Winning with Customers: A Playbook for B2B

Without a deep understanding of where and how it creates customer value, a company is blind as to where necessary cuts could and should be made. Filled with case studies, interviews, and solutions from business, operational, and IT leaders, worldwide, Deliver More for Less provides practical and proven guidelines of how leading companies use deep customer understanding to reduce their cost of serving customers and increase revenues. Written by recognized business thought leaders, this book will guide business leaders and executives to understand their customers’ needs and act on this understanding.

Spis treści:
Foreword (Glenn Dalhart).
Preface.
Acknowledgments.
Introduction (Karel Czanderna).
Chapter 1 Why We Lose.
Six Reasons Why We Lose.
Organization Perspectives.
Why This Book is Important.
Is This Book For You?
What Will You Learn?
Is Now the Time?
Summary.
Chapter 2 Define Winning.
The Big 6.
Where Does This Book Fit In The World Of Profit Growth Solutions?
Building The Foundation: Does Your Customer Make More Money By Doing. Business With You Relative To Your Competitors?
Revenue, Cost, and Profits.
Summary.
Chapter 3 The Playbook.
Defining the Playbook.
Play 1: Discover.
Play 2: Analyze.
Play 3: Execute.
Play 4: Measure.
Play 5: Certify.
Play 6: CVC Management System.
Key Philosophies.
The Role of Technology.
The Maturity Model.
Summary.
Chapter 4 Winning Metrics.
The History Of Our Metrics.
Developing the Metrics.
The Winning with Customer Metric.
Exploring Differential Value Attributes.
Exploring the DVP Percent.
Using DVP Percent on an Aggregated Business Level.
Summary.
Chapter 5 What Does Your Customer Think?
Get on the Field.
The Discover Play.
Do My Customers Care…Will They Talk?
The Discover Process: Prepare.
Let′s Prepare.
Who Should You Interview?
Who Conducts the Interview?
The Discover Process: Conduct the Interview.
The Discover Process: Capture Data.
The Discover Process: Customer Follow–Up.
The Discover Process: Quick Wins.
You Will Go Broke Doing What the Customer Says.
Summary.
Chapter 6 Informing Decisions.
What is Analyze?
What You Get.
Generating Actionable Insights.
Interpret One Interview.
Assemble the Data.
Determining Scope.
Identify and Assign Analysts.
Understanding Your Current Differential Value Proposition.
Turning Customer Needs Into Potential Projects.
What Are The Top 10 Investments To Make?
How Can Customers Be Segmented According to Their Needs?
Turning Initiatives Into Investment Decisions.
Setting Value Creation Goals.
Estimating Investment Required.
Setting Value Capture Goals.
Initiatives to Investment Portfolio.
Insights to Decisions.
Connecting Insights to Process Organizations.
Encourage Ad Hoc Analysis.
Empower Resources to Become Analysts.
Benefits of Technology.
Summary.
Chapter 7 Executing Value Creation and Value Capture.
What is Execute?
A Quick Recap and Chapter Setup.
Building a Plan for Your Customer.
Plan Value Capture.
Gain Customer Alignment.
Providing a Technology Assist.
The Vault.
Summary.
Chapter 8 The Scoreboard.
Finding Our Place on the Field.
The Process.
Collecting the Scorecard Data.
Building the Basic Scoreboard.
Advanced Scoreboard Topics.
Measuring CVC Activity For The Scoreboard.
Continuous Improvement.
How Technology Helps.
Summary.
Chapter 9 Getting Started.
Kickoff.
Fielding a Team.
Enrolling the Team: It′s How you Do Business.
Without the Customer There Is No Team.
Start Small and Grow.
The First Project.
Summary.
Chapter 10 Sustaining and Scaling: The Maturity Model.
The Hurdles We Faced.
Sticking to it: Maturi ty Model.
Sustaining and Scaling.
Summary.
Afterword.
In the Beginning.
A Few Highlights.
Get Into Action.
About the Authors.
Index.