Feb 2, 2011 | Communication, Customers, Management, Marketing, Sales
Opportunity cost is a concept well understood, and often used in a theoretical sense, but not often is it translated into something easily understood.
In a store just before Christmas, I was tossing up between two brands of domestic coffee machine, that appeared pretty similar in all but price, the better known brand being substantially more expensive. The sales assistant sensing my indecision, and perhaps thinking I might do more ‘research” and he would lose a sale solved the dilemma by asking, “would you rather have” X” brand, or “Y” brand and 20kg of coffee beans?”
That turned the theoretical “opportunity cost” although I had not considered it in these terms at the time, into something tangible that had a value relevant to the purchase, and made all the difference…… I took the “Y” brand machine and with the saving, bought some exotic coffee beans.
Feb 2, 2011 | Customers, Marketing, Social Media
Yes, another alphabetically numerated generation for us to get our heads around, the F of “Facebook” generation.
These kids, born in the mid eighties, have grown up connected. To them, Facebook is more than a tool, it is a part of their social fabric, fundamental to the way they see the world, act, communicate and engage with their environment.
Their “behavorial DNA” is different to their parents, often even to their older siblings, and they way that plays out as these F generation people make it into the executive suite will be fascinating, challenging, and inevitably speed up the pace of change, already too hectic for many.
Jan 27, 2011 | Change, Collaboration, Customers, Lean, OE, Operations
Lean is at its core a management system, a holistic way of looking at the way an enterprise manages itself through a culture tuned to improvement, group and personal responsability, while six sigma is a quantitative process of managing in quality by getting it right first time.
Six sigma quality requires 99.997% perfect, or 3.4 defects/million. When you are manufacturing and supplying to customers even simple products, this is a very high bar indeed.
Motorola was the first US company to recognise and articulate the challenge in the face of Japanese competition in the 80’s, and they boomed, becoming the gold standard for western manufacturing, and inspiring thousands of others to lift their performance, from which we have all benefited. The article that first bought Motorola to public attention is this Fortune article from 1989, and it started a revolution.
Now the revolution appears to be over as Motorola is broken up into two separate listed companies after almost 2 decades of failing to build on the foundations built in the eighties. The leadership that followed those that built the foundation did not recognise the importance of the management systems necessary to support the continued improvement and Motorola fell back into the trap of conventional management accounting where inventory is an asset, cycle time and flow ignored as core metrics, functional management over-rides bottom up innovation, and all the other stuff that makes a lean environment work, got squeezed out.
As I work with clients on improvement initiatives that usually start with marketing and strategy, my patch, the necessity to improve operational processes to support those that engage with the customer is always a major driver, and the failure of Motorola after being the icon it was simply drives home the difficulty of not just improving current performance, but in the process, building the management and leadership processes that make the performance improvement process self sustaining.
Jan 18, 2011 | Customers, Demand chains, Marketing, Social Media
The retailer Patagonia has as a part of its corporate values a reverence for the environment, it is a core part of their corporate values, and highly relevant to their target market. They wear their hearts on their electronic sleeves by opening up their demand chain on all products to observation and criticism.
An integral part of their web presence is the Patagonia Footprint Chronicles site that provides some details the provenance of all their products with the opportunity for consumers to provide feedback.
This simple, transparent, exercise must be a source of huge value for the Patagonia brand, that targets high quality, and environmental sensitivity in everything they do. This sort of brand transparency is likely to become far more common as consumers increasingly demand facts rather than slogans from marketers, and marketers recognise the competitive value of demand chain transparency, enabled by the web 2.0.
Jan 11, 2011 | Customers, Innovation, Marketing, Social Media, Strategy
If I were managing a business in financial services, I would be asking myself if I had missed the second wave of the “net-boat” that is rapidly becoming a force in financial services.
Banks and other financial institutions have reduced their costs enormously by leveraging the capabilities of the net to receive and process payments electronically in developed countries, but even there, PayPal has carved a growing share of transactions, but more importantly, opened relationships with millions of customers who use the web for shopping. Just as the retailers missed the potential of consumers to use the web to seek the best prices, banks have allowed PayPal to build a customer base to pay for them.
In the developing world, millions are not serviced by the financial infrastructure of the developed world. predictably, alternatives are emerging, powered again by the web, and businesses that have no existing financial services infrastructure to protect, are able to move quickly to provide a cost effective and easy to use service to customers and potential customers not serviced by banks.
It is unlikely in my view that banks will become the recording companies of the early 2000’s and ignore the competitive threat until it is almost too late, but their influence, particularly in the developing world will be substantially diminished from what it could have been.
Jan 6, 2011 | Customers, Marketing, Sales
Word of mouth advertising has always been the best sort, people put great store in recommendations from those they trust. The extension of this recently has been what I call “word of mouse” advertising, enabled by the networking capabilities of the net.
Taking the idea further, the potential to engage your customers via various forms of social media, to the extent that they become advocates of your product is not only possible, but should be a key marketing objective.
Call centers have progressively taken over the function of a sales force, and technology, and India has progressively taken over the call centers. Perhaps there is an opportunity for high end goods to reverse the trend, use technology to facilitate the transactional end of a relationship with a consumer, but invest in call centers to build the engagement of consumers by personal contact.
