Insights

  • October 22, 2015

    Developing a Portfolio of Offers

    The entry to the commercialization phase of the Customer Intimacy Journey requires a re-evaluation of your Market Participation Strategy. This deals with which markets, which geographies, and which accounts we are trying to impact. The answer, of course, will include several over time. Remember, companies live in ...
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  • August 18, 2015

    Establishing a Beachhead: Introducing Customer Intimacy to the Organization

    Here, we will discuss the importance of establishing a beachhead – a successful safe-place to expand into a market. This is important for an early solution business and for any new market/customer segment you go after. You must focus early offers on the market exclusively – it is ...
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  • June 19, 2015

    Customer Intimacy: Messaging to Enable Sales

    Since it’s so important to success, let’s talk about messaging and the sales force. You must differentiate your business with clear messaging attributes which include: An Idea Selling™ storyboard Answers to key questions like:– “Why” they should do this– “How” they can do this– “With whom” should they do this The Idea Selling™ ...
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  • April 19, 2015

    Where Does Customer Intimacy Apply in Your Business?

    One of the first questions we get is “Where in our business would this apply?” It’s a good question – because in many corporations, multiple customer engagement models co-exist in support of various parts of the portfolio – and will continue to do so. To answer the question, it helps ...
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  • February 26, 2015

    Developing Compelling Service Chain Linkages

    Linkages are pre-planned connections from one offering that pulls through the next offering. The connections are made by carefully pre-planned and executed sales activities. Of course in reality, linkages do not begin at the end of one project and end at the beginning of the next. Linkages are positioning activities ...
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  • December 14, 2014

    Evaluating Ideas: Criteria to Foster Customer Intimacy

    When developing Service Chains™ it is important to evaluate their business value and your ability to implement them in the market. At McMann & Ransford, we recommend tracking the following criteria to help foster customer intimacy:
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  • August 12, 2014

    Leading with Ideas: The Key to Customer Intimacy

    Let’s take some time and discuss the power of ideas and their importance as the central component of a True Solutions™.  Good ideas facilitate the road to true customer intimacy.  A solution is the embodiment of an idea – and how the idea can be realized.  The idea is the kernel ...
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  • July 02, 2014

    Marketing & Customer Intimacy

    In the simplest sense, marketing has a direct role in market strategy, participation strategy, and enabling the success. Because of their unique role and perspective on the business, marketing owns or is heavily involved in the strategy of the business, and often drives the decision-making process of how to address ...
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