Market sensing and learning strategy Strategic market choices and targets Customer value strategy and positioning Strategic relationships and networks Strategic thinking and thinking strategically Strategic transformation and strategy implementation

The customer conundrum (puzzle) The sophisticated customer Market shifts and quakes consumer market changes market granularity re-shaped business-to-business markets How can marketing processes respond to these changes?

Customer service is bad all over Customer satisfaction and customer loyalty satisfaction and loyalty are not the same The real customer problem do we know what service to maximise? can we deliver what we promised? happy customers and happy employees? The problem is strategy

We do it all for you - the customer

Customer loyalty Customer satisfaction High Low High Low Satisfied stayers Happy wanderers Hostages Dealers

The service and quality we promise The service and quality the customer receives Good Bad HighLow OK. You get what you pay for. I am in LOVE – I didnt know you were this good! I HATE you bastards – you lied to me! OK. Its bad, but its what I expected.

Impact of service and quality on customer satisfaction/retention Service and quality level High Low High Low Smart servicers Over- servicers Under- servicers Non- servicers

External customer satisfaction Internal customer satisfaction High Low High Low Synergy happy customers and happy employees Internal euphoria Never mind the customer, what about the squash ladder? Coercion you WILL be committed to customers, or else… Alienation unhappy customers and unhappy employees

Issue Customers and markets have changed: Customers wised up to marketing Know what marketers are up to Traditional marketing consistently underestimates intelligence of customer

Your parents Unwised to marketing No idea what marketers were up to Their intelligence underestimated by marketers who now recognise it

The typical family a new phenomenom? The MySpace Generation – ok, but they eat, drink, clothe themselves etc Saga Louts – thats me! The pink market – women are a new phenomenon The wealthy - too The poor – too – a novelty!

Ethnic markets – 21 st C.? The green and ethical consumer – vegetarians? Ethical? The Neo-Cromwellians – Puritans existed pre Cromwell Scared consumers – ho yus!

Shift in focus from megatrends to microtrends Broad market trends average out important differences The issue shifts from huge cultural shifts to new identity groups

Dominant customers Impact of customer power Bad customers who play the rules who break the rules who make the rules

Radical and disruptive changes in market structures have left traditional marketing behind The urgent challenge is to update how we do marketing to reflect how customers and markets have changed ????