Futurizing Customer Business Models
- 1. Exploring the customers' future February 2010 Contact: Véronique Kaploun Managing Director Fix.: +49-30-695-171-0 Mob: +49 163 511 04 89 Fax: +49-30-695-171-33 v.kaploun@metrinomics.de www.metrinomics.com Exploring the customers' future © Metrinomics GmbH 1
- 2. What we do As a result of the economic crisis, many organisations are re-adjusting their positioning. Their suppliers need to follow suit. Re-adjustment offers unique opportunities but also poses risks, because it changes the structure of the business. For a Customer Potential Assessment and Projection, Metrinomics uses customer feedback to uncover which customers are positioning themselves in growth areas, how they plan to earn their money, and where the pain points lie in their adaptation process. Exploring the customers' future © Metrinomics GmbH 2
- 3. “Futurising” customer relations Metrinomics is specialised in conducting Customer Potential Assessment Metrinomics is a digital market research Programmes for international B2B markets, which directly support business company with a special emphasis on a developers and sales strategists. limited number of clients and an outstanding quality of service. The key ingredient in these programmes are interviews with top strategic planners We combine qualitative interview and decision-makers, structured in a way to enable and support actionable insight expertise and a massive worldwide data and strategic requirements - and from making this information available to the collection capability with sound different target groups in your organisation. processing, consulting and deployment skills. Metrinomics offers a full service package in order to ensure the programme yields We operate a lean organisation which the maximum effect throughout your entire organisation, on a push-pull basis via the includes 40+ employees and 6 Intranet. specialised interviewer teams for different types of market. Metrinomics has a ten year track record in senior executive feedback programmes. We know how to address our respondents to get their active support. To date we have run projects across a total of 112 countries and in more than 20 Our programmes typically yield quick and significant ROIs. languages. We benefit from a vast and wide range of B2B project experience. We work according to the quality standards of ESOMAR, the worldwide industry organisation for social and market research http://www.esomar.org Offices in Berlin, Beijing and London. Exploring the customers' future © Metrinomics GmbH 3
- 4. Key items of our approach Metrinomics follows a business development logic that is Why work with Metrinomics? based on a central chain of questions Metrinomics has a systematic approach and can “measure” potential. Which market position are customers targeting in three/five years time? We do not ask about demand, but What are the main battles to be won to achieve this position? about the changes that drive demand. What are the success criteria? We are a neutral third party and have What are the internal bottlenecks? no sales interests. What is the impact of this strategy on products and the organisation? We know how to get respondents to What external factors define the boundaries? open up because we do it all the time. We interview only strategic decision- What are the growth areas? makers. What areas are in decline? We know how to identify and recruit What is the future business model? the right kind of people. How will their future supplier portfolio look? We treat this as a project and ensure logical consistency and action- What is the year-to-year scenario? orientation in the results. We make our clients look good. We help to create quick ROI with our programmes. Exploring the customers' future © Metrinomics GmbH 4
- 5. Case studies outlining process and content Case study 1 Case study 2 Process and organisation Content of the study Study conducted on behalf of a Study conducted on behalf of a supplier of telecommunication supplier logistics solutions Scope: 153 operator customers in 70 countries Scope: In depth interviews with 50 decision makers, and (10 languages) 10 expert interviews Target group: corporate strategists Expected changes in the market positioning strategy and business model (incl. competitive environment) Development of logical guideline Changes foreseen in technical and organizational Project management models Respondent recruitment Technical solutions requested for the medium-term F2F interviews, telephone interviews Business potential for automation solutions Transcription, translation, categorisation of answers Costs structure of depots and hubs, outsourcing tendencies Providing data access to supplier’s staff Expectations towards suppliers, partnership models Analysis Strategic fit and mismatch with suppliers Reporting Result workshops, deployment planning Feedback to participants/respondents Exploring the customers' future © Metrinomics GmbH 5
- 6. Deriving scenarios for future business from customer interviews Customer Supplier Strategic planning Segments Future position Potential, risks, market Competition Customers pressure Limitations External/internal barriers Decisive battle to be won Priorities (features) Success Bottlenecks Opportunities to create high conditions Pain points value perceptions Future business model Products Business Portfolio of offerings (outsourcing) Future revenue Priorities (business) structure Exploring the customers' future © Metrinomics GmbH 6