How to

1. Marketing Clinic B2B CMO breakfast – Thu 14.11.2013
Driving results through
superior customer experience!
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2. 80 % of companies believe they deliver
a superior customer experience…
…but only 8 %
of their customers agree
© Marketing Clinic
Source: Bain & Company survey, 362 firms

3. Ability to create superior experience builds on strong
insights and solid positioning
Vision and business destination
Desired customer experience
Key themes
Key themes
Key themes
VALUE
PROPOSITION
Target insight
POSITIONING
KEY INSIGHT
© Marketing Clinic
Key themes

4. The marriage of strategy and execution
Marketing
communication concept
Brand books & guidelines
Visual identity
Sales and marketing
applications for key touchpoints
Content marketing strategy to utilize
opportunities in own and earned media
All execution starts from internal implementation
© Marketing Clinic

5. These guys get it right!
Examples of customer experience management (CEM)
KONE is renowed for delivering
the best People Flow experience
Amazon customers experience is
superior because Amazon knows more
Dell exceeds
customers’
expectations by
doing more
Starbucks’ focus is on
delighting customers by the
consistency of the service.
They sell the experience,
not just coffee.
© Marketing Clinic
American Express
customers feel they get
more value out of the
card because Amex
always goes the extra
step to help

6. Driving results through superior customer experience–
key take-out from B2B CEO Roundtable 12th of June 2013
Customer &
end-user
insight
© Marketing Clinic
Basics in
place
Systematic
approach
Simplify
Lead
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7. WHAT WE BELIEVE IN
© Marketing Clinic

8. Winning the game requires superior customer and end-user
understanding…
Creating superior customer
and end-user understanding
Delivering superior
customer experience in
key touch-points
Understanding the
customer journey and
key touch-points
Focus on most profitable and
potential offering, developing the
offering to customer needs
© Marketing Clinic
CUSTOMER
Differentiated market
positioning and delivery of a
meaningful value proposition
Focus on most profitable
and potential customers

9. … and superior customer experience drives loyalty and
sales
Customer journey
and expectations
Desired customer
experience
Touchpoint analysis
Touchpoint
prioritization
Execution plan
Ensure future competitiveness & customer loyalty  price premium and add on sales
Operational excellence
 clarity of process, reduced hassle cost
© Marketing Clinic
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10. Some companies already know how
to deliver a superior customer
experience:
Case Wärtsilä Services
© Marketing Clinic

11. INTERNAL USE ONLY
CUSTOMER UNDERSTANDING AS PLATFORM
FOR PROFITABILITY AND GROWTH
HANNA VIITA, WÄRTSILÄ SERVICES
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© Wärtsilä
October 2013
SERVICES STRATEGY 2020

12. Improving lifecycle efficiency
Performance optimization
Preventing the unexpected
Our customers are currently looking
for longer-term efficiency increasing
strategies to improve business
efficiency and reducing operational
expenses.
Reliable performance and risk
management are identified as key needs
of our customers. Preventing the
unexpected is vital to ensure cost
efficiency and smooth operations.
Environmental efficiency
Environmental legislation and the need for energy efficiency
are main drivers for our customers to optimize their environmental performance.
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© Wärtsilä
June 2013
SERVICES PRESENTATION 2013

13. Linking together customer focused actions
Build customer
understanding
Building best
offering
Create
awareness
Sell
Deliver
Acc mgmt and
business
intelligence
Portfolios
Offering mgmt
Marketing and
comms
Sales &
account mgmt
Delivery
Combining current
services into
relevant packages
Targeted
messages via
preferred channels
Account planning
– benchmarking
similar customers
Developing new
solutions to
customer needs
Segment-specific
campaigns and
sales support
materials
Proposing relevant
offerings
Characteristics
of segments
W-S business
performance
Segments’
perception and
expectations
What kind of
service delivery
do the segments
expect?
Defining sales
arguments based
on customer needs
INTERNAL USE ONLY
13 / 28
© Wärtsilä
18/11/2013
Preparation for face to face meeting
Doc.ID: DBAC500101
Revision: b.3
Status: Draft

14. Driving results through superior customer experience–
key take-out from B2B CMO roundtable discussions
Customer experience management is about offering the right products, solutions and
services to customer needs, delivery of the customer promise and desired customer
experience in key touch-points and servicing the customer according to expectations
The marketing function has a central role as a facilitator and driving the process and
change
Internal implementation is key for success
Understanding the customer journey and key touch points enables engaging different
decision makers within the customer organization which is crucial for selling life-cycle
and larger scope solutions
Sales, marketing and delivery is increasingly a team effort where prioritizations need to
be made in order to secure resources to capture the best opportunities and manage
the most important customers
© Marketing Clinic
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15. Thank you – marketing is fantastic!
Catharina Stackelberg +358 400 218 224
Christina “Pia” Harmia +358 40 755 3645
Sanna Näkkilä +358 50 4040 092
Fredrik Gotthardt + 358 40 518 1141
firstname.lastname@marketingclinicpartners.com
Follow us on LinkedIn for the latest marketing news:
Linkedin.com/company/marketing-clinic
www.marketingclinicpartners.com
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