We re-energize customer connections in five sequential stages. These stages can be started or ended where they are needed in your company. This strategy development process is designed to build consensus as well as new ideas in three months and for a fraction of your lost opportunity costs.
STAGE 1. MARKETSCAN
Goal: Find ways to grow revenue by connecting with new customers and current customers in new ways.
Near Customer Profiles: After initial meetings with your core team, we conduct in-depth research reveals sides of your direct customers and prospects — and their customers and prospects — you have not seen. We encapsulate our observations in Prospect Persona that bring your target tangibly alive in your company. We also identify the Key Buying Insights, the single most important factor in converting prospects to customers.
Next Customer Profiles: We don’t stop with the people you (want to) sell to. We examine your customers’ customers so we can find ways to increase your value to your direct customers and you can maximize your share of value throughout the industry.
STAGE 2. IDEATION WORKSHOP
Goal: Identify potential directions that will enable your company to exploit the opportunities turned up by the downturn. The workshop will infuse your team with opportunistic energy and vision, building momentum to take action once we bring further intelligence from your customers and their customers.
repossibility Search: Starting with a clear understanding of the crisis you face and the criteria for success, we reframe the crisis by recasting it from eight perspectives. This engages your leadership team to frame the recession in a new light that generates several potential responses to the crisis.
Corporate Passion: We identify the untapped passion of your company through individual exploratory interviews with key leaders throughout the company.
Direction Generation: We co-create many potential strategic directions with your team using techniques that spark your team to think about existing challenges with a fresh perspective. We can also bring outside perspective and added horsepower through our panel of independent thinkers with industry and functional expertise.
Initial Direction Selection: The team evaluates the potential directions and selects the three best ways for you to succeed in the new marketplace. We outline the major implications of the top directions, identifying what we need to learn from the marketplace to move ahead or refine these three initial concepts.
STAGE 3. MARKET EVALUATION
Goal: Provide customer response to potential directions to select and refine the strongest opportunities.
Direction Reaction: We return to your direct and end customers to gauge their response to initial directions. We refine and strengthen them, and identify new directions arising from new insights about your customers and their customers.
STAGE 4. DIRECTION SELECTION
Goal: Refine and select the strongest single direction for re-engaging direct and end customers so you drive a greater share of your industry value chain.
Inside/outside Synthesis: Armed with new insights about your customers and their customers, we work with your team to refine and strengthen the initial directions proposed for the company. We also add new potential directions reflecting new learning.
Final Direction Selection: The leadership team reviews the strengths and challenges of each strategic direction before making a selection on a course of action based on agreed evaluation criteria. Our web-assisted CollaborWriting® process can power your group to evaluate initial and final options with much greater speed, accuracy, clarity, and candor than would otherwise be possible.
STAGE 5. ACTION PLAN
Goal: Engage all employees in your company to embrace an exciting new way of engaging direct and end customers in a way that overcomes fear, builds buy-in, generates energy, and taps employee passion that overcomes the traditional barriers to implementing success.
Strategic Implementation Plan: We conclude by translating directions into action plans with names, actions, and dates. We greatly accelerate this process through our CollaborAction™ process that combines web-based collaboration with person-to-person interaction. It builds buy-in throughout the company and multiplies team productivity while bullet-proofing plans.