SBP 021: Customer Centricity and the Role of Marketing with Andrea Belk Olson The Sleeping Barber - A Business and Marketing Podcast

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.
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Our Guest:
Follow Andrea Olson: https://www.linkedin.com/in/olsonandrea1/
Personal Website: https://www.andreabelkolson.com/
Company Website: https://www.pragmadik.com/
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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/
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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/
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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

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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
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