Customer Flow is not Linear or Controllable


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Mark Tamis @ recently presented at the Selfservice Company UG and below is a copy of his slidedeck via slideshare. A blog post of Mark’s, Go With The Customer Flow is an insightful read. Read the entire thread to include the comments And…watch the video at the end of the blog post- exhilarating for a Monday morning!

What did Mark capture in this presentation? I believe that Mark actually depicts the Social Media Landscape accurately. Mark says, “99% of interaction take place outside of Social Media!.” Many Social Media pundits will emphasize its importance and expand to be the focal point for delivering your message. The importance of Social Media has not been about delivering messages but how your “organization’s persona (brand)” has shifted to the hands of the public. This perspective is driving organizations to better understand customers through out the entire customer journey. An end to end value stream, where the focal point is the customer rather than internal operations that ends with a transaction.

Organizations can no longer feed products to customers, as I described in the blog post, Kill the Sales and Marketing Funnel. Customers have the ability to access resources and information comparable to their suppliers and choose suppliers by their own definition of value and how that value should be created. The new wave of marketing has seen an entire new set of tools being used. No longer do we trust print media, radio, television and other forms of traditional media. The tools have all become a commodity. To make effective marketing decisions, you need a clear understanding of what the customer values and what your company strategy is to support them.

Related Information:
It’s not your Grandmother’s Lean anymore!
Does Lean Marketing deliver what the customer wants?
When Efficiencies and Innovation no longer work, is Customer Centricity the answer?
Why bother with Value Networks?

Republished with author's permission from original post.

Joseph Dager
Business901 is a firm specializing in bringing the continuous improvement process to the sales and marketing arena. He has authored the books the Lean Marketing House, Marketing with A3 and Marketing with PDCA. The Business901 Blog and Podcast includes many leading edge thinkers and has been featured numerous times for its contributions to the Bloomberg's Business Week Exchange.


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