Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

The Essentials of Customer Centricity

2.050 visualizaciones

Publicado el

Professor Peter Fader
The Wharton School, University of Pennsylvanian
Co-Director, Wharton

Publicado en: Educación
  • If you’re struggling with your assignments like me, check out ⇒ www.HelpWriting.net ⇐. My friend sent me a link to to tis site. This awesome company. After I was continuously complaining to my family and friends about the ordeals of student life. They wrote my entire research paper for me, and it turned out brilliantly. I highly recommend this service to anyone in my shoes. ⇒ www.HelpWriting.net ⇐.
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

The Essentials of Customer Centricity

  1. 1. THE ESSENTIALS OF CUSTOMER CENTRICITY Professor Peter Fader Co-director, Wharton Customer Analytics Initiative The Wharton School, University of Pennsylvania faderp@wharton.upenn.edu www.petefader.com Twitter: @faderp
  2. 2. “Customer Centricity: Focus on the Right Customers for Strategic Advantage” • The traditional product-centric business model is showing some cracks • Commoditization, well-informed customers, globalization, etc. • Customer centricity is a promising alternative but is not clearly understood • Many firms that are touted to be customer centric really aren’t…
  3. 3. Adapted from Treacy and Wiersma, “The Discipline of Market Leaders,” 1995
  4. 4. What is customer centricity? Customer centricity is a strategy that aligns a company’s development/delivery of its products/services around the current and future needs of a select set of customers in order to maximize their long-term financial value to the firm.
  5. 5. “Customer Centricity: Focus on the Right Customers for Strategic Advantage” • The traditional product-centric business model is showing some cracks • Commoditization, well-informed customers, globalization, etc. • Customer centricity is a promising alternative but is not clearly understood • Many firms that are touted to be customer centric really aren’t… • Celebrate customer heterogeneity: distinguish the profitable customers from the less profitable ones • It’s all about customer lifetime value (CLV) • It’s a complex transformation
  6. 6. Galbraith (2005), Designing the Customer-Centric Organization
  7. 7. “Customer Centricity: Focus on the Right Customers for Strategic Advantage” • The traditional product-centric business model is showing some cracks • Commoditization, well-informed customers, globalization, etc. • Customer centricity is a promising alternative but is not clearly understood • Many firms that are touted to be customer centric really aren’t… • Celebrate customer heterogeneity: distinguish the profitable customers from the less profitable ones • It’s all about customer lifetime value (CLV) • It’s a complex transformation • And can fundamentally change the way we look at many functions in the organization – not just marketing
  8. 8. Customer centricity as an organization-wide strategy • Marketing • Acquisition/retention/development > branding • Finance • Customer equity as a legitimate component of corporate valuation
  9. 9. Customer centricity as an organization-wide strategy • Marketing • Acquisition/retention/development > branding • Finance • Customer equity as a legitimate component of corporate valuation • R&D and production • Measure/incentivize by incremental CLV, not volume • Salesforce and front-line staff • Measure/incentivize by incremental CLV, not satisfaction
  10. 10. Reflections on customer centricity • Who is the customer? Can your organization come up with a single, consensus answer to this question, or can you at least reconcile the roles/relationships of the different potential customers? • What are the major barriers to account for? • What resources can you utilize to overcome these barriers? • Thoughts about what competitors are doing in this area? • Does it make sense for your organization to become customer centric?
  11. 11. Professor Peter Fader faderp@wharton.upenn.edu www.petefader.com Twitter: @faderp Customer Centricity: Focus on the Right Customers for Strategic Advantage” http://bit.ly/FaderCC

×