1. CUSTOMER CENTRICITY
, A MAJOR CONCERN FOR THE
COMPANIES
GHISLAINE PELLAT
GRENOBLE UNIVERSITY
(IUT2. UPMF)
TOPICS : SELLING AND COMMERCIAL NEGOTIATION

2. What is a company for ?
Costs environment Turnover
Workers Machines Customers
Purchases Clients
Quality Competitors
Raw Quality
Process Materials
Best practices Production Products Price Policy
R&D
Positive flows
Positive flows
Negative flows
GOAL : MAXIMIZING MARGINS

3. What is a customer-centric attitude ?
3
To create a positive consumer experience at the
point of sale and post-sale.
A customer-centric approach can add value to a company
by enabling it to differentiate itself from competitors who do
not offer the same experience.
A consumer can be :
1. A purchaser of a good or service in retail.
2. An end user, and not necessarily a purchaser, in the
distribution chain of a good or service. See also customer.
From businessdictrionary 17 mars 2013

4. Value in Marketing field
4
Value in Marketing: The extent to which a good or
service is perceived by its customer to meet his or
her needs or wants, measured by customer's
willingness to pay for it. It commonly depends more
on the customer's perception of the worth of the
product than on its intrinsic value
From Businessdictionnary 17 mars 2013

5. Competitors
5
Any person or entity which is a rival against another.
In business, a company in the same industry or a
similar industry which offers a similar product or
service. The presence of one or more competitors can
reduce the prices of goods and services as the
companies attempt to gain a larger market share.
Competition also requires companies to become
more efficient in order to reduce costs. Fast-food
restaurants McDonald's and Burger King are
competitors, as are Coca-Cola and Pepsi, and Wal-
Mart and Target.
From Businessdictionnary 17 mars 2013

6. Changes for companies
6
More and more clients to day use different
technologies which help them in purchasing
Companies need to modify their attitude with their
clients and try to ear their « voice », particulary on
the social media
They understood and they need to place the client in
the center of the strategic aims
The customer centricity is essential to achieve this
goal.
Customer orientation. G. Pellat 17 mars 2013

7. TOPIC
7
E commerce : Commerce on the web
M commerce : Commerce on the mobile phone
F commerce : Commerce via facebook
L commerce : Commerce via LinkedIn
To day, consumers buy more and more on the web,
how companies do have to adapt their organization ?
Customer orientation. G. Pellat 17 mars 2013

8. Internet and the relationship with client
8
Target: Follow anyone who has expressed the wish
to know our products.
purposes:
1. the sale of one or more products (tangible or
services)
2. Let him remember the brand through his surf.
3. He talks positively about it
Customer orientation. G. Pellat 17 mars 2013

9. Internet and the relationship with client
9
Two important issues :
1. To be on the customer’ s way and invite him in
your "virtual store" (The click of click and mortar)
2. The "store" visit by the customer who found you.
Welcome him as best you can. (The mortar of click
and mortar)
Competition between the two sales channels?
Do you implement the same relationship tools in
both cases?
Customer orientation. G. Pellat 17 mars 2013

10. To be on the way of the customer
10
The showcase usually plays this role (it invites the
client into his world through the brand name
reputation, the staging of the products, by their
location in the store, the atmosphere ...)
For internet, the challenge is referencing: and above
all the attractiveness of your web site.
"pull" strategy by standing in the way of the client.
Visit: "push" Strategy through a direct personalized
communication
Customer orientation. G. Pellat 17 mars 2013

11. « pull » strategy
11
In a relationship, the first challenge: be on the first
page of Google in the first 5 references.
strategy:
Working with Google in friendly way and its
analytical tools (google adwords, google
analytics ...)
The first page of the site, " city airport." must refer
to the clients world of and their needs.
merchandising = dramatization.
Customer orientation. G. Pellat 17 mars 2013

12. Google as a partner
12
Google Regular scans: nothing is forever. It tests the
"majors" sites and then search for specific
characteristics.
Google scans the first page: form top right to left
then down to the center and then vertically.
"Tracking".
The best way is to reference active sites on your own
site and be referenced by sites which have
complementary or similar activities. (Negotiations)
Customer orientation. G. Pellat 17 mars 2013

