Suzanne Taylor Marketing Strategy Consulting

Building Businesses Through Customer Driven Innovation

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Marketing Tools

The following tools provide useful ways to improve your marketing strategies using the Customer Experience approach:

o       Research Strategy Form: This form helps you develop strategic direction for customer research projects.

o       Purchase Experience Process:  Improving the purchase decision process for customers will help you increase sales. 

 

Research Strategy Form

The purpose of this form is to provide strategic direction for customer research projects.

Name:  (Name of research project)

Background:  (Information already known and leading up to this project)

Objective: (What is the purpose of this research?)

Decisions to be made: (What decisions will you make based on the research results?)

Data needed to make decisions:  (What data do you need in order to make the decisions above?)

Target Audience: (Who do you need to research and how will you reach these people?)

Timing: (When do you need the research results?)

Budget:  (How much money do you have to spend on this study?)

Methodology:  (What research methods will you use and why?)

Key Questions:  (What questions do you want answered by the research?)

Key Roles & Responsibilities:

Driver- (Who is managing this project?)

Approvers- (Who needs to approve this project?)

Consulted- (Who needs to be consulted to help with the project?)

Informed- (Who needs to be kept informed?)

Vendor- (What market research vendor are you hiring to help?)

 

Purchase Experience Process Analysis:

Objective: Increase sales by improving the purchase decision process.

1. Aware: How first heard? What's the brand image? Unique selling proposition?

2. Learn: All info sources; Most important info sources; Questions and concerns; Purchase objections

3. Compare: What are alternatives? What do reviews and articles say? What are features, benefits, and pricing? How easy is the product to use? What does word of mouth communicate?

4. Purchase: Channel preferences and expectations; Shopping habits; Impulse vs. planned purchase; Purchase triggers; end-to-end purchase experience

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 seven 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. She also instructs and serves on the Advisory Board for U.C. Extension in Silicon Valley's Marketing Certificate program, teaching marketing and executive education classes.

Taylorís 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.

 

© Copyright Suzanne Taylor 2010.  All rights reserved.  Contact: staylor@serrano.com