What's Next! with Tiffani Bova Mental Models of Customer-Centricity with Mark Bonchek
Welcome to the What's Next! podcast with Tiffani Bova.
This week, I have the pleasure of having Mark Bonchek on the show. Mark is the Founder and Chief Epiphany Officer of Shift Thinking. He leads organizations to make the shift from incremental to exponential growth and to achieve transformational change so that they can more effectively compete in their market, engage their customers, and organize their teams.
Mark believes that the business model is on the surface and what's underneath it is the customer centric mental model.
The mental model, which focuses on people, has two parts.
One view is a broad, outwardly focused model of engagement and marketing concentrating resources on targeting, segmenting, running campaigns, and moving customers through the funnel. This model spotlights the company’s objectives and how to get the customer to take action to achieve corporate goals.
Another model of customer centricity, which works backwards from the customer, asks, “What is the need that we're filling? What are the customer's objectives? How do we help the customer fulfill their objectives?” This model seeks to understand the customer's goals and how to marshal resources to help them achieve their goals.
Both parts are customer centric, but one is about you and the other is about them.
In this episode:
2:45 – Why Mark is in the epiphany business, not the consulting business
4:59 – Business model vs. mental model vs. measurement model
7:40 – Mark defines customer centricity
8:50 – Outwardly focused customer centricity
13:25 - How do you execute on customer experience?
14:45 – How to scale using engaged customer communities and user groups
16:05 – How disconnected teams and disconnected metrics lead to a disconnected experience, in the customer's eyes
20:30 – How an established culture can understand what customer centricity means
26:10 – How to see your own eyeballs
27:48 - We don’t have technology problem; we have a people process problem
30:25 – Mark’s article on Harvard Business Review, Don't Sell a Product, Sell a Whole New Way of Thinking
31:05 – What’s next for customer centricity?
Running time: 32:43
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