Register and get even more out of the maturity test: personalized best practice comparisons and recommendations!
This is the last part – good work!
These questions are about how the company interacts with its target groups, what relationships are developed and how these are integrated with the offering.
Which statement best matches your organization?
We want to own the customer
We want to own access to the customer
We want to own the contexts that are important to the customer
And is it really something we should pursue? We don’t think so and our view is that it is an obsolete way of looking at customers. Value chains/value networks are increasingly fragmented and it is even more difficult to think along these lines, even if you would like. Locking customers up with long notice periods, difficulty cancelling a service or similar is part of the same problem.
Instead, be sure to focus on doing really good stuff, customers will then not only stay, but also become your premier ambassadors!
Which statement best matches your organization?
We focus primarily on convincing the customer to buy
We focus primarily on developing long-term relationships
We focus primarily on developing good customer experiences
Digitalization has changed the logic of value creation in the field of relations as well as how the relational work is conducted. Earlier focus on the business transaction has begun to give way to a perspective where the relationship is put in the forefront and the transaction is the result of a good relationship. This approach is not really new and in fact it is a basis of being customer focused. But if you feel your company’s focus is to get the customer to buy, rather than to build a good relationship, then there might be reason considering how to change this.
The company’s task is to develop the individual and her relation to the company.
Which statement best matches your organization?
We communicate with the customer by PUSHING, sending information/advertising when it suits us
We communicate with the customer when, where and in the way that suits the customer, and it is a DIALOGUE between equals
We have a close relationship with many of our customers, where we CREATE and develop our company ALONGSIDE them (co-creation)
There is enormous potential in the power your target groups possess. Imagine if you would be able to switch from broadcasting and pushing messages to instead have dialogue with your target groups that leads to mutual trust. A trust that in turn would lead you to create value together (co-creation), wouldn’t that be something? When you’ll get there you will be on your way towards open innovation that hopefully would lead to increased innovation as well as increased competitiveness.
Here is an article with 16 open innovation cases. From Lego to Lilly.
Watch the video from Lego where the winner in the design contest “You Design It, We Create It” Egor Karshiev, visited Lego’s headquarters.
There is enormous potential in the power your target groups possess. Imagine if you would be able to extend your dialog with your target groups to creating value together (co-creation), wouldn’t that be something? When you’ll get there you will be on your way towards open innovation that hopefully would lead to increased innovation as well as increased competitiveness.
Here is an article with 16 open innovation cases. From Lego to Lilly.
Watch the video from Lego where the winner in the design contest “You Design It, We Create It” Egor Karshiev, visited Lego’s headquarters.
Which statement best matches your organization?
Transaction (€) here and now
Lifetime value through ongoing transactions (€)
The customer creates different values for the company, and transactions (€) are one of these
