GET INSIDE THE LIFE OF

YOUR CUSTOMERS

Presented by- Group 11

Introduction
Companies spend a lot of time and money fine-
tuning their relationships with customers. But those
relationships don't exist in a vacuum. By defining
the broader "customer scenarios" -and then
managing them meticulously-companies can
deliver much more value to buyers and reap much
greater loyalty in return.
 Over years companies have become adept to Customer
Relationship Management.

 But the big picture is yet missing.

 Result : Companies have routinely missed chances to

expand sales and deepen loyalty.

 Example: Best Buy ( 2 Customers for Refrigerator)

3 Companies we are looking at:

1. National Semi-conductor
2. Tesco
3. Autodesk Limited (buzzsaw.com)
Strengthening Relationships
National SemiConductor
 Manufacturer of analog and digital microchips
 Phones DVDs and other electronic items
 Marketing, applications and web design plus
customers
 Narrowed design to 4 steps and designed offering
around this
 (…Contd)

Features and Benefits to Customers

 Design software
 Parts specification
 Online community
 Time therefore money saving

Benefits to National Semiconductor

 Strong relationships with key buyers
 Customer loyalty
Guide Web Strategy
Tesco
 UK grocery chain
 Costs reduced by online selling
 Research showed clicks to local bricks
Business Models
Autodesk Limited
 Architectural projects
 Not all actors involved in all part of project
 Many scenarios within one overall scenario
 Model allows buzzsaw.com to provide webspace
and applications for sharing information
 Viral marketing for new customers
Buzzsaw.com
Summary

1 ●
Select a target customer.

2 ●
Goal the customer’s need to fulfill.

3 ●
Envision a situation for the customer.

4 Determine a start and finish point for each scenario.

●

5 Map out many variations for each customer scenario.

●
 (…Contd)

6 Think of individual activities and information needed.

●

7 Establish how to use marketing, distribution, and service channels.

●

8 ●
Repeat the process.

9 Use the customer to evaluate company assumptions.

●

10 ●
Tracking the way customers perform the steps.