The Chief Consumer Officer Smartees Seminar

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This is the full slidedeck of our Smartees Seminar on ‘the Chief Consumer Officer’, hosted in Ghent on 24 April 2014. The presentation elaborates on how you can structurally collaborate with your consumers and how to bring all internal stakeholders on board and activate them to take relevant action. All of this illustrated with client cases of ATAG and the Belgian Football Association (KBVB).

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The Chief Consumer Officer Smartees Seminar

  1. 1. The Chief Consumer Officer Smartees Seminar This is the full slidedeck of our Smartees Seminar on ‘the Chief Consumer Officer’, hosted in Ghent on 24 April 2014. The presentation elaborates on how you can structurally collaborate with your consumers and how to bring all internal stakeholders on board and activate them to take relevant action. All of this illustrated with client cases of ATAG and the Belgian Football Association.
  2. 2. Some goodies coming your way… @hakimzemni
  3. 3. Rule #1: Outside-in thinking Who in the room already read the CCB book? Who in the room is an ISC client (past 12 months)? Who in the room is here to learn about cooking? Who in the room is here to learn about football? Who in the room has no clue why (s)he’s here? @hakimzemni
  4. 4. Rule #2: start the P2P-conversation @hakimzemni
  5. 5. Hi, I am ….. and I work as…… @.......... . • The last thing I ate for the first time was… • I think this year … will become Belgian soccer champion because… • The best meal I have ever had in my life was… • As a child, football for me meant… On-topic conversation starters @hakimzemni
  6. 6. @hakimzemni Let’s kick off!
  7. 7. Programme The Chief Consumer Officer Case Study ATAG: Becoming a consumer-centric company Welcome & Introduction13:00 13:10 14:40 Coffee Break14:15 Case Study KBVB: The Youth Competition Reform program15:20 Wrap-up & Q&A17:00 Drinks, Bites & Networking17:? by Stijn Poffé, Research Manager & by Thibault De Gendt, National Competitions Co-ordinator at KBVB by Hakim Zemni, Managing Director Belgium by Tom De Ruyck, Managing Partner & Head of CCB”s by Sofie Bruggeman, Senior Research Manager & by Denis Ghys, Managing Director at 10 advertising
  8. 8. Digital Darwinism @TOMDERUYCK
  9. 9. Massive change @TOMDERUYCK
  10. 10. Many possible futures @TOMDERUYCK
  11. 11. @TOMDERUYCK
  12. 12. Structural Collaboration with consumers @TOMDERUYCK
  13. 13. ‘For impact, speed is at least as important as the weight you can put behind it’ Stan Knoops – Unilever R&D @TOMDERUYCK
  14. 14. @TOMDERUYCK
  15. 15. @TOMDERUYCK
  16. 16. notFaking it @TOMDERUYCK
  17. 17. notDoing everything consumers ask @TOMDERUYCK
  18. 18. notHaving no strategy @TOMDERUYCK
  19. 19. We need to make Consumers an integral part of everything we do! Mariken Kimmels – H.J. Heinz @TOMDERUYCK
  20. 20. Challenge accepted? @TOMDERUYCK
  21. 21. @TOMDERUYCK
  22. 22. #2 Activation of internal stakehol- ders to take rele- vant action #1 Consumer collaboration initiatives #3 Inspiring and empowering employees at all levels #4 Leverage of results & culture externally #5 Impact measurement Lead and coordinated by the Chief Consumer Officer @TOMDERUYCK
  23. 23. @TOMDERUYCK
  24. 24. Consumer collaboration initiatives #1 @TOMDERUYCK
  25. 25. Know where to start #1 @TOMDERUYCK
  26. 26. Reactive & proactive #1 @TOMDERUYCK
  27. 27. Discovering new opportunities #1 @TOMDERUYCK
  28. 28. Bringing down the silos #1 @TOMDERUYCK
  29. 29. Even the CFO will be happy! #1 @TOMDERUYCK
  30. 30. Keeping onGOing GOing #1 @TOMDERUYCK
  31. 31. Deep dive activities 48 hour activities Bottom-up activities NO SOUND OF silence Time Intensity @TOMDERUYCK #1
  32. 32. #1 @TOMDERUYCK
  33. 33. Avoid a Collaboration Hangover! #1 @TOMDERUYCK
  34. 34. Ambassador Team #1 @TOMDERUYCK
