Align around Customer Outcomes

  • The Dangers of Defining a Specific Scenario-Mapping Customer

    Creating a Composite Customer Yields Best Results

    by Ronni Marshak
    When defining the customer for a scenario-mapping session, create a composite customer who embodies the common traits and needs of a key customer segment.
    Sep. 18, 2003
    All Members
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  • Identifying the Right Customers and Context

    Building the Foundation for a Customer Scenario

    by Ronni Marshak
    Before you begin a Customer Scenario® Mapping exercise, you should capture the context of the scenario.
    Jul. 24, 2003
    Strategies
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  • Netflix.com Wins Patent on Business Methods

    Turning Customers' Moments of Truth into a Sustainable Business Advantage

    by Patricia Seybold
    We think that Netflix deserved to receive a patent for its innovative approach to renting DVDs (or videogames, or music). Why? The company has demonstrated that it understands its customers’ critical “moments of truth,” and has designed a business model
    Jul. 10, 2003
    Strategies
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  • Gathering Customers' Real Requirements

    Uncovering Customers' Moments of Truth

    by Patricia Seybold
    Gathering customer requirements can be tough. Particularly if customers can't envision the possibilities of how they might reach their outcomes in a dramatically different way.
    Jul. 3, 2003
    Strategies
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  • How to Approach Multi-Channel CRM

    Walk In Your Customers' Shoes and Identify the Services that Customers' Need across Channels

    by Mitchell Kramer
    Your customers demand a seamless experience when they do business with you—seamless across multiple channels. We call this multi-channel CRM. We created the Multi-Channel CRM Workshop to help you design this CRM approach.
    May. 22, 2003
    All Members
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  • American Express Comes Through for a Member in Need

    Solving a Problem Leads to an Easy Up-Sell

    by Ronni Marshak
    When a customer is in crisis, solving the problem on the spot makes the sale!
    Jan. 16, 2003
    Strategies
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  • How to Prioritize Your Roadmap Using Customer Experience & Value

    Rationalizing Your IT Services Across Projects and Business Units

    by Patricia Seybold
    Here’s a method for incorporating the Customer Experience into your IT planning.
    Nov. 7, 2002
    Strategies
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  • The Next Big Thing: Adaptive Business Process Management

    Making Processes Reflect the Dynamic Nature of Business Today

    by Patricia Seybold
    Static business processes cannot address continually-changing customer requirements.
    Oct. 10, 2002
    All Members
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  • Designing a Customer Flight Deck(SM) System - Customer Goals

    Step 2: Create the Customer Numbers/Depth of Customer Relationships Section

    by Patricia Seybold
    The second step in creating a useful Customer Flight Deck is to review your company’s growth objectives. This will give you a basis for determining how to track your performance.
    Feb. 8, 2002
    All Members
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  • Designing a Customer Flight Deck(SM) System - Customer Segmentation

    Step 1: Select a Customer Segment to Monitor

    by Patricia Seybold
    The first step in creating a useful Customer Flight Deck is to identify what customer segments you want to track. Focus on how and why customers buy.
    Jan. 31, 2002
    All Members
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  • Don’t Wait to Extend Your Enterprise!

    How Should You Prioritize Your Initiatives? Start from the Outside In

    by Patricia Seybold
    Companies that focus on internal operational efficiencies rather than extended-enterprise applications are doomed to failure!
    Jan. 17, 2002
    All Members
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  • What Comes After CRM?

    Customer-Led Business Transformation

    by Patricia Seybold
    Investing in a Customer Relationship Management (CRM) strategy and system won’t give you sustainable profitability. Instead, you need to redesign your company’s business processes from your customers’ point of view.
    Nov. 8, 2001
    All Members
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  • Designing a Customer Flight Deck(SM) Performance Management System

    Introducing a Performance Management System for the Customer Economy

    by Patricia Seybold
    Designing a Customer Flight DeckSM System can help you move your company from being product-centric to being customer-centric.
    Oct. 25, 2001
    All Members
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  • The Customer Revolution

    How to Thrive When Customers Are in Control

    by Patricia Seybold
    In The Customer Revolution, the essential truths of business today are identified: “The Internet economy is the customer economy, and the fundamental source of value in the new customer economy is customers.” In the customer economy, the depth of your customer relationships is directly proportional to the value of your business. Attracting and retaining customers will be the core competencies of successful firms. Companies will be increasingly valued based on how they build relationships with their customers and on those customers' long-term value to the company.
    Jun. 1, 2001
    All Members
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