5Cs of Driving Market Share

Listen to Eric’s Description of the 5 Cs of Driving Market Share – Audio Intro

5 Cs of Driving Market Share

Organizations need to change from a customer satisfaction focus to a customer value focus. The Five Cs of Driving Market Share serves as the template for this transaction.

Turning the power of Six Sigma outward and focusing on growing market share will provide infinite number of value laden projects for the Six Sigma Black belts and it will help Chief Marketing Officers reject agenda-based programs that have no accountability and instead allow them to adopt a systematic disciplined approach to growing market share based on the voice of the market.

5 Cs of Driving Market Share is a response to this ineffectiveness and inefficiencies of current marketing practices. It has been deployed in a number of Fortune 100 and Fortune 500 companies and has produced positive market share growth. Six Sigma Marketing has its genesis from a question I had with a MBB in Australia who asked “How can we incorporate your value tools into the SS toolbox to grow market share? For both CMOs and BBs: SSM use of a modified DMAIC approach will deliver superior value and value is the best leading indicator of market share

5 Cs of Driving Market Share is a comprehensive program. It is not a project-by-project approach for reducing the costs of marketing activities, but rather an approach that seeks to enhance marketing’s effectiveness and efficiency.

For organizations that have deployed Six Sigma or other quality initiatives, the 5 Cs approach provides a user friendly bridge for moving the quality focus from the manufacturing floor to the marketplace. Those seeking to become best in market must shift their focus from a product orientation to a market orientation, from an internal efficiency focus to an external focus. Best in market companies will be those that can make this transformation and make it soon.

Customer Identification Program Content

The first step in the 5 Cs of Driving Market Share is identifying specific products/markets that offer the organization its best options for growth. You will learn how to evaluate products and markets using metrics such as current market share, market growth rate and competitive intensity to assess the best targets for the organization. When completed, you will eschew the notion that a company can be everything to everybody, and instead focuses on key market opportunities. This occurs in the Define/Identification stage and differs from the more project-oriented approach that traditional Six Sigma uses.

Audio Program:

  1. Customer Identification

Microsoft Word Documents:

  1. Customer Identification Assessment
  2. Customer Identification Assessment Scoring
  3. Customer Identification Transcription
  4. Market Opportunity Matrix
  5. Product Market Matrix

PDF files

  1. Customer Identification Assessment
  2. Customer Identification Assessment Scoring
  3. Customer Identification Transcription
  4. Market Opportunity Matrix Form
  5. Market Opportunity Matrix
  6. Product Market Matrix
  7. Product Market Matrix Form

Excel spreadsheet

  1. Product Market Matrix Form
  2. Market Opportunity Matrix Form

Customer Value Program Content

In the Value (Measure) stage of Driving Market Share, you will create a value model for each of your targeted product or markets. This value model is the voice of the market (VOM) that drives all operational and strategic initiatives undertaken by the organization. The VOM replaces agendas, hunches and strategic guessing as the guiding factor in growing market share. Value has been shown to be the best leading indicator of market share and top-line revenue growth. Learn how to use superior value creation and delivery to propel growth within the targeted product or markets.

Audio Program:

  1. Customer Value

Microsoft Word Documents:

  1. Customer Value Assessment
  2. Customer Value Assessment Scoring
  3. Customer Value Transcription
  4. Value Model

PDF files

  1. Customer Value Assessment
  2. Customer Value Assessment Scoring
  3. Customer Value Transcription
  4. Value Model
  5. Value Model Form

Excel spreadsheet

  1. Value Model Form

Customer Acquisition Program Content

In the Acquisition (Analyze) stage you will use primarily the Competitive Value Matrix to guide you through the delivery of value delivery. An organization’s value is relative to that of its competitors. This is part of the buyers’ comparative calculus in assessing where to buy. The buyer is asking a simple question: “Is this brand worth it?” By understanding your organization’s competitive value proposition, leaders can make better decisions regarding market share growth.

Audio Program:

  1. Customer Acquisition

Microsoft Word Documents:

  1. Customer Acquisition Value Assessment
  2. Customer Acquisition Value Assessment Scoring
  3. Customer Acquisition Value Transcription
  4. Competitive Value Matrix

PDF files

  1. Customer Acquisition Value Assessment
  2. Customer Acquisition Value Assessment Scoring
  3. Customer Acquisition Value Transcription
  4. Competitive Value Matrix
  5. Competitive Value Matrix Form

Excel spreadsheet

  1. Competitive Value Matrix Form

Customer Retention Program Content

The Retention (Improve) stage could also be called the Enhancement stage. For value leaders, the focus should be on enhancing value to sustain their leadership position. Extending the gap between the value an organization provides and the value provided by the nearest competitor can lead to best in market status. Value followers will want to improve those elements of the value creation and delivery system that will close the gap. This is when organizations need to enhance or improve their competitive value proposition in accordance to the directives of the market place.

Audio Program:

  1. Customer Retention

Microsoft Word Documents:

  1. Customer Retention Assessment
  2. Customer Retention Assessment Scoring
  3. Customer Retention Transcription
  4. Value Model
  5. Customer Loyalty Matrix

PDF files

  1. Customer Retention Value Assessment
  2. Customer Retention Value Assessment Scoring
  3. Customer Retention Value Transcription
  4. Customer Loyalty Matrix
  5. Customer Loyalty Matrix Form
  6. Value Model
  7. Value Model Form

Excel spreadsheet

  1. Value Model Form
  2. Customer Loyalty Matrix Form

Customer Monitoring Program Content

The Monitoring (Control) stage is where you learn how to put monitoring systems into place to ensure that their competitive value proposition accomplishes what is intended. This control effort focuses not only on the more strategic value proposition, but also can be set up to monitor specific transactions such as sales, repairs, inquires and other customer experiences. This monitoring process acts as a trip wire, providing information where there are potential people, product of process issues that require intervention.

Audio Program:

  1. Customer Monitoring

Microsoft Word Documents:

  1. Customer Monitoring Assessment
  2. Customer Monitoring Assessment Scoring
  3. Customer Monitoring Transcription
  4. Competitive Value Proposition
  5. Transactional

PDF files

  1. Customer Monitoring Assessment
  2. Customer Monitoring Assessment Scoring
  3. Customer Monitoring Transcription
  4. Competitive Value Proposition
  5. Competitive Value Proposition Form
  6. Transactional
  7. Transactional Form

Excel spreadsheet

  1. Competitive Value Proposition Form
  2. Transactional Form

If Interested in program, please contact me and I will make available to you through a direct link to download.