  35. 35. #2 Activation of internal stakeholders to take relevant action @TOMDERUYCK
  36. 36. Marketing our findings #2 @TOMDERUYCK
  37. 37. Online, offline… NO LINE! #2 @TOMDERUYCK
  38. 38. #2 @TOMDERUYCK
  39. 39. #2 @TOMDERUYCK
  40. 40. #2 @TOMDERUYCK
  41. 41. #2 @TOMDERUYCK
  42. 42. #2 @TOMDERUYCK
  43. 43. #2 @TOMDERUYCK
  44. 44. Inspiring and empowering employees at all levels #3 @TOMDERUYCK
  45. 45. What if…? #3 @TOMDERUYCK
  46. 46. HighLow Direct Indirect Levelintheorganization Relationship with consumers #3 @TOMDERUYCK Executives Management Frontline Staff
  47. 47. Activate the Movers & Shakers #3 @TOMDERUYCK
  48. 48. #3 @TOMDERUYCK
  49. 49. The rules of the game #3 @TOMDERUYCK
  50. 50. Leverage of results & culture externally #4 @TOMDERUYCK
  51. 51. #4 @TOMDERUYCK
  52. 52. #4 Surfing the wave of enthusiasm @TOMDERUYCK
  53. 53. Impact measurement #5 @TOMDERUYCK
  54. 54. Culture #5 @TOMDERUYCK Performance Communication
  55. 55. @TOMDERUYCK CHIEF CONSUMER OFFICER
  56. 56. Consumer Coach People Engager Ecosystem Builder Action Hero @TOMDERUYCK
  57. 57. Ready for a transformation? linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com Tom De Ruyck Managing Partner & Head of Consumer Consulting Boards
  58. 58. Programme The Chief Consumer Officer Case Study ATAG: Becoming a consumer-centric company Welcome & Introduction13:00 13:10 14:40 Case Study KBVB: The Youth Competition Reform program15:20 Wrap-up & Q&A17:00 Drinks, Bites & Networking17:? by Stijn Poffé, Research Manager & by Thibault De Gendt, National Competitions Co-ordinator at KBVB by Hakim Zemni, Managing Director Belgium by Tom De Ruyck, Managing Partner & Head of CCB”s by Sofie Bruggeman, Senior Research Manager & by Denis Ghys, Managing Director at 10 advertising Coffee Break14:15
  59. 59. @hakimzemni Take a break and a test #insites #mrx
  60. 60. Programme The Chief Consumer Officer Welcome & Introduction13:00 13:10 Case Study KBVB: The Youth Competition Reform program15:20 Wrap-up & Q&A17:00 Drinks, Bites & Networking17:? by Stijn Poffé, Research Manager & by Thibault De Gendt, National Competitions Co-ordinator at KBVB by Hakim Zemni, Managing Director Belgium by Tom De Ruyck, Managing Partner & Head of CCB”s Coffee Break14:15 Case Study ATAG: Becoming a consumer-centric company14:40 by Sofie Bruggeman, Senior Research Manager & by Denis Ghys, Managing Director at 10 advertising
  61. 61. B2B = No Control @DOKTERDENIS @SOFIEBRUGGEMAN
  62. 62. Creating a Pull Effect @DOKTERDENIS @SOFIEBRUGGEMAN
  63. 63. @DOKTERDENIS @SOFIEBRUGGEMAN
  64. 64. From Selling Products to Telling Stories @DOKTERDENIS @SOFIEBRUGGEMAN
  65. 65. A Cook-Centric-Company Plain text slide! @DOKTERDENIS @SOFIEBRUGGEMAN
  66. 66. Let’s start the conversation @DOKTERDENIS @SOFIEBRUGGEMAN
  67. 67. @DOKTERDENIS @SOFIEBRUGGEMAN
  68. 68. Passion for cooking @DOKTERDENIS @SOFIEBRUGGEMAN
  69. 69. @DOKTERDENIS @SOFIEBRUGGEMAN
  70. 70. @DOKTERDENIS @SOFIEBRUGGEMAN
  71. 71. @DOKTERDENIS @SOFIEBRUGGEMAN
  72. 72. @DOKTERDENIS @SOFIEBRUGGEMAN
  73. 73. @DOKTERDENIS @SOFIEBRUGGEMAN
  74. 74. Recognizable Stories @DOKTERDENIS @SOFIEBRUGGEMAN
  75. 75. @DOKTERDENIS @SOFIEBRUGGEMAN
  76. 76. Meet & Greet + Training @DOKTERDENIS @SOFIEBRUGGEMAN
  77. 77. @DOKTERDENIS @SOFIEBRUGGEMAN
  78. 78. Believe in the strategy @DOKTERDENIS @SOFIEBRUGGEMAN
  79. 79. Practice what you preach @DOKTERDENIS @SOFIEBRUGGEMAN
  80. 80. @DOKTERDENIS @SOFIEBRUGGEMAN
  81. 81. The Rules of The Game @DOKTERDENIS @SOFIEBRUGGEMAN
  82. 82. Feeling the Passion @DOKTERDENIS @SOFIEBRUGGEMAN
  83. 83. Leverage Consumer Insights to the Max @DOKTERDENIS @SOFIEBRUGGEMAN
  84. 84. @DOKTERDENIS @SOFIEBRUGGEMAN
  85. 85. www.insites-consulting.com @DOKTERDENIS @SOFIEBRUGGEMAN Thank You! Managing Director, 10 Sr. Research Manager, InSites Consulting @DOKTERDENIS @SOFIEBRUGGEMAN sofie@insites- consulting.com denis@10.be
