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Rohan Buultjens, VP Enterprise Architecture at Etisalat - Creating value through engagement
1. We can now create customer value thru
co-creation and enablement
Rohan Buultjens
rohan_buultjens@hotmail.com
CREATING VALUE THRU
ENGAGEMENT
2. Rohan Buultjens | CIO Event Dubai April 22nd | Page 2
AGENDA
› Changing Dynamics
› Marketing Spiral
› Building Awareness
› Value Delivery
› Q&A
3. Rohan Buultjens | CIO Event Dubai April 22nd | Page 3
CHANGING DYNAMICS
› The first recorded advertisement was placed in a Boston
newspaper in 1704. There after this was one of the
dominant means used for consumers to discover products
& services
› However, today’s customer is more informed, & more
connected with the proliferation of internet & mobile
computing
› We need to move away from a conventional marketing
approach to a more collaborative marketing approach
which is based on attracting, assisting & affiliating.
› This needs a change in mindset in the way we bring in
awareness of our products and services to customers
4. Rohan Buultjens | CIO Event Dubai April 22nd | Page 4
Marketing Spiral
Engagement
Convenience
Relevance
Community
C
Some important areas you need to look at and seriously consider so you can drive a
unique brand experience
Awareness
Knowledge
Consideration
etc
Awareness
Interaction
Engagement
Participation
Conversation
Affinity
Customers Needs
Relevant Content
Frequent Updates
Buying Habits
Reactions to web design
Demographics
Favorite & Least Favorite products
Quality
Value
Timeliness
Appropriateness of goods &
services
Reputation
Security
Attract
Retain
Grow
Brand
Differentiation
Customer
Loyalty
Marketing Spiral
5. Rohan Buultjens | CIO Event Dubai April 22nd | Page 5
Enhance the perception
Drive a Value proposition
Insights, Ideas & Solution
Drive Value co-creation with
the engagement
Coaching
Collaboration
Engagement & Monitoring
Customer
Sales
Sales
Managemen
t
Drive Value innovation by
enablement
Building Awareness
6. Rohan Buultjens | CIO Event Dubai April 22nd | Page 6
Awareness Knowledge
Consideratio
n
Acquire Onboard Serve Grow Retain
Customer Experience Management
‘Engage’
COMPANY CustomerCUSTOMER
Executive
alignment
Sales & marketing
alignment
Provide visibility
Sales
Sales
Managemen
t
Maintaincontrolofthe
salescollateral
Initiate communication
Offer Value
Enable Customer Listen to the customer
and drive value
innovation
Such an engagements
drives the customer to
co-create value
Drive Brand value
engage
Enable management to
know in real-time the
sales engagement
process and effectiveness
and efficiency in the
awareness and interaction
Coaching
Collaborate
Finalizing
Enable the re-seller with
proper content, value
analysis tools, and proper
information to drive a wow
engagement with the
customer
Enhance
Perception
Drive a Value Proposition
Insights, ideas & solutions
7. Rohan Buultjens | CIO Event Dubai April 22nd | Page 7
Awareness Knowledge
Consideratio
n
Acquire Onboard Serve Grow Retain
Customer Experience Management
‘Engage’
COMPANY
Re seller
Enable the re-seller with
proper content, value
analysis tools, and proper
information to drive a wow
engagement with the
customer
Sales
Managemen
t
Enable management to
know in real-time the
sales engagement
process and effectiveness
and efficiency in the
awareness and interaction
Customer
Initiate communication
Offer Value
Enable Customer Listen to the customer
and drive value
innovation
Such an engagements
drives the customer to
co-create value
CUSTOMER
Drive Brand value
engage
Maintaincontrolofthe
salescollateral
Executive
alignment
Sales & marketing
alignment
Provide visibility
Coaching Email templates
Best Practices
Collaborate Right Resources
Finalizing Engagement Dashboard
Real-time view of the
engagement
Enhance
Perception
Drive a Value Proposition
Insights, ideas & solutions
8. Rohan Buultjens | CIO Event Dubai April 22nd | Page 8
Thank you
› rohan_buultjens@hotmail.com
Notes de l'éditeur
Changing dynamics: Digitization, Consumer Behavior, Market Dynamic, Value Chains etc are been broken and new business models are emerging. One such reason for such change is that we are moving from influenced based economy to an engagement based economy. Or now we are in conversation Economy.The Marketing Spiral : Today there is big shift in the way we consume stuff the 20th centaury was driven by advertising thru mass media today we are in the 21st centaury that drives consumption thru community, collaboration & reputation.Building awareness: Building awareness about your products and services need a thoughtful approach not just by blasting your message thru mass media awareness building should be driven thru engagementValue Delivery: Today the customer is much smarter, know what they want, well informed, they discuss and gets peer advise before purchasing.
For the previous 300 years, the formula was roughly the same – deliver mass marketing messages to mass audiences. This was the dominant means through which consumers discovered new products and services