name and shame!
Be a true leader; share this post with the members of your team who need the inspiration and support.
Your boss expects you to be able to answer all his questions and especially to know your customers. Here are the 13 things your boss is likely to ask you and a handy Checklist to prove to him that you know your customers better than he realises.
Everyone speaks about customer centricity and the importance of the customer, but just how well do you know yours – really? The following is a checklist of 13 facts you need to be able to answer in order to know your customers as well as you should.
As you read the post, keep tabs on your answers and share your final score below. I’m offering a personal 50% discount code to spend in store for everyone who publishes their score here in July 2018. And if you’re the boss, I’d love to hear how well you think your team would do – 100% of course, no?!
#1. Who is your customer?
OK I’m starting off slowly, but do you know who your customers are? Not who uses your category, but who the people are that actually buy your product or service today? How much do you really know about them?
The C3Centricity 4W™ Template is a great resource for storing all the information you have on your customer. Download a free copy and watch the related videos HERE.
#2. What business are you in?
Although this refers more to the category than the customer, it is important to ensure you are looking at it through the eyes of your customers. Many organisations are working with industry definitions rather than customer ones. What about you? If you want to know your customers, you need to understand what category they think they are buying.
This is one of the essential elements you need to understand in order to know your customers deeply. It is something that many organisations don’t take the time to clearly identify, which results in an incorrect appreciation of their market and competitors. By not correctly identifying the category you are in, or plan to enter, your innovations will also lack the success you are hoping for.
For instance, are you in the food business or the pleasure business, beverages or relaxation? One of my clients wanted to launch a fruit flavoured soft drink and thought they were competing with other soft drinks. When we worked together we discovered that they were actually competing in the energy drink business!
Again another slow starter to show you know your customers. Here you want to make sure that you have correctly identified what market you are actually competing in and who are your competitors. It just might not be the one you think!
Also, do you know as much about your competitors’ customers as you do about your own? Complete a SWOT to know exactly where you stand with them – although it’s probably best to wait until you have read the next eleven points before actually doing this.
Once you know who your competitors are, use the 4W™ Template again for each of the major ones and add information to it every time you learn something new about them.
#4. What do they buy?
What and where your customers buy your product should have been covered in point #1. (If it’s wasn’t, make a note to gather that information and add it to your 4W™ template.)
Now you should look at how much your customer spends on your product or service and how much they have available. How does what they spend compare with the amount they spend on your competitors? Is your share of category and wallet growing? If not, why not?
Other information you need to gather to know your customers in this area is how they react to promotions. Do they only buy on promotion? Do they buy in bulk? Do they have size or packaging preferences? All this information will help you to get into the head of your customers and really know them.
Understanding the shopper, who is not always the person who uses or consumes your product, is also essential information you need to have at your fingertips for this section. If they are different people (mothers, housekeepers, single mums) then I would suggest you also develop a 4W™ Template for the shopper too. In this way you can compare and understand the similarities and differences between the buyer and the consumer. I’m sure that having personas for both will also impress the boss and show him/her that you really know your customers!
#5. What does your customer need?
I’m not speaking about what he says he needs, but what he really needs and perhaps doesn’t even know yet. What would surprise and delight him? What does he need that he only knows he does when he sees it?
Apple is one company that seems to be very good at getting at peoples’ unarticulated needs. Be inspired by them to know your customers as deeply as they do.
Apple have people queuing up to buy one of their new products even when they already have a perfectly functioning older model. Do they really need this new version? No. Do they want it? Perhaps! But, what their real emotion is, is a desire, a craving for the latest version, whatever the price! Wouldn’t you like customers to feel the same about what you have to offer?
#6. What do they think of your price?
Here consider not just the price they pay, but also the cost to them of their actual purchase. Do they buy online with packing and shipping costs extra? Do they have to drive out-of-town or even further to be able to purchase? All of these add to the perceived cost of your brand.
In order to know your customers, you have to calcualte the total cost to them of buying what you have to offer? And how that price compares to the total value they place on it?
Value will automatically include comparison to competitive offers, so ensure you include an evaluation of their brands’ values too.
Review the elements of your offer which your customers value and which they value less. Is there room for renovation to include more of what they like or to remove what does not bring value – and usually involves cost for you. Spend your manufacturing and development budget on things your customers value most.
Packaging today goes far beyond protecting the product inside and making its on-shelf presence more impactful.
It is a further medium for communications and also for showcasing your value and USP (unique selling point). However, many organisations have still not realised this. You can therefore get ahead of the competition when you know your customers deeply and their packaging preferences. Read “Is your packaging product or promotion?” for more on this topic.
Packaging is also an important part of your manufacturing costs so its value to the customer should be critically assessed. Even if you reduce your carton strength or pack content because you can, it certainly doesn’t mean you always should. Perhaps your customers don’t immediately notice the changes, but one day they will wake up and re-evaluate the value they are getting. Your packaging which is now made of flimsy carton, will appear to them as being of lower quality and this perception mat get transferred to its contents. Upon evaluation of your total offer, they then might decide to switch away!
Product testing is an often overlooked essential of concept development. Even if a product is tested before launch, and supposingly does well (or it wouldn’t have been launched, I hope) competition is constantly changing, as are your customers’ tastes.
Therefore it is important to keep an eye on your performance over time. Annual measurement at the very least and preferably also of your major competitors is the minimum, to keep your finger on the pulse.
Another important aspect of product testing is to keep track of the metrics over time. It is not sufficient to test versus your previous offer or that of your major competitor. Incremental changes may not be immediately noticed, but can become significant over time. And this applies to product just as much as to its packaging mentioned above.
If you don’t have the budget for regular testing – and I would question why you don’t for such a critical element of you mix – there are other things you can do. Follow social media comments from your customers for one. These provide invaluable input not only on your product’s performance and that of your competitors, but online comments can also supply ideas for renovation and innovation.
As with product testing, this is another of the on-going performance metrics, to ensure you know your customers. In addition, the earlier you start testing within the communications development process, the less money you will waste on multiple advertising concepts. I am continually appalled at just how many companies waste large portions of their marketing budget by producing multiple ads, sometimes to practically air-readiness before choosing the final direction.
Of course, your ad agency will never complain about you working in this way, but couldn’t the money be better spent elsewhere? I highly recommend you check out PhaseOne’s unique tool for early stage, confidential global communications evaluation.
Their clients rarely develop more than two ads and often by testing early-stage concepts, they develop only one. Think about how much money you could save by doing this! Contact meif you’d like to hear how businesses globally are benefiting from this approach and saving tens of thousands in ad testing..
#10. What do they think about your online presence?
It’s not so much what they think here, but more about do they even notice? Unless you know your customers’ habits online, you are unlikely to be where and when they are ready to receive your messages.
Instead of choosing and using just the most popular online websites – like everyone else – your work completing point #1 will indicate which are the most visited by your customers. For some brands an online presence is of minimal importance, whereas for others it actually replaces more traditional forms of advertising. Think of RedBull as just one powerful example of this. Although they now advertise both on and offline, they started building awareness through social media and word of mouth alone.
#11. What do they think of your social media personality?