13. To be “Google friendly”
13
1. Tags as found in the chapters and the text (those of
the customers) but not too much, otherwise Google
considers the text as "suspect"
2. The website tree must be consistent in its code
structure if not, Google abandoned (it tests the first
level, up to 3rd, if there is a jump site ... "amateur"
3. Working with Google "robots" that test the changes
of sites. If no activity, the interest down.
Customer orientation. G. Pellat 17 mars 2013

14. "Facebook friendly"
14
Companies are now on Facebook: the first access for
users.
Place where people discuss, enjoy, walks
Relayed by Twitter
No need to be aggressive in terms of market
But also allowing communication practices,
exchange of good ideas,
Awareness and monitoring of consumer behavior
(sociology)
Customer orientation. G. Pellat 17 mars 2013

15. "Push" strategy
15
A customer entrance on the website is the
first step of a long relationship due to be long
as possible = link generation.
For example: www.camif.fr
It is important for him to understand
immediately what we have to do together.
(world, speeches, He and neither the product
nor the Company)
Should lead to a personal and oral
relationship.
Follow them and convince them to leave their
17 mars 2013
contact
Customer orientation. G. Pellat

16. Customer, you are welcome...
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Will allow the person to enter in our world
http://www.youtube.com/watch?v=0qE8CreR6AU
Put him in a situation where he feels concerned (a
problem or a fantasy)
http://www.youtube.com/watch?
v=2Ts04dO2RKQ&NR=1
Increase the virtual reality (flashcodes)
1. Ask him to stay...
2. Explain him that we have a tailored solution for
him...3. Open a discussion (advisors, phone calls and
so on ...)
Customer orientation. G. Pellat 17 mars 2013

17. Encourage him to remain
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Find a tagline: it is 50% of the understanding of the
following text.
It should give a benefit, avoid inconvenience, and
excite the curiosity
"you" (the client) are our concerned, not the
company, not the product.
Train you to find efficient tags
Customer orientation. G. Pellat 17 mars 2013

18. Find the appropriate tags
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Customer orientation. G. Pellat 17 mars 2013

19. A unique solution for him
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The client is not in front of us, we work with
promises
e.g. To earn, save, do (go to strategy)
e.g. To avoid losing, risks, worries (avoid strategy)
The imperative sentences increase the
persuasiveness of the information.
Customer orientation. G. Pellat 17 mars 2013

20. 5 proven tags...
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How...
5 steps to... Are you...
10 Ways to ... How...
The secret ... One sure way to...
Why...
What makes...
Do you need...
Customer orientation. G. Pellat 17 mars 2013

21. You can trust ...
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Extensive use of references in which the customer
can identify himself: Strategy "like."
Accurate and consistent message: "this bike will take
you in 20 minutes to your work, at the faculty of
management in Lodz" (thanks to Facebook and
geolocalisation)
Proofed whith photos "before, after".
References from the peers
Customer orientation. G. Pellat 17 mars 2013

22. Internet or TVshopping : similar contexts
22
Use of references, experts or famous people
End users
Newspaper articles, seminars, TV shows.
"Read in .... The ../../.. Or seen on TV the ../../.. In
the show "... ... .. "
Customer orientation. G. Pellat 17 mars 2013

23. Client, it is time to buy !
23
The price (and package options ...)
The gift in addition, consistent with the product
The "exceptional sales" conditions
The purchase agreement is not called an order.
It lists the products that you remember (photos)
The words used by the customers (not ours : Blogs
are used to recover the words and sentences used by
customers).
Customer orientation. G. Pellat 17 mars 2013

24. Social Media Animation : recommendation
and communication
24
 Facebook (C to C), Hi 5 (C to C), Viadeo: B to C and B to B, LinkedIn: B
to B (selective) Twitter: B to B and B to C, Xing (B to B)
To recommend : A Community: group of people who
have a common interest (friendship, professional,
social ...)
 Characterized by a vote on the website, on the reception, on the product
on the overall satisfaction
To communicate : Managing the recommendation
(in case of negative rec.: to be able to accept and
correct if necessary, in case of + rec. : enhance it, to
be able to manage it)
Customer orientation. G. Pellat 17 mars 2013