  86. 86. Programme The Chief Consumer Officer Welcome & Introduction13:00 13:10 Wrap-up & Q&A17:00 Drinks, Bites & Networking17:? by Hakim Zemni, Managing Director Belgium by Tom De Ruyck, Managing Partner & Head of CCB”s Coffee Break14:15 Case Study ATAG: Becoming a consumer-centric company14:40 by Sofie Bruggeman, Senior Research Manager & by Denis Ghys, Managing Director at 10 advertising Case Study KBVB: The Youth Competition Reform program15:20 by Stijn Poffé, Research Manager & by Thibault De Gendt, National Competitions Co-ordinator at KBVB
  87. 87. How we involved the KBVB stakeholders In the development of the youth football reform program Stijn Poffé InSites Consulting | Thibault De Gendt KBVB DE 12E MAN LE 12E HOMME COMMUNITY
  88. 88. Contents Why did we do it? How did we do it? What were the results? What are we doing with it? Key Take-Aways
  89. 89. Contents Why did we do it? How did we do it? What were the results? What are we doing with it? Key Take-Aways
  90. 90. @STINUS230 @THIBAULTDEGENDT
  91. 91. …is hot @STINUS230 @THIBAULTDEGENDT Belgian football
  92. 92. @STINUS230 @THIBAULTDEGENDT Remember These 2?
  93. 93. @STINUS230 @THIBAULTDEGENDT A good national team is built by great youth development
  94. 94. @STINUS230 @THIBAULTDEGENDT #1 #2 Connect with the base Help re-invent the youth competition
  95. 95. @STINUS230 @THIBAULTDEGENDT Youth players MORE
  96. 96. @STINUS230 @THIBAULTDEGENDT Female MORE Youth players
  97. 97. @STINUS230 @THIBAULTDEGENDT Youth players BETTER
  98. 98. @STINUS230 @THIBAULTDEGENDT Youth players BETTER
  99. 99. @STINUS230 @THIBAULTDEGENDT Youth competition reform Panathlonstatement 24 September 2004 ‘Grow and win’ vision KBVB 2012-2016 FO youth sport Subsidization clubs Since 2010 VFV policy 2013-2016 Vision KBVB on youth development September 2006
  100. 100. Contents Why did we do it? How did we do it? What were the results? What are we doing with it? Key Take-Aways
  101. 101. Who is Le 12e Homme De 12e Man @STINUS230 @THIBAULTDEGENDT
  102. 102. @STINUS230 @THIBAULTDEGENDT 99active participants Who is Le 12e Homme De 12e Man
  103. 103. @STINUS230 @THIBAULTDEGENDT
  104. 104. @STINUS230 @THIBAULTDEGENDT
  105. 105. What happened? @STINUS230 @THIBAULTDEGENDT
  106. 106. To check conclusions Integrated survey @STINUS230 @THIBAULTDEGENDT
  107. 107. InSites Participants KBVB 3-way communication And collaboration InSites @STINUS230 @THIBAULTDEGENDT
  108. 108. Participants were Amazing! @STINUS230 @THIBAULTDEGENDT
  109. 109. And they ♥loved♥ it! @STINUS230 @THIBAULTDEGENDT
  110. 110. @STINUS230 @THIBAULTDEGENDT
  111. 111. Contents Why did we do it? How did we do it? What were the results? What are we doing with it? Key Take-Aways
  112. 112. Enjoyment Achievement @STINUS230 @THIBAULTDEGENDT
  113. 113. @STINUS230 @THIBAULTDEGENDT • No. 1 (boys) sport (nostalgia) • Media attention (national + international) • Accessibility (distance + costs) • Teamsport • Relationship with a club • Shopping culture • Until recently ran by a rather ‘unclear’ organization • Time consuming • Bad image towards girls • Too dependent on the weather • Success national team/Red Devils • Feeling of new atmosphere within the KBVB/URBSFA • Improved vision • Increased professionalism • Aggressiveness/lack of respect  image • Neglecting or overemphasizing the importance of competitiveness • Shortage of volunteers • Shortage of trained staff & referees STRENGTHS WEAKNESSES THREATSOPPORTUNITIES
  114. 114. 7 strategic platforms of youth competition change Need for a clear vision @STINUS230 @THIBAULTDEGENDT Keep it accessible More attractive football Need for professio- nalization Strengthen the love for the game Facilitate relationships between clubs and players Increase respect & fair play 1 2 3 4 5 6 7
  115. 115. 123 @STINUS230 @THIBAULTDEGENDT Clear vision En résumé, la vision de la formation URBSFA est une partition que chaque formateur mettra "en musique" en fonction de sa propre sensibilité... #1
  116. 116. 125 @STINUS230 @THIBAULTDEGENDT #2 Er wordt vaak heel mooi samengespeeld, maar dat tikkeltje meer creativiteit en durf zouden de wedstrijden veel boeiender maken. Dit moet gepusht worden op training en in wedstrijden. More attractive football
  117. 117. 127 @STINUS230 @THIBAULTDEGENDT #3 De terugreis is lang, en ik vraag me in alle eerlijkheid af hoe het komt dat men bij de elite op zo een abominabel veld kan spelen, met een aftandse infrastructuur, organisatorische chaos met een trainer die zo mee kan in een carnavalstoet More professionalisation
  118. 118. 129 @STINUS230 @THIBAULTDEGENDT Au début de la formation, le jeune doit surtout "tomber en amour" avec son sport! Je pense qu'il faut le laisser un maximum s'exprimer, mais en même temps introduire de temps en temps, des remarques, des conseils qui vont l'aider dans son apprentissage #4 Strengthen the love for the game
  119. 119. 131 @STINUS230 @THIBAULTDEGENDT #5 Clubs & players De rol van de ouders is niet te onderschatten: soms wordt er van club verandert wegens ontevredenheid over het aantal speelminuten, de aanpak van de trainer, de invloed van vrienden, het betalen van minder lidgeld,...Of dit steeds objectief gebeurt is nog maar de vraag -> dit is gewoon een verschijnsel in de huidige maatschappij plus de regelgeving laat dit ook toe! Facilitate relationships between
  120. 120. 133 @STINUS230 @THIBAULTDEGENDT #6 Je peux comprendre qu'on s'énerve si un arbitre se trompe en défaveur de son équipe. mais s'énerver ne veut pas dire être impoli, insultant ou autre. On peut élever la voix sans pour cela manquer de respect ! Il ne faut pas oublier que les entraîneurs sont aussi des éducateurs et que les gosses les prennent en exemple ! Increase respect & fair play
  121. 121. 135 @STINUS230 @THIBAULTDEGENDT #7 Voetbal moet een sport blijven met een lage drempel. Iedereen die wil moet kunnen voetballen Keep it accessible
  122. 122. 7 strategic platforms of youth competition change Need for a clear vision @STINUS230 @THIBAULTDEGENDT Keep it accessible More attractive football Need for professio- nalization Strengthen the love for the game Facilitate relationships between clubs and players Increase respect & fair play 1 2 3 4 5 6 7
  123. 123. @STINUS230 @THIBAULTDEGENDT Vision Respect & Fair play Accessibility Attractive Football Professionalization Love for the game Relationship building
  124. 124. @STINUS230 @THIBAULTDEGENDT High involvement & passion
  125. 125. @STINUS230 @THIBAULTDEGENDT High impact decisions Need 2-way dialogues and true collaboration
  126. 126. @STINUS230 @THIBAULTDEGENDT
  127. 127. Contents Why did we do it? How did we do it? What were the results? What are we doing with it? Key Take-Aways
  128. 128. @STINUS230 @THIBAULTDEGENDT Vision Respect & Fair play Accessibility Attractive Football Professionalization Love for the game Relationship building
  129. 129. Enjoyment Achievement @STINUS230 @THIBAULTDEGENDT
  130. 130. @STINUS230 @THIBAULTDEGENDT
  131. 131. 148@STINUS230 @THIBAULTDEGENDT Youth competition reform Teach kids to play better football Enable kids and clubs to do what they really want Increase the football joy of youth players
  132. 132. @STINUS230 @THIBAULTDEGENDT Vision Respect & Fair play Accessibility Attractive Football Professionalization Love for the game Relationship building
  133. 133. 151@STINUS230 @THIBAULTDEGENDT Development of motor skills From a very young age
  134. 134. @STINUS230 @THIBAULTDEGENDT Vision Respect & Fair play Accessibility Attractive Football Professionalization Love for the game Relationship building
  135. 135. 154@STINUS230 @THIBAULTDEGENDT Which adult would like to play On this pitch? 105m 175 m
  136. 136. 155@STINUS230 @THIBAULTDEGENDT Who would like to be This keeper?
