Mark Hocknell

Product Centric vs Customer Centric

Product centric approaches and customer centric approaches to business design and strategy are diametrically opposed. They are two opposites. Product centric vs Customer Centric. A dichotomy that provides a contrast between the business models of the industrial age, and those required...

Why your business needs a customer strategy

Photo credit: Jeshoots-com on unsplash The customer centric approach to business has been proven by extensive research over the last couple of decades. Such as Ranjay Gulati in 'Reorganize For Resilience', Harvard Business Press, 2009. And Forrester research in 'Outside In' (Manning and Bodine,...

Our Customers Have Changed

Photo by rupixen on Unsplash In the last 10-to-15 years our customers have completely changed how they behave. This isn’t just about the digital revolution or the proliferation of apps. This is about how the behaviour of customers has changed. Customers have changed how...

This top 10 will make your CX and CRM efforts more successful

A few years ago I embarked on a large scale operational CRM project for a financial services group. I was pretty excited about the prospects of developing an organisation-wide approach to customers through the sales and service teams, that at the time were...

The 2018 Manifesto for Sales

Times have changed, our customers have changed. We need to completely re-think what we are doing with the sales and marketing functions. The long term value for the business is in the customer portfolio, the literal, cumulative lifetime value of those customers,...

The Problem with Sales today

Photo by Lena Bell on Unsplash Let's face it - the world we live in has changed. We are reminded every day about how our customers have changed over the last 5 to 10 years. However, I am also surprised how few organisations...

“Customer Centric” a benefit for Whole Foods in the Amazon purchase

Some of the big business news right now is the intended purchase of US Whole Foods Market grocery chain by Amazon for US$13.7b. Interesting to note that Whole Foods CEO John Mackey, who for many years has been a advocate for Conscious Capitalism,...

You need to know what your customers value

It is commonly understood that most sales people cannot articulate value for their customers. This leads them to talk more about the features of the offerings. It is the same with most businesses, there is way too much focus on the detail...

The Top Four Tips for B2B salespeople

Image:Alec Baldwin in Glengarry Glen Ross (1992) I have been reminded over recent weeks how important it is not to "sell" during B2B sales discussions. Three colleagues have separately shared stories with me where someone on their team have jumped in too early with pricing...

The Nine Imperatives for Leaders

In my previous post, the Five Tenets of the Customer Centric Approach to Business provided a basis that is relevant today of how we should be approaching our work, in building businesses that are relevant and engaging for our customers, and sustainable for the...

The Five Tenets of the Customer Centric Approach to Business

The customer centric approach to business has been proven to produce more resilient businesses (see Ranjay Gulati, Harvard Business School). This "outside in" approach to business is supported by research from Forrester. And we know that Net Promoter Score is a firm...

Profit by Design

Do those words actually go together - yes, they do. Businesses need to make a profit, so the business can continue to deliver value for its customers, and provide a return for the investors. Even if you want to start a non-profit,...

The New Path to Profitability and Engagement

Photo Credit: George Paulides on Flickr When commerce was emerging in human history, there was an old path that entrepreneurs used to build networks and relationships. However, today as most leaders and managers take their wisdom from the last century, the old path...

The end of The Funnel

Yes that's right - The Funnel that is used by some of the best marking organisations on the planet - has long passed its use-by date. The Funnel that we so often use to describe leads-to-converts (social media, marketing and sales), has...

Not all customers are equal – the top three rules to build a profitable...

Let's face it - revenue comes from customers - not products or services - the customers who are prepared to pay for your offerings. When we start new businesses we tend to get our offer ready, then release it onto the market...

Know your awesome customer and then, you may find them…

We all know that there are some customers that are worth more than others. It is something we often do not like to talk about, but it is the reality. Likewise, when organisations say they want to grow, what does it mean - more...

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