Greetings!
We are pleased to share this first in a series of bi-monthly newsletters from MarketCulture Strategies. Our goal with each letter is to provide value and insight that you can use to make your organization/group more market-driven. Each letter will have its own unique theme of what it means to be market-driven, where you’ll find:
- A summary and translation of new research in the field for your immediate application
- Best practices in market-driven organizations, conveyed directly from employees in the field
- Our recent publications, free of charge
- News and notes on what’s coming up at MCS and how you can participate
Another goal is to make this newsletter interactive, so we will want to hear your thoughts about what you read here. You’ll see links to connect with us throughout... do it! We look forward to sharing with you more of this journey into what drives firm performance and hearing from you along the way.
Sincerely,
Dr. Linden Brown
Lucas Coffeen
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Dr. Linden Brown
Chairman and Chief Customer Officer
Lucas Coffeen
Business Analyst & Editor |
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Customer Insight & Your Bottom-Line
You won’t make a dime without customer insight. Just what is it and why is it so important? Here we briefly discuss the concept and the research tying it to your bottom-line.
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The Word From New Research
Creating Greater Value & Satisfaction at the Customer-Employee Interface
How should an organization’s customer-employee interface be managed? To maximize the value and satisfaction created for customers, three specific things need to happen according to groundbreaking research by Homburg, Wieseke, and Bornemann. The study’s findings and implications are summarized here for your immediate application.
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When Customers Can't Tell You What They Need
New research about the value of product/service customization hits upon a critical truth: Sometimes customers don’t know what they need. Franke, Keinz, & Steger evince this distinction and highlight the pitfall for those who overlook it. The study’s findings and implications are summarized here for your immediate application.
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The Word From The Field
What does customer insight look like in the field? Looking for some ideas? The word from the field segment shares best practices in market-driven groups, across varied functions and industries. The verbatim quotes come directly from employees working in the field.
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The Word From You
What does customer insight look like in your work group? Here we pose several questions to get you thinking, get you moving, and get you involved in the discussion.
Click to access
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Franke Case Study
A 10% increase in sales, 5% increase in profits, and promotion to general manager in North America: Learn how the CMO of a world leader in kitchen systems did it in a year, using The MRI™ to re-focus on customers, re-establish a premium brand strategy, and save a faltering organization.
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Telstra Case Study
The CFO of a 2,500 employee finance group faced with an entrenched bureaucracy, leads a critical ‘cultural transformation’ to become customer-centric (utilizing our CRI assessment). The solution was surprising and easy to implement. The outcome was greater than anyone expected: annualized gains and savings of $15 mil; $55 mil created in business value.
Click to download.
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The Truth About Profit Trends: What CEOs Need to Know and Do
This new white paper reveals the most important challenges facing senior executives in 2010. Find out how companies like Apple differentiate themselves based on corporate culture.
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The MRI & EES: What’s the Difference?
How is the MRI different from an Employee Engagement Survey? How and to what extent does each (being market-driven or having engaged employees) affect an organization’s bottom-line? We’ve created this position paper to supply the answers.
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The Market-Driven Blog
Latest Story: Gaining customer insight through pain point mapping - Today’s technology is enabling increasing opportunities to gain insight into how consumers use products and where they can run into problems or “pain points”.
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Upcoming Webinars
How to be Market-Driven: There's an App For That! Learn how to measure the 7 behaviors of market-driven firms and how to improve them in your company from our CEO, Chris Brown.
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Upcoming Speaking
- AMA: Strategic ROMI - The Keys to Successful Marketing Leadership in an Uneven Economy, New York, NY, Oct 7th, 2010 NYC - Click for more information
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Past Speaking
- Boston College, Carroll School of Management: How Levels of Market-Driven Decision-Making Influence Business Performance, Mar 29th, 2010 Boston
- AMA: Marketing Workshop, Mar 22-25, 2010 Denver
- AMA: A Marketer's Rebound Guide, Feb 11th, 2010 Chicago
- Executive Next Practices Forum, Feb 4th, 2010 Black & Decker HQ
- Global HR News: California Global Leader Conference on the Global Business of HR, Jan 27-28, 2010, Silicon Valley
- Global HR News: New York Global Leader Conference on The Global Business of HR New York, Jan 19-20, 2010 NYC
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Partnership
We are looking for partners interested in using the MRI with their clients.
For more information contact us at info@marketculture.com
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Copyright © 2010 MarketCulture Strategies, Inc. All rights reserved |
USA - Boston/San Francisco: +1 800.817.8582 - Australia - Sydney: +61 2 8003 3290 |
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