Monday, June 29, 2015

Shift Your Mindset to Win the War for Customers

Shopping center Magna Plaza in Amsterdam by Tuxyso / Wikimedia Commons / CC-BY-SA-3.0

"I have been up against tough competition all my life. I wouldn't know how to get along without it." - Walt Disney
 
Competition for customers is all-out war. To succeed, you must be able to "identify and conquer key profit pools."

During Total CX Leaders Conference this month, Brian Byrne, President, Aviador and Associates, described the phenomenon of business war gaming and how to create and sustain a robust competitive strategy.

According to Brian, our organizations are waging war on a global V.U.C.A. battlefield. Volatility. Uncertainty. Complexity. Ambiguity. "We are moving from solving a world of problems, which demand speed, analysis and elimination of uncertainty to a world of dilemmas, which demand patience, sense-making and an engagement of uncertainty."

"This creates a quantum change in the way we buy and sell goods and services - it's a REtail-VOLUTION. To win the war for customers, you must stretch your mind beyond accepted norms of competition" by:

- Understanding the enemy: character, culture capabilities
- Thinking like them, get into their head (role play)
- Developing disruptive strategic activation
- Scenario-planning opportunities and risks
- Fiercely activating as a Samurai Warrior or Cossack

As war gamers, look for the three dimensions of disruptions (Innosight, 2014) :

1. Customer Diagnostic: Over- and under- served customers. Excessive product complexity. Large segments of non-adopters.

2. Portfolio Diagnostic: Changing value dynamics. Acquisition targets and patterns. Disruptive suppliers in adjacent sectors.

3. Competitor Diagnostic: Emerging "whitespace" segments or differentiated competitors. Strong players in adjacent segments, especially mature markets.

Let's keep the Total CX Leaders Conference conversations going! Stay connected with TCXL15 at:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders














Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

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