Business Strategies To Deliver Better Customer Value PowerPoint Presentation Slides

Y o u r C o m p a n y N a m e
Business strategies to Deliver
Better Customer value

2
Table of Contents
Identify Your Target Customer
Channelize Customer Strategy
Customer Strategy Options
Understand Your Customers (B2C Market)
Understand Your Customers (B2B Market)
Targeting Options
4 Steps to Create a Powerful Customer Strategy
Step 1: Market & Customer Research
• Market Size Analysis
• Competitive Landscape
• Customer Segments & Their Behavior
• Customers Shopping Preferences – Sample Data
• Customers Shopping Habits– Sample Data
• Customers Shopping Behavior (Baby Boomers) –
Sample Data
• Customers Shopping Behavior (Millennials)– Sample Data
• Customers Communication Preferences – Sample Data
• Modern Customer Journey
• How Millennials Learn About the Product
• Brand Loyalty
01
02
03
04
05
06
07 Step 2: Roll Out the Consumer Market Research Survey
• Consumer Market Research Survey
Customer Success Metrics that Matter
• Customer Success Benchmarks
• Churn
• Expansion
• Net Promoter Score
• Customer Health
Step 3: Zero In On the Target Market
• Identifying Your Market - TAM, SAM & SOM
• Customers Segments – Matrix 1
• Customers Segments– Matrix 2
• Target Customer Description
• Target Customer Persona
Step 4: Execute Strategy & Measure Metrics
08

4
…Steve Jobs
“Get closer than ever to your
customers. So close that you tell
them what they need well
before they realize it
themselves.”

HANNAH,
STUDENT
5
A Day in her Life
› She is a morning person
› She starts off her day with gymming. She goes to
gym thrice a week.
› She works for an IT company
› She loves exploring new cafes in town
› She watches Netflix
› She is a neat freak and likes to keep her things
organized.
› She likes being punctual
Online Behaviors
› Very much active on social media apps such as
Instagram, Facebook, Twitter, etc.
› She keeps on exploring new apps for her use
› Tend to find good deals and discounts on food
and clothes
Hopes & Dreams
› Become a reputable fashion and entertainment
blogger
› Travel the work
› Adopt a dog
› Own a café
› To be able to learn a new language
› Not have to worry about finances
Background
› 29 Years Old
› Engaged
› Lives in NJ, USA
› Full-time Employer in an IT
company
What She's Looking For
› A place to detox herself after a hectic working
week
› Deals & Coupons
› Good food and a glass of wine
› Cozy seating space with nice music
Worries & Fears
› Not spending enough time with family and friends
› Fear of closed spaces
› Text Here
› Text Here
› Text Here
› Text Here
Finances
› Income of $50,000
› She believes in investment
› She prefers using credit card/debit card
for shopping or otherwise
What Influences Her
› Her mother
› New fashion trends, magazines,
blogs, etc.
Make Her Life Easier
› Order online or through app
› Online payment through payment apps
like Google Pay
› Deals and incentives
› Space with plenty of charging stations
› Free Wi-Fi
“I need to go to a relaxing place with nice coffee,
music and ambience without it being too expensive”

Channelize Customer Strategy
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Does it reflect in your business
mission and vision?
Does your value proposition target
the customer and his needs?
CUSTOMER STRATEGY
Does it reflect in your
business mission and vision?
Does your value proposition target
the customer and his needs?
Does It Drive
Geographic Strategy
Distribution Strategy
Sales & Marketing Strategy
Product Strategy

Increase Your Customer Base
Customer Strategy Options
7
Strengthen Your Existing Customer Base
Poor market share with existing
customer base
Dropping
Sales
Lack of resources to expand
to new geos
Weak value
proposition
New target customers
in new geos
New product features for more
customer segments
Market superiority with existing
customer base
Sufficient resources to make
expansion work
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

