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Business Design.. with customer centricity

Here is my presentation that is about Business Design and how you lay the foundation of business development and value generation on customer journey and diminish the complexity to understandable and measurable insights and practices to marketing, operations and R&D. Recognition and simplification is the way to go and insights come from that. I’ve just landed back to my roots and start Business Development consulting which is really about customer and total marketing driven corporate transformation. That’s why it was relevant to take a look back and make a fusion from past to current.

I came to conclusion that past was already right – but required a lot to learn in order to develop the understanding and methods further.. Even if your theory and concept were perfect – making it a practice and a reality takes a lot of sweat, consideration, trial and error, right context, position and organization. However, enjoy. This material was better than I remembered (I was a founding member at Taivas Business Design and OneExperience planning director before my assignment as marketing architect at Toinen PHD and starated Future CMO transformation consulting and coaching in Jan 2014). 

WHY THIS ONE EXPERIENCE FAILED TO SCALE INTERNATIONALLY?
One Experience was a cross-channel behavior analytics tool and methodology we at Taivas Group started developing already back in 2004. Professor for Masscustomization Jarmo Suominen (MIT/UIAH) contributed to the theory and framework tremendously in the beginning and I led the project turning the ideology in to OneExperience online platform. This tool was extremely advanced back then but also represented a Utopia as practice. It turned out the tool was not viable back then due to siloed ecosystem which made it totally impossible to distribute and scale globally as a SaaS planning platform. Combination of qualitative and quantitative studying methods and total planning approach delivering insights about customer interfaces, brand status, distribution channels and product/service qualities it was impossible to integrate in WPP organisation and scale with Ogilvy Group, JWT, RMG, G2, GroupM, MillwardBrown… Why? We talked to everybody and they all loved it. Well, you would have needed to involve crm, online, advertising, promotion, creatives and media planning from separate organizations and align all their efforts for unified practice and goals. The same applied to client organizations. CMO’s at that point were more brand and advertising directors than true business drivers with full marketing spectrum and integration to operations.
That.. well.. was utopia in 2007 when we launched the tools.  We did good in Finland where we were a single team working for clients in Finnish culture with low organization hierarchy enabling collaboration directly with CMO, board of directors and business managers responsible for operations. We did great results but could not turn OneExperience in to international business as such.
The world has changed over the past five years.. This change is now reaching the tippin’ point. Perhaps we are closer to that Utopia now.. or are we? This change involves every one in the ecosystem and everyone inside corporate management. This is what we are now trying to do at ToinenPHD in Finnish scale. Is the world ready for scaling this kind of Total marketing approach and Customer Journey driven ideology in to practical daily work. Are CMO’s and the ecosystem ready for it now? Is it possible to make Utopia a reality?
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Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

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Marketing DO or DIE – Managing Customer Interfaces

In case of any company that is selling products and services that people are interested in enough to find more information about, have customer relationships with continuous or repeated purchases, succeed or fail because of their customer interfaces. In the current business environment, where the competition is hard and people have other players available in a ‘click’, you can not afford to fail in converging visitors or people who get interested to buyers. For CMO, these are the new priorities:

  1. Most accountable and rapid growth is available from current customers, their loyalty, re-purchases and cross-selling increasing lifetime value. This game is all aobut customer experience
  2. Strongest growth of customer base is available from own customer interfaces by expanding their reach and increasing conversion rate. The core goal is to recognize these people and start servicing them in order to sell (=selling by servicing and inspiring approach)
  3. Other market – non customers, is most unaccountable and most difficult to really increase ROI from. Content marketing driven SEO success, positive social media, referring traffic and general positive WOM are all free medium generating new visitors to own customer interfaces.

CMO has a rather large liquid capital to invest and in most cases its has been spent on external media channels and advertising. As I am writing this the old spending habits are changing rapidly. Instead of trying to advertise the company’s image, preference and top-of-mind to the new hights, smartest CMO’s and companies are concentrating their efforts on customer experience and customer interfaces. Customer Journey and how to manage it is very much dependent on data and it is now rather easy to capture that data, which is changing the game rapidly (There is nothing wrong with advertising, but I have witnessed way too many times that the advertising has increased demand in general and sold competitors products. So, don’t advertise in case you don’t know that your customer interfaces actually deliver sales to your own brand. Once you do, they will sell also when your competitor is advertising and your own advertising will deliver much higher ROI)

When designing the customer journey and marketing priorities the external touch points are as valuable as their capability to pull people to the company’s own interfaces. Once they are on the company’s interfaces it’s vital to recognize them, which makes it much easier for you to inspire, serve and create feeling of trust or trigger purchases. Own interfaces are as valuable as their capability to convert visitors to buyers or at least recognize who the potential buyers are. In banner advertising this kind of action is called re-targeting, but that secondary compared to marketing automation tools and rich CRM data captured with 1st party cookies. So, here’s a how you can break the picture above in to more detailed contributors along the customer interfaces:

It’s actually not that difficult to pull together data about these interfaces and their contribution to the corporate overall success. Once you have all that data pulled together it is much easier to concentrate on how to make the whole system work more efficiently. These frameworks are tools for Topsight -kind of view. However, they give you a better perspective about what is the role of advertising and what could be possible with your existing customer interfaces, natural traffic, visitors, people considering your product and learning about it, or the role of CRM and existing customer database.

Once you have understanding the next level would be about creating systematic and automated tools and processes for further scale. Here is one more frame for such approach (cycle for success) in the online marketing environment:

This cycle for success starts from customer understanding: Who, what, where and why we should target. The budget allocation for “who” is the foundation for potential to succeed.
The second stage is about performance attribution explaining the active performance of a creative portfolio. Multivariate testing (MVT) with variety of creatives and continuous improvement of best campaigns will deliver you results that are several times better than regular practices deliver.
Clicks however are not money. You must take the time and make sure that the process delivers sales eventually. That is about optimization of landing pages and customer journey. Very little things can deliver much better sales. I don’t think there is any other area in marketing where you can get such amazing ROI that you can get from increased conversion.
Once you do create sales, you also create customer database. Analyze them thoroughly and it becomes an asset you can feed back to the allocation model and create effective marketing automation in order to optimize customer life-time value. Customer understanding is also the best food for creativity.
This is the cycle of success I think will become standard within the next few years.
Everything explained above is already working in practice. Its still very much about continuous learning but already there – not in the distant future.
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