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Profit By Design, Customer Centricity, And Segmenting Your Customers on What They Value, with Mark Hocknell
Manage episode 289928151 series 2812661
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Today's guest is Mark Hocknell, Author of Profit By Design: How to Create A Customer Portfolio Full of Profitable Promoters.
Mark’s experience spans three decades and covers line management roles, consulting, and academia. In the early 2000’s he lead one of Australia’s first large-scale CRM initiatives, has had an extensive career in consulting, and has taught at the Graduate School of Business at QUT.
Today he runs his own consulting practice focusing on applying a customer-centric approach to business and performance measurement. He has an MBA, and certifications in change management and PuMP.
In this episode we speak about:
- How Managers and Leaders misuse KPI’s, and how they encourage the wrong behaviours.
- The importance of unpacking complexity for customer experience
- How to think about your customer portfolio.
- How to segment your customers, (and it’s not by demographics, it’s by value)
And
- What benefits Mark got from writing a book.
This is the second time Mark has been on the podcast and he certainly didn’t disappoint.
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