Winning with Customers: A Playbook for B2B / Edition 1

Winning with Customers: A Playbook for B2B / Edition 1

by D. Keith Pigues, Jerry D. Alderman
     
 

ISBN-10: 0470547995

ISBN-13: 9780470547991

Pub. Date: 08/09/2010

Publisher: Wiley

"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

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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.

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Product Details

ISBN-13:
9780470547991
Publisher:
Wiley
Publication date:
08/09/2010
Pages:
464
Product dimensions:
6.30(w) x 9.00(h) x 1.50(d)

Table of Contents

Foreword

Preface Karel Czanderna Czanderna, Karel

Acknowledgments Karel Czanderna Czanderna, Karel

Introduction Karel Czanderna Czanderna, Karel

Chapter 1 Why We Lose Glenn Dalhart Dalhart, Glenn 1

Six Reasons Why We Lose Glenn Dalhart Dalhart, Glenn 2

Is This Book for You? Glenn Dalhart Dalhart, Glenn 11

Why This Book Is Important Glenn Dalhart Dalhart, Glenn 15

Whit Will You Learn? Glenn Dalhart Dalhart, Glenn 15

Is Now the Time? Glenn Dalhart Dalhart, Glenn 17

Summary Glenn Dalhart Dalhart, Glenn 20

Chapter 2 Define Winning Glenn Dalhart Dalhart, Glenn 23

The Big 6 Glenn Dalhart Dalhart, Glenn 26

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

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

Revenue, Cost, and Profits Glenn Dalhart Dalhart, Glenn 49

Summary Glenn Dalhart Dalhart, Glenn 49

Chapter 3 The Playbook Glenn Dalhart Dalhart, Glenn 51

Defining the Playbook Glenn Dalhart Dalhart, Glenn 52

Play 1: Discover Glenn Dalhart Dalhart, Glenn 54

Play 2: Analyze Glenn Dalhart Dalhart, Glenn 61

Play 3: Execute Glenn Dalhart Dalhart, Glenn 66

Play 4: Measure Glenn Dalhart Dalhart, Glenn 76

Play 5: Certify Glenn Dalhart Dalhart, Glenn 83

Play 6: CVC Management System Glenn Dalhart Dalhart, Glenn 90

Key Philosophies Glenn Dalhart Dalhart, Glenn 93

The Role of Technology Glenn Dalhart Dalhart, Glenn 95

The Maturity Model Glenn Dalhart Dalhart, Glenn 95

Summary Glenn Dalhart Dalhart, Glenn 99

Chapter 4 Winning Metrics Glenn Dalhart Dalhart, Glenn 119

The History of Our Metrics Glenn Dalhart Dalhart, Glenn 121

Developing the Metrics Glenn Dalhart Dalhart, Glenn 124

The Winning with Customer Metric Glenn Dalhart Dalhart, Glenn 128

Exploring Differential Value Attributes Glenn Dalhart Dalhart, Glenn 130

Exploring the DVP% Glenn Dalhart Dalhart, Glenn 134

Using DVP% on an Aggregated Business Level Glenn Dalhart Dalhart, Glenn 140

Summary Glenn Dalhart Dalhart, Glenn 144

Chapter 5 What Does Your Customer Think? Glenn Dalhart Dalhart, Glenn 153

Get on the Field Glenn Dalhart Dalhart, Glenn 154

The Discover Play Glenn Dalhart Dalhart, Glenn 155

Do My Customers Care... Will They Talk? Glenn Dalhart Dalhart, Glenn 161

The Discover Process: Prepare Glenn Dalhart Dalhart, Glenn 163

Let's Prepare Glenn Dalhart Dalhart, Glenn 167

Who Should You Interview? Glenn Dalhart Dalhart, Glenn 176

Who Conducts the Interview? Glenn Dalhart Dalhart, Glenn 179

The Discover Process: Conduct the Interview Glenn Dalhart Dalhart, Glenn 180

The Discover Process: Capture Data Glenn Dalhart Dalhart, Glenn 201

The Discover Process: Customer Follow-Up Glenn Dalhart Dalhart, Glenn 202

The Discover Process: Quick Wins Glenn Dalhart Dalhart, Glenn 203

You Will Go Broke Doing What the Customer Says Glenn Dalhart Dalhart, Glenn 204

Summary Glenn Dalhart Dalhart, Glenn 206

Chapter 6 Informing Decisions Glenn Dalhart Dalhart, Glenn 209

What Is Analyze? Glenn Dalhart Dalhart, Glenn 211

What You Get Glenn Dalhart Dalhart, Glenn 212

Generating Actionable Insights Glenn Dalhart Dalhart, Glenn 215

Interpret One Interview Glenn Dalhart Dalhart, Glenn 217

Assemble the Data Glenn Dalhart Dalhart, Glenn 223

Determining Scope Glenn Dalhart Dalhart, Glenn 230

Identify and Assign Analysts Glenn Dalhart Dalhart, Glenn 232

Understanding Your Current Differential Value Proposition Glenn Dalhart Dalhart, Glenn 234

