SBP 021: Customer Centricity and the Role of Marketing with Andrea Belk Olson

Happy New Year, everyone!  We are back with season 2 of the Sleeping Barber Podcast, and we are starting off with a bang! For our first episode of 2023, we welcome Andrea Belk Olson, CEO of Pragmadik, speaker, customer-centricity expert and author of What to Ask: Finding out what Your customers want and why it matters. We discuss why organizations struggle with being truly customer-centric, the 3W ideation framework, and so much more!  We hope you enjoy the show. ____________ Our Guest: Follow Andrea Olson: https://www.linkedin.com/in/olsonandrea1/ Personal Website: https://www.andreabelkolson.com/ Company Website: https://www.pragmadik.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Developing a Customer-Centric Strategy: https://www.linkedin.com/pulse/developing-customer-centric-strategy-andrea-belk-olson-msc/ Andrea's Book: https://www.amazon.ca/What-Ask-Learn-Customers-Need/dp/1637740778/ref=asc_df_1637740778/ ____________ Timestamps: 0:42 - Intro 1:30 - Peter Drucker and Lawrence Abbot 2:00 - Why Do Organizations Struggle with Truly Being Customer Centric 5:42 - Reframing customer centricity 6:40 - Customer Personas, are they useful? 8:20 - What do marketers need to be doing differently to understand better a customer's needs 10:50 - NPS, Jobs to be done, how do these factor into customer centricity? 14:43 - Rational and emotional satisfaction 16:50 - NPS can be misleading 18:00 - Jobs to be done, category entry points, and the milkshake story 22:10 - The 3W ideation process 24:14 - About a customer, for a customer and from a customer 27:05 - How can organizations self-assess if they are genuine customer-centric 33:45 - A deep dive into the 3W ideation process 44:40 - How long does the 3W process typically take? 47:40 - How do you link and test ideas for revenue? 50:00 - What is getting you excited about 2023? 55:40 - Post Pod ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast... Spotify: https://open.spotify.com/show/4v0kaM3... Google Podcasts: https://podcasts.google.com/feed/aHR0... YouTube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber