Archive for the ‘Customer Experience’ Category

Case study: OneAccess increases B2B client engagement 3-5x with an improved Web-based customer buying experience

December 17, 2014

OneAccess HQMany technology companies still tend to commercialize their products and services based on a combination of the technologies used and the key capabilities delivered to their customers.

Aside from only speaking to the needs of their technically versed client-side users, this approach usually fails to keep up with customers’ broader, evolving needs, especially when new, disruptive offerings emerge or existing technologies become obsolete.

We recently helped one global enterprise IT provider improve it’s Web-based customer buying experience, resulting in significantly greater customer engagement. (more…)

What’s the ideal way to showcase your customer successes?

October 13, 2014

Demonstrate Customer SuccessAs most marketing and business leaders know, to grow your business you need to demonstrate your company’s credentials by showcasing the customer successes that you’ve enabled.

In our previous article we saw that to leverage your past customer successes you need to develop a focused and repeatable way to generate powerful customer references that educate and convince new clients of the value you can offer them.

To showcase your client successes there are various techniques that companies use, each with its own set of merits and practical challenges: (more…)

Creating a customer-led company culture

June 17, 2014

Customer-led CultureEmpowered customers are shaking the foundations of industries everywhere. Compared to the old way of doing business, today’s customer revolution is driven by a set of self-reinforcing, customer-first paradigms.

In this new order customers set the agenda by establishing the terms of engagement; customers increasingly provide inputs for new products and services, which they assume will come personalized for them; customers expect companies to listen and learn from their everyday experiences and get respect when things don’t go as planned. In this emerging world a customer-led marketing culture can be a company’s competitive edge.

While a few companies “get it”, most still need to adapt to these unusual and fast-changing times. At such firms CMOs and other business leaders should consider several steps to develop and foster a customer-led company culture: (more…)

Customer-led marketing is your competitive edge

April 8, 2014

Customer RevolutionCountless companies across industries claim to focus fully on serving their customers. Only recently however, has the balance really shifted, putting customers firmly in the driver’s seat.

Whether they are consumers or business buyers, today’s customers are often more tech savvy than the companies that serve them. They have increasing access to insightful, comparative information on suppliers and their offers; they now have the ability to express satisfaction or shout out their discontent to friends and peers and they are ready to switch providers when needed.

To serve today’s generation of consumer and business customers, companies must accept that customers are now in charge, and winning their business means creating a customer-led marketing culture. (more…)

Successful companies mix digital and traditional channels to satisfy their clients and achieve business objectives

January 15, 2014

Mixing traditional and digital channelsWith 2014 now firmly underway, there is no doubt that digital and social media along with mobile technologies remain at the top of the agenda of many marketing leaders. They are seen as critical paths for expanding their addressable market reach and growing the business.

While there is no doubt that digital marketing tools can boost the public awareness of a company and of its offers, while offering clients a personalized and interactive way of engaging with their brands, to achieve measurable business results, digital tools must be part of a company’s broader, well-thought out marketing strategy. Otherwise, it’s like spending money to generate more noise in an increasingly crowded marketplace. (more…)

Tech companies: Sell customer value rather than products

July 22, 2013

Sell customer value propostions rather than productsDuring our recent interactions and discussions with various technology firms in the software, Web and telecoms sectors, it seems that when commercializing their products and services, the majority focus on either promoting the features and characteristics they offer clients (e.g. A cloud-based file sharing services that syncs across mobile and desktop devices), or on the practical benefits that clients get from buying their offers (e.g. Simple, secure file sharing from anywhere).

While many companies offer leading edge, technology-based products and services, a large number end-up with a ‘me-too’ approach.

Such products and services usually lack a clear set of measurable advantages that come from using the offer as compared to the next best market alternative, including the unique value provided to prospective customers.

Does this really matter in our quickly-evolving technology marketplace? (more…)

Want to sell more? Make it easy for your B2B customers to buy

June 25, 2013

Want to sell more?In a recent article we discussed the power of consultative value selling for jointly exploring and creating more relevant customer propositions that offer personalized value.

While this powerful technique is especially suited for complex offers and relies on direct interactions with prospective clients, it requires a sales force skilled in the practice of identifying and selling value to clients. More importantly, it is part of a larger, customer buying-decisions process that spans various distinct yet interrelated steps.

In order to help clients make the best decisions when buying, companies must provide a relevant, streamlined process anticipating the multiple demands and requirements of the various client stakeholders involved in the decision-making process.

Anything else will result in confused and frustrated prospects that may eventually turn to a savvier competitor when buying. (more…)

How a market-focused approach leads to products that customers value and will pay for

May 21, 2013

Products customers love

Innovation and new product development are hot topics in today’s market, especially in technology sectors like IT, software, Web, telecoms, and related areas.

Every organization has its own approach for developing new offers to bring to market. Today’s firms invest up to 15-20% of revenues on R&D, depending on the sector, for creating, testing and trialing new technologies and new products.

At the same time, when it comes to developing new products, what matters is not just the amount of resources allocated to new product initiatives, but how they are applied. (more…)

Web Start-ups: How a customer-marketing approach will jump-start business

April 25, 2013

Customer marketing approach to jumpstart businessThis week I spent an evening discussing product and marketing strategy with a dozen up-and-coming Web-based start-ups, currently hosted by Silicon Sentier’s Le Camping, a Paris-based start-up incubation program.

In general the products and services being developed during this 4th session of the Camping were interesting, well-designed and helped solve a range of practical, everyday issues.

Among them was a product for easily planning and coordinating events among a group of friends, and a pricing recommendation service for e-tailers that are trying to remain competitive without systematically giving away their margins.

In particular, I sat down with 3 chosen start-ups to examine some of their more pressing issues, going beyond product-related aspects. (more…)

How leading Web companies make money

October 19, 2012

Each day we see more web-based technology companies coming online with a growing range of services and products to resolve the needs and problems of specific user groups.

Today’s web services help demanding consumers purchase goods and services better (and often at a lower price); they give eager news-seekers or music lovers the content they want, how they want it; they provide the curious and the impulsive with instant access to the information they seek based on profile, location and needs; they allow modern organizations to promote themselves in new ways and run their business 24×7.

The most successful Web-based companies are not only great at designing winning products that deliver a great customer experience, but also providing users with more value than its competitors. In return, they also capture more customer value in various ways. (more…)