The Stakeholder Balance Sheet

Contents Acknowledgements Introduction: Why this Book? 1. The 9 Point Plan for Sustaining and Growing Your Market Profitably 2. In the Beginning was. Segmentation! * Why is market segmentation the first step? * So what is successful market segmentation all about? * Successful market segmentation is the starting point for your business and marketing strategy * Targeting individuals and organisations as well as segmenting the market * The executive self-assessment checklist: segmentation 3. Delving into the Mind of the Market - Understanding the Real Stakeholder Drivers * From market drivers to business performance - a step-by-step approach * Identifying the business winners * 'Back-of-mind' and 'front-of-mind' issues * The role of intangibles * What makes for value in your business? * The executive self-assessment checklist: delving into the mind of the market 4. From Customer Satisfaction and Branding to Loyalty and Attraction * Why customer loyalty is important - and why customer satisfaction doesn't give you the whole picture * Input-impact analysis of actions taken * Bringing customer opinions to life * The world is a competitive place! * But benchmarking against the competition alone can lead to wasted resources * The performance/equity gap * Comparing Norwegian apples with Italian oranges * The executive self-assessment checklist: from customer satisfaction and branding to loyalty 5. Decision-Making Dynamics * Introduction * Functions/levels of seniority * Roles * Needs, interests and desires * Psycho-cultural environment * Appropriate approaches * Update the database and profile the DMU * The executive self-assessment checklist: decision-making dynamics 6. Staff Motivation and Perceptions * Some introductory thoughts on staff motivation * Staff perceptions: introduction * Are staff in touch with the marketplace? * Are processes and opinions within your organisation aligned? * The executive self-assessment checklist: staff motivation * The executive self-assessment checklist: staff perceptions 7. Who Else should be on your Radar Screen - The Role and Motivation of Other External Stakeholders and Influencers * Introduction: who are other external stakeholders and influencers? * Scenario 1 - You wish to assess the impact of influencers on your customers' attitudes/behaviour * Scenario 2 - Some influencers are also your customers * Scenario 3 - You wish to enhance your overall standing and business performance * Scenario 4 - You are making a major decision or taking an initiative * Scenario 5 - You are engaged in a damage limitation exercise * Managing the (conflicting) demands of different stakeholders * Concluding questions * The executive self-assessment checklist: other external stakeholders and influencers 8. Communicate (and Communicate and Communicate.) * Your communication targets * Corporate communication: introduction * Information about your organisation * Strengthening your corporate brand * Combining knowledge with brand equity * Product/service communication * Effective communication is a two-way process * The executive self-assessment checklist: communication 9. Constant Renewal - Searching for Winning New Product or Service Propositions * Introduction: the impetus for new product or service development * Looking around us: underlying 'macro' trends * Critical factors for success: introduction * Internal success factors * External success factors * How do you go about finding out whether or not your new product/service is likely to be successful? * Evaluating your own experience * The executive self-assessment checklist: new products/services 10. An Ongoing Process: Monitoring your Performance * Why monitor your performance * What to monitor * How to monitor * Acting on the results * Identifying and acting on the blockages * The executive self-assessment checklist: monitoring your performance 11. Conclusion: The 9 Point Plan Revisited * Your stakeholder balance sheet at a glance * And finally. a reminder about the key action areas Bibliography Index