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PROCESSES THAT LEAD TO CUSTOMER EXCELLENCE IN B2C
 
IMP’s process for creating forward-looking customer excellence
 

CUSTOMIZED MARKETING AND

SALES LOGIC 

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The massive changes in customer behavior combined with new constellations on the sales side have forced companies to create completely new marketing and sales strategies.
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Fundamentally, the same logic still applies in end-user marketing. Companies need to do everything they can to make sure their brand is perceived as valuable by end users. What is certain, however, is that the path to making this objective a reality has changed completely. When companies cannot offer a well-tuned combination of cross-media marketing and cross-channel sales strategies, they will not be able to maintain their brand strength or win over enough customers to survive.

1. An analysis of marketing and sales logic using the staircase model

One particularly valuable method of analysis in B2C business is the staircase model. Looking at a hierarchical alignment of successful marketing and sales benchmarks we can put together a series of factors that assist us in evaluating the actual quality of sales and marketing in the B2B arena. With IMP’s methodology we can clearly determine how many potential customers are lost in the various “SUCCESS PHASES” of a business.

At its core, the following series of questions provide us with orientation:

  • What brand awareness has the company created in its target group?
  • What percentage of the people who know the brand actually associates it with a promise of unique service?
  • What percentage of customers who know the brand and associate it with a promise of unique benefit is actually personally convinced by or enthusiastic about the brand?
  • What percentage of customers convinced by the brand has actually bought items from the brand based on existing communications and sales quality?
    What percentage of these buyers are regularly repeat buyers?

     

© IMP | Where is the connection to (potential) customers lost?


Using this model and based on the illustrated examples from the company profile we can clearly display the central approaches for further developing existing marketing and sales models at this company. Typically a company loses its connection with roughly 3.1 million potential customers within the first three phases. That represents about 32 percent of the targeted customer group. Over all of the four success levels, however, the company’s potential losses are even more dramatic: From among the roughly 6.8 million potential customers who know the brand, associate it with a positive image, and who are personally convinced of its unique selling points, only 20 percent of them actually buy the brand's products. In this phase the company loses an astonishing 5.5 million potential customers. At the same time, though, we see that nearly 90 percent of the customers who buy once will buy again. The company has obviously failed due to a substandard sales model. A concept for further evolving the existing sales and marketing logic has to be put in place here if the company wants to grow. The situation would be completely different for companies if the larger “gaps” were present in phases 1, 2, 3 or 5.

2. The conceptualization of a customized sales and marketing logic with real leverage

Based on the company-specific results of the staircase analysis, we are able to precisely evaluate the concrete strengths and weaknesses of the current sales and marketing model. Building on that, the next step would be to focus on creating a forward-looking concept of customer excellence. To this end, IMP has worked with a selection of sales and marketing specialists to develop a sophisticated modular system consisting of the following three realms of success/components:

The path to

  • ... unique positioning logic (a positioning map)
  • ... a cross-media communications model (intelligent CRM 2.0)
  • ... cross-channel logic in sales (Strategic Sales Performance)
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Companies must possess an effective combination of cross-media marketing and cross-channel sales strategies. Otherwise they will not be in a position to maintain the strength of their brand or win over enough new customers. 

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