The Chief Consumer Officer
Smartees Seminar
This is the full slidedeck of our
Smartees Seminar on the Chief
Consumer Offic...
Welcome
14h00: Doors open
14h15: Welcome & introduction
by Ramon Pardo, Managing Director the Netherlands at InSites Consulting
14...
@KRISTOFDEWULF
ABUNDANCE
no scarcity
@KRISTOFDEWULF
NAKED AS
the new
normal
@KRISTOFDEWULF
A GLOBAL
clone factory
@KRISTOFDEWULF
Copernicus
IS BACK
@KRISTOFDEWULF
Product
IS KING,
AGAIN
@KRISTOFDEWULF
The audience has spoken!
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Did you directly
talk to a consumer
about your brand
or product?
@KRISTOFDEWULF
Did you
start a meeting
with a story
on a consumer?
@KRISTOFDEWULF
Did you
use your own
brand or product?
@KRISTOFDEWULF
Did you learn
something new
about your market?
@KRISTOFDEWULF
Did you
do something for
the first time?
@KRISTOFDEWULF
“When your eyes are only
looking at the organization,
your ass is facing the
customer”
Yudai
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
TWO-WAYONE-WAY
ALWAYS ONAD HOC
INTEGRATEDSILO
CONNECTEDDISCONNECTED
CONSUMER-
CENTRIC
CONSUMER-
ACTIVATED
@KRISTOFDEWULF
@KRISTOFDEWULF
#2
Activation of
internal stakehol-
ders to take rele-
vant action
#1
Consumer
collaboration
initiatives
#3
Inspiring and
...
Consumer
collaboration
initiatives
#1
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Consumer coach
People engager
Ecosystem builder
Action hero
@KRISTOFDEWULF
@KRISTOFDEWULF
CLOSE TO CONSUMER
INSIGHTING
IDEATION
MARKET ACTIVATION
CUSTOMER EXPERIENCE
CONCEPTING
BRAND IDENTIFICATION
@KRISTOFDEWULF
#2
Activation of
internal stakeholders
to take relevant
action
@KRISTOFDEWULF
AVOID A
COLLABORATION
hangover
@KRISTOFDEWULF
@KRISTOFDEWULF
Deep dive activities
48 hour challenges
Bottom-up activities
Time
Intensity
@KRISTOFDEWULF
TO THE BEAT OF
your company
ENGAGE
Inspire
ACT
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Inspiring and
empowering
employees at
all levels
#3
@KRISTOFDEWULF
HighLow
Direct Indirect
Levelintheorganization
Relationship with consumers
EXECUTIVES MANAGEMENT
FRONTLINE STAFF
@KRISTOFD...
CREATE A
curiosity
CULTURE
@KRISTOFDEWULF
“What am I supposed
to haul my dogs around
in, a Rolls-Royce?”
Sam Walton
@KRISTOFDEWULF
DEVELOP
daily
rituals
@KRISTOFDEWULF
1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21
@KRISTOFDEWULF
Think playlist,
NOT CHECKLIST
@KRISTOFDEWULF
現場
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Leverage of
results & culture
externally
#4
@TOMDERUYCK
@KRISTOFDEWULF
@KRISTOFDEWULF
Impact
measurement
#5
@KRISTOFDEWULF
@KRISTOFDEWULF
linkedin.com/in/kristofdewulf
@kristofdewulf
kristof@insites-consulting.com
Kristof De Wulf
CEO
Thank you
Anouk Willems InSites Consulting | Denis Ghys 10 | Martin Blom Atag
B2B = No Control
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
Creating a
Pull Effect
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
From Selling
Products to
Telling Stories
@DOKTERDENIS @ANOUKW1
A Cook-Centric-Company
Plain text slide!
@DOKTERDENIS @ANOUKW1
Let’s start the
conversation
@DOKTERDENIS @ANOUKW1
Malika, 35, samenwonend, kind (3 jaar), ft job
"Koken is voor mij gewoon pure ontspanning. Zowel in het dagdagelijks
leven...
@DOKTERDENIS @ANOUKW1
TOTAL BRAND
REDESIGN
@DOKTERDENIS @ANOUKW1
Passion for
cooking
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
Brand
Movie
@DOKTERDENIS @ANOUKW1
Brand
Movie
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
Recognizable
Stories
@DOKTERDENIS @ANOUKW1
Meet & Greet
+ Training
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
From appliance-centric
to cook-centric
Believe in the
strategy
@DOKTERDENIS @ANOUKW1
Practice what
you preach
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
The Rules of
The Game
@DOKTERDENIS @ANOUKW1
Feeling the Passion
@DOKTERDENIS @ANOUKW1
Leverage Consumer
Insights to the Max
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
bit.do/atagtest
www.insites-consulting.com
@DOKTERDENIS @ANOUKW1
Thank You!
Managing Director, 10
Research Innovation Manager,
InSites Con...
Let’s go to the Q&A
Let’s wine and dine!
The Chief Consumer Officer Smartees Seminar
The Chief Consumer Officer Smartees Seminar
Upcoming SlideShare
Loading in...5
×

