5. Flanders DC – Algemeen Publiek
5
Flanders DC Kenniscentrum
6. Competing Through Customer Intimacy: Agenda
A remarkable case study
The choices of customer-intimacy firms
Strategy implementation at customer-
intimacy firms
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7. A Case Study: Châteauform’
A unique concept of venues totally dedicated to meetings and
seminars
In various European countries
Sites are castles, big farms, big houses
“Feel at home, far from home”
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8. A Case Study: Châteauform’
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9. Competing Through Customer Intimacy
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10. Developing a winning strategy
Whom do we What do we
‘Competitive arena’
serve? provide?
What is our What is our
value operating ‘Competitive theme’
proposition? model?
Clear choices + unique choices!
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11. Châteauform’s winning strategy
Big multinational companies
To meet their needs in terms of meetings, seminars, events
Special attenttion to the wishes of the different sub-segments
Participants: “Feel at home far from home”
Assistants: Easy to do business with and total care
Decision makers: All inclusive, no surprises
Facilitators: High tech, high touch, no stress
Unique in what it does: Less costs and higher customer
satisfaction
• 95-100% client satisfaction
• Customer delights
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12. Châteauform’s winning value proposition
The five attributes of all
commercial transactions:
Product: Goods and/or services purchased
Price: Cost of goods and/or services
Access: How easy consumers obtain and
use goods
Service: What is done extra before,
during, and after the sale
Experience (connectivity): How consumers
feel about themselves as a result of goods
and/or services
Consumer relevancy Source: Crawford & Mathews (2001)
framework
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13. Châteauform’s winning value proposition
Level Access Experience Price Product Service
Consumer seeks Turn my hassle Establish intimacy Be my price agent; Inspire me with an Provide me with a
the company into a positive with me by doing let me trust you to assortment of solution, take my
experience. something no one make my excellent products problems away.
else can. purchases. I didn’t know
about.
Consumer Make the whole Care about my Be fair and Offer continuously Educate me when I
prefers the interaction reliable needs and me. consistent in your high-quality and encounter a
and convenient for low pricing (this well-performing product or a
company
me. does not products. situation I don’t
necessarily mean understand.
lowest price).
Consumer Make it easy for Respect me, treat Keep the prices Be credible in your Accommodate me;
accepts the me to find what I me like a human honest; don’t jack product and bend over
need. being. them up or offer service offerings. backward some-
company
big savings when times to show me
there are none. you care.
Consumer Block my way, Dehumanize me; Be inconsistent, Offer me poor- Give me an
underworld hassle me, keep disrespect me; unclear, or quality experience I’d just
me waiting, make ignore my needs. misleading in your merchandise and as soon forget;
it hard for me to pricing. services that I give me a reason
get in and out. can’t use. to tell my friends
to stay away.
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