You can’t hide your personality on social media, nor delete what you have shared. The words you choose for a Tweet, the ideas you share on FaceBook, the images you post on Pinterest, all build to a picture in the minds of your customer. What image do you think was created in the minds of people who read the following Tweet exchange from Nestle?
Treat your online discussions in the same way you would any other form of communications and use the same tone and spirit. Just because it’s new media doesn’t mean it is less important or serious.
As the above example shows, mismanagement of customer connections on such platforms cannot be removed – even if as Nestlé did, you take it off your own website – it will always be online for others to find and haunt you with!
#12. Why do they buy?
There are many “why” questions I could have added here, but this is fundamentally the most important. If you know why people buy and how you are satisfying their needs, the more likely you are to satisfy them.
In addition, if you frequently monitor their changing needs and desires through trend following, the more likely you are to continue to enjoy increasing customer satisfaction.
I’ve saved the best for last. Why are you in the business you are in? Are you looking to grow a products’ sales, increase distribution for your other products, make a different product more attractive (or a competitors’ less attractive), or are you just milking profits? All of these are valid reasons, but you need to be very clear on why, in order to know how to answer all the other questions.
The BCG Growth Share Matrix is a well-known tool you can use to check that you really understand what you are trying to do. This verification will enable you to eliminate the actions that don’t align with your objectives and mission for your brand.
So there’s my 13-point “Know your Customer” checklist to enable you to know your customers well enough to answer any question your boss may ask of you.
I suggest you go back to the top and revisit each point and answer them truthfully. By reviewing all 13 I am sure that your thoughts will have changed or at least been modified as a result of this new perspective.
And if you yourself happen to be the boss, why not ask your team how many they can answer? Let my know your score below; be the first to confirm that you can answer all 13!
If you or your team can’t answer all 13 questions, I have a solution. Book a 1-Day Catalyst training session and be amazed at the progress & changes!
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As you know, I am a global customer centricity champion. My passion is helping organisations to grow faster by putting customers at the heart of their business. One of the most frequent requests I get is to help in improving ideation and innovation.
This is by far the most common area that my clients struggle with. Is it a challenge for you too?
Many companies create great new products and services – from their perspective – but they fail! They then ask if I can help them to identify to whom they should be selling. Of course, I do help them, but I also suggest that next time it would be better if they called me before they started innovating! In a failure situation, it is almost always due to an outdated innovation process in which the customer has not been involved.
I know it can be difficult to innovate in this new age of technology, but it remains vital for growth. This is why I was recently invited to run two workshops on improving ideation and innovation, as well as to speak about it at three different universities in Beijing and Shanghai.
China is an Innovation Hot-House
China joined the top 25 most innovative countries in the WIPO global innovation index for the first time this year. This is because they no longer rely on cost-effective manufacturing alone. They also applied for more patents than the next two countries, the United States and Japan, combined! This clearly shows that China is improving ideation as well as their innovation. But they know they must do even more. To become a truly competitive nation, they have to better understand their customers, especially their growing middle and higher-income residents, who continue to prefer primarily imported Western brands.
Let me share with you a few of the ideas that I spoke about during my visit. They may just save you too from more costly failures.
Innovation is Essential
Switzerland continues to lead the world in innovation according to the latest WIPO GII study. It was, therefore, a privilege for me to by invited to help China corporations and academics by proposing a new way to innovate.
Most companies innovate from a technical and skills-based foundation. It doesn’t usually work very well, if at all. In fact, according to Nielsen, IRI, Fortune and many others, it is estimated that between 85% and 95% of new consumer products in the US fail. In Europe, it’s just as bad, with only 25% of new consumer products still on the shelf just twelve months after launch! And less than half that number by the end of the second year.
With such disastrous results, you might wonder why companies continue to innovate. Well there are three main reasons why they do:
It keeps brands fresh. Brands which innovate have something new to share with current and potential clients. We have come to expect it. What excites today, is normal tomorrow and then just boring after that. We have gotten accustomed to regular updates and constant new choices.
It encourages switching. If brands and options remain the same, people would only switch if they became dissatisfied and the cost of switching was low. Since product performances are so similar in many categories today, new variants and offers suggest differentiation. The brand appears more vibrant and people like that.
It revives brands through excitement and buzz. In today’s connected world, this is vital. People learn about brands as much from friends and family as through advertising. And they trust the former more than the latter, even if some of these “friends” are virtual ones they’ve never met. According to Nielsen’s report ” Global Trust in Advertising” more than eight-in-10 global respondents (83%) say they trust the recommendations of friends and family, and two-thirds (66%) others’ opinions posted online.
Renovate your Innovation Process
It still surprises me that companies continue to use their same innovation process when their failure rate is so high. It often looks something like the diagram on the right. Is that what yours looks like? In fact, is your process a funnel? If so, then you are facing at least two problems:
1. That it is a funnel. This process is linear, with a beginning and an end. It assumes that there is only one “winner” from all the ideation and brainstorming. And it also supposes that only one concept developed from that “winning” idea will succeed.
But what if all your ideas are great? You would be throwing away all but one of them! Or suppose that they are all “losers” and you launch the least “awful” amongst them? There must be a better way, no?
Even IDEO’s iterative process still assumes “winners”, because they quickly move from brainstorming to prototyping and testing with customers. At least they do suggest co-creating with customers which is a positive element of their process and it is great fun to do – from my own experiences.
2. That it doesn’t include the customer. How can you have any chance of innovating for your customers if you don’t include them? You are relying on your own perspective to make choices. Are you the typical consumer for whom you are innovating? Probably not. In which case, why are you taking decisions based on your opinion? It’s pretty irrelevant!
The second diagram on the right is the type of NPD process that I encourage my clients to use. It is, of course, adapted to their specific needs, based upon their current process. By doing this, it makes adoption of the new process much easier, by quickly getting everyone to support the needed changes.
The major difference from most current innovation processes is that it is a virtuous circle. It starts and ends with opportunity identification, in other words with the customer and insight. This, of course, means that we must know and understand our customers deeply.
Know your Target Audience Intimately
We all think we know our customers, but this is often not totally true. Not deeply enough anyway. One of the quickest roads to improving ideation and innovation is to know for whom you are innovating. (>>Tweet this<<)
The first thing I ask my clients to complete is the 4W™ Template of the “who”, “what”, where” and “why” of their target audience. Often times they struggle with the last “w”. If you want to try it yourself, check our post “How well do you know your customers?”
Even with the template filled, you still have to go further. Optimal understanding comes from regular connection. Our customers are changing – fast, so we need to keep our finger on the pulse of the market. Yesterday’s information is no use to manage today’s brands or innovate for tomorrow.
During my talk at Shanghai’s ECUST, someone asked how we can be better prepared for the future. I loved the question, as it enabled me to speak about another of my passions, that of scenario planning.
Change happens, and especially rapidly in China. My recommendation to the student was to not rely on trends alone. They are uncompetitive. To gain an advantage over the competition, you need to develop them into plausible future scenarios. If you are interested in learning more, then do check out our post “10 Steps & 5 Success Factors to Ensure your Business is Ready for Anything“.
Knowing why your customers do what they do, buy what they buy and consume what they consume, and then watching and listening to them, will put you in the best possible position for improving ideation and innovation. But there’s still more you can do.
