March 2013

The customer wheel

Customers are the source of real growth, and “customer-centric” businesses build a virtuous cycle called the “customer wheel.” The customer wheel: Six elements of the virtuous cycle Insights and segmentation Customer segmentation Customer insights Needs analysis 2. Value proposition Product and category management Pricing Branding 3. Customer acquisition Sales and channel effectiveness Marketing and effectiveness

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How to involve customers in product delivery

Involve your customers effectively in the delivery of products and services by mastering four basic subprocesses: (1) aggressively pursue options to become the “supplier of choice,” (2) offer core clients realistic customization of delivery and supply options, (3) identify each customer’s individual delivery needs, and (4) develop the best capabilities for distributing products and services.

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