  137. 137. 156@STINUS230 @THIBAULTDEGENDT Size pitch and number of players Depending on age +/- 45 m +/-60m +/-50m
  138. 138. @STINUS230 @THIBAULTDEGENDT Vision Respect & Fair play Accessibility Attractive Football Professionalization Love for the game Relationship building
  139. 139. 161@STINUS230 @THIBAULTDEGENDT No one ever learned how to play By not playing
  140. 140. @STINUS230 @THIBAULTDEGENDT Vision Respect & Fair play Accessibility Attractive Football Professionalization Love for the game Relationship building
  141. 141. 164@STINUS230 @THIBAULTDEGENDT Trying to reach A delicate balance
  142. 142. @STINUS230 @THIBAULTDEGENDT Vision Respect & Fair play Accessibility Attractive Football Professionalization Love for the game Relationship building
  143. 143. 167@STINUS230 @THIBAULTDEGENDT Futsal During winter
  144. 144. @STINUS230 @THIBAULTDEGENDT Vision Respect & Fair play Accessibility Attractive Football Professionalization Love for the game Relationship building
  145. 145. 170@STINUS230 @THIBAULTDEGENDT Increase the amount Of skilled staff
  146. 146. 172@STINUS230 @THIBAULTDEGENDT New requirements To play (inter)provincial Valid audit report with a minimum result to achieve Provincial Auditreport with 2 stars Interprovincial Auditreport with 3-4 stars 4 quality criteria Accommodation Staff Mandatory participation in the ‘PJO’ activities Amount of teams per age category Annual check-up by the federation An audit result will be valid for 3 seasons
  147. 147. Contents Why did we do it? How did we do it? What were the results? What are we doing with it? Key Take-Aways
  148. 148. Do not accept a status quo @STINUS230 @THIBAULTDEGENDT
  149. 149. Connect with your 12th man @STINUS230 @THIBAULTDEGENDT
  150. 150. Don’t @STINUS230 @THIBAULTDEGENDT underestimate him/her
  151. 151. @STINUS230 @THIBAULTDEGENDT Keep the conversation going
  152. 152. C-level @STINUS230 @THIBAULTDEGENDT engagement = key
  153. 153. We will win the WC @STINUS230 @THIBAULTDEGENDT In 2030
  154. 154. Research Manager, InSites Consulting National Competitions Co- ordinator at Belgian Football Association (KBVB) @THIBAULTDEGENDT @STINUS230 stijn@insites- consulting.com
  155. 155. Programme The Chief Consumer Officer Welcome & Introduction13:00 13:10 Drinks, Bites & Networking17:? by Hakim Zemni, Managing Director Belgium by Tom De Ruyck, Managing Partner & Head of CCB”s Coffee Break14:15 Case Study ATAG: Becoming a consumer-centric company14:40 by Sofie Bruggeman, Senior Research Manager & by Denis Ghys, Managing Director at 10 advertising Case Study KBVB: The Youth Competition Reform program15:20 by Stijn Poffé, Research Manager & by Thibault De Gendt, National Competitions Co-ordinator at KBVB Wrap-up & Q&A17:00
  156. 156. @hakimzemni The speakers are all yours
  157. 157. Coming up… http://smartees.insites-consulting.com/smartees/ @hakimzemni
  158. 158. Drinks & Bites & Talks

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