Increase your External Partnerships
As mentioned above, many companies still rely on their own technology and skills to innovate. However, while technologycan certainly help deliver improved benefits, it is unusual to be sufficient. In many areas, companies need to collaborate with others who are more specialised in certain areas.
Joint ventures and partnerships are useful for developing new products and services more quickly. You don’t need to build the needed skills internally and you can rely on the immediate support of external experts. Whether you team up with another corporation or a university is up to you, as long as you recognise the support you need. If you rely totally on your internal knowledge for improving ideation and innovation, you are unlikely to find those breakthrough ideas most companies are searching for.
Procter & Gamble and >Teva Pharmaceutical Industries announced the creation of a joint venture in consumer healthcare in 2011. The newly named PGT Healthcare partnership with president Tom Finn has since negotiated tens of JV’s, partnerships and strategic alliances.
Expand your Business Model
Another external lever from which more and more companies are benefitting today is a change in their business model. Take the food industry. It is moving more into health and wellness and could become a direct competitor to the pharmaceutical industry as it develops more nutraceuticals.
Pharma, on the other hand, is moving from sickness to wellness, from treatments to prevention.
Or how about Google moving into cars, solar panels and most recently travel with its Trips App? Through the analysis of their customers’ searches, Google can identify those of us who are looking to travel, those interested in buying a new car or in using taxi services. Google knows more about us today than we know ourselves. And that is both exciting and frightening.
Work with Emotional Benefits, not just Functional Ones
Companies which succeed at innovation know that it is the emotional benefits of their product or service that matters, often more so than the functional ones. (>>Tweet this<<)
Apple used to be a great innovator. In the past few years, I feel they have been relying too much on their technical expertise. The recent launch of the iPhone 7 and the new Mac Book Pro were both less successful than their previous launches. While neither are true flops, they failed to ignite excitement in their potential customers.
There have been numerous posts on why Apple is failing at innovating today. One article in the HBR by Steve Blank stated that both Steve Jobs and Bill Gates “… suggested execution executives as their successors. They confused world-class execution with the passion for product and customers, and market insight. Yet history has shown us that these two talents are not the same. For long-term survival in markets that change rapidly, one is far more important than the other.”
Another article in Business Insider by Julie Bort concludes by saying “Microsoft is now officially more innovative than Apple” based upon Tweets of the events. But Microsoft too failed when Bill Gates handed the company leadership over to Steve Ballmer. For 14 years Ballmer successfully ran the business from a financial perspective. He tripled sales and doubled profits. But he didn’t set the company up for long-term survival. In early 2014, Satya Nadella took over and made some radical changes which focused the company on mobile and the cloud (Azure). This freed Microsoft to become more innovative again and the result is already showing.
You can never go wrong if you start from your customers’ perspective and connect emotionally with them. (>>Tweet this<<)
Develop Insight as a Company; Don’t Leave it to Market Research Alone
Some managersthink that insight is just another word for market research. They’re wrong, but perhaps you too see it in this way?
Market research is a great source of information, but for insight, you have to integrate multiple sources of information. It is rare for a single project to provide a deep insight. This comes from truly understanding the customer and that takes time. It takes data and information, turned into knowledge and then understanding.
Knowing is also insufficient unless you understand what it all means to the customer.
The full development process, such as the example given on the right, takes time and people, ideally with differing perspectives. It takes a detailed understanding of the target audience, their needs and desires so that you can resonate emotionally with them.
Many organisations work with humantruths to help in identifying a concept that will resonate emotionally. These are usually based on basic human needs, which cut across cultures. This makes them particularly useful for regional and global brands.
During my different talks, I gave many examples, but one which my audiences found particularly fascinating was the insight both Unilever’s Omo and Nestle’s Nido are using. The insight is based on the human truth that “All parents want their children to grow up happy and healthy”. The insight they then developed, which is relevant for both washing powder and infant formula is “I want my child to experience everything life has to offer, even if it means getting dirty”. What is particularly interesting in this example is that both companies have been able to use the same human truth and insight but make it relevant for each of their categories.
My recommendation, therefore, if you are struggling to develop insight, is to analyse your competitors or the brands targeting a similar audience. If you can identify on what human truth and insight their message is based, you may be able to use it too.
These are just a few of the many ideas which I shared with enthusiastic audiences wherever I went in China. It is clear that both entrepreneurs and corporate executives in the country are keen to improve their innovation. They are also thirsty for support in further improving their ideation. For this reason, I believe they will continue to top the nations in patent applications for many years to come. Therefore, it is vital that we supposed ” developed” nations support our entrepreneurs and creative executives to stay in the race. Unless we do so, we could see China dominate new products and services as they have dominated manufacturing in the past.
What do you think? I would love to hear your thoughts on the race for innovation.
Last week I spoke about five of the most important actions you can take when starting your journey to improved customer centricity. If you missed it, you can read the post here; it will be good background information to build from for this week’s ideas and suggestions.
In this post, I would like to continue to support your efforts with some suggestions on an area that many struggle with, that of connecting with and underst anding your customers.
I believe that one of the main reasons for this, is that the target customer segment has been poorly defined. Perhaps it is too wide, such as all category users, or only superficially described just in terms of demographics. C³Centricity’s 4W™ Template, free to download in the members area, will provide a simple way for you to complete a more detailed description of your customer. Once you have that, you can then start to connect with them to deepen your underst anding of them.
1. Retail connections
There are numerous ways that an organisation can connect with its customers. If you have a retail presence, then this is as simple as going to a few of them and then talking to the customers present. If you yourself don’t own the outlet then you will need to ask permission of the owner, but since retailers are also interested in getting to know their customers better, they will usually accept in exchange for your sharing any learnings with them. (>>Tweet this<<)
Another opportunity to connect with your customers in retail is through promotions, demonstrations and sampling activities. These have the added benefit of being able to speak with customers who are already interested in what you have to offer, because they have stopped beside your st and. They also are generally morewilling to take the time to talk to you even if they are busy, something which can be a struggle if you are just walking up to customers in the store. (>>Tweet this<<)
In addition, I have found that both these exercises can be a great way to improve your image with the retailer and may even warrant special treatment for your br and.
2. Secondary connections
If you don’t have the luxury of meeting your customers in person, then there are still ways to learn more about them. If you have a call centre, then why not listen in or even spend time answering calls? It is both a rewarding and useful exercise to do. This is why many organisations such as Zappos, make their new employees do just that in their first few weeks after being hired.
Market research projects are also another easy way to observe and listen to your customers, although in general you will be a silent observer behind the interviewer, who is asking the questions. Some people prefer to follow focus groups or in-depth interviews, even from behind the two-way mirror, since they will have the opportunity to impact the discussions by feeding questions to the moderator.
A third way for you to make these less direct connections is by following social media discussions. These can either be on the major platforms such as Twitter, FaceBook, Pinterest and Instagram, or your company’s own panel if you are lucky enough to have one. In either case, I would encourage you to observe and not get actively involved in the conversations. There have been many infamous embarrassments caused by under-qualified people responding to heated customer conversations on social media. DiGiorno (Nestle) and Progressive are just two of the more recent examples; this post gives many others that can heed as a useful warning should you be tempted to get personally involved.