25. The impact of social networks on the web
25
Efficiency,
Trafic, Web 3.0 :
Conversion TO GET Manage communities,
FANS leader of the products,
prescriptors
EXPERTS
TO COMMUNICATE Web 2.0 : give
informations on
TO EXCHANGE
products, to host and to
argue
TO INFORM Site of information : web 1.0: shopwindow + placement
Internet visibility
Customer orientation. G. Pellat 17 mars 2013

26. Web, social media for the client relationship
26
Trend to develop the customer relationship even on
the web
The most specific relationship (business clubs
created, hubs, blogs, walls ....)
Emergence of new professions : host communities
Skills: IT, marketing, sales, communication,
sociology, logistics
Synergy with all the channels: stores, distributors ....
A web which generates qualified "leads".
Customer orientation. G. Pellat 17 mars 2013

27. Enterprise 2.0
27
Asked about the client's place in the business: it is at
the heart of the business, it is everywhere in the
company
A serious change of mindset
The company no longer controls a pyramid
Employees communicate on social media and inform
the outside, they know, affect (twitter)
Emergency learn teamwork and lead this team
Customer orientation. G. Pellat 17 mars 2013

28. Recruitment and people management
28
Management of sales teams: the new organization is
an opportunity for the salespeople because their
efficacity is easy to measure.
Recruitment: commitment to the goals, attitudes,
positions on the networks (address book, and active
and qualified leads, networking ).
Requires to the salesperson to manage their
professional life: leader, expert, collaborator,
facilitator .... The difference: the behaviour
Customer orientation. G. Pellat 17 mars 2013

29. Internet ... human relationships
29
Internet generates "lead generation" (generates
contacts), sort and qualifiy them
These qualifications are carried out by means of
phone calls and interpersonal communication
This step can continue with a face to face relation
with the salesman
Internet can limit the number of visits (economy)
and keep visits to close the business.
Customer orientation. G. Pellat 17 mars 2013

30. Click and Mortar (virtual and hardware)
30
Refers to companies that offer a complementary
manner:
of Internet sales (online activities)
and sales in store or physical point of sale
(traditional distribution).
These English expressions is called : bricks and
mortar.
Eg FNAC, IKEA are typical illustrations.
Flows and emotional virtual ways .
Customer orientation. G. Pellat 17 mars 2013

31. Bricks and Clicks
31
Stores are occupied beyond its walls by merchants
for resistant consumer
This distribution pattern differs from the “all virtual
“ models where only trade online is offered to the
customers.
Some “all virtual “ operators seem to redirect part of
their distribution strategy to the click and mortar in
order to enhance human relationships.
The store organizes the overview of the product
,allows customers to test the products even outside
its walls (corridors of "mall”)
Customer orientation. G. Pellat 17 mars 2013

32. A tag, a flashcode, your iphone !
32
You look at a nice tie : tag it with your iphone
E geolocalisation : Iphone offers the nearest store
where to buy it
E reputation : Google presents all the places or
websites that talk about this tie
Epicking situations :scanned catalogs of products
with only one flashcode
Customer orientation. G. Pellat 17 mars 2013

33. Ethno marketing (ethnology and marketing)
33
Consumer have doubt against too big brands or
retails. Consumers become resistants to the
marketing
How to sell to these new customers ? (brands like :
Freitag, Merci, Uniqlo, Okaïdi: all of these stores
shows their vision of the world but not the products
themselves.
Leroy Merlin (homeword) turnover : 60% is sold in
retails but there is 40% more which is bought in
another distribution channel
Customer orientation. G. Pellat 17 mars 2013

34. Chris Anderson long trend
34
Vol of
Purchases
60 %
Egal to the bestsellers market
25 %
Classical Fairtrade C2C : second hand products, internet…
purchases Distribution Exchanges C to C. Peer to Peer.
places Against big companies.
Customer orientation. G. Pellat 17 mars 2013

