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The Customer is King

Overview
The mantra that the „Customer is King‟ is the premise that any product‟s design, production, distribution and marketing should have one central focus at the core of all decision-making: the customer (remember: in some instances, the customer may not necessarily be the end-user or consumer).

The Big Picture - Relationships Build Brands
Products or brands by themselves do not automatically usher in customer loyalty or strengthen customer relations. In today‟s world, customers are looking for products that suit their purpose best – in terms of price, features, quality and appearance. They expect to be treated as "kings" and to receive sales and service support, along with definite solutions to problems from retailers, dealers or channel partners.

Consider the following questions:
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Do you present a single face to your customers? Do you work in different ways for different classes of customers and different types of people? Do you know what your customers will ask for before they do? Do you make your customers' experience a seamless one? Do you let customers do more for themselves? Do you measure the things that customers really care about?

Points of View
From the customer's point of view, your company or brand exists only to create value for them, to provide them with results. In the fast-changing global economy, the focus must be on the way in which the nature of value is changing, involving new ways to price goods, innovation and emotion. The implication of these new forms of exchange is a transfer of power from the producer to the customer.

Economic; Information; Emotion
There are multitudes of values present in every buyer-seller exchange: economic, informational and emotional. These exchanges increasingly happen so fast that there is no time to translate them into precise monetary terms. Businesses need to identify these hidden values and think more accurately about their worth before accepting the price proposed. The implications are

not just "selling them stuff". research and unravel the style of each producer. in which wines are made according to an historical style. The Australian Way One key to the global success achieved by Australian wine in recent years – as wine drinking has reached non-traditional markets – is the Australian „consumer first‟ approach. insular and traditionally cloistered world of wine. terroir driven and adhere to an inwardly focused producer-driven philosophy. removing the burden of experience and welcoming new drinkers into the fold. minds. critics and consumers to investigate. focusing instead on producing accessible wine that is enjoyable at face value. . Foster’s Australia – Asia and Pacific “Acknowledging the customer as the key consideration is a vital part of how we develop the premium branded wine market. This has placed wine on a similar level of accessibility to that of other alcoholic beverage types. At Foster's. Sales Focus and Customer Focus Compared A Case In Point . The onus is on the merchants. both of which report into our management group and help us in our efforts to be consumer-led and customer-driven. palates and wallets of many consumers around the world. The „consumer first‟ approach of Australian producers has demystified the guarded. which involve merging products and services to exploit their knowledge and give customers a value-added experience. we employ a consumer insight team and an innovation network. Companies need to think in terms of offers. This approach has won over the hearts.Jamie Odell – Managing Director. The traditional model that existed in long-established traditional markets has been that of producer first.profound.

We do not just rely on the winemakers for input as in many instances they are not truly representative of our intended customer profile. while the innovation team is constantly reviewing the connectivity between innovation and insight – such as new packaging and design solutions. production. even if you can do so without breaking the price point of that particular product.The insight group reviews Nielsen customer scan-track data and profiles markets in order to identify existing key trends.  Deliver something that goes beyond the basic product. Take a broad view of your customer's needs and deliver something that goes beyond the basic product purchase.  Simplify the purchase process for your customer. you need to add value for your customer. making wine that is approachable. To be successful. at the lower end of the price range. it is not always just about taste and flavour . Interestingly. that run throughout our customer and product range and appear to be increasingly important concerns in terms of purchase considerations. it is not always about trying to do more for less. . Similarly. Much of the work comes down to panel tasting and benchmarking. customers seem to be looking for a less complex. features. For example. where we look at how basic features like colour. health and wellbeing.” Summary The key concern is the kind of interface your brand builds and presents to your customers as well as your end user. product design. more fruit driven expression which is not necessarily improved upon by introducing oak.we have identified two themes. by distinguishing between what you are selling and what your customer is buying. tannin and wine-style can effect consumer adoption. easy to understand and enjoyable to drink. quality and appearance.  Know your customer and predict their needs before they ask the question.  Tailor products to meet different customer needs. distribution and marketing  Customers want products that best meet their needs in terms of price. CHECKLIST  Customer First – refers to making customers the central focus of all decision making.  Add value through innovation and incentives.  Australia has been successful using the „customer first‟ approach.  Consistently over deliver on the services provided.