3. Website connections
Today, most organisations rely on some form of online presence, to be available wherever and whenever their customers would like to connect with them. Understanding why your customers need to contact you is important to providing them with the best experience.
The first place to ensure you are supplying the right information is on your contact page. Are you requesting customers to complete an online form where you request many details from them? If so, it is definitely worth checking if everything you are dem anding is really necessary for that first connection. Name, email address and perhaps telephone number if you plan to call them back, should be sufficient, together with the reason they are wanting to contact you.
Secondly check that you are giving your customers multiple ways for them to contact you. (>>Tweet this<<) The form mentioned above is a rather anonymous connection, since there is no way for the customer to follow up, other than by sending a second completed form. The vast majority of consumers hate such forms with a vengeance and prefer to chat directly, or at least to be given alternative contact choices. Therefore you should provide your email address, telephone number and ideally a postal address. How many times have you been interested in a company only to find that you don’t know in which country they are based? Frontiers today are more linguistic than geographical, so your customers have the right to know whether or not they can visit your offices in person.
One area where this becomes vital is in online purchasing. Ensure that you make it as easy for customers as possible to shop your website. Enable them to check-out as a guest if they want, rather than imposing the completion of a long form of their details. Kissmetrics wrote a great post on this topic, with good and bad examples, which is worth a read if you are selling online.
Finally you should check the performance of your website; how many visitors do you have, where do they come from and what are they looking for in terms of information? This underst anding could be a whole post topic on its own, but since there are many already available, suffice it to say that if your website is getting few visits or your customers are bouncing away quickly, then it is not serving its purpose of building a relationship with your customers. (>>Tweet this<<)
4. Sharing connections
Meeting and getting to know your customers is probably one of the most enriching and inspiring experiences an organisation can have. (>>Tweet this<<) There is so much you can underst and about your current category and br and users by talking to them, that everyone should find ways to do so on a regular basis. As already mentioned, this could be by speaking with them directly whilst shopping, during a market research project, or over the internet.
You won’t be able to speak to everyone, so you will also rely on your colleagues to make such connections, or even external hostesses. This is why it is important that you get a full debrief, ideally in person, whenever you can.
It amazes me every time I speak to demonstrators, that they just go home at the end of the day with rarely any sort of debrief back to the client. On the rare occasions when they do tell their supervisors something of interest that they discovered, they are generally met with a lack of interest and enthusiasm. What a waste of intimate knowledge about the customer, their likes, dislikes and unmet needs and desires! Therefore share whatever you learn with your colleagues and ask them to do the same.
These are four ways for you to get a deeper underst anding of your customers and which are probably already available to you today. How many are you using on a regular basis? Which have you found to be the most useful or inspiring. Please share your experiences below; it would be great to hear about your own successes.
Have you already taken your mid-year vacation, are you currently on it, or are you eagerly anticipating your departure, as you finish all those last-minute tasks?
If it’s the latter, then you will find this checklist extremely useful. For those of you who have already taken your vacation, then this list will provide you with a simple way to catch up and even get ahead of your colleagues, before they return. Either way, enjoy this quick “To do” list for an easier Summer at work.
1. Check Customer Changes
When was the last time you reviewed your customer persona or profile? This should be a document that you keep near to you at all times, and update with new information every time you learn something. (>>Tweet this<<)
If you don’t yet have one, then you can read this post on how to complete one quickly and easily. There is even a free template to store all the information, which you can download from the Members area. (FREE to join)
With people changing fast in response to the incredible progress witnessed today, in technology in particular, you have to constantly keep abreast of your customers’ changes. (>>Tweet this<<)
2. Check Sales to Plan
This might sound like a no-brainer since I am sure you are certainly already following your sales monthly, weekly, if not daily. However rather than the simple comparison to plan, mid-year is a great time to review versus your annual objectives and make the necessary adjustments to meet them before it’s too late. If you wait until everyone is back in September, it will almost certainly be too late to have much impact on the numbers.
The other “no-brainer” that some top managers seem to forget, is to check your market shares and segment shares, not just your sales progression. Even if you’re growing at 20% p.a. if the market is increasing at a faster rate, you will be losing share! (I’m always amazed to find just how many companies are still only following sales and profits)
3. Check Communications to Image
Again it is easy to get lost in the detail and end up reviewing merely the creative of your past, current and planned advertising. However, this is a great time to assess in detail the first six months’ advertising of both your br and and its major competitors.
What is the overall message? Is everything coherent and building towards a story (>>Tweet this<<), or does each campaign appear to be an independent part of the total puzzle? It is surprising how few marketers ever look at all their campaign ads together and yet this is what the customer will see and hopefully remember – at least in a best-case scenario – over time.
At worst your customer will only see a selection of them across all the campaigns, which makes it even more important that your messages are coherent and building your story and image, or at the very least are complementary over the year, as well as years.
4. Check Distribution and Stock
Summertime can often be a strain on distribution and stock levels, as people leave on vacation and less experienced temporary personnel are hired to replace them. If your product is weather sensitive, such as ice cream, soft drinks, or Bar-B-Q articles (in Summer), stock levels can vary tremendously. Make sure you have plans in place to reduce or increase deliveries based upon these external factors that are out of your control.
Especially where temporary staff are concerned, whether on the retail or manufacturer’s side, they might not underst and the possible wide variances in stocks that can quickly take place. This must be carefully explained before the more experienced staff leave on vacation.
5. Check Value versus Price
In addition to (hopefully) good weather and variable distribution, summertime is also one of the major periods for sales and discounts. This is because retailers often want to clear seasonal stock in preparation for the new articles to come in the Autumn. Therefore price tends to become a more important decision factor for customers (>>Tweet this<<) as they witness and welcome the increase in price cuts and promotions.
Depending upon your industry, customers may therefore start to compare your price to the articles on sale and decide that it is no longer worth its (higher) price, because in the current climate, it has become of lesser value to them.
Whether you respond to this with your own sales prices, or bundle promotions, it’s clear that price cannot be left until your return.
6. Check how your Customers will be Serviced
Customer service excellence has become an increasingly important part of most products. Just because it is vacation time, doesn’t mean that you will no longer receive customer complaints and comments. Will they be h andled in the usual, efficient way or will time to respond be negatively impacted by the vacation period and perhaps less experienced personnel?
Customers remain just as impatient as ever, to receive a response to their contact with you, so you will need to ensure that your service continues at the same quality level.
7. Check for any New Trends that are Developing
Although you should be working with longer term future scenarios, rather than just following trends, it is always good to keep your finger on the pulse. This should be a part of point #1 above on customer personas, but I have separated it, as there may be new trends developing which might offer opportunities for new products, services or even categories.
In order to be ready to benefit from any new market situation when you return from vacation, before you leave, put in place a social media scan and analysis around any new emerging trend. This way you will have all the information available upon your return to decide whether or not it is something worth considering.
These are the seven most important items which should be on your pre-vacation marketing checklist. In fact it’s a checklist my clients work with all year long! Is there anything else that you would add? If so, I’d love to hear what is on your own pre-vacation checklist. Just leave a comment below.