35. About the Chris Anderson long trend
35
 This idea emerged in the year 2004, pasted from a
mathematical pattern
 Some products benefit of a low demand, it represents a
small market. In addition, all these small targets , make a
market as big as the bestsellers market.
 To succeed, the distribution channels have to be reactive
and offering adapted product for each special demand
(internet can offer that very cheap)
 There is an official, highlighted market and a hidden and
efficient market too.
Customer orientation. G. Pellat 17 mars 2013

36. The challenge: to meet the client in his own
world
36
To Identify him in action
To put them in order considering their
resistance to the purchase
Remove the authenticity : knitting clubs
are created around the wool activities, e.g.
in the street where people teach each other
how knitting. On this place communication
is the goal, with pleasure, exchange of best
"practices" or ideas or recipes.
Customer orientation. G. Pellat 17 mars 2013

37. Commercial tools, from internet to a
showroom
37
SOCIAL MEDIA LOYALTY TO THE BRAND
AND THE COMPANY
Visit on the email Phone Shop
web site
Google
Adress and Thank you Detecting Taste it
newsletter Contact needs. Try it
Delivery Arguments Atmosphere
Please come Be with him
to see our to help him
Sell = Emotional showroom for a solution
Bindings Meeting
Customer orientation. G. Pellat 17 mars 2013

38. B to B Environment :
38
The purchaser is also a businessman and
also an individual person connected to
Internet
Importance of the "showroom" or
laboratory testing or application sites and
training The purchaser will create his own
product in these laboratories… job for the
long term
Forum for discussions and observation
practices
Customer orientation. G. Pellat 17 mars 2013

39. Web and prospection in B to B
39
Affiliation (prospecting) uses the web
channel to drain customers (leads)
Useful for companies which are seeking
qualified leads. These customers require an
important effort for the salesperson and for
companies where the increasing turnover is
the main goal.
Affiliated websites in B to B (about 2000
and anymore) (45 000 in B to C).
Customer orientation. G. Pellat 17 mars 2013

40. B to B context
40
Buying cycle slower, more thoughtful, less impulsive,
more people involved in the decision
Seasonality (summer) market, no work on the
weekends.
Campaigns with dedicated budgets, closed in a scale
of time Ex: Campaign 10 000 euros per year (B to C:
work on the long-term, couponing effects)
Customer orientation. G. Pellat 17 mars 2013

41. B to B context
41
The contact described in B to B is a decision maker,
get their contact is expensive and confidential
The price per lead (CPL) is higher
They appreciate the cross-cutting services (support
for other sectors or services), reactivity and
performance in services.
Reputation: accelerator for success, but a challenger
with an innovative product can succeed in affiliation.
Customer orientation. G. Pellat 17 mars 2013

42. To be customer oriented
42
Part of the seller attitudes, part of the
company attitude
Become indispensable and unavoidable to
the customer is the challenge for the future
salespeople have to add relational value in
their communication with the clients.
http://www.dailymotion.com/video/xlbe3g_parodie
-publicite-iphone-6-anthony-kavanagh_fun
Customer orientation. G. Pellat 17 mars 2013

43. Social values
43
Some antiglobal activits call for deconsumption :
some dispute specific elements of global value chains
such as brands
« international indignados »
http://www.youtube.com/watch?v=NsTVI6SN7MU
La publicité pour la Volkswagen Passat : the atmos
group
Customer orientation. G. Pellat 17 mars 2013

44. The lean process (Keizen method) Quality
44
Customer orientation. G. Pellat 17 mars 2013

45. Lean for sales and marketing
45
This attitude is searching how to find the added
value of our customers,
What do they hope from the interaction with our
products/company.
How we can increase their satisfaction
http://www.youtube.com/watch?
feature=player_embedded&v=Oqw3OFn_PCA (CEO
of partners in excellence)
Customer orientation. G. Pellat 17 mars 2013

46. Obama fundraising
46
XPLANED_Obama_Fundraising.pdf
Customer orientation. G. Pellat 17 mars 2013

47. The end !
47
I thank you for your attention !
Your questions, remarks
Let’s go on the future on the web and in the stores
Ghislaine Pellat
Customer orientation. G. Pellat 17 mars 2013