The Chief Consumer Officer Smartees Seminar

391

Published on

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 a client case of ATAG, followed by an engaging cooking workshop.

Published in: Business, Self Improvement
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
391
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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 ‘de Kookfabriek’ in Rotterdam on 26 June 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 a client case of ATAG.
  2. 2. Welcome
  3. 3. 14h00: Doors open 14h15: Welcome & introduction by Ramon Pardo, Managing Director the Netherlands at InSites Consulting 14h30: The Chief Consumer Officer: why outside-in thinking is the only way to survive massive change by Kristof De Wulf, CEO at InSites Consulting 15h15: Case study ATAG: Becoming a consumer-centric thinking company by Anouk Willems, Research Innovation Manager at InSites Consulting and Denis Ghys, Managing Director at 10 advertising 16h00: Q&A 16h30: Let’s cook! Together with the speakers, the InSites Consulting team and the other attendees, you’ll prepare your own gastronomic 4-course menu, composed by master chef Julius Jaspers and guided by 2 culinary coaches. 18h30: Wine and dine Waldorf salad Grilled tuna with rice noodles Beef shoulder petite tender cooked in oil with “pot au feu” of vegetables and mustard sauce Pineapple roti with crème fraiche, mint and almond crisp Program
  4. 4. @KRISTOFDEWULF
  5. 5. ABUNDANCE no scarcity @KRISTOFDEWULF
  6. 6. NAKED AS the new normal @KRISTOFDEWULF
  7. 7. A GLOBAL clone factory @KRISTOFDEWULF
  8. 8. Copernicus IS BACK @KRISTOFDEWULF
  9. 9. Product IS KING, AGAIN @KRISTOFDEWULF
  10. 10. The audience has spoken! @KRISTOFDEWULF
  11. 11. @KRISTOFDEWULF
  12. 12. @KRISTOFDEWULF
  13. 13. Did you directly talk to a consumer about your brand or product? @KRISTOFDEWULF
  14. 14. Did you start a meeting with a story on a consumer? @KRISTOFDEWULF
  15. 15. Did you use your own brand or product? @KRISTOFDEWULF
  16. 16. Did you learn something new about your market? @KRISTOFDEWULF
  17. 17. Did you do something for the first time? @KRISTOFDEWULF
  18. 18. “When your eyes are only looking at the organization, your ass is facing the customer” Yudai @KRISTOFDEWULF
  19. 19. @KRISTOFDEWULF
  20. 20. @KRISTOFDEWULF
  21. 21. TWO-WAYONE-WAY ALWAYS ONAD HOC INTEGRATEDSILO CONNECTEDDISCONNECTED CONSUMER- CENTRIC CONSUMER- ACTIVATED @KRISTOFDEWULF
  22. 22. @KRISTOFDEWULF
  23. 23. #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 @KRISTOFDEWULF
  24. 24. Consumer collaboration initiatives #1 @KRISTOFDEWULF
  25. 25. @KRISTOFDEWULF
  26. 26. @KRISTOFDEWULF
  27. 27. @KRISTOFDEWULF
  28. 28. Consumer coach People engager Ecosystem builder Action hero @KRISTOFDEWULF
  29. 29. @KRISTOFDEWULF CLOSE TO CONSUMER INSIGHTING IDEATION MARKET ACTIVATION CUSTOMER EXPERIENCE CONCEPTING BRAND IDENTIFICATION
  30. 30. @KRISTOFDEWULF
  31. 31. #2 Activation of internal stakeholders to take relevant action @KRISTOFDEWULF