If you are not yet a C³C Member, sign up (for free) in the C³C Members area. You’ll get a discount code to buy the book, many useful templates from it, as well as case studies, videos and audio presentations to download.
One of the biggest challenges of many marketers is developing actionable insights about the market and it’s customers.
Are you satisfied with the way you turn your data and information into underst anding and then develop insights on which you can take clear actions? If not, then you will find this post tremendously useful in helping you to update your practices.
Even if you are happy with your insight development process, converting them into actions can still be a stumbling block. In January 2013 Forrester wrote an article suggesting that last year would be the year for market insights. Eighteen months on, things don’t seem to have progressed much, so hopefully this post will enable your own organisation to advance and to get ahead of the competition.
#1. Be precise in your objectives
Your objectives for developing an insight should be presented as a desired changein your target (>>Tweet this<<). For example, if you are looking to increase your market share, you could be looking to find a way to convince competitive br and purchasers to buy your br and instead.
Identifying the change you are looking to encourage is the first step to uncovering a true actionable insight. Are you identifying the change you desire in your customers? If not then this is something you should start doing; it will make developing actionable insights more focused and thus also easier.
#2. Involve a wide range of experts
Insights are not the sole responsibility of the Market Research & Insight Department(>>Tweet this<<). Everyone in the company can bring valuable information and underst anding to address the identified opportunity. Therefore, involving people with a wide range of perspectives can make insight development more effective.
Gather a team of experts to provide a 360° perspective of the category or br and, including for example:
R&D, who can bring underst anding of available internal & external technical skills
operations who can share current defects and development aspects
sales who can add retail perspectives, including distribution, packaging and shelving limitations or opportunities
marketing who will provide the communications, image, equity and competitive environment
customer services who can add current customer sensitivities, problems or suggestions
finance who can highlight any budgetary limitations and ensure financial goals are met
The group you bring together will be a function of the change you are looking to make. I personally believe that the exercise should be run by your market research and insights team, since it is their profession to underst and people and behaviour. They also generally have the widest and most detailed perspective of anyone in the company
#3. Review all available information & knowledge
All organisations have far more information than most employees realise(>>Tweet this<<), including your market research, insight, strategy and planning teams. This highlights the need for having a group of people from different departments since they will bring alternative perspectives and information sources to light.
Once the team has been formed and the objectives for the insight development exercise have been agreed, it is time to organise a complete review of all the available information and knowledge. You should look for recurring themes, expressions and words across the different information sources that might provide indications of the issues or opportunities around the identified objectives.
As everyone completes the review of the information, a number of working sessions can help to share the information already found and start the process of getting closer to an insight. The actual insight development exercise will take place in another meeting once all available information has been assessed and any information gaps filled.
#4. Walk in your customers’ shoes
I am always disappointed that social media has further encouraged marketers to stay behind their desks instead of getting out and meeting their customers. Is this the case in your own organisation? Although you can certainly learn a lot about your customers’ opinions and needs online, it is only when you take their place that you get the chance to really see things from their perspective (>>Tweet this<<).
Walking in your customers’ shoes can be done in numerous ways and will depend upon the issue or opportunity you have identified, as well as the underst anding you have gained from reviewing all the information you have gathered. You could for instance:
go out shopping and purchase item as one of your target customers. This will help you underst and the decision making process of your target customers.
compare competitive offers online for a service you propose. Is your website as user-friendly as your competitors’? Have you thought of all the important elements you need to include?
call up the customer service departments of a number of your competitors and ask questions about their br and’s uses, reliability etc. Do your own staff provide the same information? Are they as knowledgeable, credible, empathetic?
role play your target customer in using your product and identify opportunities to improve for instance its packaging. If your product is used by mothers of toddlers, is it easy to open with one h and? If your product is used in certain dem anding surroundings, such as outdoors, in the car, in the country, at night, is it easy to open and consume in such situations?
Whilst walking in your customers’ shoes, you should be extremely sensitive to any pain points you uncover in considering, evaluating, shopping and using your br and. If you are looking to define a completely new offer, then it is the pain points of your competitors’ offers that you also need to consider. Taking your customers perspective, rather than just observing them, can provide a wealth of information you might not get in any other way.
#5. Fill the gaps
Having gathered as much information and knowledge about your customer as you can, including walking in their shoes, it is important to turn it all into underst anding. This also enables you to identify any information gaps there may be. Never do any market research until you have first identified all the information that is already available on the topic under review(>>Tweet this<<). These gaps can be filled by running a market research project or by acquiring the required information from other sources.
Before continuing with insight development, these new findings need to be summarised and integrated into the knowledge and information already reviewed. If the objectives of the project have been well defined, this should be relatively easy to do, as you had already clearly identified the need.
#6. Develop the insight
At this stage, you will certainly have a better underst anding of your customer in relation to the identified issue or opportunity than you have ever had before. Insight development needs input from every member of the multidisciplinary team (>>Tweet this<<), which can take anything from a few hours to several days. Don’t hurry this process; we are often too keen to get to the action and accept to work with something that is not a true insight.
You will know when you have an insight. When you summarise it in one (or maximum two) sentences phrased as if it were being spoken by your customer, it creates what is known as an “ah-ha” moment. This is when everyone sees it is obvious and wonders why no-one ever thought of it before! I am sure you will agree with me that it is a wonderfully rewarding feeling when you get there.
These are the six essential steps to developing true insight, but the most important step of all is still to come, that of actioning them. This is where the multi-disciplinary team really comes into its own. As all the team have agreed on the objectives and the insight, it is extremely easy for them to define the next steps that need to be taken. It also means that all areas of the organisation will work together to take the appropriate actions, rather than just the marketing department which may otherwise happen.
From my experience actioning insights is only a problem when not enough time has been spent at the beginning of the whole process, in underst anding the change in your customers that you are looking to encourage. If you have trouble with this part of the process, then I would suggest reviewing the completeness of the definition of your objectives.
What areas of insight development do you find the most challenging? Do you have any questions about generating or improving your own insight development process? If so, then please add a comment or question below. I would be happy to answer them for you.
How well do you know your target customers? I mean really know them? Are they men, women, young, old, Fortune 100 companies, local businesses? If you can at least answer that, then you have the basics, but how much more could you know about them? Can you answer the following twelve questions?
I was recently working with a local service company who was looking for help with their online presence. They were keen to get more active on social media and had asked for advice about the best platforms, optimal frequency of publishing and possible content ideas.
However they were in for a surprise. Rather than getting straight onto the “sexy” topic of social media, I started by taking them through the basics of target customer identification. Lucky for them that I did! When we had finished the exercise, we had found five different targets for them to target, rather than the mere two they had been addressing until now. This clearly would have a huge impact on the where, what and how they communicated online.
These are the twelve questions that enabled us to brainstorm, identify and then complete a better and more complete description of their target customers. Their use also resulted in clear differentiated segments for their services – three more than they had originally thought!
How would you like to double your own market potential? Read on:
WHODEMOGRAPHICS: OK this is usually a “no-brainer” and is how most organisations describe their customers. Not really original and definitely not competitive, but still the essential foundation.
WHATTHEYUSE: Whether you are offering a product or service, you need to know what your customers are using today. And not only for your category, but in adjacent categories too. What do they use – if anything – if your product / category is not available?