but is in fact nothing more than human needs. Greek marble statues are a case in point. escape their possession by men. It has existed across cultures since time immemorial. religion. class. they have managed to 1. if your job requires a truck of some sort. appliances and interior decoration. one long). With their newly won power however.Do marketers create artificial needs? The distinction between real and artificial human needs relies on the distinction between a good‟s use value and symbolic value:   Real needs are satisfied by a good‟s use-value.   It was not a capitalist marketer that started bodily objectification however. if you have more children a mini-van. If clothes are to serve the sole purpose of protecting the human body from several environmental conditions. one jumper and one coat. for all human beings irrespective of gender. In short. its furniture. . gender (only in certain cases) and a few others. or other cultural bases of differentiation. and who they want to satisfy by offering her what they think she wants. as an example. economic (equal contract and property rights). reproductive (the right to control one‟s reproductive functions). Most importantly. Since what was described as „real‟ needs is not necessarily identical to „basic‟ needs let‟s also take a different example: cars. The same thing goes for pretty much all other products such as your home. it was not a capitalist marketer that brought about the emancipation of women for the purpose of bringing about the objectification of the male body in order to sell skin care products and fashion items to men. are created in a human society. By means of acquiring certain rights for themselves – political (the right of women‟s suffrage). life-stage. then we really only need one type of t-shirt. the only bases of differentiation in such a society are objective and scientific: occupation. no skirts (as their utility is lower than that of trousers). which is to say that men are now looking at their own body through the eyes of some abstract female subject who is their object of desire. Artificial needs are satisfied by a good‟s symbolic value. Women in the west have not escaped their long history of bodily objectification and perhaps never will. two types of trousers (one short. Now let‟s look at the way in which what is called customer needs. be that husbands or fathers. I believe that this notion of real needs is based on an unrealistic understanding of the nature of human needs – in that it is asocial and therefore not human – due to the degree of cultural uniformity that it demands. objectify men in their turn It is at this point that the balance of the equilibrium of sexual power changed and men started to look at their own butts in the mirror when buying a pair of jeans. race. if you have a family of four a 5-door. and 2. number of children. But what does it mean for goods to have a use-value only? Lets take clothes. If you‟re a bachelor you get a 3-door car. a basic-needs good. ethnicity.

Some ways to show how your product or service can deliver such emotions is to have customer testimonials. The Power of Emotional Marketing Using emotional marketing is a powerful marketing method that every good Internet marketer uses to create a bond between themselves and their customers. While many people use fact and logic to realize they need a particular product or service it is emotions that cause them to pick a provider of that product or service. It seems plain that the growing needs for products such as cosmetics. One should not lie or hype a product or service in order to create an emotional response. and by sharing your own story. Without emotions people will not care about your message enough to act. Finally there is nothing contradictory to manhood in a man‟s utterance of a sentence like “I have an oily T-zone”. Is a human‟s need for music for example a real need? It certain that something that can be defined as music can be found in all human societies (although it would be hard to define music in a universal way). and hence power. unless you're the only one offering that service or product it is best to elicit an emotional response to get a customer to act. joy. The „new men‟ or „metrosexuals‟ are precisely such a creation. Tell your customers how your service or product can make them more confident. A good example is a Virtual Assistant can provide relief to a client by taking work off the hands of the client giving them more time to focus on money making activities instead of administrative tasks. But I dont think its basic. personhood (right to own their own person rather than be owned by their fathers or husbands along with their children – abolition of chattel marriage) – women had the freedom. pride. For a free important Report and Mp3 Audio that shows you how to create a powerful. I mean it would certainly not be an issue of survival if music ceased to exist in some way or other. The client feels relief when the VA does some of the grunt work for the client and the VA feels satisfaction at a job well done. to choose their sexual partner. longlasting connection with your target market and sell more online. Emotional marketing is very powerful and should be used correctly. confidence. A good way to figure this out is to survey past customers then use what you find in your sales copy to connect emotionally to future clients and customers. or feel relieved. diets and fashion items that men have cannot be attributed to marketing need creation for the purpose of profit making but is the direct result of the emancipation of women. case studies. satisfaction. At the same time it would be interesting to think whether real needs are in fact only basic needs. Be honest and truthful when you address the emotions that the client's needs bring forth and how you can fulfill those needs and you will notice a very powerful response. open discussion forums. So. Some possible emotional needs you can elicit from your services or products are: relief. grab a copy of my . Your job as an Internet marketer wanting to use emotional marketing. is to figure out how your services and products deliver experiences emotionally to your customers. One of the results was that women acquired a gaze that had the power to objectify men and their body parts in an explicit manner.