Understand Your Customers (B2C Market)
8
Demographic –
Population
Geographic –
Where People Live
Lifestyle –
People’s Attitudes & Values
Behavioral –
Loyalty to A Product
Value
❑ Age ❑ Urban
❑ Consumer Opinions And
Interests
❑ Purchase Occasion ❑ Spend
❑ Gender ❑ Suburban ❑ Socioeconomic Group ❑ Benefits Sought ❑ Share of market
❑ Education ❑ Rural ❑ Motives ❑ Loyalty
❑ Family Size ❑ Regional ❑ Personality ❑ Use Rate
❑ Family Life Cycle ❑ City Size ❑ Aspirations ❑ Price Sensitivity
❑ Occupation ❑ Climate
❑ Social Class ❑ Landforms
❑ Religion
❑ Ethnicity
Target Customer Characteristics

Understand Your Customers (B2B Market)
9
FIRMOGRAPHIC
BEHAVIORAL
GEOGRAPHIC
PSYCHOGRAPHIC
Country. Region,
Town, Postcode,
Mile Radius
Turnover, Size,
Employees, Business
activity, industry
Usage rate, end product use,
benefits sought, purchase
procedure, buying status
Socially responsible,
entrepreneurial, employee
focused, financially prudent

Targeting Options
10
Niche
Market
Differentiated
Market
Undifferentiated/
Mass Market
Micro
Market
• Small business
users
• Target
customers at a
personal level
• Smaller firms with less
resources
• Target specific
segment of customers
e.g. toothpaste for
sensitive teeth
• Aka Concentrated
marketing
• Medium to big firms
• Multiple products for
different segments
• Each product
customized for each
segment
• Higher production
cost
• Specialization &
strong hold in market
• Large firms
• One product or
product line for all
customers
• E.g. Toothpaste,
Personal Computers,
Cold Drinks

Step 1
Step 4
Step 2
Step 3
Roll Out the Consumer
Market Research Survey
Market &
Customer Research
Zero In On the
Target Market
Execute Strategy &
Measure Metrics
4 Steps to Create a Powerful Customer Strategy

12
Market & Customer
Research
Step - 1

Market Size Analysis
13
USD Million
549
2017 2018 2019 2020 2021 2022 2023
Market Size (GPU Database Market) Y-o-Y
This graph/chart is linked to
excel, and changes
automatically based on data.
Just left click on it and select
“Edit Data”.
20%

Competitive Landscape
14
Logo
Logo
Logo
Logo Logo
Your Company
Logo
80%
Logo
Logo
Logo
Market Share %
Average Market
Growth
MarketGrowth%

Customer Segments & Their Behaviour
15
Customer Segment Market Size Purchasing Power
Recurring
Purchases
% Online Buyer Conversion Rate
Active/ Fit
Baby Boomers
Entrepreneurs
Mothers
Movers
Students
Yuppies

Customers Shopping Preferences – Sample Data
16
Where do customers prefer buying?
65%
19%
8%
9%
To see & touch the product before I buy it
To get the product quickly
I like the personal experience of having a store assistant help me
To take advantage of in-store promotions & sales
*Of the 40% of shoppers who prefer in-
store
25%
Online
38%
Offline
37%
Don’t Care
Why do customers prefer buying in-store?

Customers Shopping
Habits– Sample Data
17
Key Takeaway : 90% check email on daily basis while 50% research products online before making a purchase
Took Pictures Looked for Direction Obtained News Searched for coupon
Email Calendar Researched Product
Daily Usage of
Smartphone
Tracked Calories
92%
70%
50%
58% 22%94%
94%64%
50% Spend more than 2 hours per day
75%
Own
Laptop
52%
Own Tablet

TOP 5 INFLUENCES
Customers Shopping Behavior (Baby Boomers)– Sample Data
18
70% 15% 94% 82%
Buy consumer
goods at retail chain
Buy
Online
Make
Grocery List
Ask others before
Purchasing
Recommended
by friend
Saw the product
online
Read
Reviews
Saw a printed
advertisement
Saw the products in a
brick - & - mortar store
69%
Made a purchase after
reading an online review
in the last 12 months
Key Takeaway : Online reviews & word-of-mouth advertising are an important factor in purchasing decisions