WHATTHEY CONSUME: Here we need to underst and what types of information and media they are consuming; what do they read, watch, listen to in their spare time. Which social media do they use, what websites do they consult on a regular basis?
WHATTHEY DO: How do your customers spend their time? What type of lifestyle do they have? What are their hobbies? What do they do all day, and in the evening and at weekends?
WHATTHEY BUY: This is where you describe their current category purchasing habits. How frequently and what quantity do they buy? Do they have regular buying habits? Do they do research before buying or repurchasing? Do they compare and if so how, where, why?
WHERETHEY USE: Is the category consumed in home, in work, on vacation? With friends, with their partner, their children, with colleagues? Are there certain surroundings more conducive to consumption? What makes it so?
WHERETHEY BUY: Do your target customers have certain places and times they buy? Is it an habitual or impulse purchase? Is it seasonal?
WHERETHEY CONSUME: Today “consume” covers not just traditional media but new media as well. From where do they get information about products? From manufacturers, friends, family, colleagues? Do they access it online, in print, on radio or TV, at home or on the road? What websites and people do they follow, listen to and value the opinion of? What interests do they have in general and concerning the category?
WHERETHEY SEE: One reason to target a specific group of customers is so that you can better communicate with them. Where are they most likely to be open to your messages; what media, what times, which days?
WHYVALUES: What values do your customers have that you are meeting with your product or service, and explain why they are using it? Do they have other values that are not currently addressed, either by you or your competitors? Do these values offer the possibility of a differentiated communications platform or product / service concept?
WHYEMOTIONS: What is the emotional state of your customers when they are considering a purchase or use, both of the category and the br and? Clearly identified emotions enable you to more easily resonate with your customers through empathising with their current situation. You are more likely to propose a solution that will satisfy their need or desire when their emotional state is precisely identified.
WHYMOTIVATIONS: What motivates the customer to consider, buy and use their category and br and choice? Emotions and motivations are closely linked both to each other and to the customer’s need state. By identifying the need-state you want to address, you will be better able to underst and your customers and increase the resonance of your communications.
If you can answer all twelve of these questions in detail, then you certainly know your customers intimately. But before you sit back and relax on your laurels, remember that people are constantly changing and what satisfies them today, is unlikely to satisfy them tomorrow. Therefore you need to keep a track on all four layers of your customer description to stay ahead of competition, as well as to satisfy and hopefully delight your customers.
As mentioned above, by answering and completing a detailed description of the target audience for my client, we were able to identify a couple of new segments that my client’s services could address. Although their demographics were similar, their emotional and need states were quite different. This gave us the opportunity to respond with slightly different service offers for each group.
If you would like to try out this exercise for yourself, we have some useful templates that we make available to C³C Members. Why not sign up and get access? It’s FREE to join.
For more information on better identifying and understanding target customers, please check out our website: https://www.c3centricity.com/
C³Centricity used images from Dreamstime and Microsoft in this post.
This post has been adapted from one which first appeared on C³Centricity in April 2013.
It’s been a while since we had a guest post so I am happy that this week Angelo Ponzi from C³Centricity partner PhaseOne, based in Los Angeles, has shared one of his most popular articles on taking local communications global.
If you’re a global advertiser or have done research on global advertising, you know it’s not easy to launch a global campaign.
Year after year, many br ands launch global campaigns only to have them fail. Sometimes it’s the message that doesn’t translate. Other times, a product name or slogan just doesn’t translate around the globe — or worse, it offends the target audience. Or, perhaps the behavior the br and is trying to influence just isn’t relevant.
What are the pitfalls that must be avoided and what strategies do you need to have in place in order to set the stage for a successful global campaign?
Benefit of a Global Campaign
There is a strong argument for implementing a creative campaign on a global scale. When it works, it provides br and stewards with a high level of control. It also ensures consistent implementation of a br and strategy, and it saves money — a lot of money. When it works, it can work BIG. Take for instance Unilever’s global work for their Dove br and and their Beautycampaign. This global work beat the odds, changed the way people think of beauty, and changed the way we as advertisers communicate about beauty.
Regardless of the br and, all br ands — even regional or local ones — need to think globally. Why? Because a br and’s image or reputation is only one post, tweet, blog, pin or share away from being talked about on a global basis. Social media has changed the way we market, but more importantly, it has changed the way we need to think.
It’s difficult enough to create relevant communications that include a strategic message, strong theme and a br and story that appeals to the target audience in one market. Creating one that appeals to multiple cultures is extremely difficult. One size fits all does not apply here folks!
Important Considerations: A Common Voice Spoken in Many Languages
What are some of the important considerations when beginning to think about a global approach? Certainly, humor or the use of slang when trying to establish a br and across borders does not always work. For example, humorous TV spots that aired in the UK didn’t make audiences giggle as it traveled across borders to other English and non-English-speaking countries. Keep in mind, the joke or “shtick” doesn’t always travel well from country to country. The use of humor may also be impacted by cultural values, etiquette, language and dialects, as well as social economics of the audiences. Individually, these are all important considerations to be researched when developing campaign strategies and creative executions. Br ands must learn to have a common voice that can be spoken in many languages.
In addition, you should take into consideration your international competition, since they are most likely exploring global and local (“glocal”) approaches as well. But, while you’re looking in the rearview mirror at your primary competitors, don’t forget to look out in front for those local br ands that are already entrenched and may already be the leaders in the market. Know where your br and st ands in the market. Are you a challenger in one market and a leader in another? How you speak to your target audience will be different based on your market position, making it even more difficult to identify a distinctive message that is relevant globally from market to market.
Define your br and’s core personality, including the tone in which you speak to your audiences, and keep it consistent. Identify a common motivation or need across cultures that speaks to their aspirations, not just your br and’s product benefits. By doing so, the overall culture of the br and remains constant and familiar to the audiences throughout the world.
Key Factors for a Successful Global Campaign
In examining the factors in developing and implementing a successful global campaign, we have found that it becomes clear that there has to be almost precise alignment across five different market factors for success. If even one of them is off, the campaign and its investment are at risk.
As we explore these five key factors, ask yourself the outlined questions and answer them honestly as you assess the possibility of your global campaign.
#1. Your Br and’s Equity
Does your target audience think about your br and the same way across all markets (i.e., do they have the same associations)? Do the br and’s values and its personality resonate at the same levels across all markets? Is awareness high and attitudes strong in one market while they suffer in another? If so, then there is a high level of certainty that the same advertising will not work in both markets.
#2. Your Br and Market Share / Market Position
Do you have consistent market share in each and every market in which you compete? In reality, it is much more likely that your market position varies by market. Whether you’re a strong leader with few challengers working to grow the category and retain market share or a challenger against stronger br ands trying to steal market share, it is almost impossible for the same kind of creative and messaging to work across all of these situations.
#3. Competitive Actions
In examining the competitive environment, a number of variables must be considered. How many competitors are there? Very crowded categories require different actions from less-crowded categories. What is the level of spend by competitors? Some competitors are more dedicated to certain markets, investing greatly in them. Are they buying market share? Are you prepared to compete? What are your competitors claiming? We often see that the claims competitors make vary by market. Just because your message is perceived to be different in one market doesn’t mean it will be distinctive on a global scale. What are the environments in which your br and will compete?
