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Customer
Market Focus and Product Service Offering Leadership
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Customer Market Focus and Product Service Offering Leadership
when combined with Operational Excellence are important 'vectors' for
achieving higher business value. |
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These Value Vectors provide a competitive edge if their
performance can be honed beyond a 'market threshold' and combined to offer
superior value to customers.
Increasingly, the twin pressures of growing customers' expectations and
intensity of competition are driving companies to go beyond the traditional
thinking of products and service offerings to developing the notion of
Value Propositions to provide their customers with 'added value' and gain
themselves competitive advantage.
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The notion of Value Proposition Leadership provides a fresh
approach to gaining leadership from a product perspective. Whether your
'products' are physical products, non-physical products (e.g. information,
software, media content …..) or service offerings it encompasses
the benefits and value of the 'total product' or solution which customers
want. |
Value Proposition is a practical tool which combines the
Who, What and How in customer terms to help a company develop and position
its offerings in ways their customers can relate to |
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PRODUCT SERVICE OFFERING
LEADERSHIP
encompasses:
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Value Proposition
Leadership |
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Value Positioning |
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Product
Technology Innovation |
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Time to Market
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as described in this web site |
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CUSTOMER MARKET FOCUS |
relates to an 'outside - in' approach to understanding
and gaining insight into market trends. Some companies when striving for
product leadership can become inwardly focused, product-centric and technology
driven and may become out of touch with customers and markets. Customer
Market Focus provides methods and tools to encourage a customer-centric
and market-centric view.
It encompasses: |
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Voices of Customers
(VoC) or research into the benefits sought, needs, behaviours, attitudes
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of current and potential customers and the other 'players' in the network |
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Market targeting to help focus on
the best prospects utilising segmentation, 'chunking' or micro-chunking |
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Customer Experience Management throughout
a Customer Life Cycle in the 'Touch Zone' of customer interactions. |
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Customer Relationship building within
a Customer Life Cycle |
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Competitor and Competitive Offering
analysis |
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We have found that those companies which can
bring together the value vectors of Customer Market Focus and Product
Service Offering Leadership supported by Operational Excellence can gain
a competitive edge and increased profitability. |
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This is true for companies developing and
managing physical products, non-physical products or service offerings
in variety of industries such as : Electronics; Telecoms; Software and
High Technology; Engineering and Manufacturing; Chemicals; Ceramics and
Building products; Financial Services ............
It also applies whether companies are Business to Business (B2B); Business
to Business User (B2U); Business to End-User (B2E) and Business to Consumer
(B2C) in terms of underlying principles but methods and tools need to
be adapted and tailored for specific situations.
We are experienced in adapting and tailoring methods and tools for the
specific situation of our clients.
To encourage integration of the value vectors of Customer Market Focus
and Product Service Offering Leadership supported by Operational Excellence
we have worked with several companies to develop and implement practical
models, methods and tools which can be used across the vectors to integrate
understanding and information, these include: |
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Value Proposition (VP) and Experiential Value
Proposition (EVP)
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Value Network (VN) of customers, customers'
customers, contingents, collaborators, competitors, co-workers ….
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Value Positioning
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Customer Life Cycle and Touch Zone Experiences
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Competitive Analysis |
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An Implementation Programme is designed to generate and deliver improvements
and better results from focusing on customers and markets and combining
this with product and service offering leadership. It can also include
elements of a skills development programme.
We can help you tailor and implement best practices and methods best suited
to your company, business unit, market and industry.
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Each programme is tailored to the client's situation, but typically
comprises the following deliverables: draft set of plans; frameworks and
models; toolkits, facilitated workshops and software.
A typical programme comprises: |
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An assessment
of current methods and tools |
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Introduction
to principles and methods, in say a facilitated workshop |
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Agreement of
programme objectives and methods |
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Agreement of
programme deliverables
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Tailoring of
frameworks and models, toolkit and software for client's specifics |
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Facilitated workshops, 1:1 and 1:n coaching
to transfer understanding and apply tools in client's application. |
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Pilot project to test and prove methods and
tools |
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Off-line
telephone and e-mail support
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