Turning Customer Needs into Potential Projects Glenn Dalhart Dalhart, Glenn 251

What Are the Top 10 Investments to Make? Glenn Dalhart Dalhart, Glenn 254

How Can Customers Be Segmented According to Their Needs? Glenn Dalhart Dalhart, Glenn 259

Turning Initiatives into Investment Decisions Glenn Dalhart Dalhart, Glenn 260

Setting Value Creation Goals Glenn Dalhart Dalhart, Glenn 262

Estimating Investment Required Glenn Dalhart Dalhart, Glenn 263

Setting Value Capture Goals Glenn Dalhart Dalhart, Glenn 264

Initiatives to Investment Portfolio Glenn Dalhart Dalhart, Glenn 268

Insights to Decisions Glenn Dalhart Dalhart, Glenn 269

Connecting Insights to Process Organizations Glenn Dalhart Dalhart, Glenn 270

Encourage Ad Hoc Analysis Glenn Dalhart Dalhart, Glenn 271

Empower Resources to Become Analysts Glenn Dalhart Dalhart, Glenn 272

Benefits of Technology Glenn Dalhart Dalhart, Glenn 272

Summary Glenn Dalhart Dalhart, Glenn 276

Chapter 7 Executing Value Creation and Value Capture Glenn Dalhart Dalhart, Glenn 279

What Is Execute? Glenn Dalhart Dalhart, Glenn 280

A Quick Recap and Chapter Setup Glenn Dalhart Dalhart, Glenn 281

Building a Plan for Your Customer Glenn Dalhart Dalhart, Glenn 286

Plan Value Capture Glenn Dalhart Dalhart, Glenn 297

Gain Customer Alignment Glenn Dalhart Dalhart, Glenn 304

Providing a Technology Assist Glenn Dalhart Dalhart, Glenn 306

The Vault Glenn Dalhart Dalhart, Glenn 307

Summary Glenn Dalhart Dalhart, Glenn 308

Chapter 8 The Scoreboard Glenn Dalhart Dalhart, Glenn 311

Finding Our Place on the Field Glenn Dalhart Dalhart, Glenn 313

The Process Glenn Dalhart Dalhart, Glenn 314

Collecting the Scorecard Data Glenn Dalhart Dalhart, Glenn 315

Building the Basic Scoreboard Glenn Dalhart Dalhart, Glenn 318

Advanced Scoreboard Topics Glenn Dalhart Dalhart, Glenn 324

Measuring CVC Activity for the Scoreboard Glenn Dalhart Dalhart, Glenn 331

Continuous Improvement Glenn Dalhart Dalhart, Glenn 333

How Technology Helps Glenn Dalhart Dalhart, Glenn 335

Summary Glenn Dalhart Dalhart, Glenn 336

Chapter 9 Getting Started Glenn Dalhart Dalhart, Glenn 339

Kickoff Glenn Dalhart Dalhart, Glenn 340

Fielding a Team Glenn Dalhart Dalhart, Glenn 353

Enrolling the Team: It Is How You Do Business Glenn Dalhart Dalhart, Glenn 360

Without the Customer There Is No Team Glenn Dalhart Dalhart, Glenn 362

Start Small and Grow Glenn Dalhart Dalhart, Glenn 364

The First Project Glenn Dalhart Dalhart, Glenn 367

Summary Glenn Dalhart Dalhart, Glenn 375

Chapter 10 Sustaining and Scaling: The Maturity Model Glenn Dalhart Dalhart, Glenn 377

The Hurdles We Faced Glenn Dalhart Dalhart, Glenn 378

Sticking to It: Maturity Model Glenn Dalhart Dalhart, Glenn 379

Sustaining and Scaling Glenn Dalhart Dalhart, Glenn 389

Summary Glenn Dalhart Dalhart, Glenn 398

Afterword Glenn Dalhart Dalhart, Glenn 401

In the Beginning Glenn Dalhart Dalhart, Glenn 401

A Few Highlights Glenn Dalhart Dalhart, Glenn 404

Get into Action Glenn Dalhart Dalhart, Glenn 410

About the Authors Glenn Dalhart Dalhart, Glenn 411

About the Contributors Glenn Dalhart Dalhart, Glenn 415

Index Glenn Dalhart Dalhart, Glenn 419

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