Presented during 'Insights Activation Week' in Syndey, Australia

1. THINK consumer centric. THINK AGAIN.

2. THINK consumer centric. THINK AGAIN.

3. THINK consumer centric. THINK AGAIN.

4. BLINDED BY
TOUCH POINTS

5. FROM INSIDE OUT
TO OUTSIDE IN
THINK consumer centric. THINK AGAIN.

6. • TUI
THE FAILURE
OF TOUCH POINT
SATISFACTION
THINK consumer centric. THINK AGAIN.

7. Touch point satisfaction
Travel agent
Website to amend booking
Aircraft conditions
Hotel room
…
drives 22% of NPS
Dreaming
THINK consumer centric. THINK AGAIN.

8. MOMENTS OF TRUTH
THINK consumer centric. THINK AGAIN.

9. THINK consumer centric. THINK AGAIN.

10. THINK consumer centric. THINK AGAIN.

11. THINK consumer centric. THINK AGAIN.

12. Transfer
desk
Signage
Transfer
video
In-app
support
THINK consumer centric. THINK AGAIN.

13. OCCASIONS
ARE KEY
THINK consumer centric. THINK AGAIN.

14. ORGANIZATION
MOMENTS TOUCH POINTS
CONSUMER
CONSUMER
CENTRICITY
THINK consumer centric. THINK AGAIN.

15. ORGANIZATION
MOMENTS TOUCH POINTS
CONSUMER
CONSUMER
CENTRICITY
Do you know the
moments of truth for
consumers buying and
using your products?
Do you track and improve
satisfaction of
key touch points?
THINK consumer centric. THINK AGAIN.

16. EMPLOYEES
ORGANIZATION
NEEDS
CONSUMER
CONSUMER
CENTRICITY
THINK consumer centric. THINK AGAIN.

17. THE HOLE IN
THE WALL
THINK consumer centric. THINK AGAIN.

18. THINK consumer centric. THINK AGAIN.

19. • TUI
THE FAILURE
OF TOUCH POINT
SATISFACTION
THINK consumer centric. THINK AGAIN.

20. 6879
Stories
50
Participants per country
3
Active weeks
18
Activities
20 THINK consumer centric. THINK AGAIN.
THINK consumer centric. THINK AGAIN.

21. TOUCH POINT
SATISFACTION
+
PERFORMANCE
ON CONSUMER NEEDS
DRIVE 60% OF NPS
Dreaming
THINK consumer centric. THINK AGAIN.

22. THE ABILITY TO UNDERSTAND
THE CONSUMER BETTER
AND DELIVER UPON THAT
SUPERIOR UNDERSTANDING
THINK consumer centric. THINK AGAIN.

23. Support
me to make
the right
choice
Keep
me excited
and looking
forward
Help me
escape from
everyday
routine
Stay
within the
holiday mood
afterwards
To what extent do you agree with
the following statements about TUI?
CONSUMER NEEDS
BECOME KPIS
THINK consumer centric. THINK AGAIN.

24. EMPLOYEES
ORGANIZATION
NEEDS
CONSUMER
CONSUMER
CENTRICITY
Do you have a
good understanding
of the underlying
consumer needs
for your products?
Do you engage your
employees to meet
core consumer needs?
THINK consumer centric. THINK AGAIN.

25. PURPOSELIFE
ORGANIZATION
CONSUMER
CENTRICITY
CONSUMER
THINK consumer centric. THINK AGAIN.

26. THINK consumer centric. THINK AGAIN.

27. Picture yourself
Chinese tourists visiting London
THINK consumer centric. THINK AGAIN.

28. THINK consumer centric. THINK AGAIN.

29. THINK consumer centric. THINK AGAIN.

30. THINK consumer centric. THINK AGAIN.

31. THINK consumer centric. THINK AGAIN.

32. FOLLOW
YOUR BRAND
PURPOSE
THINK consumer centric. THINK AGAIN.

33. PURPOSELIFE
ORGANIZATION
CONSUMER
CENTRICITY
CONSUMER
Do you deliver meaningful
and positive experiences
to make people’s lives
better or easier?
Do you have a brand
purpose that defines
everything you do,
cross functions?
THINK consumer centric. THINK AGAIN.

34. EMPLOYEES
PURPOSELIFE
ORGANIZATION
NEEDS
MOMENTS TOUCH POINTS
CONSUMER
CONSUMER
CENTRICITY
THINK consumer centric. THINK AGAIN.

35. EMPLOYEES
ORGANIZATION
NEEDS
CONSUMER
CONSUMER
CENTRICITY
Having my issue resolved on the first call
VS Being heard, understood, and respected
THINK consumer centric. THINK AGAIN.

