Contenu connexe Similaire à Morgenbriefing: Find forretningsmodellen til kundens tidsalder (20) Morgenbriefing: Find forretningsmodellen til kundens tidsalder 1. Business Models in the
Age of the Customer
Kristoffer Okkels, Business Development Director
Briefing, March 1, 2016
2. Agenda
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1 Business models and the age of the customer
2 Optimise existing revenue streams
3 Reduce costs and improve efficiency
4 Create new services and platforms
5 Sum-up, tools and recommendations
3. Agenda
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1 Business models and the age of the customer
2 Optimise existing revenue streams
3 Reduce costs and improve efficiency
4 Create new services and platforms
5 Sum-up, tools and recommendations
5. According to the old guru…
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Assumptions about what
a company gets paid for.
Peter F. Drucker, Harvard Business Review
Harvard Business Review: The Theory of Business
”
”
6. Harvard Business Review
A few of the
most popular
current
models…
Most of thesemodels have toomuch focus onthe revenue sideof things…
8. According to Osterwalder
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http://businessmodelgeneration.com/
1. Optimize existing
revenue streams
2. Reduce costs and
improve efficency
3. Create new services
and platforms
10. A quick history lesson
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Forrester: Winning in the Age of the Customer
Age of
manufacturing
Mass manufacturing
makes industrial
powerhouses
successful
1900
Age of
information
Connected PC’s and
value chains leads to
improvement in
information flows
1990
Age of
distribution
Global connections
and transportations
systems makes
distribution key
1960
Age of
the customer
Empowered buyers
are here and they
demand a new level
of customer obsession
2010
11. The age of the customer is the age of
emerging
excpectations
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13. …and know no industry boundaries
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Interfaces
Selection
Price/Quality
Service
http://trenddriveninnovation.com/
Efficiency
14. The age of the customer is also a
golden age of
technology
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18. What are the implications
of the age of the customer?
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19. All companies are in the line of fire...
Production gets automated
Technology gets out-dated
Service gets virtualised
Experiences get digitised
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20. …and the boundaries between
products and services
and the
digital and physical
are getting blurry.
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21. The ways of the old world
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Forrester: How to Embrace New Digital Business Models
Online
insurance
GPS
navigation
Honda
Civic
Repair
Shop
Product
Service
Digital
Physical
Auto
Industry
22. The ways of the new world
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Forrester: How to Embrace New Digital Business Models
Model S
app
GPS
navigation
Model S
Charging
Station
Product
Service
Digital
Physical
Tesla
23. Customer value trumps brand value
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Harvard Business Review
25%
20%
15%
10%
5%
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
% of total business value
Customer Value
Customer data, loyalty, share
of wallet, etc.
Brand Value
Identity, trademarks,
designs, issues, etc.
26. Use the right technologies
to create intelligent and
consistent experiences
and services…
Turn the brand into an
Ecosystem
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Customer Experience
Technology
27. ...and create a united
organization focusing on
unprecedented customer
centricity.
Turn the brand into an
Ecosystem
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Customer Experience
Technology
Organization
28. Agenda
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1 Business models and the age of the customer
2 Optimise existing revenue streams
3 Reduce costs and improve efficiency
4 Create new services and platforms
5 Sum-up, tools and recommendations
31. …to get the exactly right price...
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https://www.metromile.com
32. …or to take the ‘optimal’ price
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”As customers near the end of their
allotment and become more desparate,
Telstra has fewer incentives to discount.”
Forrester: How to Embrace New Digital Business Models
33. Let behavior data determine the prices
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https://www.progressive.com/auto/snapshot/
34. Use location data to control supply (and price)
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Uber-efterspørgsel i New York City
“Prices go up to encourage more
drivers to go online. The increase in
price is proportionate to demand.”
Uber Blog & Washington Post
37. • Using consumption data to influence the pricing
• Letting behavioral data define the customer price
• Using location data to control supply (and price)
• Thinking context into the pricing model
Optimise existing
revenue streams by…
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38. Agenda
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1 Business models and the age of the customer
2 Optimise existing revenue streams
3 Reduce costs and improve efficiency
4 Create new services and platforms
5 Sum-up, tools and recommendations
39. Digitisation can make people
smarter and processes more
efficient - and done right it will
also create better customer
experiences.
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41. …or digitise the decision making completely
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BBC Business , Future AG & Fast Company
45. Empower the customer!
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QZ: Ralph Laurens High Tech Fitting Room
Customers tried on 6
times as many clothes
Cross-selling was
increased by 80%
46. • Making employees smarter
• Digitising the counselling and decision making entirely
• Using new technologies for demanding jobs
• Collect and use performance data in real-time
• Giving customers more responsibility and control
Reduce costs and
improve efficiency by…
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47. Agenda
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1 Business models and the age of the customer
2 Optimise existing revenue streams
3 Reduce costs and improve efficiency
4 Create new services and platforms
5 Sum-up, tools and recommendations
48. Collect and enrich data to
create valuable services and
meet customer behavior by
experimenting with digital
channels and formats.
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49. Use the easy access to new customers…
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China Daily
The
US export of
lobsters to China
has increased
from 15 to 675
mio. dkr. in 5
years.
50. …but beware of disruptors
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https://www.instacart.com/ & http://www.lunarway.com/
52. …and generate revenue on their work
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1,7 billion
dkr. in
revenue in
Q3 2015
Forrester: How to Embracew New Digital Business Models
54. …or be the basis for entirely new services
https://www.vestas.com/ve stasonline/
Breakeven
on a 2-digit
million dkr.investment
in 8 months
57. …but also if your product isn’t digital at all
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Fast Company
”It represents (…) the merging of
the $115 billion global skin-care
market with the $223 billion
consumer electronics industry.”
61. • Taking advantage of the easy access to new customers
• Creating revenue on user-generated content
• Letting sensors redefine your product
• Building new services based on data
• Thinking in platforms rather than products
• Facilitating the market
Create new services, platforms,
and revenue streams by…
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62. Agenda
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1 Business models and the age of the customer
2 Optimise existing revenue streams
3 Reduce costs and improve efficiency
4 Create new services and platforms
5 Sum-up, tools and recommendations
63. How do you identify
the potential for
business development?
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65. 2. APPLY1. ANALYZE
TREND CANVAS
CONSUMER
What new consumer needs, wants and expectations are created by the changes identified above?
Where and how does this trend satisfy them?
Which (new) customer groups could you
apply this trend to? What would you have
to change?How are other businesses applying this trend?
Which deep consumer needs & desires does this trend address? Why is this trend emerging now? What’s changing?
Shifts: Long-term, widespread macro changes Triggers: Recent, short-term changes or technologies
Emerging Consumer
Expectations
TREND:
Basic Needs Drivers of Change
How and where could you apply this trend to your business?
Innovation Potential
Inspiration
Who
…and develop the business based on trends and behavior
Trend Driven Innovation
66. Business development, customer experience and product development
are close to being three sides of the same coin.
Efficiency is hygiene – emotions differentiate. Positive surprises
increases revenue and customer preference.1
Mobile moments are key to identifying new behaviour and the main
ingredient in most of the modern go-to-market strategies.
The metrics for success should be considered: perhaps lifetime value
and share of wallet are more important than revenue.
Data is heavily underestimated in most companies. It belongs on the
balance sheet together with all the other intangible assets.
Finishing remarks
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1
2
3
1 = Forrester: Understanding the Impact of Emotion...
4
5
67. thanks for listening!
creuna.dk
kristoffer.okkels@creuna.dk
in/okkels
slideshare.net/creuna
+45 22 49 83 39
Kristoffer Okkels, Business Development Director