Each of these activities brings new visitors to your site. prospects and partners gets your content delivered and provides you with multiple new content delivery & business development opportunities. your goal is to better satisfy the needs of your visitors. Use RSS to syndicate content from other websites and. 2] RSS as a promotional/visibility tool increases your traffic by improving your search engine rankings. best results are achieved when it is fully integrated in your internet marketing strategy. 5] As a publisher.when you use it to power most of your marketing online. as an . the improved visibility enforces your brand and generates more credibility for your company. RSS gets your content to your subscribers without fail. The key point is that RSS makes various marketing functions work together. as well as to establish a constant connection with them. you can provide them with your own branded RSS aggregator to make the switch to RSS easier for them. establish yourself as a key content source in your industry and make your visitors come back more often. in order to generate the best possible end result. to which you want to deliver content via RSS. which further spread your reach throughout the internet and serve as a strong PR platform. which are now ready to be converted in to new subscribers with which you can communicate (via RSS and/or e-mail) on the long-term. 4] Once you have access to more prospective subscribers. generating traffic from new RSS specific sites and getting your content published on other sites. In more simpler terms --. The Full Circle of RSS Marketing Power Copyright 2005 Rok Hrastnik RSS is a many-in-one marketing & publishing tool. While RSS does provide a number of benefits when used for each individual marketing function. although unfortunatelly most marketers still fail to understand this powerful concept. Providing access to additional information is one of the elements to make this possible. 3] Content delivery to end-users and content syndication together form the basis of RSS conversations. It’s now the time to tie it all together and see the whole picture … 1] RSS as a content delivery channel for communicating with subscribers. Your branded aggregator also serves as a sales platform for your own products and an advertising platform to generate advertising income. In addition. enforce your brand and develop brand experience. enabling you to communicate with them and sell to them. Yes.Emotional Marketing Success Secrets Audio and Transcript and Report: 3 Simple Strategies for Selling Anything Online atInternet Marketing Sweetie. customers.

upgrade to target their most focused content needs. 6] RSS radars will in turn also generate additional visibility. Marketing and Creating. using RSS advertising as an advertiser yourself you can increase the reach of all of the above activities. create RSS radars for your key phrases. and generate new subscribers for your RSS feeds. especially through improved search engine rankings. The system comes full-circle. establishing RSS as the tool that powers an important share of all of your internet marketing and publishing activities. 7] All of the above will create advertising venue and create a new source of income. Winning and Retaining Customers Your Arts and Skills Knowing Yourself and Others Understanding Mental Maps Perceptions Achievement Management Your People Skills Knowing Your Customer Differentiating With Different Types of People Influencing People Persuading People Building Relationships Connecting with People Negotiating Establishing Rapport Building Trust Perceptual Positions Coaching Managing Cultural Differences Effective Communication Effective Listening Asking Effective Questions Effective Presentation Managing Cultural Differences Cross-cultural Communication Problem Solving Creative Problem Solving Entrepreneur's Primer A Classic Mistake Entrepreneurs Make 4-1/2 Marketing Issues Test Marketing Your Product Creativity Entrepreneurial Creativity Winning Customers Creating Customers Creating Customer Value Customer-driven Innovation Competing Strategy Surprise To Win: 10 Strategies Sustainable Competitive Advantage Market Leadership Strategies Competing War Games Differentiation Strategy 4 Steps of Your Differentiation Strategy Brand Management Positioning 7 Tips for Effective Positioning Blue Ocean Strategy Marketing Strategy Creative Marketing The 22 Immutable Laws Market Segmentation Marketing Mix 4 Ps of Marketing Market Research in the New Economy Marketing Plan in the New Economy Marketing Plan Primer Emotional Marketing Experiential Marketing Public Relations Marketing Internet Marketing How To Market Your Website Effectively Proven Tools and Three Approaches Effective Advertising Advertising Slogans Selling & Retaining Customers Effective Selling Customer Value Proposition Unique Selling Proposition (USP) Sales Forecast Worksheet Relationship Marketing and Selling Power of Personal Charisma Endgame to Selling Closing the Sale Effective Pricing How To Avoid Pricing Mistakes Customer Intimacy Tailoring Customer Partnership Coaching Your Customers Customer Service Customer Care Listening To Customers Value Innovation 80/20 Theory of the Firm Service-Profit Chain Customer Satisfaction Measuring Client Satisfaction Customer Relationship Management (CRM) Balanced Business System Results-Based Leadership Balanced Scorecard Business Process Management Process-managed Enterprise Quality Management Customer's Perspective of Quality Kaizen and Total Quality Management . 8] In addition.