Customers Shopping Behavior (Millennials)– Sample Data
19
51%
Use Ratings & Reviews
As the #1 reason to purchase
from a retailer’s website
72%
Make Purchases
On their smartphones
70%
Research Options
Before shopping at
stores
69%
Want a Shopping Experience
Seamless & integrated
on all channels
30%
Prefer Showrooming
(browsing in-store &
buying online)
45%
Prefer Webrooming
(browsing online &
buying in-store)
Key Takeaway : Millennials are the most tech savvy generation of all & a whopping 69% of them research about products before shopping

Customers Communication Preferences – Sample Data
20
Consumer Preferences Regarding Brand Communications
Like it Dislike it It depends on
the company
Don't know
“From each statement below, please indicate whether you like or
dislike it when companies you have bought something from…”
25%
30%
32%
34%
37%
39%
36%
33%
19%
21%
17%
11%
25%
30%
42%
35%
30%
40%
14%
7%
7%
10%
16%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Offer to help (via chat or phone) before you've asked for it yourself
Ask whether you want to have alerts or information sent to your phone
Send you news or information they think you will find useful
Tailor their mailings or emails to you based on what they know about your past purchases
Adjust offers to you based on where you live
Keep you up to date on their new products

Modern Customer Journey
21
Reach Attract Convert Retain
Interest & Awareness Research Purchase Experience
› Social / Search Advertising Email/ Text
Marketing Loyalty Programs YouTube/
Video Ads
• Television
• Billboard
• Online display advertising
• Newspaper/ magazine
• Radio
• Word of mouth
› Blogs & Articles Review
Social Media
› Word of mouth
› Website Online Booking Purchase Via
App
› In-store Purchase
› Salesperson Marketing Materials
› Remarketing
› Multi-Channel Selling
› Post-purchase expectations
vs. reality
› Social post
› Write a review
› Blog
› Word of mouth
› Loyalty Program
› Re-engage email

10%
25% Amazon
15% Search Engines
Websites
12% In Store
10% Friends & Family
80% Online Reviews
55% Retailer Reviews
53% Brand Website
50% In Store
52% Word of mouth
How millennials learn about the product?
22
Where
How
DoTheyFindProducts?
DoTheyResearchProducts?
Key Takeaway : Amazon is the most preferred e-commerce platform for millennials. More than 3/4th of them check for online reviews before making a purchase

Brand Loyalty
23
Brand Affinity
30%
Online customer reviews
15%
Reliable Delivery
26%
Easy-to-use website & mobile site
25%
Good Prices
55%
Key Takeaway : To achieve Millennials brand loyalty, low price plays a pivotal role
Reasons For
Millennial Loyalty

24
Step - 2
Roll Out the
Consumer Market
Research Survey

Consumer Market Research Survey
25
Who is the primary grocery shopper in your household?
(Please check one box)
❑ A Yourself
❑ B Spouse/Significant Other
❑ C Parent
❑ D Other (please specify)
How many times did you go grocery shopping within the last two weeks?
(Please check one box)
❑ 0
❑ 1
❑ 2 - 3
❑ 4 – 5
❑ More than 5
At what type of store do you usually do your grocery shopping?
(Please check one)
❑ Natural/Organic food store (can be local/independently-owned or chain stores such as Whole Foods)
❑ Chain supermarket (Kroger, Albertson's, etc
❑ Mass merchandiser (Super Wal-Mart, Super Target, etc.)
❑ Local/independently-owned grocer (not a natural/organic food store
❑ Other (please specify)
Q.1
Q.2
Q.3

26
Q.4
Q.5
Besides yourself, which of the following groups of people influence your purchasing
decisions? (Check all that apply)
❑ Spouse or significant other
❑ Children
❑ Other family members
❑ Friends
❑ Colleagues
❑ None
❑ Other (please specify)
As a grocery shopper, please rate how important the following issues are
on a scale of 1 to 7. If you do not know or have no opinion, please select
"No opinion".
❑ Very Unimportant
❑ Neutral
❑ Very Important
❑ Don't Know/No Opinion
Where the Product is Made
5 Brand
6
Social Responsibility of
Manufacturer
7
8 Quality of Product
1 Price
2 Product Availability
3 Package Size
4
Environmental Friendliness of
Product/Company
Consumer Market Research Survey - Contd.

