E3 Marketing Group

Developing a Customer-Centric Organization for a

Competitive Advantage

Why CUSTOMER-CENTRICITY is key to your success

E3MarketingGroup.com | 401 North 3rd Street, Suite 650 | Minneapolis, MN 55401© 2015 E3 Marketing Group, LLC. All Rights Reserved.

Buyer behavior has changed dramatically. Information is power and thanks to the internet your

customers have all of the power. In today’s information age

your customers can build or destroy the value of your brand.

Whether you're an B2B or B2C, manufacturer or a global

consumer brand, ultimately your brand success is built upon

building better customer relationships.

Recent research by Gartner found that by 2017, 50% of

consumer product investments will be redirected to customer

experience innovations. That’s because creating positive

customer experiences requires customer-centered

approaches to how you conduct business.

To win in the age of the empowered customer your strategy and operations need to be based upon an intimate knowledge of your customers and their experiences. Your customers have to be at the center of everything you do.

“Knowing your customers, what they want,

and how to connect with them in positive ways

is what will drive your competitive advantage.”

What customer-centric COMPANIES look like…

Business Area

E3MarketingGroup.com | 401 North 3rd Street, Suite 650 | Minneapolis, MN 55401© 2015 E3 Marketing Group, LLC. All Rights Reserved.

What customer-centric MARKETING looks like…

KNOW ME

RELATE TO ME

PREDICT MY NEEDS

SERVE ME WELL

REWARD MY

LOYALTYCUSTOMER-

CENTRIC MARKETING

www.E3MarketingGroup.com

Customer-Centric vs Product Marketing

E3MarketingGroup.com | 401 North 3rd Street, Suite 650 | Minneapolis, MN 55401© 2015 E3 Marketing Group, LLC. All Rights Reserved.

What customer-centric LEADERS do…

1) Prioritize investments in customer-driven knowledge so their customers and their needs are known and drive everything they do as a company.

2) Instill a customer-centric culture by innovating business and marketing processes with customer awareness to better win, serve, and retain their customers.

3) Enable alignment for engagement with a clear understanding of vision, strategies, goals, and the roles everyone will play. Customer segments, needs, and behaviors are consistently and constantly communicated (3C’s) for optimized engagements.

4) Create positive customer experiences by eliminating legacy practices and tearing down silos so their employees and channel partners are empowered to own every interaction for a frictionless experience.

5) Establish accountability for building better customer experiences by defining “what good looks like” with identified business outcomes, KPI’s, and metrics.

E3MarketingGroup.com | 401 North 3rd Street, Suite 650 | Minneapolis, MN 55401© 2015 E3 Marketing Group, LLC. All Rights Reserved.

How E3 can help develop your competitive advantage...

1) ENABLE your organization to be customer-centric- Engage executives and leaders

- Transform culture from top to bottom

- Integrate disparate business unit cultures (silo’s)

BOB ADKSINSON, PRINCIAP ADVISOR: Bob is known for his inspirational leadership while in executive roles at Fortune 500 companies such as Target and Best Buy. He also achieved transformational success in a turnaround role with Archway Marketing Services.

Bob’s specialties include Leadership Development, Organizational Effectiveness, Employee Engagement, Continuous Improvement, Building a Winning Culture, Best-Practices Adoption and Innovation.

Bob is passionate about helping leadership teams achieve their organizational goals and has been featured in the book, "What makes a High Performance Organization", by Andre' de Waal. Bob is a life-long “gear-head” who has built high-performance engines, participated in many races, and logged many miles on his motorcycle.

2) ENGAGE your customers and employees- Know your customers and map their journey & lifecycle

- Incorporate customer feedback into processes & behaviors

- Measure change against desired outcomes and key metrics

TODD LOUDEN, PRINCIPAL ADVISOR: Todd is a business and marketing strategist, creative thinker, and analytical problem-solver who has held global leadership roles with Yamaha Motor Corporation and Graco, Inc.

Todd specializes in discovering and using customer insights for Business Strategy, Go-to-Market Planning, Product Development, Customer Engagement, Digital Marketing and Lead Generation.

Todd’s has a passion for achieving growth through customer-centered approaches and by creating customer advocates through improving their experiences. He has worked with major brands such as 3M, Polaris, BRP, Ski-Doo, Volvo Penta, Mercury Marine and Fox Racing. Todd is an avid motor sports enthusiast who enjoys motorcycling and snowmobiling.

How E3 can help develop your competitive advantage...

3) EXECUTE your insights to optimize Customer Experience (CX)- Focus development around target area’s and behavior change

- Align operations, technologies, & processes to support and positive engagements

- Refine your operating model to enable better customer centricity

INFINITE GREEN, ALLIANCE PARTNERS: Scott and Jon founded Infinite Green to help companies keep the customer at the core of every interaction. Our alliance with them allows you to tap into their expertise for optimizing your operational capabilities for positive end-to-end customer experiences.

Scott and Jon and their team have Fortune 500 experience for clients such as Best Buy, Target, Lowe’s, Advanced Auto Parts, US Bank, Nestle, P&G, and Intuit. They can deliver a minimum of 20% operational value due to increased efficiencies, decreased costs, or improved customer engagements.

Area’s of expertise include: contact center start-up / landscape development, cloud-based CRM and telephony deployment, help-desk optimization, cloud-technology migration, knowledge management systems, data visualization and custom dashboards, and data modeling / architecture design.

Scott McIntyre Jon Blum

How E3 can help develop your competitive advantage...

At its heart, innovation is a process of discovery that requires a different approach to leadership than core business.

The E3 Innovation FrameworkTM creates a systemized approach to customer-centric innovation so organizations can learn faster, more efficiently, and more consistently.

How we can “AID” in your transformation journey:

Assess & Advise: your culture, operations, gaps

Identify & Innovate: your vision, outcomes, processes

Design & Deploy: your teams, systems, innovation

The E3 Innovation FrameworkTM

"I bet 70% of the innovation we do focuses on slightly improving a process."

- Jeff Bezo’s, Amazon

E3MarketingGroup.com | 401 North 3rd Street, Suite 650 | Minneapolis, MN 55401© 2015 E3 Marketing Group, LLC. All Rights Reserved.

Collaborate. Define. Align. Clarify. Grow.

• Culture

• Operations

• Gaps

Assess & Advise

• Vision

• Outcomes

• Processes

Identify &

Innovate

• Teams

• Systems

• Innovation

Design &

Deploy

• Identify growth goals• Paint the landscape• Determine gaps• Make business case• Top-down adoption• Stakeholder buy-in

• Meet with customers• Listen to experiences• Probe unmet needs• Define vision & objectives• Identify business outcomes• Form innovation teams

• Create framework for leaders• Develop system for shepherding

innovation projects• Select & train leaders • Implement practices / processes• Establish oversight rules / consequences• Review & adjust course

The E3 Innovation FrameworkTM

E3MarketingGroup.com | 401 North 3rd Street, Suite 650 | Minneapolis, MN 55401© 2015 E3 Marketing Group, LLC. All Rights Reserved.

Summary of E3 Capabilities and Services

E3MarketingGroup.com | 401 North 3rd Street, Suite 650 | Minneapolis, MN 55401© 2015 E3 Marketing Group, LLC. All Rights Reserved.

How can we help?

Call us for a free Consultation.