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and people need many things. anticipate also the curveballs that the marketplace will throw at you and may cause you to change direction. They have to recognize and accept that they need it. 2. infrastructures and skills on strategic landscapes. which uses key business processes to harness the distinctive capabilities. Tailoring your business plan to what the market will buy is always a better. Customer value propositions and business designs compete and collaborate for customers. resources.. The delivery of the customer value proposition relies on a business design.4.. Before people know they need something.Your Business is Ruled by the Marketplace "You don't decide what business you are in. two things have to happen: 1. or are afraid not to buy. More .. Before people will buy something they "need". Customer Value Proposition Your company should deliver a particular customer value proposition to a definable market in order to exist. Marketing is positioning. you often have to spend lots of money educating them about why they need it. more successful strategy than developing a new product or service without knowing precisely the customers for it and hoping that people would buy it because it's good.. You need to learn to position your product or service in the mind of the prospect. "Nobody buys what they need.. Many things are good. Remember also that test marketing of your product or service is a very important component of your entrepreneurial success. at a given moment in time. People will only buy what they want to buy. the marketplace decides that for you. competences and resources of your firm to deliver superior value to relevant markets. They must act upon that recognition and acceptance.."1 While preparing your business and marketing plan. But the "need" is not enough.

Today's customers don't want products. customer loyalty. sales.both employees and customers – and how linking them can leverage corporate performance. research the culture. Modern selling is a team sport. The effective sales rep would present his or her product or service in the best possible light. it entails analyzing customer needs. designing alternative solutions. and any other group that might touch the customer. sales. Leveraging Your Service-Profit Chain The service-profit chain is a powerful phenomenon that stresses the importance of people . in the old days. The key to successful selling was knowing the products and the customers.. This is not the work of a heroic individual sales rep. and profitability. people. Making such sales takes a lot more than personal charisma. forge a bond with the buyer. value creation. and triumph over the competition. Michael Hammer Selling. 10 Commandments for Building a Growing Business . operations.. and then debrief each other. You must be on the cutting edge of new technologies and innovative business processes. you must be the industry leader in developing new business models and new products or services. fashioned to meet the customer's specific needs. they demand solutions. If you want to lead the market. More Market Leadership Strategies The market leader is dominant in its industry and has substantial market share. They converge on a market. They must be designed. Making it up as you go along is a recipe for disaster. and your product must be well differentiated. Buzz Marketing Case in Point Coca Cola Coca-Cola's national accounts program has long been noted as a leader in integrated marketing. and finance.Modern System Approach To Marketing and Selling Source: "Agenda". Synergistic Selling: 3 Pillars This approach has little to do with the way sales are made in today's real world. support. was largely and act of personal heroism. Through this process they understand their objectives and tasks better and are able to outsmart the competition. Your customer value proposition must offer a superior solution to a customers' problem. and a complex one at that. solution selling. Winning at it takes discipline and structure. and solutions don't come in a box. and sociology. and more. consultative selling. developing and implementing systems. Coca Cola devotes to each national account a team that includes employees from marketing. employee satisfaction. scrutinizing costs. The service-profit chain is an equation that establishes the relationship between corporate policies. Today's selling is SYSTEM SELLING.

Define the business of the enterprise in terms of what is to be bought. More Creating Innovative Customer Value . and why. The Customer is King. precisely by whom... Avoid disaster bytesting the market prior to development of a product.

com Lean Supply Chain and Customer Relationships Extended Enterprise Core Competences Strategic Alliances Virtual Integration New Product Development: Keys To Successful Market Learning New Product Development: A Different Role of Prototyping 3. Customer-focused Corporate Strategies The Wheel of Synergistic Marketing and Selling Best Practices: 10 Lessons from Konosuke Matsushita See the slide Balanced Business System See the slide The Tree of Business See the slide Customer-focused Corporate Vision See the slide 9 Basic Sources of Growth Competitive Strategies: 3 Generic Business Strategies Competitive Strategies: Survival vs.Contents 1. Market Leadership See the slide Success Story: 7-Part Competitive Strategy of Microsoft 4 Types of Marketing Warfare Erecting Barriers to Entry Barriers to Market Entry: New Entrant's View Creating Sustainable Profit Growth: 9 Questions to Answer Balancing Outside-In and Inside-Out Strategies 2. Creating Innovative Customer Value Customer-driven Innovation: 7 Practice Tips The Tao of Customer Value Creation See the slide Solve Your Customers' Problems Creatively Engaging Cross-functional Teams Business Model: Converting Innovation To Economic Value Success Story: New Direct Business Model of Dell Computers Success Story: Unique Customer Value Created by Amazon. Marketing Strategies The Tao of Marketing Innovation 4 Ps of Marketing The Top 10 Laws of Marketing Business Intelligence System Market Development Trend Psychographic Classification of Customers Marketing Strategy Development Creative Marketing Creative Marketing: The Key To Explosive Growth Creative Marketing: Selected Amazing Results .

