Description
Book SynopsisDo 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
Table of Contents
Foreword by Karel Czanderna xv
Preface xvii
Acknowledgments xxiii
Introduction by Glenn Dalhart xxvii
Chapter 1 Why We Lose 1
Six Reasons Why We Lose 2
Is This Book for You? 11
Why This Book Is Important 15
What Will You Learn? 15
Is Now the Time? 17
Summary 20
Chapter 2 Define Winning 23
The Big 6 26
Where Does This Book Fit in the World of Profit Growth Solutions? 36
Building the Foundation: Does Your Customer Make More Money by Doing Business with You Relative to Your Competitors? 39
Revenue, Cost, and Profits 49
Summary 49
Chapter 3 The Playbook 51
Defining the Playbook 52
Play 1: Discover 54
Play 2: Analyze 61
Play 3: Execute 66
Play 4: Measure 76
Play 5: Certify 83
Play 6: CVC Management System 90
Key Philosophies 93
The Role of Technology 95
The Maturity Model 95
Summary 99
Chapter 4 Winning Metrics 119
The History of Our Metrics 121
Developing the Metrics 124
The Winning with Customer Metric 128
Exploring Differential Value Attributes 130
Exploring the DVP% 134
Using DVP% on an Aggregated Business Level 140
Summary 144
Chapter 5 What Does Your Customer Think? 153
Get on the Field 154
The Discover Play 155
Do My Customers Care . . . Will They Talk? 161
The Discover Process: Prepare 163
Let’s Prepare 167
Who Should You Interview? 176
Who Conducts the Interview? 179
The Discover Process: Conduct the Interview 180
The Discover Process: Capture Data 201
The Discover Process: Customer Follow-Up 202
The Discover Process: Quick Wins 203
You Will Go Broke Doing What the Customer Says 204
Summary 206
Chapter 6 Informing Decisions 209
What Is Analyze? 211
What You Get 212
Generating Actionable Insights 215
Interpret One Interview 217
Assemble the Data 223
Determining Scope 230
Identify and Assign Analysts 232
Understanding Your Current Differential Value Proposition 234
Turning Customer Needs into Potential Projects 251
What Are the Top 10 Investments to Make? 254
How Can Customers Be Segmented According to Their Needs? 259
Turning Initiatives into Investment Decisions 260
Setting Value Creation Goals 262
Estimating Investment Required 263
Setting Value Capture Goals 264
Initiatives to Investment Portfolio 268
Insights to Decisions 269
Connecting Insights to Process Organizations 270
Encourage Ad Hoc Analysis 271
Empower Resources to Become Analysts 272
Benefits of Technology 272
Summary 276
Chapter 7 Executing Value Creation and Value Capture 279
What Is Execute? 280
A Quick Recap and Chapter Setup 281
Building a Plan for Your Customer 286
Plan Value Capture 297
Gain Customer Alignment 304
Providing a Technology Assist 306
The Vault 307
Summary 308
Chapter 8 The Scoreboard 311
Finding Our Place on the Field 313
The Process 314
Collecting the Scorecard Data 315
Building the Basic Scoreboard 318
Advanced Scoreboard Topics 324
Measuring CVC Activity for the Scoreboard 331
Continuous Improvement 333
How Technology Helps 335
Summary 336
Chapter 9 Getting Started 339
Kickoff 340
Fielding a Team 353
Enrolling the Team: It Is How You Do Business 360
Without the Customer There Is No Team 362
Start Small and Grow 364
The First Project 367
Summary 375
Chapter 10 Sustaining and Scaling: The Maturity Model 377
The Hurdles We Faced 378
Sticking to It: Maturity Model 379
Sustaining and Scaling 389
Summary 398
Afterword 401
In the Beginning 401
A Few Highlights 404
Get into Action 410
About the Authors 411
About the Contributors 415
Index 419
