February 26, 2009

BE DiFFERENT or be dead Table of Contents

Section One - BE DiFFERENT Strategic Imperative
BE DiFFERENT Context 1
BE DiFFERENT or be dead, There is No Other Choice 15
BE DiFFERENT: Price or Value? 18
The Only Statement: The Birth of Differentiation 22
The Only Statement: Fact or Fiction? 33
Benchmarking: A BE DiFFERENT Enemy 35
Look in Every Nook and Cranny for Your Edge 38
Section One Learning Points 44

Section Two - BE DiFFERENT Business Strategy
Section Introduction 49
Dumb It Down 51
How Big Do You Want to Be? 55
Who Do You Want to Serve ? 59
How Will You Compete and Win ? 63
The Strategic Game Plan Statement 67
Dumb It Down: The Execution and Accountability Plan 70
Dumb It Down: Team Workshops 75
Dumb It Down: The Progress Review 78
Focus. Focus. Focus. 80
Cut the Crap 83
Be Anal about Execution 86
Plan on the Run 88
BE DiFFERENT Strategy Roadmap 92
Section Two Learning Points 95

Section Three - BE DiFFERENT Marketing—Customerize
Section Introduction 101
Product Marketing 102
Customerized Marketing—BE DiFFERENT 105
Customer Learning: Beyond Market Research 108
Practical Ways to Implement Customer Learning 120
Customer Secrets: The New Marketing Power 135
Holistic Offers: The Total Customer Counts 140
Practical Ways to Implement a Holistic Offer 148
Customerized Marketing Operating Model 169
No IT Support, No BE DiFFERENT Marketing 172
Restructure to the Customer 179
Customer Share: The New Success Measure 183
Champion the BE DiFFERENT Profit Equation 186
Stick the Competition Where It Belongs 191
Section Three Learning Points 194Section Four

Section Four - BE DiFFERENT Serving Customers
Serve Customers, Don’t Provide Customer Service 201
Core Service: What’s Your Dial Tone? 204
Reinventing Core Service 210
The Customer Experience Roadmap 213
Service Level Differentiation 216
The Service Experience: Do You Want Loyal Customers? 220
Vary the Treatment to Dazzle 223
Serving Customers: The Bottom Line 244
Create Your Service Strategy 246
Move from Management to Leadership 254
Measure Service Results Constantly 259
Measure Serving Customers ‘On the Inside’ 263
Employee Communications: Tell ‘Em All about It 270
Customerize Your Language 274
Re-vector HR Practices to Support Your Service Strategy 278
BE DiFFERENT Service Roadmap 283
Section Four Learning Points 285

Section Five - BE DiFFERENT Sales
It’s All about Relationships 291
Brand Your Warriors 298
Lose the Sale, but Save the Customer 304
Sales as Secret Agents 307
Get Addicted to Recovery 310
Say Yes to More Value, No to Lower Prices 313
Listen, Don’t Talk 316
Live with the Customer 318
Reinvent Sales Compensation or Nothing Happens 320
Section Five Learning Points 324

Conclusion - What Next? 326

Appendix One - The BE DiFFERENT Organizational Assessment 333

Appendix Two- BE DiFFERENT Organizations Cited 340

Index 343

About the Author 358

Posted 2.26.09 at 02:44 pm by Roy Osing | Permalink | Comments (0)

February 26, 2009

BE DiFFERENT Sales Table of Contents

Section Five - BE DiFFERENT Sales

It’s All about Relationships 291
Brand Your Warriors 298
Lose the Sale, but Save the Customer 304
Sales as Secret Agents 307
Get Addicted to Recovery 310
Say Yes to More Value, No to Lower Prices 313
Listen, Don’t Talk 316
Live with the Customer 318
Reinvent Sales Compensation or Nothing Happens 320
Section Five Learning Points 324

Posted 2.26.09 at 07:32 am by Roy Osing | Permalink | Comments (0)

February 26, 2009

BE DiFFERENT Serving Customers Table of Contents

Section Four - BE DiFFERENT Serving Customers

Serve Customers, Don’t Provide Customer Service 201
Core Service: What’s Your Dial Tone? 204
Reinventing Core Service 210
The Customer Experience Roadmap 213
Service Level Differentiation 216
The Service Experience: Do You Want Loyal Customers? 220
Vary the Treatment to Dazzle 223
Serving Customers: The Bottom Line 244
Create Your Service Strategy 246
Move from Management to Leadership 254
Measure Service Results Constantly 259
Measure Serving Customers ‘On the Inside’ 263
Employee Communications: Tell ‘Em All about It 270
Customerize Your Language 274
Re-vector HR Practices to Support Your Service Strategy 278
BE DiFFERENT Service Roadmap 283
Section Four Learning Points 285

Posted 2.26.09 at 07:30 am by Roy Osing | Permalink | Comments (0)

February 26, 2009

BE DiFFERENT Marketing Table of Contents

Section Three - BE DiFFERENT Marketing

Section Introduction 101
Product Marketing 102
Customerized Marketing—BE DiFFERENT 105
Customer Learning: Beyond Market Research 108
Practical Ways to Implement Customer Learning 120
Customer Secrets: The New Marketing Power 135
Holistic Offers: The Total Customer Counts 140
Practical Ways to Implement a Holistic Offer 148
Customerized Marketing Operating Model 169
No IT Support, No BE DiFFERENT Marketing 172
Restructure to the Customer 179
Customer Share: The New Success Measure 183
Champion the BE DiFFERENT Profit Equation 186
Stick the Competition Where It Belongs 191
Section Three Learning Points 194