Do Your Customers Make More Money Doing Business With You?
Knowing the answer can help you build measurable and valuable customer relationships, outperform the competition, and unlock profitable growth.
Companies are blind to opportunities for profitable customer relationships without a deep understanding of how they create customer value relative to competitors. With a rigorous and measurable understanding of how customers make more money today and in the future with you, combined with supporting plans and tools to align the entire organization for success, a company can win and win big. Winning with Customers offers a step-by-step playbook to help companies develop this capability for themselves, act on it, build a culture around it and sustain it over time. The playbook includes case studies, interviews, and tools from leading B2B companies who have demonstrated success. Written by recognized business thought leaders and practitioners, this book will guide you to profitable growth. The book also serves as a launch point into a community of like-minded executives that includes a companion website which offers exercises, access to thought leaders, and other tools help you win with customers.
Table of Contents
1. Why We Lose
1.1. Six Reasons Why We Lose
- 1.1.1. We Lose Because We Don't Understand the Customer's Perspective
- 1.1.2. We Lose Because There Is Not Enough Quantitative Rigor
- 1.1.3. We Lose Because the Organization Is Not Aligned or Involved
- 1.1.4. We Lose Because the Data Collected Never Finds Its Way into Planning or Execution
- 1.1.5. We Lose Because of Reliance on Individual Surveys versus a Continuous Process
- 1.1.6. We Lose Because There Is No Systematic Playbook
- 1.2. Is This Book for You?
- 1.3. Why This Book Is Important
- 1.4. What Will You Learn?
- 1.5. Is Now the Time?
- 1.6. Summary
- 1.1. Six Reasons Why We Lose
- 2. Define Winning
3. The Playbook
- 3.1. Defining the Playbook
- 3.2. Play 1: Discover
- 3.3. Play 2: Analyze
- 3.4. Play 3: Execute
- 3.5. Play 4: Measure
- 3.6. Play 5: Certify
- 3.7. Play 6: CVC Management System
- 3.8. Key Philosophies
- 3.9. The Role of Technology
- 3.10. The Maturity Model
- 3.11. Summary
- 4. Winning Metrics
5. What Does Your Customer Think?
- 5.1. Get on the Field
- 5.2. The Discover Play
- 5.3. Do My Customers Care ... Will They Talk?
- 5.4. The Discover Process: Prepare
- 5.5. Let's Prepare
- 5.6. Who Should You Interview?
- 5.7. Who Conducts the Interview?
- 5.8. The Discover Process: Conduct the Interview
- 5.9. The Discover Process: Capture Data
- 5.10. The Discover Process: Quick Wins
- 5.11. You Will Go Broke Doing What the Customer Says
- 5.12. Summary
6. Informing Decisions
- 6.1. What Is Analyze?
- 6.2. What You Get
- 6.3. Generating Actionable Insights
- 6.4. Interpret One Interview
- 6.5. Assemble the Data
- 6.6. Determining Scope
- 6.7. Identify and Assign Analysts
- 6.8. Understanding Your Current Differential Value Proposition
- 6.9. Turning Customer Needs into Potential Projects
- 6.10. What Are the Top 10 Investments to Make?
- 6.11. How Can Customers Be Segmented According to Their Needs?
- 6.12. Turning Initiatives into Investment Decisions
- 6.13. Setting Value Creation Goals
- 6.14. Estimating Investment Required
- 6.15. Setting Value Capture Goals
- 6.16. Initiatives to Investment Portfolio
- 6.17. Insights to Decisions
- 6.18. Connecting Insights to Process Organizations
- 6.19. Encourage Ad Hoc Analysis
- 6.20. Empower Resources to Become Analysts
- 6.21. Benefits of Technology
- 6.22. Summary
7. Executing Value Creation and Value Capture
- 7.1. What Is Execute?
- 7.2. A Quick Recap and Chapter Setup
- 7.3. Building a Plan for Your Customer
- 7.4. Plan Value Capture
- 7.5. Gain Customer Alignment
- 7.6. Providing a Technology Assist
- 7.7. The Vault
- 7.8. Summary
8. The Scoreboard
- 8.1. Finding Our Place on the Field
- 8.2. The Process
- 8.3. Collecting the Scorecard Data
- 8.4. Building the Basic Scoreboard
- 8.5. Advanced Scoreboard Topics
- 8.6. Measuring CVC Activity for the Scoreboard
- 8.7. Continuous Improvement
- 8.8. How Technology Helps
- 8.9. Summary
9. Getting Started
- 9.1. Kickoff
- 9.2. Fielding a Team
- 9.3. Enrolling the Team: It Is How You Do Business
- 9.4. Without the Customer There Is No Team
- 9.5. Start Small and Grow
- 9.6. The First Project
- 9.7. Summary
10. Sustaining and Scaling: The Maturity Model
- 10.1. The Hurdles We Faced
- 10.2. Sticking to It: Maturity Model
- 10.3. Sustaining and Scaling
- 10.4. Summary
- About the Authors
- About the Contributors
- A. Our Approach to Certification and Building Capability
- B. A Little More Background on Outside-In
- Title: Winning with Customers: A Playbook for B2B
- Release date: August 2010
- Publisher(s): Wiley
- ISBN: 9780470547991