From Consumer to Collaborator: Reimagining the Marketplace as If People Mattered
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The document outlines an agenda for a webinar discussing reimagining marketplaces to value people more as collaborators rather than just consumers. It includes presentations from three speakers - John, Nick, and Matt. Matt's presentation discusses a proposed personal data marketplace that would allow individuals to aggregate, view, and sell their own data. This is positioned as important because personal data is an extension of one's identity and preferences, and individuals seek more collaborative and less consumption-focused relationships with companies that value them as multi-faceted people rather than uniform consumers. The discussion then opens for questions from the webinar audience.
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From Consumer to Collaborator: Reimagining the Marketplace as If People Mattered
- 1. From Consumer to Collaborator: Reimagining the Marketplace As If People Ma7ered #FromC2C / @SustainBrands
- 3. • Speaker Introduc<ons • Presenta<on by John (10 minutes) • Presenta<on by Nick (10 minutes) • Presenta<on by MaG (10 minutes) • Open Q&A led by John (10-‐20 minutes) • Please feel free to ask ques<ons in the chat area or via twiGer: #FromC2C / @SustainBrands • Addi<onal ques<ons from Webinar Audience (5 minutes) • Conclusion / Thank you from Speakers • Wrap up from our hosts at Sustainable Brands Our Webinar Agenda
- 5. The State of “The Consumer”
- 6. Remember how I started this chapter calling you a consumer? Remember how it distanced us, pung us at arm’s length? I did that to prove to you that words maGer. You have more value to give to the world than as a vehicle for consump<on. You can richly contribute to other people’s lives while also deeply apprecia<ng other people’s worth. You can par<cipate in shared value on a personal level and create intrinsic happiness in our Connected World.
- 7. Consumerism and its An<social Effects Can be Turned On – or Off Northwestern University, April 2012 The last experiment presented par<cipants with a hypothe<cal water shortage in a well shared by four people, including themselves. The water users were iden<fied either as consumers or individuals. The “consumers” rated themselves as less trus<ng of others to conserve water, less personally responsible and less in partnership with the others in dealing with the crisis. The consumer status, “did not unite; it divided.”
- 9. 10 Do We Need a New Word for “Consumer”? An inves<ga<on into how customers really feel about the word “consumer” A customer intelligence pla:orm provider that helps companies build communi;es of customers they can use for ongoing feedback and insight. Global provider of life essen<als with leading brands such as Huggies, Kleenex and Pull-‐Ups. Oregon Based grocery chain with 131 loca<ons in Washington, Oregon, Idaho and Alaska. The Players
- 10. 11 How Customers Feel About the Word “Consumer”
- 11. 12 What would Customers really like to be called?
- 12. 13 Stop calling them Consumers!
- 14. 15 Our Customers Are Empowered
- 15. 16 The Customer Revolution is Creating Serious Challenges for Business Declining Revenues Increased Customer Churn Reduced Profits
- 16. 17 Your (Engaged) Customers Are Your Last Competitive Advantage…
- 17. 18 Businesses Need More Complete Customer Understanding Transactional (What customers buy) Social (What customers say) Behavioral (What customers do) Attitudinal & Emotional (What customers think and feel)
- 18. 19 Customer Collaboration Increasingly Important to CEOs 78% 55% 25% 26% 53% 23% 44% CustomersexertmoreinfluenceonbusinessstrategythanallbutC-SuiteItself C-suite Customers Board of Directors Corp Strategy Dept Non-Exec Leadership External Partners Parent Company *2014 IBM Global C-Suite Study
- 19. 20 Vision Critical’s Customer Intelligence Platform Engage the Right Customer… Deep Customer profiles …at the Right Moment Ongoing conversations …in the Right Way Engaging Experiences Customer Intelligence Platform
- 20. 21 Customer Intelligence Platform Delivering Customer Intelligence Across the Enterprise Sales HR Marketing MR Strategy & Innovation R&D BETTER PRODUCTS BETTER SERVICES BETTER BUSINESS OUTCOMES
- 21. 22 True Customer Engagement Delivers Better Business Outcomes Increased Revenues Higher Customer Retention Increased Profits 30%55% 23% *Enterprise Social Collaboration: The Collaborators’ Advantage, Aberdeen Group, 2013 *Gallup Study on Customer Engagement
- 22. 23 “Thanks to our community, we are in a fantastic position to be able to increase sponsorships and fundraising, and to improve underprivileged communities around the world.” “Two-thirds of our community members say they feel more positive about Debenhams since joining the community. It’s great to know that our customers feel more engaged in the business.” “The community helped to redesign our loyalty program as well as increasing customer engagement. The results: loyalty has increased, along with ticket sales and profits.” Increased ProfitsIncreased Revenues Increased Customer Retention Customer Spotlight
- 26. A Personal data Marketplace
- 27. How does it work? Step 1: Aggregate Data
- 28. Step 2: See Data
- 29. Step 3: Sell Data
- 30. Why does it MaGer? • Your data is an extension of your iden<ty, behavior and preferences.
- 31. We are not all the same
- 32. We are all individuals with separate preferences and tastes
- 33. We are producers and consumers, which means mul<-‐sided engagement
- 34. We are individuals seeking a collabora<ve experience Not just voracious consump<on vessels We seek value from our assets in a collabora<ve environment
- 35. Q&A – Please submit your ques<ons in the Chat Area or via TwiGer and thank you! #FromC2C / @SustainBrands