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 customersrs" needs and act on this understanding.

D. KEITH PIGUES is a recognized leader of strategic growth and marketing, developing new growth strategies and marketing capabilities, creating valuable brands, building effective global marketing teams, and increasing profitable revenue growth through strategy and marketing excellence. He is Senior Vice President and Chief Marketing Officer at Ply Gem, Inc., responsible for corporate branding, marketing, strategic planning, and international expansion. He has held senior marketing positions with Cemex, RR Donnelley, and ADP, as well as sales positions with IBM and Hewlett-Packard. More about Keith at dkeithpigues.com.

JERRY D. ALDERMAN, a recognized business science thought leader, is coauthor of Beyond Six Sigma (Wiley). He has written numerous white papers, is a frequent speaker on achieving profitable growth through customer value creation, and has led and developed his innovative approach to building corporate competitive advantage through using and executing on unique, deep customer insights. He is founder and CEO of Valkre Solutions, Inc., a product and services company that develops capability with business-to-business (B2B) companies to use deep customer understanding to build and execute customer-driven operating plans. His company has developed these solutions with great partners, including Owens Corning, Kimberly-Clark, Turtle Wax, RR Donnelly, and more. To find out more about Jerry and Valkre go to valkre.com.

Foreword	p. xv
Preface	p. xvii
Acknowledgments	p. xxiii
Introduction	p. xxvii
Why We Lose	p. 1
Six Reasons Why We Lose	p. 2
Is This Book for You?	p. 11
Why This Book Is Important	p. 15
What Will You Learn?	p. 15
Is Now the Time?	p. 17
Summary	p. 20
Define Winning	p. 23
The Big 6	p. 26
Where Does This Book Fit in the World of Profit Growth Solutions?	p. 36
Building the Foundation: Does Your Customer Make More Money by Doing Business with You Relative to Your Competitors?	p. 39
Revenue, Cost, and Profits	p. 49
Summary	p. 49
The Playbook	p. 51
Defining the Playbook	p. 52
Play 1: Discover	p. 54
Play 2: Analyze	p. 61
Play 3: Execute	p. 66
Play 4: Measure	p. 76
Play 5: Certify	p. 83
Play 6: CVC Management System	p. 90
Key Philosophies	p. 93
The Role of Technology	p. 95
The Maturity Model	p. 95
Summary	p. 99
Winning Metrics	p. 119
The History of Our Metrics	p. 121
Developing the Metrics	p. 124
The Winning with Customer Metric	p. 128
Exploring Differential Value Attributes	p. 130
Exploring the DVP%	p. 134
Using DVP% on an Aggregated Business Level	p. 140
Summary	p. 144
What Does Your Customer Think?	p. 153
Get on the Field	p. 154
The Discover Play	p. 155
Do My Customers Care ... Will They Talk?	p. 161
The Discover Process: Prepare	p. 163
Let's Prepare	p. 167
Who Should You Interview?	p. 176
Who Conducts the Interview?	p. 179
The Discover Process: Conduct the Interview	p. 180
The Discover Process: Capture Data	p. 201
The Discover Process: Customer Follow-Up	p. 202
The Discover Process: Quick Wins	p. 203
You Will Go Broke Doing What the Customer Says	p. 204
Summary	p. 206
Informing Decisions	p. 209
What Is Analyze?	p. 211
What You Get	p. 212
Generating Actionable Insights	p. 215
Interpret One Interview	p. 217
Assemble the Data	p. 223
Determining Scope	p. 230
Identify and Assign Analysts	p. 232
Understanding Your Current Differential Value Proposition	p. 234
Turning Customer Needs into Potential Projects	p. 251
What Are the Top 10 Investments to Make?	p. 254
How Can Customers Be Segmented According to Their Needs?	p. 259
Turning Initiatives into Investment Decisions	p. 260
Setting Value Creation Goals	p. 262
Estimating Investment Required	p. 263
Setting Value Capture Goals	p. 264
Initiatives to Investment Portfolio	p. 268
Insights to Decisions	p. 269
Connecting Insights to Process Organizations	p. 270
Encourage Ad Hoc Analysis	p. 271
Empower Resources to Become Analysts	p. 272
Benefits of Technology	p. 272
Summary	p. 276
Executing Value Creation and Value Capture	p. 279
What Is Execute?	p. 280
A Quick Recap and Chapter Setup	p. 281
Building a Plan for Your Customer	p. 286
Plan Value Capture	p. 297
Gain Customer Alignment	p. 304
Providing a Technology Assist	p. 306
The Vault	p. 307
Summary	p. 308
The Scoreboard	p. 311
Finding Our Place on the Field	p. 313
The Process	p. 314
Collecting the Scorecard Data	p. 315
Building the Basic Scoreboard	p. 318
Advanced Scoreboard Topics	p. 324
Measuring CVC Activity for the Scoreboard	p. 331
Continuous Improvement	p. 333
How Technology Helps	p. 335
Summary	p. 336
Getting Started	p. 339
Kickoff	p. 340
Fielding a Team	p. 353
Enrolling the Team: It Is How You Do Business	p. 360
Without the Customer There Is No Team	p. 362
Start Small and Grow	p. 364
The First Project	p. 367
Summary	p. 375
Sustaining and Scaling: The Maturity Model	p. 377
The Hurdles We Faced	p. 378
Sticking to It: Maturity Model	p. 379
Sustaining and Scaling	p. 389
Summary	p. 398
Afterword	p. 401
In the Beginning	p. 401
A Few Highlights	p. 404
Get into Action	p. 410
About the Authors	p. 411
About the Contributors	p. 415
Index	p. 419
Table of Contents provided by Ingram. All Rights Reserved.

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Winning with Customers A Playbook for B2B

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Winning with Customers A Playbook for B2B

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