presentation on a case study of harward business review

1. Spend a Day in the
Life of Your
Customers
Presented By:
Ankit Chugh

2. Content
• Overview
• Reason for approaches
• Conclusion related to
approaches
• Market focusing Model
• Service Model
• Rules that can Managers practice
• Tale of Woodbridge papers
• What really happened?
• Understanding Customer

3. Overview
 Every successful business is built on superior
senses—of timing, opportunity, responsibility, and
humor.
 Customers is the single most important skill that
company can use to direct technologies, product
and service .
 Entrepreneurs like Bill Gates, Akio Morita, Sam
Walton, and others brought this ability to the
enterprises they found.

4.  Paying attention to the customer is certainly not a new
idea.
 And even if they do believe that market focus is a
priority, most retain only limited contact with
consumers as their organizations grow.

5. Reasons for Approaches
 First, customer input and market data are useful only if
they’re coming from the right sources.
 Most industrial companies define “customer” as the next
entity in the distribution channel and stop
there.
 Most managers do not understand the distinction
between information and knowledge.

6. Conclusion related to above
approaches
 Top-level managers need to spend a day in the life
of key customers in their distribution chains.
 It should be the essence of there corporate
strategy.
 Only in that context can analytical devices like
customer-satisfaction indices, market-share data,
and benchmarking results become servants rather
than masters.

7. Market focusing model
• employees are considered as a competitive advantage.
• They are the direct link between a company and its
customers.
• companies, invest massively on people by training and
increasing wages.
• It represents the key relationships within the organization with
the customer in its center.

8. Service Model

9. Rules that can Managers
practice
• Recognized that ‘customer’ means more than the next
step in distribution chain.
• Creative managers must bring insights and expertise to
their customer problem.
• Don’t expect brilliant insights each time you study a
customer.
• Involve all levels of the organization in the drive to
become market focused.

11. Tale of Woodbridge Papers
 Company Facts: Woodbridge Company made colored
packaging material used by the food industry.
 Threat of Competition: Mountain View papers

12. • Business Effect:
Soup manufactures find Mountain View papers
can save them from out of packages during
promotion.
Let’s Counterattack : Revival Strategy
CEO immediately called a senior staff
meeting.
 Brain storming between all the concern
departments.
He created a working task force of high
performers.

13. • Results
 Market share increased.
 Awards and Accolades.
 Reduction in inventory control staff

14. What Really happened
• CEO invites unhappy soup manufacturer and
Chicago printer to talk about there concerns.
• In the meeting Woodbridge delegation asked
questions regarding what there loyal customers
faced and how they could increase there profits.

15. Understanding Customers
 6 basic needs that customers wants
from there companies:
 Friendliness
 Understanding and empathy
 Fairness
 Control
 Options and alternatives
 Information