#4. Category Penetration / Maturity
One of the biggest mistakes marketers make today is assuming that the advertising they create for well-established br ands within very mature markets will work in markets where the category as a whole is just emerging — those markets from which future growth will come. What they are forgetting is that the audience’s familiarity with the category dictates how much you have to explain versus what you can assume they will already know.
#5. Target Audience / Cultural
We as human beings are complex. Yes, there are some core things that tie us together: we all have needs that we strive to satisfy. But even then, what our needs are and how they are expressed vary, with much of that driven by culture. More times than not, global campaigns fail by not taking into consideration the cultural differences between the markets. This is particularly true when humor is involved. What one culture views as funny could be offensive to another. Culture can also impact how our target audiences approach the category. One example is cleaning products — what “clean” means varies across cultures. We also see great variance for games and toys. For example, are they for independent enjoyment or do they bring people together?
To help lay the foundation for global campaign success, a research study that examines your br and in your current and planned markets is essential, as is the same research on your competitors to see how they have succeeded and failed so you can learn from their efforts. Underst anding where you st and and where you intend to go versus your competitors is essential to creating a successful and lasting global br and strategy.
Get thinking about what’s important in developing a global campaign. Do your homework. Invest the time ( and money) to underst and your target audience country by country.
Before you start ask yourself, “What campaigns have been successful on a global basis? How did they do it? And, which ones failed and why?” Learn from it. Now go take over the world.
If you are like most businesses, you manage your factories, products and br ands with precision, efficiency and care. You develop new products, you renovate your packs, define new communication concepts and exp and your distribution. However, if you are like most businesses, you also sometimes forget that the secret ingredient to growth, is not (only) your products or the services you offer; it is your customers. Underst and them, surprise and delight them and your business will remain healthy.
I recently spoke to a company with exactly this dilemma, how to grow their very successful business even further. Having thought about possible solutions for them, I decided to share some of the ideas I came up with, as I’m sure that you too will find them useful.
The 5 ways to grow
All businesses want to grow market share and profit. Unfortunately there are only a finite number of ways to do this:
Get more customers
Get current customers to buy more
Get current customers to spend more
Notice that three of these are directly linked to the customer, so that is why I refer to them as the secret ingredient to growth. I’m not discounting the other two, but arguably they take longer to action and see results, so for quicker impact, let’s concentrate on the customer.
Get more customers
In order to get more customers you first need to learn who buys and why, as well as who doesn’t and why. In the latter group we also need to separate those who buy from a competitor and those who don’t buy the category at all. To underst and these three groups, you will need to gather information on the customers, as much and as deeply as you can. For more on this, please check out a recent post on the topic “13 things your boss expects you to know about your customer”
The other essential to underst anding how to get more customers, is to know what your br and st ands for, its image and equity. By comparing these between the three groups, you will get clear indications of what needs to be changed and how to influence them. You will see why one group buys and the other doesn’t buy your br and, and perhaps also a better underst anding of why some don’t buy the category at all and that’s not always as easy as just a lack of the relevant need.
Get current customers to buy more
There are several ways to get your current customers to buy more; they could buy bigger quantities when they do buy, or just buy the same quantity but more frequently. In some industries there are a finite number of occasions or quantities that can be bought, but I have found that these limitations are often not as strict as many businesses think they are:
Whilst a person can only be on one plane at a time, they could fly with friends or family, or use the airline for more trips
A person can only eat one lunch or dinner, but your product could be served more than once a week / month
Someone may only have one car to insure, but would also need insurance for themselves, their family, pets, house or apartment
A housewife only needs a few pots and pans, or one food mixer, but she could be interested in buying specialised plates, serving dishes or equipment for particular meals or ethnic food preparation
When you underst and your customers better, these alternative product offerings become much more easily identifiable. In addition, since they are already customers, you should also have hopefully gained their trust, which makes them more open to purchasing again from you. And don’t forget the 80/20 Rule or Pareto’s principle, which often applies to business:
“80% of your business comes from 20% of your customers”
Concentrate on those 20% and ensure you satisfy their current needs and endeavour to identify their future needs too – which brings me nicely to the next solution.
Get current customers to spend more
Getting your customers to spend more can be as simple as mentioned above, through them simply buying more quantity, or by upgrading what they buy to a more expensive product or service. There is, however, both good and bad news for you in this.
The good news is that perhaps surprisingly, ever since the recession, customers are willing to spend more on certain categories than they did in the past. Whilst they struggle to make ordinary day-to-day purchases, they correspondingly splash out occasionally and treat themselves with better quality products and services from time to time. If you underst and this, then you can be there where and when the urge hits them.
The bad news is that in reaction to declining sales, even before the recession, many companies started promoting more or dropping their prices. Once you have conditioned your customers to expect these lower prices, you are on the slippery slope to br and hell, as described in “Are you on the way to br and heaven or hell?”
So there it is. Customers are the secret ingredient to br and and business success. Think customer first and market share and profit will follow.
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A recent study by Adobe shows that despite all the changes in marketing in recent years, the one thing that still keeps them (you?) up at night is reaching customers. If you think about it, this is somewhat surprising in today’s connected world; you would think that finding customers would be easier.
Having had many sleepless nights myself recently, but for very different reasons, I empathise with them and so thought I would propose some solutions to this and the other major causes of marketing nightmares.
In the past, contacting your customers was limited to (impersonal) traditional advertising, (hopefully personalised) call centers and the use of (often outdated) lists of names and addresses. Packaging was rarely thought of as a means of communication and in fact has only recently joined the realms of media. Check out “How Communicating through Packaging is more Informative & Personal” for more information on this.
A recent article in CIO showed 14 different ways to connect with customers, none of which were through advertising. They included social media, webinars, personal visits, the sales force and employees.
SOLUTION: With the wealth of opportunities to connect and customers more open to direct contact with br ands and organisations today, it is definitely worth reviewing which ones you are currently using. Far too many companies base their communications’ plans solely on last year’s document, whilst the world is changing and new opportunities are being presented every year, if not every month. Be more creative, unique and personal; your customers will love you for it.
Improving campaign effectiveness
Despite increased opportunities to measure, it is still difficult for marketers to show the effectiveness of their campaigns. I believe this starts way before the airing of any advertising, since most marketers are still stuck in the ineffective habits of multi-concept developments and long, drawn-out, old-fashioned testing methods. This means that advertising agencies cost two or three times what they would if they were only working on one concept at a time. It also results in slower time to market, which further increases costs. No wonder marketing is being challenged on the total cost of advertising!
SOLUTION: Instead of working with advertising agencies to develop multiple concepts, often all the way to pre-airing readiness, try new methodologies which can help decision-making earlier in the process. PhaseOne has one such tool, a unique methodology that identifies the messages that customers will take away, which enables you to then develop the most promising concept. This saves resources of time, effort and money, which can then be spent on other things, including better metrics.It anyway makes sense to re-evaluate your own testing methods and development processes on a regaular basis, to see if they are still relevant today.
If you would like to hear more about the PhaseOne tool and see an example of its use, check out the recording of a joint webinar we just ran here.
