Suzanne Taylor brings over fifteen years of consumer products and high-tech marketing experience to her marketing strategy consulting practice. Using customer-driven innovation, Suzanne will help define and create new marketing strategies to help you:
- Acquire more of the right customers in a cost effective way
- Create ‘wow’ products that exceed customers’ expectations
- Retain more of your best customers and turn them into advocates
Please explore this website to learn more about Suzanne’s Customer Experience Model, which offers marketing leaders a customer-centered approach for creating new strategies that will earn customer devotion—and bottom line results.
The Customer Experience Model:
A Back-to-Basics Framework for Acquiring, Retaining and Wowing Customers
This website illustrates a customer centered, back-to-basics framework focused on marketing’s three most important objectives: Customer Acquisition, Product Wow, and Customer Retention. The Customer Experience Model focuses on the most critical and essential factors that drive successful customer experience and value, the factors that drive results. Do well in all these areas, and a business will thrive; do poorly in any of these areas, and a business will not survive for the long-term.
Why do so many companies fail? Their problems largely fall under three essential marketing objectives:
- low awareness among target market
- didn’t acquire enough profitable customers
- acquired enough customers but at too high of a cost
- the product was difficult to learn
- the product was difficult to use
- the product didn’t deliver on the benefits customers wanted and expected
- customers didn’t continue using the product
- customers didn’t buy more things from the company
- customers didn’t recommend the product to others
The model below provides a visual framework for the Customer Experience approach. Customer Insight and Metrics form the foundation of this model. Useful and thought provoking tools can help you improve your marketing strategies. Please explore this website further to learn more about the areas that most interest you.
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Customer Experience Model |
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Customer Value |
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Acquisition |
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Retention |
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Product
Usage |
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Abandonment |
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1.
Acquire the right customers in cost effective way |
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2.
Deliver a ‘wow’ experience that exceeds expectations |
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3.
Retain and nurture loyal customers and
turn them into advocates |
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Abandonment |
About Suzanne Taylor
Suzanne Taylor is a marketing consultant who helps companies acquire more customers, create great products, and improve customer retention. Her area of expertise is building businesses through customer driven innovation. A member of Stanford University's faculty, she has taught four Customer Driven Innovation marketing classes through Stanford Continuing Studies and holds Stanford AB and MBA degrees. She co-authored a book titled Inside Intuit: How the Makers of Quicken Beat Microsoft and Revolutionized an Entire Industry published by Harvard Business School Press in 2003.
Taylor’s client list includes Intuit, Adobe, PayCycle, Yahoo!, Palm, Microsoft, and several high-tech startups. Taylor worked for Intuit, Inc. for eight years in a variety of marketing roles including Quicken product manager, customer insight, and corporate marketing. She also worked in brand management at the Clorox Company leading marketing efforts for Fresh Step cat litter and Formula 409 spray cleaner brands. Taylor has led product teams through the full product development life cycle and has managed all elements of the marketing mix, both online and offline. Symantec selected Inside Intuit for a company-wide management book club discussion in 2004. Taylor also served as acting VP of Marketing for NewTalk, Inc., a Silicon Valley based startup.
Stanford Continuing Studies Class: 'Shopping Confidential: Understanding How, What, and Why We Buy' (BUS 98) offered for Fall 2007
Today's consumers no longer need to hunt or gather, but they do need to shop. And they want more than just products--they want satisfying and unique experiences. What are the most effective ways for businesses to create efficient, enjoyable, and even eye-opening shopping experiences? Learn why and how consumers buy, and how the shopping medium (whether retail, online, catalog, or in-home party) affects the message. By creating shopping environments that involve the senses and the joy of discovery, marketers can tap into our innate need to acquire. Learn how trends such as the sustainable environmental movement affect what we buy, and how the Internet and electronic word-of-mouth are changing how we buy. Whether you're a curious shopper or a shopkeeper focused on the bottom line, you will learn how designing gratifying shopping experiences can create a competitive business advantage. Course includes instructive readings, case studies, exercises, guest speakers, and fieldtrips.