27
Q.6
Q.7
Q.8
How many people currently reside in your household?
(Select one)
❑ A 1
❑ B 2
❑ C 3
❑ D 4
❑ E 5
❑ F 6
❑ G More than 6
What is your annual household income before taxes?
(Select one)
❑ A Less than $10,000A
❑ B $10,001 - 20,00
❑ C $20,001 - 30,000
❑ D $30,001 - 50,000
❑ E $50,001 - 70,000
❑ F $70,001 - 90,000
❑ G $90,001 - 120,000
❑ H $120,001 - $180,000
❑ I Above $180,000
Please indicate your marital status.
(Select one)
❑ A Single
❑ B Married
❑ C Divorce
❑ D Widowed
❑ E Other (please specify)
❑ F Prefer Not to SayF

28
Q.9
Q.11
Q.12
Please indicate your highest level of education:
(check highest level completed)
❑ A Some high school
❑ B Completed high school
❑ C Some college
❑ D Completed college
❑ E Some graduate school
❑ F Completed graduate school
❑ G Other: Please specify
What is your zip code?
(Add here)
(Optional) Please enter your email address. This information will only be
used to enter you into a drawing for a free gift certificate and to contact
you if you are selected the winner.
Please indicate your political affiliation.
(Select one)
❑ A Democrat
❑ B Republican
❑ C Independent
❑ D Other: (Please specify)
Q.10

Step - 3
Zero In On the
Target Market
29

Identifying Your Market – TAM, SAM & SOM
30
Total Addressable Market
The TAM is the value of the entire market or the
total possible demand for your product or service.
Serviceable Addressable Market
The SAM is the portion of the TAM that you can
actually reach with your product or service.
Typically limited by geography & demographics.
Share of Market
Also called the Serviceable obtainable Market, the SOM
is the portion of the SAM that you will acquire with your
product or service. This is your short-term target.
Defining your TAM, SAM & SOM
The SAM & SOM are portion of the TAMMarkets, Defined
Here’s an example
There is already competition
in the luxury tea segment.
The market share you
reasonably expect to acquire
is your SOM.
Your share of those high-
end tea drinkers : SOM
Say you’re introducing a new
type of luxury tea brand. Your
TAM is everyone who drinks tea
everywhere in the world. In other
words, the total tea market.
Total Tea Market : TAM
You’re planning to distribute in a
limited region, say the U.S., &
selling to people who like higher-
end tea brands & are willing to pay
a little more. That’s your SAM.
High-end tea drinkers
located in the U.S. : SAM
TAM
SAM
SOM

Customers Segments – Matrix 1
31
Market Shares
Put here the customer segments that
represent a small share of a saturated market
Forget about them!
They take a lot of energy from you at a
loss. Unless you derive other non –
financial benefits from them : CSR
(Corporate Social Responsibility), fun?
Put here the customer segments
that are real “golden egg
chicken” : a large market share
that has reached maturity.
Continue to benefit from it
without investing more
They don’t cost much & are very profitable
Put here the customer segments that have a
high growth potential but a small market share
(niche segments).
With some investment & good arguments, it is
possible to make them “stars”.
Would you like to start investing?
Put here the customer segments that have a
high growth potential & a high market share
Having them growing will cost you some
energy (time/ money), but it is hoped that
these “desired children” will one day become
“cash cows”
Keep Investing!
Question Marks Stars
Dogs Cash Cows
MarketGrowth

