Winning with Customers: A Playbook for B2B

by D. Keith Pigues, Jerry D. Alderman, Karel Czanderna (Foreword by), Owens Corning (Foreword by)

Overview

"This book captures the invaluable lessons learned from a nearly decade-long journey focused on perfecting the business science of creating value for customers in the so-called business-to-business (B2B) segment of commerce. Keith and Jerry have clearly arrived at an important destination. Not only has the customer value creation (CVC) science been significantly advanced, it has been proven by real-world application in numerous B2B settings."
—From the Introduction, Glenn Dalhart, retired partner, Ernst & Young management consulting

Providing deep insight into the discoveries that can help you win with your customers and, ultimately, increase the value of your business, Winning with Customers introduces you to proven ideas for helping your organization accelerate profitable growth. Sharing real experiences from real companies that have delivered significant results using the authors' "Winning with Customers" approach, this effective guide reveals a wealth of practical information to help you put their winning formula to work in your organization.

Filled with case studies, examples, and workable tips, this easy-to-use handbook includes everything your corporation needs to succeed, including:

• Hands-on advice on what winning with customers means and the measures that really work
• Guidance for moving you from anecdotes and gut feelings to sound metrics for success
• The resources you need to collect your customers' perspectives on the value you create for them
• Step-by-step customer plans that can be executed by the organization, understood by the sales force, and communicated easily to customers
• An accompanying web site (winningwithcustomers.com) packed with online exercises, a community forum, additional case studies, and more

Practical, useful, and readable, the tools and tactics in Winning with Customers will help your business create impactful changes that generate a sustainable competitive advantage in the process.

"Now" is always the right time to kick off a Winning with Customers effort in your organization. You now have the playbook to get started.

Product Details

ISBN-13:	9780470768518
Publisher:	Wiley
Publication date:	08/13/2010
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	496
File size:	4 MB

About the Author

D. KEITH PIGUES is a recognized leader of strategic growth and marketing, developing new growth strategies and marketing capabilities, creating valuable brands, building effective global marketing teams, and increasing profitable revenue growth through strategy and marketing excellence. He is Senior Vice President and Chief Marketing Officer at Ply Gem, Inc., responsible for corporate branding, marketing, strategic planning, and international expansion. He has held senior marketing positions with CEMEX, RR Donnelley, and ADP, as well as sales positions with IBM and Hewlett-Packard. Read more about Keith at dkeithpigues.com.

JERRY D. ALDERMAN, a recognized business science thought leader, is coauthor of Beyond Six Sigma (Wiley). He has written numerous white papers, is a frequent speaker on achieving profitable growth through customer value creation, and has led and developed his innovative approach to building corporate competitive advantage through using and executing on unique, deep customer insights. He is founder and CEO of Valkre Solutions, Inc., a product and services company that develops capability with business-to-business (B2B) companies to use deep customer understanding to build and execute customer-driven operating plans. His company has developed these solutions with great partners, including Owens Corning, Kimberly-Clark, Turtle Wax, RR Donnelley, and more. To find out more about Jerry and Valkre go to valkre.com.

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Table of Contents

Foreword by Karel Czanderna xv

Preface xvii

Acknowledgments xxiii

Introduction by Glenn Dalhart xxvii

Chapter 1 Why We Lose 1

Six Reasons Why We Lose 2

Is This Book for You? 11

Why This Book Is Important 15

What Will You Learn? 15

Is Now the Time? 17

Summary 20

Chapter 2 Define Winning 23

The Big 6 26

Where Does This Book Fit in the World of Profit Growth Solutions? 36

Building the Foundation: Does Your Customer Make More Money by Doing Business with You Relative to Your Competitors? 39

Revenue, Cost, and Profits 49

Summary 49

Chapter 3 The Playbook 51

Defining the Playbook 52

Play 1: Discover 54

Play 2: Analyze 61

Play 3: Execute 66

Play 4: Measure 76

Play 5: Certify 83

Play 6: CVC Management System 90

Key Philosophies 93

The Role of Technology 95

The Maturity Model 95

Summary 99

Chapter 4 Winning Metrics 119

The History of Our Metrics 121

Developing the Metrics 124

The Winning with Customer Metric 128

Exploring Differential Value Attributes 130

Exploring the DVP% 134

Using DVP% on an Aggregated Business Level 140

Summary 144

Chapter 5 What Does Your Customer Think? 153

Get on the Field 154

The Discover Play 155

Do My Customers Care . . . Will They Talk? 161

The Discover Process: Prepare 163

Let’s Prepare 167

Who Should You Interview? 176

Who Conducts the Interview? 179

The Discover Process: Conduct the Interview 180

The Discover Process: Capture Data 201

The Discover Process: Customer Follow-Up 202

The Discover Process: Quick Wins 203

You Will Go Broke Doing What the Customer Says 204

Summary 206

Chapter 6 Informing Decisions 209

What Is Analyze? 211

What You Get 212

Generating Actionable Insights 215

Interpret One Interview 217

Assemble the Data 223

Determining Scope 230

Identify and Assign Analysts 232

Understanding Your Current Differential Value Proposition 234

Turning Customer Needs into Potential Projects 251

What Are the Top 10 Investments to Make? 254

How Can Customers Be Segmented According to Their Needs? 259

Turning Initiatives into Investment Decisions 260

Setting Value Creation Goals 262

Estimating Investment Required 263

Setting Value Capture Goals 264

Initiatives to Investment Portfolio 268

Insights to Decisions 269

Connecting Insights to Process Organizations 270

Encourage Ad Hoc Analysis 271

Empower Resources to Become Analysts 272

Benefits of Technology 272

Summary 276

Chapter 7 Executing Value Creation and Value Capture 279

What Is Execute? 280

A Quick Recap and Chapter Setup 281

Building a Plan for Your Customer 286

Plan Value Capture 297

Gain Customer Alignment 304

Providing a Technology Assist 306

The Vault 307

Summary 308

Chapter 8 The Scoreboard 311

Finding Our Place on the Field 313

The Process 314

Collecting the Scorecard Data 315

Building the Basic Scoreboard 318

Advanced Scoreboard Topics 324

Measuring CVC Activity for the Scoreboard 331

Continuous Improvement 333

How Technology Helps 335

Summary 336

Chapter 9 Getting Started 339

Kickoff 340

Fielding a Team 353

Enrolling the Team: It Is How You Do Business 360

Without the Customer There Is No Team 362

Start Small and Grow 364

The First Project 367

Summary 375

Chapter 10 Sustaining and Scaling: The Maturity Model 377

The Hurdles We Faced 378

Sticking to It: Maturity Model 379

Sustaining and Scaling 389

Summary 398

Afterword 401

In the Beginning 401

A Few Highlights 404

Get into Action 410

About the Authors 411

About the Contributors 415

Index 419