11. A Change in Viewpoint
Customer, then Products
Problem, then Solution
Entire Customer Experience
Product Networks not Silos
CustomerCompany
Customer
Experience
12. “Ensure every one of us puts customers
at the heart of everything we do.”
14. “The purchase of any Nike product is
the beginning of the relationship.”
15. A Product Approach
Shift in Business Environment
Strategies with Product focus
Product Expectations are high
Products aligned to customer
Product needs insights & tools
PRODUCT
THINKING
16. Shifting Influence
Marketing’s perceived shortfall
This is because their data and insights
is not penetrating the rest of the
business.
Global Marketing Effectiveness Programme, Furnaces, 2012.
80% of CEOs say
marketers lack credibility
28. Social Insights are Key
Understanding the
customer is a core part of
their job
29. Social Insights are Key
Understanding the
customer is a core part of
their job
New Product
Creation
30. Social Insights are Key
Understanding the
customer is a core part of
their job
New Product
Creation
Existing Product
Lifecycles
31. Tools for Product Management
Segmentation
Testing
Validation
Realtime Feedback
Active & Passive
Programmable
Context
32. Shared Beliefs
Insights drive better business
Data driven design
Insights require Context
Methods
Who is your Customer?
What are their Needs?
How can you fill those Needs?
ProductMarketing
Shared
Beliefs
33. Risks
Dilution of core offering
Confusion of product messages
Existing relationship stress
