Maybe it is because folks are heading into the start of 2018 corporate planning and budgeting season as summer moves on but the past 4 weeks seem to have been inundated with conversations that all revolve around the same key topics
How can we address?
- ‘We think our product X would be great for customer segment Y but we need to be sure’ (big in Technology, Business Services and Media, Entertainment and Telecom)
- ‘We have been doing very well for a long time but we are not sure our products or our product messaging or our marketing communications and distribution model is right for this whole Millennial / Gen Z population shift’ (big in Insurance and Financial Services)
- ‘We have just acquired / merged with company J and we need to understand how to best to goto market with the combined products and company channels” (everywhere Retail to BFSI to Tech to XXX)
So a quick proven 5 step process I have used for years you may want to ‘steal with pride’
- Ensure you have a Voice of the Business (VoB) model for how you goto market today and you think you will tomorrow. AKA your Customer Engagement Operating Model comprising persona / segment descriptions, journey maps, communications operating model etc
- Ask your customers what they think / want, the Voice of the Customer (VoC) – A quick, well constructed research project touching 50-500 customers / prospects some validating your ideas, asking some what they want and think ‘clean sheet’ – you can do this yourself, use your marketing agency, retain a general consulting firm or use a CX specialist like us.
- Map the two together VoC + VoB = compare and contrast
- Create a plan to move from where you are today (VoB) to closer to where your customers need you to be tomorrow (VoC)
- Execute and collect rewards – Prototype .. execute .. review .. repeat !
I wish you well as we all rush through 2017 into 2018 .. contact us if you need help or want to discuss.
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