1. SUMA Partners’ guide to sustainable revenues from new sources

2. THE SUMA PARTNERS PROCESS

3. 1. Don’t try to predict the future by only studying the past.
Benchmarking against yesterday’s
competitors does not bring about market
leadership.
Look for leading, not lagging, indicators.
Consider emerging trends from seemingly
unrelated markets.

4. HOW TO GROW Uncover the strategic direction that gets you where you need to be

5. Customers may find that the reason they
2. Don’t assume that what brings customers in the door will keep them around.
Customers may find that the reason they
chose you is outweighed by other factors.
They may select your product or service
because of price, then switch because of
poor service or poor product performance.

6. 3. Make sure you’re asking the right questions.
Customer satisfaction scores don’t predict
market share growth.
If a customer thinks your product is the
gold standard but can’t get it delivered on
time, loyalty fades.
You miss hidden expectations if you’re
asking the wrong questions.

7. CUSTOMER EXPERIENCE Beware of expectation/reality gaps caused by hidden factors

8. 4. The silent majority can rule.
Silent trouble spots don’t reveal themselves
based on traditional customer satisfaction
approaches.
Don’t assume that no feedback is good
feedback. Uncover the unspoken issues.

9. 5. Listen with objective ears…what’s NOT being said?
Customers have a tough time articulating
unmet needs, but the demand for CD
players morphs into the demand for iPods
overnight.
Five years from now, what will your
customers want?

10. NEW OPPORTUNITIES Think big to uncover new, high-yield opportunities

11. 6. Capture the entire realm of the customer experience.
Map all of the dimensions from metrics to
experiential data to information on similar
markets.
What matters most for the future from the
total customer experience?

12. 7. Learn to add value and benefits, not simply features.
When profit margins shrink, look for the
market premium.
Add services to products, products to
services.

13. 8. Rethink the playing field when you’re embarking on change
The competition for your breakthrough
product or service is part of a different
food chain than the competition you’ve
been tracking.

14. VALUE PROPOSITION Play on your strengths in the market

15. Solid metrics are mandatory for plotting and launching.
9. Measure twice. Cut once.
Solid metrics are mandatory for plotting
and launching.
The 80/20 rule applies, though: which
metrics matter most?

16. 10. Good ideas are only as good as the results they achieve.
Implementation and engagement are not
givens for a successful rollout.
Get everyone on the same page.

17. STRATEGY AT A GLANCE Position clearly. Align your team
STRATEGY AT A GLANCE Position clearly. Align your team. Execute with tenacity.

18. SUMA PARTNERS’ APPROACH
SUMA’s strength is in asking the right questions
of the right people:
Which strategy will drive growth?
How can we understand the customer experience?
Where are we most vulnerable?
Where are we most competitive?
How does the market measure our value?
How can we maximize engagement?

19. www.suma.com/direct: 281.802.4778/akates@suma.com