Customers Segments– Matrix 2
32
CustomerLifetimeValue
No. of Customers In Segment
VIPs
Non-Core Customers
Core Customers
High-value individuals.
Build & maintain a
strong relationships
with this group
Major contributors to
your business. Keep
them satisfied & find
more of them
Customers in this group can
potentially spend more.
Implement strategies to
enhance CLV for this group
Do not spend too much
resources unless this is a pilot
group for a new product that
has growth potential
Potential Customers
VIPs

Target Customer Description
33
Target Description
Target Description • Urban and suburban women 18- 34 (70%) and 35-55 (30%) who wish to look beautiful and take care of their skin to look young and fresh
Their needs • Healthy young skin, to look beautiful, mask skin flaws
Their enemy • Pollution, oily skin, acne, and skin fatigue
Insights that tell their story
• “I have tried many skin products but nothing seemed to work and give the radiant look I wanted. The long working hours and increasing pollution levels are taking a
toll on my skin.”
• “I have a very sensitive skin. Exposure to sun’s harmful ultra-violet radiation has worsened my skin. I wish there was a product that worked perfectly for sensitive
skins and also make my skin look fresh.”
What do they think now?
• I saw the advertisement for brand XYZ skin care. I hope it achieves the results it promises. I am thinking of trying it after reading
• some reviews.
How are they buying?
• They are reading reviews online and on all shopping websites that deliver the product. They also rely on their friends to give feedback of the product. Instagram
influencers also have a big role in influencing their decision to buy.
We want them to think/feel/do
• See : The product on shelf across major retail stores and all shopping websites.
• Think : A chemical-free, packed with natural ingredients and makes the skin glow
• Do : Try the product and see the difference to their skin
• Feel : Confident about their skin
• Whisper : Share their stories on social media and tell friends the benefits of the product

Target Customer Segmentation
34
DEMOGRAPHIC SEGMENTATION
SITUATIONAL SEGMENTATIONPSYCHOGRAPHIC SEGMENTATION
GEOGRAPHIC SEGMENTATION
• People with Internet access
• Age group of 25 to 50 years,“ as 45%
of online buyers belong to the 35-49
age group
• Focusing on a younger audience
• Convenience as a major reason
for online purchases
• Interest in new categories
• New lucrative deals every day,
every hour
• Low pricing as a major factor for
purchasing online
• Customers segmented by loyalty
• Customers who like innovations and
changes to the website
• Those who value customer care first
People who click on recommended
and suggested products the most
• International appeal
• Digital sales over 'real-world’
sales
• Focuses on developed areas
• For rural areas - smartphone
use crucial

Target Customer Persona
35
Customize this editable target customer persona template which has sections such as demographics, psychographics, goals, and marketing messaging
The Marketing Executive
Demographic information
• Chicago, US
• 32 years old
• Marketing executive at a design agency
• MBA in Marketing
Psychographic information
• Running
• Volunteering for social causes
• Read fiction novels
• Play games on iPad
• Likes to purchase latest technology
Marketing Messaging
• Keywords- increase conversion, marketing
agency US
• CTA- Heat maps, increase conversion,
UI/UX enhancement
Wants to capture
more leads using
multiple channels
Become marketing
head in the next
2 years
Wants to create
innovative marketing
campaigns
Goals
QUOTE
“We need a consultancy agency to help us give an unbiased assessment of our
weaknesses, use heat maps to see the most engaging website pages and
reinvent the website for more conversions.”

Step - 4
Execute Strategy &
Measure Metrics
36

Customer Success Metrics that Matter
37
Guide on how much you can profitably
spend on customer acquisition
Customer Lifetime
Value (CLV)
01
CLV =
Retention of customers is key to
Customer Success
Customer Churn
02
Churn =
Maintain Customer acquisition at a
sustainable cost
Customer Acquisition
Cost (CAC)
06
Sales & Marketing Expenses
# New Customers
CAC =
Monitor the NPS trend to see if you are
"moving the needle"
Net Promoter
Score (NPS)
03
NPS =
A focused, easily understandable,
predictive result
Product Activity
Score
05
Calculation dependent upon levels
of all activities
Best predictor of churn risk, up-sell and
conversion potential
Customer
Health Score
04
Calculation dependent upon many
different signals
# Promoters - # Detractors
# Total Respondents
Revenue Lost
Total Revenue
Margin % * Average MRR
Monthly Churn %

