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Leveraging your customers - Prof. Marion Debruyne
1.
LEVERAGING YOUR CUSTOMER:
THE MULTIPLE WAYS YOUR CUSTOMERS CAN HELP YOUR BUSINESS PROF. DR. IR. MARION DEBRUYNE #EXPERIENCEVLERICK
2.
© Vlerick Business
School
3.
© Vlerick Business
School
4.
© Vlerick Business
School
5.
© Vlerick Business
School We need to become more customer centric!
6.
© Vlerick Business
School MARKET PERFORMANCE ORIENTATION
7.
VALUE CO-CREATION IS
THE NEW PARADIGM © Vlerick Business School Value co-creation Customers are part of value chain From product-centric to personalize customer experiences Commoditization risk? More products and innovations How to be different? Word of mouth Peer influence Customers are the best or the worst marketing tool More Information, more choices More informed, network and empowered customer Sources: Adapted from Prahalad, C.K, Ramaswamy (2004). The future of Competition: Co-creating Valur with Customers. Harvard Business Review MMAARRKKEETT Forum of conversations between customers, companies & communities
8.
THE CONTRIBUTION REVOLUTION
© Vlerick Business School
9.
FROM WEB1.0 TO
WEB 2.0 © Vlerick Business School
10.
© Vlerick Business
School
11.
The winners are
those that are able to connect
12.
13.
© Vlerick Business
School “I work at home as a remote employee. There have been many times that I have wanted to treat a co-worker to a Starbucks for helping me out on a project, or just to brighten their day. Wouldn't it be neat if you could purchase a drink for someone via the Starbucks web site? The recipient gets an email stating, for example, "Suzanne bought you a drink!" The recipient prints the email (with a barcode) and takes it to their nearest Starbucks to redeem. “ Suz01 Location Unknown Member since March 2008 4275
14.
© Vlerick Business
School
15.
HOW CAN YOU
LEVERAGE YOUR CUSTOMER BASE? © Vlerick Business School
16.
PROMOTERS © Vlerick
Business School Recommend
17.
NET PROMOTOR SCORE
© Vlerick Business School The one key question to ask How likely is it that you would recommend our company to a friend or colleague? Source: Satmetrix.com
18.
NET PROMOTER SCORE
Not at all likely © Vlerick Business School Source: Satmetrix.com Extremely likely Neutral 0 1 2 3 4 5 6 7 8 9 10 Detractors Promoto rs NPS = % Promotors - % Detractors
19.
© Vlerick Business
School
20.
© Vlerick Business
School
21.
CONSULTANTS © Vlerick
Business School Give advice and feedback
22.
© Vlerick Business
School
23.
LEAD USERS ©
Vlerick Business School Fabricate solutions to problems they face
24.
© Vlerick Business
School
25.
GUIDES © Vlerick
Business School Help others and provide support
26.
© Vlerick Business
School
27.
CONTRIBUTORS © Vlerick
Business School Provide information and knowledge
28.
GRANVILLE © Vlerick
Business School
29.
© Vlerick Business
School
30.
CROWDSOURCING © Vlerick
Business School
31.
THE FOUNDATION FOR
THE BUSINESS MODEL © Vlerick Business School Community-based business models create and leverage the platform to connect
32.
PATIENTS LIKE ME
© Vlerick Business School
33.
ZAGAT © Vlerick
Business School Founded by Tim & Nina Zagat in 1979 User-generated content when the word was not even invented Consumer-provided restaurant reviews Acquired by Google in September 2011
34.
IDEA GENERATORS ©
Vlerick Business School Deliver ideas and participate in co-creation
35.
© Vlerick Business
School
36.
© Vlerick Business
School
37.
THIS © Vlerick
Business School
38.
© Vlerick Business
School
39.
© Vlerick Business
School
40.
© Vlerick Business
School
41.
HOW CAN YOU
LEVERAGE YOUR CUSTOMER BASE? © Vlerick Business School
42.
THANK YOU! Prof.
dr. ir. Marion Debruyne Associate Professor & Partner Vlerick Business School Contact me: Marion.Debruyne@vlerick.com Follow me: MarionDebruyne © Vlerick Business School
43.
FEEL LIKE SOME
MORE? Essentials in Marketing Management (13 November) Product Management (4 December) Strategic B2B Marketing (8 December) Executive Master Class in B2B Marketing & Sales (22 April) #experiencevlerick 47 © Vlerick Business School
44.
ENTREPRE NEURS, STAY
ON TOP OF THE WORLD HANS CRIJNS Multi room 2 DEFINING YOUR PATH TO SUCCESS INGE DECLIPPELEER Lecture room 1 LEVERAGIN G YOUR CUSTOMERS MARION DEBRUYNE Lecture room 5
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