Professional Documents
Culture Documents
Differentiateordie Final 111121165614 Phpapp02 PDF
Differentiateordie Final 111121165614 Phpapp02 PDF
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Goal:
Help your customers move to the
Cloud using your Hosted Services
Differentiation in the cloud
www.flickr.com/photos/blackbeltjones/5449579698
Communicating
the
INVISIBLE
Get it right
www.flickr.com/photos/winemegup/3641912321
Get it wrong
www.flickr.com/photos/roome/3390682853
Standing out from the crowd
The opportunity
www.flickr.com/photos/36182550@N08/3347465868
Differentiation = different thinking
“Every battle is won_
before it is fought.”
Sun Tzu
544 - 496 BC
Differentiation
www.flickr.com/photos/29233640@N07/5131195458
Differentiation
www.flickr.com/photos/heraldpost/3817195392
Differentiation
Examples
Airline Industry
www.flickr.com/photos/flakepardigm/3905268262
Differentiation strategy
www.flickr.com/photos/av8pix/3345078410
Promise delivered?
www.flickr.com/photos/alfonso1987/5407566809
We all want to be different
www.flickr.com/photos/sharynmorrow/4659738421
Differentiation Strategy
www.flickr.com/photos/sharynmorrow/4735489539
New meaning
Old meaning
www.flickr.com/photos/bertwerk/535959395 www.flickr.com/photos/srgblog/1391853732
“1000 songs in your pocket”
- Steve Jobs
Create Supporters
and Fans
www.flickr.com/photos/cc_chapman/2745922377
Excite, Engage, Energise
www.flickr.com/photos/danielepaccaloni/4286225689
Capture their attention
www.flickr.com/photos/kurafire/190169989
What is the best
way to do
Set their brains on fire
www.flickr.com/photos/cayusa/2569878338
Only way to not catch fire
www.flickr.com/photos/miikka_skaffari/4632166297
Make ideas shareable
www.flickr.com/photos/hyku/4835588728
Share-ability
Asking the impossible
1 Competitive separation
*
Core
Unmatchable offer
www.flickr.com/photos/sea-turtle/3568062665
It’s all about the target
Differentiation: 3 Levels of Perceived Value
Basic Product/Service:
3
• Technology
Enhanced Services • Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1Product/Service
Basic
Your Hosted
• Quality of service
• Systems
Product/Service
Services • Processes
Enhanced Services:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
1 2 3
Basic Product or
Support Enhanced Service
Service
"I was pleased that we got what we paid for, that the service
worked just like it was supposed to, that they honored their
contract from start to finish, that the user experience was simple
and powerful like they promised, that there have been no glitches,
hick-ups, outages or crashes and that all our support issues have
been resolved quickly and painlessly. But what really blew me
away was ____________"
www.flickr.com/photos/rooreynolds/5848100806
One size fits all thinking
www.flickr.com/photos/marcwathieu/3963792473
Creative thinking
www.flickr.com/photos/vek/5543548284
Structured thinking
www.flickr.com/photos/juhansonin/3703735824
Differentiation Mindset
www.flickr.com/photos/maestropastelero/258000448
Examples
Black socks
Pain vs Gain
The 6M€ Question?
Basic Product/Service:
3
• Technology
Enhanced Services • Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1Product/Service
Basic
Your Hosted
• Quality of service
• Systems
Product/Service
Services • Processes
Enhanced Services:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
it Happen
it Happens
Get it right
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/littlebabyjesus/123838009
Your Hosted
Services
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FR)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
www.flickr.com/photos/horacio/3781750