Best Practices: Estee Lauder's Winning Creatinve Marketing Ideas Buzz Marketing Success Story: Half. Effective Selling and Related People Skills Selling Is Problem Solving Synergistic Selling Customer Value Proposition Unique Selling Proposition (USP) Effective Pricing: Strategies and Principles Success Story: Innovative Revenue Model of Xerox Corp. Success Story: Reaching a Customer Through a Window Selling Process and Your Selling Skills Solving Creatively Customer Problems Irresistible Sales Communicator Selling By Asking Questions Selling By Coaching The Role of Your People Skills The Tao of Building Relationships Effective Communication: The Map Is Not the Territory Six Fundamental Patterns of Cultural Differences Listening To Your Customers Ten3 Survey Results: People Prefer To Talk To Great Listeners Effective Listening: Barriers and Techniques The Tao of Effective Listening See the slide The Tao of Influencing People Rapport – the Key to Influencing People How To Make Effective Presentations .com Best Practices: Burger King's Creative Customer Survey and Buzz Marketing Designing Your Core Marketing Message (CMM) Differentiation Strategy: 3 Parts and 4 Steps Strong and Weak Differentiation Strategies Positioning: 7 Tips Best Practices: Positioning Statement Development by Unisys Strategic Brand Management What Your Brand Is Brand Equity Investment In Brand Building and Marketing of a New Product Effective Advertising: Tips for Satisfying Different Types of People Effective Advertising Slogans Knowing People: Preferred Modes of Thinking Differentiating With Different Types of People Emotional Marketing Emotional Marketing: Color Intelligence Relationship Marketing and Selling 4.

Retaining Customers Customer Retention: Benefits and Strategies Why Companies Lose Customers Delivering Superior Value To Win Customer Loyalty Customer Satisfaction: Main Benefits and How To Achieve It Customer Care Coaching In the Workplace Customer Relationship Management (CRM) Customer's Perception of Quality The Tao of Value Innovation See the slide The Tao of Business Process Innovation 6.Effective Negotiating: 9 Principles Closing the Sale: 10 Different Sale Closing Techniques Failure As a Stepping Stone to Success 5. Growing Together Service-Profit Chain Customer Intimacy Customer Training Success Story: Innovative Market Segmentation by Dell Computers Lessons from Michael Dell: Turn Your Customers Into Teachers Customer Partnership: Involving Your Customers as Co-innovators .

the focus must be on the way in which the nature of value is changing. provide superior customer satisfaction. There are multitudes of values present in every buyer-seller exchange: economic. it is a mindset. These exchanges increasingly happen so fast that there is no . The implication of these new forms of exchange is a transfer of power from the producer to the customer. New Definitions of Value In the new rapidly changing economy. and build customer loyalty. informational and emotional. It is a customer-focused corporate mindset and culture that inspires teams to keep creating and delivering extraordinary customer value and thus helps companies acquire new customers. information and emotion. involving new ways to price goods.Customer Care As the Mindset of Business Success Customer care is not a technique.

it entails analyzing customer needs. Businesses will need to identify these hidden values and think more accurately about their worth before accepting the price proposed. “The key to successful selling was knowing the products and the customers. Companies will need to think in terms of offers. They must be designed. This is not the work of a heroic individual sales rep. and solutions don't come in a box. The implications are profound.” . forge a bond with the buyer. they demand solutions. (Adapted from: "Blur". C.” writes Michael Hammer in his book Agenda. and triumph over the competition. which involve merging products and services to exploit their knowledge to give customers a value-added experience.) New Systems Approach To Marketing and Selling “Selling. in the old days. Today's selling is SYSTEM SELLING. and a complex one at that. Modern selling is a team sport. fashioned to meet the customer's specific needs. solution selling. was largely and act of personal heroism. not just "selling them stuff". and Meyer. designing alternative solutions.” “This approach has little to do with the way sales are made in today‟s real world. Making such sales takes a lot more than personal charisma. Davis. Winning at it takes discipline and structure. The effective sales rep would present his or her product or service in the best possible light. S.time to translate them into precise monetary terms. consultative selling. developing and implementing systems. and more. scrutinizing costs. Making it up as you go along is a recipe for disaster. Today's customers don't want products.