{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fb728ee80-d56c-4ccb-8cc8-102ec7f813a8","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 021: Customer Centricity and the Role of Marketing with Andrea Belk Olson\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/b728ee80-d56c-4ccb-8cc8-102ec7f813a8\"></iframe>","title":"SBP 021: Customer Centricity and the Role of Marketing with Andrea Belk Olson","description":"Happy New Year, everyone!\u00a0\nWe are back with season 2 of the Sleeping Barber Podcast, and we are starting off with a bang!\nFor 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.\u00a0We discuss why organizations struggle with being truly customer-centric, the 3W ideation framework, and so much more!\u00a0\nWe hope you enjoy the show.\n____________\nOur Guest:\nFollow Andrea Olson: https://www.linkedin.com/in/olsonandrea1/\nPersonal Website: https://www.andreabelkolson.com/\nCompany Website: https://www.pragmadik.com/\n____________\nThe Sleeping Barber Podcast:\nFollow our updates here: https://www.linkedin.com/company/sleeping-barber/\nFollow or get in touch with our hosts:\nMarc Binkley: https://www.linkedin.com/in/marcbinkley/\nVassilis Douros: https://www.linkedin.com/in/vassilisdouros/\n____________\nLiterature and Links:\nDeveloping a Customer-Centric Strategy: https://www.linkedin.com/pulse/developing-customer-centric-strategy-andrea-belk-olson-msc/\nAndrea's Book: https://www.amazon.ca/What-Ask-Learn-Customers-Need/dp/1637740778/ref=asc_df_1637740778/\n____________\nTimestamps:\n\n 0:42 - Intro\n 1:30 - Peter Drucker and Lawrence Abbot\n 2:00 - Why Do Organizations Struggle with Truly Being Customer Centric\n 5:42 - Reframing customer centricity\n 6:40 - Customer Personas, are they useful?\n 8:20 - What do marketers need to be doing differently to understand better a customer's needs\n  10:50 - NPS, Jobs to be done, how do these factor into customer centricity?\n  14:43 - Rational and emotional satisfaction\n  16:50 - NPS can be misleading\n  18:00 - Jobs to be done, category entry points, and the milkshake story\n  22:10 - The 3W ideation process\n  24:14 - About a customer, for a customer and from a customer\n  27:05 - How can organizations self-assess if they are genuine customer-centric\n  33:45 - A deep dive into the 3W ideation process\n  44:40 - How long does the 3W process typically take?\n  47:40 - How do you link and test ideas for revenue?\n  50:00 - What is getting you excited about 2023?\n  55:40 - Post Pod\n\n____________\nWhere to Listen:\nApple Podcasts: https://podcasts.apple.com/us/podcast...\nSpotify: https://open.spotify.com/show/4v0kaM3...\nGoogle Podcasts: https://podcasts.google.com/feed/aHR0...\nYouTube: https://www.youtube.com/@sleepingbarberpodcast\n\u00a9 2023 Sleeping Barber\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/7f8d1de0-7a1b-4633-9847-9fbe38bf6c66/21697713-1672855818939-b1c3e9cd651b2.jpg"}