It’s hard to keep up with all the changes happening in marketing today, especially in the digital area, when you also have to concentrate on your day job. Being independent, I have the luxury of more time and less dem ands on it, which often means I can usually help marketers with what has become an important additional aspect of their jobs.
In the Adobe study, less than a half of those marketers actually responsible for digital marketing felt that they were highly proficient, and the others were even less confident (only 37% felt they were proficient). My take on this is that marketers are beginning to realise that they are ill-equipped for the personalisation needed to be effective in digital marketing.
This highlights the need for improved underst anding of the customer, something that was always needed but in today’s world of individualisation, any lack in this area becomes very evident.
SOLUTION: It is vital that marketers better understand their customers. This goes back to the basics of marketing and the number one action of getting to know your target audience. Whilst social media and the internet provide a wealth of information marketers still need to identify the segment most likely to be interested in what they have to offer. It is impossible to go after everyone and without this first filter, it makes underst anding online behaviour virtually impossible. Therefore, find out where and when your customers are online and only then review their behaviour.
Reaching customers with effective campaigns and underst anding digital media better are the three main concerns of today’s marketers. I hope the solutions I’ve shared have given you some ideas. Feel free to add your own comments below; I’d love to know what your own concerns are so that I can write about the topic in a forthcoming post. I look forward to hearing from you.
Need help in connecting with your own customers or in defining which segment to target? Let us help you catalyse your customer centricity; contact us here
This week we celebrated Swiss National Day on August 1st. It is a wonderful day of celebrations and sharing, that ends in many communes with a formal speech and bonfire, and if you’re lucky, a wonderful firework display as well.
This gave me the idea that we all need to get excited and fired up occasionally, so here is my sizzling Summer selection of quotes to ignite your own customer centricity.
Each quote is associated with some questions and ideas of actions, as usual. They are all taken from my forthcoming book “Winning Customer Centricity” which will be published in the second half of 2014.
#1. “There may be Customers without Br ands, but there are no Br ands without Customers” Anon
Marketing is all about br ands, but without our customers, there wouldn’t be any br ands. What did you do for your customers this week? Prove to everyone that you are serious about being more customer centric by signing all your emails with this or another suitable quote.
#2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets”
This post from Nido Qubein (Businessman, author, speaker, President of High Point University) reminds us of the importance of targeting. Are you precisely choosing the customers you target for each of your br ands or are you just taking anyone who buys the category? Choice means ignoring some category buyers, which is a hard but necessary decision to make. In order to fully satisfy your target, based on your ability to satisfy and win them, concentrate your efforts to increase your chances of success.
#3. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing”
John Russell (CEO of Manganese Bronze, former VP Harley Davidson Europe) speaks of an essential element of business today, engaging with our customers. When did you last speak directly with your own customers? If you are not doing this at least monthly, and ideally weekly, you are not keeping close to them, nor up-to-date with how they are changing. Please get out of your office NOW! (You can tell your Boss I told you to!)
#4. “If you use st andard research methods you will have the same insights as everyone else”
This quote from David Nichols (Managing Partner at Br andgym) suggests that there is more to be gained than lost, from revising our methodologies, especially when we have been using them for many years. Some people mention lack of comparability as a reason for not changing, but the world is changing so fast that even if our methods don’t, people are changing and will not answer in the same way as in the past.
Therefore ask yourself when did you last review your market research tools? Are you really comfortable that you have all the right methodologies to gather the information you need? Today’s markets are changing and your customers are altering their behaviours even if you aren’t. It is not necessary to replace every tool you use, but you should be constantly challenging your thinking and methodologies to ensure you are doing the best possible information gathering.
#5. “Customer Service shouldn’t be a department; it should be the entire company”
Tony Hsieh (CEO Zappo) is one of a h andful of CEOs who really get customer centricity. He makes customer service the responsibility of everyone in his company and everyone gets to speak directly with the customer in their few weeks of being hired at Zappo.
Who is responsible for serving the customer in your organisation? If your answer is not everyone, as Tony Hsieh of Zappo’s suggests, perhaps it is time to ask yourself why, or rather why not? An organisation can only become truly customer centric if everyone in the company thinks customer first. How can you help everyone underst and that their job is important in satisfying your customers?
#6. “What helps people helps business”
Leo Burnett is often referred to as the father of advertising. Who better therefore to guide our own customer engagement. Today engaging the customer means far more than advertising. If a business thinks customer first and works to satisfying their needs, whether articulated, unarticulated or unimagined, then it will inevitably be successful.
If you are only meeting articulated needs, those specifically mentioned by your customers, then you will constantly be in competition with others satisfying them. Getting to and satisfying as yet unimagined needs, which is what Apple is (were?) great at doing, is the way to exponential growth.
#7. “Being on par in terms of price and quality only gets you into the game. Service wins the game”
Tony Alles andra (Author, entrepreneur, speaker) highlights today’s challenge of differentiation. Even price can no longer win loyalty, as promotions, price cuts and own labels proliferate.
If you are competing on price alone, then you are open to serious challenge. You could even be training your customers to eventually trade down to private label. This is what Nielsen’s Jean-Jacques V andeneede once described as the “Stairway to Agony”. Even if you are of equal quality, you can still lose to a competitor that offers superior service. Customers have been known to accept a higher price or lower quality for a better service. Which are you prioritising?
#8. “Innovation distinguishes between a leader and a follower”
Steve Jobs (American entrepreneur & co-founder of Apple) showed us all the value of innovation and built the company to become synonymous with it right up until his death in October 2011.
However, despite recent criticism of Apple’s lack of truly innovative launches, they have always shown a remarkable power of inventing not what customers want, but what they will want. They have had a talent for underst anding their customers’ future needs better than the customer himself.
This can only come from deep underst anding. Are you a leader or a follower? If you don’t know your customer deeply then you risk becoming a follower, and your innovations are more likely to be merely renovations. Isn’t it time to break out of your innovation box?
#9. “Creativity is thinking up new things. Innovation is doing new things”
We all like to think we are creative and innovative, yet there is a huge difference, as pointed out by Theodore Levitt (Professor at Harvard Business School & editor of HBR).
Are you a thinker or a doer? Insights without action remain theory and are virtually useless in the business world. Make sure all the insights you develop are actionable. How? By integrating information, the hindsights, hearsights and foresights that I mentioned in a recent post (if you missed it you can read it here) Information is not Insight.
#10. “The journey of a thous and miles must begin with a single step”
This Chinese Proverb is a great way to end this post, as it is time to take action, by making that first step towards customer centricity.
Are you happy with where you are on your own journey? If not, what action, what small step can you take today to move your organisation forward? The inspiration from any of the above nine would get you there if you are struggling with where to start.
To summarise the above ten quotes in just one sentence, it would be:
Think customer first; target, engage, satisfy, then rinse and repeat.
Sounds easy doesn’t it and it is, but oh so difficult to do really well.
Are you already advanced on your journey to customer centricity? If so, I would love to hear what was the one step you took that made the biggest difference in moving your organisation forwards. Was it one of the above? Then share your story. Do you think customer centricity is really as simple as “Target, engage and satisfy?” Let me know.