36. #MINDS#HEARTS #ACTIONS
establishing a culture of
consumer centricity and
creating a mind shift among
employees.
delivering sparks of fresh
inspiration through dialogues
with consumers, in order to
craft or reshape strategic plans,
product development
roadmaps,…
concrete actions or changes
in the cycle of developing
new products. This level is
about bringing strategy into
action.
THINK consumer centric. THINK AGAIN.

37. LED
Traditional
bulb
Dumb
product
Defined
competitors
Smart,
Integrated
system
Blurred
competitive
space
ADAPT TO A CHANGING WORLD
THINK consumer centric. THINK AGAIN.

38. ADAPT TO A CHANGING WORLD
Making
consumers the
focus instead of
technologies
Bringing relevant
lighting experiences
to the market instead
of products
THINK consumer centric. THINK AGAIN.

39. The benefit pyramid is a laddered model
covering all consumer needs for lighting.
The pyramid provides consumer guidance
for Philips Lighting propositions.
An exhaustive set of consumer insights
and use cases is anchored in the pyramid.
CONSUMER CENTERED FRAMEWORK
THINK consumer centric. THINK AGAIN.

40. CONSUMER CENTERED PRACTICE
THINK consumer centric. THINK AGAIN.

41. Since July 2015
Consumer Consulting Board
Live in Europe & North-America
THINK consumer centric. THINK AGAIN.

42. #HEARTS
From research to a consumer centricity program
Make people active part of a bigger wave
Build proof points in an early stage
ENGAGING WITH CONSUMERS
THINK consumer centric. THINK AGAIN.

43. ENGAGING WITH CONSUMERS
#HEARTS
From research to a consumer centricity program
Make people active part of a bigger wave
Build proof points in an early stage
Consumer enthusiasm
“Sometimes I miss this
community. I´m really excited
about the new product ideas :-)”
“It's good to see Philips is working
hard on our ideas. I like their
feedback and I'm really looking
forward to further activities!!! :)
THINK consumer centric. THINK AGAIN.

44. ENGAGING WITH CONSUMERS
#MINDS
Consumer immersion via a consumer story
dashboard
From consumer validation to inspiration
THINK consumer centric. THINK AGAIN.

45. ENGAGING WITH CONSUMERS
#ACTIONS
Program fits in product development cycles
48H challenges at the rhythm of the business
THINK consumer centric. THINK AGAIN.

46. Shopper
CONSULTING
BOARD
THINK consumer centric. THINK AGAIN.

47. #MINDS
Observation museum stations
ENGAGING WITH CONSUMERS
THINK consumer centric. THINK AGAIN.

48. #MINDS
Ideation sessions on the collected insights
ENGAGING WITH CONSUMERS
THINK consumer centric. THINK AGAIN.

49. ENGAGING WITH CONSUMERS
#ACTIONS
the Dannon Studio
THINK consumer centric. THINK AGAIN.

50. INSPIRATION
WALL
INSPIRATION
TILE
ADD NEW
TILE
MARKETING
OF INSIGHTS
“THROUGH”
RATHER THAN “TO”
PROFESSIONALS
THINK consumer centric. THINK AGAIN.

51. "It was really interesting to see
all the recipes people use
yogurt for. For example, the
pasta recipe really caught my
attention and I was surprised
people would use yogurt in
pasta. It was also eye-opening
to me to see people using
yogurt in savory recipes as I
thought consumers only
consumed yogurt as a sweet
treat."
FUN AND
INTRIGUING
FOR NON-CMI
AUDIENCES
THE impact
FOR DANNON
“The Studio is visually
appealing. .... as life is quite
busy, we unfortunately don't
take the time to socialize and
share this type of information
in person or online.”
THINK consumer centric. THINK AGAIN.

52. ENHANCED
PEOPLE
CENTRICITY
THROUGH
PERSONAL
STORIES
THE impact
FOR DANNON
THINK consumer centric. THINK AGAIN.

53. Real closeness to consumers
+30%
CONSUMER
FEELING
CONSUMER
CONTACT
STUDIO
USAGE
+230%
THINK consumer centric. THINK AGAIN.

54. #MINDS#HEARTS #ACTIONS
use new channels to
share insights
use metaphores
shift from evaluation
to opportunities
involve people in the
bigger picture
consumer enthusiasm
is contagious
deliver instant
gratification
follow the pace of the
business
deliver in small chunks
install triggers
THINK consumer centric. THINK AGAIN.

55. THINK consumer centric. THINK AGAIN.
Slides:
www.speakersbase.com/event/insights

56. +61 2 8354 4800
directionfirst.com
DIRECTION FIRST
10 Elizabeth Street
Paddington, NSW,
2021, Australia
+61 2 8354 4800
+61 2 9357 1666
info@directionfirst.com
linkedin.com/company/direction-first
@directionfirst