Deployment of Customer Acquisition Strategy

PAC Precis

Deployment of Customer Acquisition Strategy[pic 1]

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After the successful analysis of the given condition from the above framework the customer acquisition strategy is developed, which then should be deployed using the following steps:

1. Checking the Mckinsey 7S framework- Deployment model

The basic function of the Mckinsey 7S framework is to check if your organization is ready to implement the strategies on ground. The framework can be seen in the figure below. The seven elements in the framework are Strategy, Structure, Style, Staff, Skills, System and Shared values. All elements are interdependent on each other.

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The elements of the framework can be divided into two parts:

1. Hard Elements- These elements are easy to identify and management has control over these elements and hence can be directly influenced. The hard elements are:

1. Strategy- the plan devised to maintain and build competitive advantage over the competition.
2. Structure: the way the organization is structured and who reports to whom.
3. Systems: the daily activities and procedures that staff members engage in to get the job done.

1. Soft Elements- These elements can be more difficult to describe, and are less tangible and more influenced by culture. The management has less control on these and hence are difficult to influence. The soft elements are:

1. Shared Values: called "superordinate goals" when the model was first developed, these are the core values of the company that are evidenced in the corporate culture and the general work ethic.
2. Style: the style of leadership adopted (autocratic or democratic)
3. Staff: the employees and their general capabilities.
4. Skills: the actual skills and competencies of the employees working for the company

1. Align the Sales process with Customer buying journey

Customer buying journey covers what all customers go through (tangible/intangible) in going through the sales process. And as the sales head, it is our responsibility to ensure that we touch upon every aspect to make the customer buying journey convenient for them.

Model-1 Customer Buying journey- Easy to convince model

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Moment of inspiration triggers the initial consideration set that results into them moment of purchase. The post purchase behaviour again triggers the continuous repurchase of the product (loyalty loop).  

The above model is utilised to categorise the customer journey for low involvement products, specifically B2C sales. The purchaser can be categorised into following categories:

1. Impulse buying
2. Purchase brand loyalists
3. One decision maker buyer

We can map the seller process with this model. Following are some of the examples:

1. When the moment of inspiration trigger happens, the product should be available around the customer
2. The product should be placed in the right manner
3. Promotional offers should be better than the competitors
4. Proper merchandising should be done
5. What is the right number of different SKUs that should be placed at the point of sale
6. Sales representatives should have the right amount of stock available to them at all times
7. The sales head should ensure that the sales representatives are following their Beat plan.

Model-2 Customer Buying journey- Before & After Model

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This model is generally used for high-involvement purchases. The purchaser, in such cases, makes the purchase call after careful considerations and hence it calls for a more rigorous model. The customer is making big financial commitment in such cases.

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