This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
This product (Organic Growth Framework [OGF] Series: Phase 4) is a 26-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 fourth 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 4 of the Organic Growth Framework (OGF) zeroes in on the creation of the Behavior Change Value Proposition (BCVP). This phase is critical for bridging the gap between the Customer Value Proposition (CVP) and actual customer behavior. The BCVP focuses on defining and communicating the value of specific behaviors to customers, ensuring they align with high-yield actions. This PPT provides detailed templates and tools, including the CVP-BCVP Matrix, to help you articulate and implement a compelling BCVP. By the end of this phase, you will be equipped to drive customer behavior changes that lead to sustainable growth.
This PPT slide addresses the concept of the Customer Value Proposition (CVP) and highlights the critical disconnect that can occur between what sellers offer and what customers perceive as valuable. It outlines a framework for understanding this gap, which is termed the Value Perception Gap.
On the left side, the seller's perspective is depicted, emphasizing that the seller has made a decision to sell based on their own defined Value Proposition. This proposition is crafted from the seller's viewpoint and may not align with the customer's needs or perceptions.
Conversely, the right side illustrates the customer’s perspective, where the customer evaluates the offering based on their own Value Perception. This perception is shaped by individual experiences, expectations, and needs. The slide poses a critical question: Is there a disconnect between the Seller and the Customer?
The central focus is on the Value Perception Gap, which represents the disparity between the seller’s defined value and the customer’s perceived value. The text suggests that this gap can lead to misaligned decisions, where customers may choose not to engage based on their own understanding of value rather than the seller's proposition.
The concluding statement stresses the importance of minimizing this gap. It asserts that customers make purchasing decisions based on their own perceptions of value, not solely on what sellers present. This insight is vital for organizations aiming to refine their offerings and enhance customer satisfaction. Understanding and addressing this gap can lead to more effective strategies and improved customer engagement.
This PPT slide outlines the 5 key components of a Behavior Change Value Proposition (BCVP) within the context of a structured framework aimed at driving customer engagement. It emphasizes that a well-articulated BCVP is essential for demonstrating how customers can benefit from adopting new behaviors compared to their current practices. The slide clearly states 2 primary communication objectives of the BCVP: first, to convey the value of the desired behavior to the customer, and second, to outline what is necessary to enhance that value for the target segment.
To achieve these objectives, the BCVP must include specific elements. The first step involves identifying a particular customer segment, ensuring that the approach is tailored and relevant. Next, it is crucial to articulate the specific behavior change that is being targeted, detailing what actions customers should take instead of their existing behaviors. Following this, the benefits of engaging in the desired behavior must be clearly described, highlighting the value proposition for the customer.
The latter 2 components focus on practical strategies. They involve delineating points of leverage that can increase the likelihood of customers adopting the desired behavior, as well as identifying points of leakage that may hinder this adoption. This structured approach not only clarifies the desired outcomes, but also provides a roadmap for addressing potential challenges. The slide effectively communicates that understanding these components is vital for crafting a compelling BCVP that resonates with customers and drives sustainable growth.
This PPT slide outlines the fourth phase of a strategic framework focused on developing a Behavior Change Value Proposition (BCVP). This phase emphasizes the necessity of the BCVP as a complementary tool to the existing Customer Value Proposition (CVP). The BCVP is designed to articulate the benefits of engaging in specific high-yield behaviors, which are critical for driving growth.
Key points highlight that the BCVP is not merely an addition, but a vital component that supplements the CVP. It underscores that having a compelling CVP alone does not guarantee growth; thus, the BCVP must be developed to leverage insights from previous phases. This involves understanding the dynamics of behavior change, particularly the concepts of leverage and leakage associated with high-yield behaviors.
The slide specifies 2 primary communication objectives for the BCVP. First, it aims to effectively communicate the value of the behavior to the customer. Second, it seeks to define what is necessary to enhance the value of that behavior for the targeted segment. This dual focus ensures that the BCVP not only informs, but also motivates customers to engage in desired behaviors.
Additionally, the slide notes that various tools are available to assist in articulating the BCVP, including the CVP-BCVP Matrix and the BCVP Template. These tools are essential for structuring the proposition clearly and accessibly, ensuring that stakeholders can easily grasp its significance. The emphasis on clarity and accessibility is crucial for effective implementation and communication within the organization.
This PPT slide presents an overview of the BCVP (Behavior Change Value Proposition) Template, which is a structured approach to articulate behavior change strategies. It outlines 6 key components essential for developing a compelling BCVP. These components are designed to clarify the target audience and the specific behaviors that need to be influenced.
The first component, "For," identifies the target segment, ensuring that the strategy is tailored to the right audience. "Doing Behavior" specifies the desired behavior that the campaign aims to promote. The "Instead of Behavior" section highlights the existing or common behaviors that the target segment currently exhibits, providing a baseline for comparison.
The fourth component, "Will Produce Value for Customers By," focuses on the benefits that the behavior change will deliver to customers, emphasizing the value proposition. This is crucial for motivating the target segment to adopt the desired behavior.
On the right side of the slide, 2 additional elements are introduced: "Tapping Key Points of Leverage By" and "Eliminating Points of Leakage By." These sections discuss mechanisms for activating the desired behavior and overcoming obstacles that may hinder behavior change. This dual approach ensures that the strategy is comprehensive, addressing both the promotion of positive behaviors and the mitigation of potential barriers.
The slide concludes with a reminder that the BCVP must articulate a clear and sensible statement on how the targeted behavior change will be achieved. This reinforces the importance of clarity and strategic alignment in behavior change initiatives.
This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
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