So, in the fifth and final part of this particular blog series of ‘W’ manifesto I will cover how to start building a navigator. For details on what a navigator is see blog 1-4.
Understanding a cluster of consumers is the first step. Who are they? What do they do? What is important to them? What decisions do they require help with? Who do they currently seek help from? What can the navigator do that will add immediate value to their lives? A lexicon of knowledge needs to be developed around a cluster in order to optimally position the navigator for market entry.
The next step is to have the right infrastructure in place to facilitate the decision-making process. Infrastructure such as a call centre; computers with CRM software that will enable you to capture and mine information about your consumers, and a network of resources that will help you make the most effective decisions for your consumers. This network of resources will include a database of car dealerships, different car finance methods and any other available resources that will help you help the consumer. I propose that each cluster start off by building capability around the most likely areas that consumers will need assistance – these areas will be revealed by your cluster insight research. Older, married women with children and family will have very different needs to school leavers that have just entered the working world.
Along with the ready for market capability around the cluster, I propose that a separate division be set up to constantly mine consumer data and behaviour so as to be able to constantly evolve the entire consumer offering from services to consumer interface.
I’d like to use this blog more of the start of a discussion than a stone cast guideline. I hope it becomes the beginning of a dialogue about the genesis of companies that will ultimately own the future consumer relationship. In blog one I asked who was going to be the gatekeeper of the future. The gatekeepers will be the “true navigators”. They will be entrusted by consumers to help them make decisions ranging from insurance to travel, home loans to grocery shopping, and even media content.
Those companies that position themselves for this inevitable reality will be the barons of the 21st century.
What do you think?
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