Customer Success Benchmarks
38
What you should be aiming for
Customer Churn
MRR Churn
Net MRR Churn
Expansion MRR
NPS
CSAT
<2%
Negative (-)
Enough to make the above metric negative
50 is good (but Apple’s is nearly 90)
80% is a common goal
<4%

Churn
39
0
10
20
30
40
50
60
Item 1 Item 2 Room 3 Item 4 Item 5
0
10
20
30
40
50
60
Item 1 Item 2 Item 3 Item 4 Room 5
Churned MRR% = Revenue lost from
customer that were lost & down selling/
revenue at the end of the previous month
Net MRR Churn%= Revenue lost from
customer that were lost & down selling –
expansion revenue in a given month/ revenue
at the end of the previous month
Customer Churn% = Number of customers lost during the month/ the number
of customers at the end of the previous month

Expansion
40
Expansion MRR% = New
Revenue from cross sells & upsells
during the month/ revenue at the end
of the previous month
Net Negative Churn% = Lost
Revenue% - Expansion Revenue%
Example : Lost Revenue of 1% -
Expansion Revenue of 3% = Net
Negative Churn of 2%

Net Promotor Score =
% of Promotors - % of
Detractors
NetPromotorScore
41

Categorize the inputs for
your score
Create a Risk Rating &
Score Card
Weigh each input by
measure of importance
Customer Health

Business strategies to Deliver Better Customer Value Icons Slide
43

Agenda
9:00am-10:00am Welcome Message
10:00am-11:00am About Us
11:00am-12:00pm Meet the Team
12:00pm-01:00pm Welcome Message
01:00pm-02:00pm Research
45

46
Company
Introduction
Values Client
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
Preferred by Many
Target Audience
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your needs and capture your

47
Mission
This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
Vision
Value
Our Mission Vision Values

Our Goal
48
This slide is 100% editable. Adapt
it to your needs and capture your
Text Here
Text Here
Text Here
Text Here

Organization Chart
49
Name Here
Name Here
Name Here
Name Here
Name Here
Name Here
Name Here

Comparison
50
VS
Male
Population
90%
Female
Population
80%

Bar Chart Template
51
220
210
180
150
100
80
350
270
230
200
150
100
0 50 100 150 200 250 300 350 400 450 500 550 600
2020
2019
2018
2017
2016
2015
YEARS
01 Product
This graph/chart is linked to excel,
and changes automatically based on
data. Just left click on it and select
“Edit Data”.
02 Product
This graph/chart is linked to excel,
and changes automatically based on
data. Just left click on it and select
“Edit Data”.
Sales in Million

Pie Chart Template
52
80% 40% 25%
This graph/chart is linked to excel, and
changes automatically based on data. Just left
click on it and select “Edit Data”.
Text Here
Text Here
Text Here

Marketing Dashboard Template
53
20
100
60
40%
(Low)
20
100
60
80%
(High)

Linear Diagram
54

Circular Diagram
55
Your Text
Here

56
Q4 2019
Company’s Strategic
Assessment Completed
01
Jan-Feb 2020
Confirm Management
Expectations
02
Mar-May 2020
Development of
HR Architecture
03
Jun 2020
Development of
HR Architecture
04
Jul 2020
Business
Process Mapping
05
Jul+ 2020
Add Text Here
06
Aug+ 2020
Add Text Here
07
Marketing Roadmap Template

Timeline Template
57
This slide is 100%
editable. Adapt it to your
needs and capture your
01 Jan
2020
This slide is 100%
03 Mar
2020
This slide is 100%
05 May
2020
This slide is 100%
02 Feb
2020
This slide is 100%
04 Apr
2020
Start
End

58
Address
# street number, city, state
Contact Number
0123456789
Email Address
emailaddress123@gmail.com
Thank You

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