Winning with Customers

Do 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 guide
you to profitable growth. The book also serves as a launch point
into a community of like-minded executives that includes a
companion website which offers exercises, access to thought
leaders, and other tools help you win with customers.

Autorentext

D. KEITH PIGUES is a recognized leader of strategic growth and marketing, developing new growth strategies and marketing capabilities, creating valuable brands, building effective global marketing teams, and increasing profitable revenue growth through strategy and marketing excellence. He is Senior Vice President and Chief Marketing Officer at Ply Gem, Inc., responsible for corporate branding, marketing, strategic planning, and international expansion. He has held senior marketing positions with CEMEX, RR Donnelley, and ADP, as well as sales positions with IBM and Hewlett-Packard. Read more about Keith at dkeithpigues.com. JERRY D. ALDERMAN, a recognized business science thought leader, is coauthor of Beyond Six Sigma (Wiley). He has written numerous white papers, is a frequent speaker on achieving profitable growth through customer value creation, and has led and developed his innovative approach to building corporate competitive advantage through using and executing on unique, deep customer insights. He is founder and CEO of Valkre Solutions, Inc., a product and services company that develops capability with business-to-business (B2B) companies to use deep customer understanding to build and execute customer-driven operating plans. His company has developed these solutions with great partners, including Owens Corning, Kimberly-Clark, Turtle Wax, RR Donnelley, and more. To find out more about Jerry and Valkre go to valkre.com.

Klappentext
Winning with Customers A Playbook For B2B "This book captures the invaluable lessons learned from a nearly decade-long journey focused on perfecting the business science of creating value for customers in the so-called business-to-business (B2B) segment of commerce. Keith and Jerry have clearly arrived at an important destination. Not only has the customer value creation (CVC) science been significantly advanced, it has been proven by real-world application in numerous B2B settings." —From the Introduction, Glenn Dalhart, retired partner, Ernst & Young management consulting Providing deep insight into the discoveries that can help you win with your customers and, ultimately, increase the value of your business, Winning with Customers introduces you to proven ideas for helping your organization accelerate profitable growth. Sharing real experiences from real companies that have delivered significant results using the authors' "Winning with Customers" approach, this effective guide reveals a wealth of practical information to help you put their winning formula to work in your organization. Filled with case studies, examples, and workable tips, this easy-to-use handbook includes everything your corporation needs to succeed, including:

• Hands-on advice on what winning with customers means and the measures that really work
• Guidance for moving you from anecdotes and gut feelings to sound metrics for success
• The resources you need to collect your customers' perspectives on the value you create for them
• Step-by-step customer plans that can be executed by the organization, understood by the sales force, and communicated easily to customers
• An accompanying web site (winningwithcustomers.com) packed with online exercises, a community forum, additional case studies, and more Practical, useful, and readable, the tools and tactics in Winning with Customers will help your business create impactful changes that generate a sustainable competitive advantage in the process. "Now" is always the right time to kick off a Winning with Customers effort in your organization. You now have the playbook to get started.

Zusammenfassung
Do 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 guide you to profitable growth. The book also serves as a launch point into a community of like-minded executives that includes a companion website which offers exercises, access to thought leaders, and other tools help you win with customers.

Inhalt

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

W…