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Rohan Buultjens, VP Enterprise Architecture at Etisalat - Creating value through engagement
 

Rohan Buultjens, VP Enterprise Architecture at Etisalat - Creating value through engagement

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Rohan Buultjens, VP Enterprise Architecture at Etisalat spoke at the CIO Middle East Event April 2013

Rohan Buultjens, VP Enterprise Architecture at Etisalat spoke at the CIO Middle East Event April 2013

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  • Changing dynamics: Digitization, Consumer Behavior, Market Dynamic, Value Chains etc are been broken and new business models are emerging. One such reason for such change is that we are moving from influenced based economy to an engagement based economy. Or now we are in conversation Economy.The Marketing Spiral : Today there is big shift in the way we consume stuff the 20th centaury was driven by advertising thru mass media today we are in the 21st centaury that drives consumption thru community, collaboration & reputation.Building awareness: Building awareness about your products and services need a thoughtful approach not just by blasting your message thru mass media awareness building should be driven thru engagementValue Delivery: Today the customer is much smarter, know what they want, well informed, they discuss and gets peer advise before purchasing.
  • For the previous 300 years, the formula was roughly the same – deliver mass marketing messages to mass audiences. This was the dominant means through which consumers discovered new products and services

Rohan Buultjens, VP Enterprise Architecture at Etisalat - Creating value through engagement Rohan Buultjens, VP Enterprise Architecture at Etisalat - Creating value through engagement Presentation Transcript

  • We can now create customer value thruco-creation and enablementRohan Buultjensrohan_buultjens@hotmail.comCREATING VALUE THRUENGAGEMENT
  • Rohan Buultjens | CIO Event Dubai April 22nd | Page 2AGENDA› Changing Dynamics› Marketing Spiral› Building Awareness› Value Delivery› Q&A
  • Rohan Buultjens | CIO Event Dubai April 22nd | Page 3CHANGING DYNAMICS› The first recorded advertisement was placed in a Bostonnewspaper in 1704. There after this was one of thedominant means used for consumers to discover products& services› However, today’s customer is more informed, & moreconnected with the proliferation of internet & mobilecomputing› We need to move away from a conventional marketingapproach to a more collaborative marketing approachwhich is based on attracting, assisting & affiliating.› This needs a change in mindset in the way we bring inawareness of our products and services to customers
  • Rohan Buultjens | CIO Event Dubai April 22nd | Page 4Marketing SpiralEngagementConvenienceRelevanceCommunityCSome important areas you need to look at and seriously consider so you can drive aunique brand experienceAwarenessKnowledgeConsiderationetcAwarenessInteractionEngagementParticipationConversationAffinityCustomers NeedsRelevant ContentFrequent UpdatesBuying HabitsReactions to web designDemographicsFavorite & Least Favorite productsQualityValueTimelinessAppropriateness of goods &servicesReputationSecurityAttractRetainGrowBrandDifferentiationCustomerLoyaltyMarketing Spiral
  • Rohan Buultjens | CIO Event Dubai April 22nd | Page 5Enhance the perceptionDrive a Value propositionInsights, Ideas & SolutionDrive Value co-creation withthe engagementCoachingCollaborationEngagement & MonitoringCustomerSalesSalesManagementDrive Value innovation byenablementBuilding Awareness
  • Rohan Buultjens | CIO Event Dubai April 22nd | Page 6Awareness KnowledgeConsiderationAcquire Onboard Serve Grow RetainCustomer Experience Management‘Engage’COMPANY CustomerCUSTOMERExecutivealignmentSales & marketingalignmentProvide visibilitySalesSalesManagementMaintaincontrolofthesalescollateralInitiate communicationOffer ValueEnable Customer Listen to the customerand drive valueinnovationSuch an engagementsdrives the customer toco-create valueDrive Brand valueengageEnable management toknow in real-time thesales engagementprocess and effectivenessand efficiency in theawareness and interactionCoachingCollaborateFinalizingEnable the re-seller withproper content, valueanalysis tools, and properinformation to drive a wowengagement with thecustomerEnhancePerceptionDrive a Value PropositionInsights, ideas & solutions
  • Rohan Buultjens | CIO Event Dubai April 22nd | Page 7Awareness KnowledgeConsiderationAcquire Onboard Serve Grow RetainCustomer Experience Management‘Engage’COMPANYRe sellerEnable the re-seller withproper content, valueanalysis tools, and properinformation to drive a wowengagement with thecustomerSalesManagementEnable management toknow in real-time thesales engagementprocess and effectivenessand efficiency in theawareness and interactionCustomerInitiate communicationOffer ValueEnable Customer Listen to the customerand drive valueinnovationSuch an engagementsdrives the customer toco-create valueCUSTOMERDrive Brand valueengageMaintaincontrolofthesalescollateralExecutivealignmentSales & marketingalignmentProvide visibilityCoaching Email templatesBest PracticesCollaborate Right ResourcesFinalizing Engagement DashboardReal-time view of theengagementEnhancePerceptionDrive a Value PropositionInsights, ideas & solutions
  • Rohan Buultjens | CIO Event Dubai April 22nd | Page 8Thank you› rohan_buultjens@hotmail.com