Chapter Chapter 2 2 generatigenerating valueng value from frothem instheta lleinsdt abasllede ,bas incelu, dincinlug dgeinnger geatinnerga tilenadsg le, ads, increasiincreasing repngu tatiorepuntatio to accn toelerate accelerate the b theuyin bguyi prongc epross, candess, getti and ngettig realng- real- time timeacce sacs ctoe sdrives to drive insights insights and dandirec dt irerevect nurevee. nuTodea. yT,od thereay, there aren ’ta rea n’t a lot oflot customer of customer mark maetersrketers in the in w theorl dw, orlbudt , wbue’tre w beetti’re nbgetti thatng wthatith wthithe the increaseincreased ubiqd uuitybiq ofuity the of sothecia sol wcieabl wandeb itands gre itsa tgre poawt erpo inw erhelpi in helping ng buyersbuyers make m inaforke mineford mpuerdc hpasuricnhgas diencgis dioens,cis iothens,se the indseivi indduaivilsdua willls s wooilln soon be propelledbe propelled into herointo herostatu ss.t aThetus. reThesulti rensgulti nenwg nemawrk maetinrkgeti auntog maautotioman tion may mayneed need to be to fo becus foedcus aroedund aro trunduste trd,us auted,thenti authentic procx iespro ratherxies rather than than directdirect com mcoumnicmautionicnastio, asn exs, asem explifieemplified by de abrliery ea marlierrk maetinrkgeti auntog maautotioman tion solutionsolustion like sEloq like ua Eloqanua d itans peerd its speer. s. Step 2: Solve their problem with a transformational Step 2: Solve their problem with a transformational product and business model.product and business model. The Thecustomer customer experie experience ncis enow is nowwha twh defineat defines a cos ma pcoanmy.p anIn yf.a ctIn, fact, accordingaccording to Gart to nGarter, 8n9%er, 8of9% all of org allan orgizaantioiznsatio consm petecomdpete pridma pririlyma orilyn on customercustomer experie experience innc 2016e in 2016. Whi.c Wh raihicshe srai these sq theues tioqun,es tiowhyn, awrehyn ’ta rethne ’t the remareminingaining 11% intere11% interested isnte thed in cus theto cusmer?tom I cer?an Io cnalyn assuonlyme assu theyme ’theyre no’ret not interestedinterested in comp in company groanyw groth. wI cathn. Ic caonnfide connfidetly snatlyy th saayt wthithoat wuithot listeutn liste- n - ing toin cgu tostomer customers ands ideandn tifyingidentifying their theirprob leproms,ble yoms,u ca yonun caot ncnootm petecom petein in any maranyk maret. ket. For mFore, theme ,a therchetype archetype of a cusof ato cusmerto emxerperie experience–fonccuse–foedcus exeedcu extivee cutive is Jeffis B Jeffezo sB ezoof Amazos of Amazon, whon, whois trans is trforansmiforngm maingrk maet arkfteret amafterrk maet wrkiteth with this athippros aapproch. aHech. sHeolves solves for cusforto cusmerto mexerperie experience andnce andmea sumreaabsule rable the valueval, creatiue, creating theng btheusi nbeusssi nproessc eprossesce anssesd techand ntechologynology only oanfterly athftere needs are thoroughly understood. With Amazon Prime, customer’s needs are thoroughly understood. With Amazon Prime, customer’s he disrupted the online purchasing experience with fast delivery, low he disrupted the online purchasing experience with fast delivery, low prices, and the best selection and service. With Kindle, he introduced prices, and the best selection and service. With Kindle, he introduced a revola revolutionuationry elearyctroni elecctroni boock boo-readk-reingad eixnperieg experience. Wncithe. WAmaith zoAman Wzoenb Web Services and Amazon Lambda, he transformed the experience for Services and Amazon Lambda, he transformed the experience for deploying and building on-demand software. deploying and building on-demand software. Eloqua’s transformational experience for the marketers was about Eloqua’s transformational experience for the marketers was about enabling ways to nurture a prospect automatically by email, letting enabling ways to nurture a prospect automatically by email, letting usersusers do the do re thesear recshear inc peh iacn epe unactile untheytil theywere w reaered yrea tod hy atove haa vesale as sales conversation. The subscription business model was like Salesforce, conversation. The subscription business model was like Salesforce, ith the peproct.spe By ct. By which massively reduced risk but kept contact with the pros which massively reduced risk but kept contact w the timethe timeusers u wsersere w reeread yre toad buy toy, buthey ,rel theatio relnsatiohipns whipith wtheith b theran db rthanadt that 3232 3232