Being contextually relevant means delivering the information necessary to help a customer accomplish her or his goals relevant to your product or service appropriate to:
- Space/Time location
- Stage in the cycle(s)
- Behavioral patterns
As customer understanding becomes the most powerful sustainable competitive advantage, the comparative study of human societies and cultures and their development has become a core business competency. The ability to conduct qualitative ethnographic research, develop insights based on that research then translate those insights into business strategy is as important as the technology strategy the CTO is driving.
The primary tools for customer journey mapping are analog: whiteboards, butcher paper, post-it notes and markers are sufficient. The problem with these tools is that it is difficult to evolve the map that is created. For a customer journey map to grow with the organization it is necessary to transfer it to a digital medium so it can be built on over time. Unfortunately, there are not many purpose built solutions for moving your map beyond pen and paper.
What society values is shifting in fundamental ways. As a vehicle of value delivery, the business model needs to change to reflect these new value systems.
We tend to focus on the mechanics of the business model; the technology, manufacturing and distribution. On a deeper level, the business model is a system for creating and distributing value, not products or services. Underneath the mechanics of marketing automation, growth in connected devices and the proliferation of apps there are powerful socio-cultural shifts that are resetting realities.
In this talk, delivered at Denver Startup Week in September 2015, Jeremiah discusses the evolution of value systems and proposes a design method for developing new business models that meet the needs of those changing value systems.
Marketing and sales must evolve to become services that deliver value independent of a purchase. They must make the customer better at who they are attempting to be and what they are want to accomplish. Shifting to service based sales and marketing requires a disciplined program of customer research, journey analysis and insight development.