Organic Growth Framework (OGF) Series: Phase 3 (PowerPoint PPTX Slide Deck)

PPT DESCRIPTION

This product (Organic Growth Framework [OGF] Series: Phase 3) is a 25-slide PPT PowerPoint presentation slide deck (PPTX), which you can download immediately upon purchase.

Growth can be achieved through corporate marketing (i.e. organic growth) or M&A (i.e. inorganic growth). The traditional approach to growth focuses on product differentiation and then marketing this differentiation. However, research and experience has shown, the differentiated, superior product doesn't always win the customer.

The Organic Growth Framework (OGF) is an approach to organic growth that focuses on changing customer behavior, instead of differentiating products. The central idea of the OGF is that we can drive faster, more reliable sales growth by identifying and focusing on 1 or 2 high-yield customer behaviors. Through this approach, we can change the behavior of customers at critical places in their buying journey, thereby shifting them onto paths most favorable to our offering.

The Organic Growth Framework follows a 5-phase process.

1. Map the Customer Decision Journey Waterfall
2. Use Propensity-based Segmentation
3. Identify Points of Leakage and Leverage
4. Develop a Behavior Change Value Proposition (BCVP)
5. Invest Disproportionately and Sequentially

This presentation is part of a series on OGF and focuses on the third phase of the process. Topics discussed include the Customer Decision Journey, the Marketing Strategy Process, Strategic Objectives, Propensity-based Segmentation, among topics.

This deck also includes slide templates for you to use in your own business presentations.

Phase 3 of the Organic Growth Framework (OGF) zeroes in on pinpointing "points of leakage" and "points of leverage" within the customer journey. By constructing a detailed Customer Portrait® Framework (CPF) and articulating a precise customer narrative, this phase enables you to uncover critical areas where customer behavior can be influenced most effectively. This process is essential for designing targeted campaigns that mitigate leakage and boost leverage, driving high-yield behaviors. The deck includes practical templates to facilitate the application of these concepts in your strategic marketing initiatives.

Source: Best Practices in Growth Strategy, Customer Behavior PowerPoint Slides: Organic Growth Framework (OGF) Series: Phase 3 PowerPoint (PPTX) Presentation Slide Deck, LearnPPT Consulting

PPT SLIDES

Understanding Customer Behavior through Diagnostic Questions

This PPT slide outlines a structured approach to understanding customer behavior through a series of diagnostic questions. It emphasizes the importance of comprehensively analyzing various components that influence purchasing decisions. The content is divided into 2 main sections: a list of diagnostic questions and a visual representation of key factors impacting customer behavior.

The left side presents a series of questions aimed at uncovering the roles involved in the purchasing process. It prompts the analyst to consider the range of roles, their relationships, and the backgrounds of individuals in key positions. Understanding the physical context of the buying behavior is also highlighted, which can provide insights into how environment influences decisions.

On the right side, the slide shifts focus to the situational context and the job that needs to be accomplished. It raises questions about the specific circumstances customers find themselves in during the buying process. This section also explores how customers define success and how their pre-existing beliefs and attitudes shape their experiences.

At the center of the slide, a diagram connects these elements, illustrating the interplay between social, organizational, and physical contexts, desired experiences, and customer behavior. This visual aids in understanding how these factors collectively influence outcomes.

The overall takeaway is that a thorough analysis of these diagnostic questions can lead to a deeper understanding of customer motivations and behaviors, ultimately guiding strategic decisions. This slide serves as a foundational tool for organizations looking to refine their approach to customer engagement.

Constructing the Customer Portrait® Framework Overview

This PPT slide outlines the initial step in constructing the Customer Portrait® Framework (CPF), which is crucial for understanding customer buying behavior. It emphasizes the necessity of gathering comprehensive data to accurately depict a customer segment's characteristics. The CPF serves as a structured model, integrating insights from 2 decades of research in consumer psychology and behavioral economics. This model aims to elucidate the factors influencing customer decisions and their underlying beliefs.

The CPF consists of 4 key components. First, it examines the customer's social and physical context, which provides insights into the environment affecting their choices. Second, it delves into the customer's preexisting beliefs and attitudes, essential for understanding their predispositions. Third, it identifies the desired experiences of the customer, which can guide product or service development. Lastly, it analyzes the customer's behavior and outcomes, offering a comprehensive view of the decision-making process.

The slide also notes that the CPF is designed to reflect the customer's thought process throughout their buying journey. The final CPF document is expected to be detailed and rich in information, encapsulating a wide array of facts that can inform strategic decisions. This step is highlighted as the most time-consuming and challenging within the three-step process, indicating its significance in laying a solid foundation for subsequent phases. For organizations looking to enhance their customer understanding, this framework offers a structured approach to gather and analyze critical insights.