  32. 32. AVOID A COLLABORATION hangover @KRISTOFDEWULF
  33. 33. @KRISTOFDEWULF
  34. 34. Deep dive activities 48 hour challenges Bottom-up activities Time Intensity @KRISTOFDEWULF TO THE BEAT OF your company
  35. 35. ENGAGE Inspire ACT @KRISTOFDEWULF
  36. 36. @KRISTOFDEWULF
  37. 37. @KRISTOFDEWULF
  38. 38. @KRISTOFDEWULF
  39. 39. Inspiring and empowering employees at all levels #3 @KRISTOFDEWULF
  40. 40. HighLow Direct Indirect Levelintheorganization Relationship with consumers EXECUTIVES MANAGEMENT FRONTLINE STAFF @KRISTOFDEWULF ORGANIZATION-WIDE impact
  41. 41. CREATE A curiosity CULTURE @KRISTOFDEWULF
  42. 42. “What am I supposed to haul my dogs around in, a Rolls-Royce?” Sam Walton @KRISTOFDEWULF
  43. 43. DEVELOP daily rituals @KRISTOFDEWULF
  44. 44. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 @KRISTOFDEWULF
  45. 45. Think playlist, NOT CHECKLIST @KRISTOFDEWULF
  46. 46. 現場 @KRISTOFDEWULF
  47. 47. @KRISTOFDEWULF
  48. 48. @KRISTOFDEWULF
  49. 49. @KRISTOFDEWULF
  50. 50. Leverage of results & culture externally #4 @TOMDERUYCK
  51. 51. @KRISTOFDEWULF
  52. 52. @KRISTOFDEWULF
  53. 53. Impact measurement #5 @KRISTOFDEWULF
  54. 54. @KRISTOFDEWULF
  55. 55. linkedin.com/in/kristofdewulf @kristofdewulf kristof@insites-consulting.com Kristof De Wulf CEO Thank you
  56. 56. Anouk Willems InSites Consulting | Denis Ghys 10 | Martin Blom Atag
  57. 57. B2B = No Control @DOKTERDENIS @ANOUKW1
  58. 58. @DOKTERDENIS @ANOUKW1
  59. 59. Creating a Pull Effect @DOKTERDENIS @ANOUKW1
  60. 60. @DOKTERDENIS @ANOUKW1
  61. 61. @DOKTERDENIS @ANOUKW1
  62. 62. From Selling Products to Telling Stories @DOKTERDENIS @ANOUKW1
  63. 63. A Cook-Centric-Company Plain text slide! @DOKTERDENIS @ANOUKW1
  64. 64. Let’s start the conversation @DOKTERDENIS @ANOUKW1
  65. 65. Malika, 35, samenwonend, kind (3 jaar), ft job "Koken is voor mij gewoon pure ontspanning. Zowel in het dagdagelijks leven, als in mijn vrije tijd speelt koken een grote rol. Ik hou van lekker eten maar ik maak het ook graag zelf klaar. Vooral bakken is tot een hobby geworden. Taarten, cupcakes, broodjes, notenrepen, noem maar op. Ik hou van de geur van vers gebak in huis. Als ik op zondag niet weet wat doen, sla ik gegarandeerd aan het bakken. Met een man die graag lekker eet en een zoontje van 3 die ook vrijwel alles lust, is koken echt een plezier. Ik probeer ook zoveel mogelijk verse dingen te maken, en af en toe ook eens een minder voor de hand liggende of vergeten groente op tafel te zetten. Reizen is ook één van mijn hobby's en in het buitenland probeer ik dan ook zoveel mogelijk lokale specialiteiten uit. Je kan me ook gegarandeerd op de plaatselijke marktjes vinden om de typische producties te kopen en indien mogelijk in te slaan om mee naar huis te nemen. Verder ben ik ook helemaal verzot op koffie, in allerlei varianten. Maar er gaat niets boven een lekkere Italiaanse espresso.". @DOKTERDENIS @ANOUKW1
  66. 66. @DOKTERDENIS @ANOUKW1
  67. 67. TOTAL BRAND REDESIGN @DOKTERDENIS @ANOUKW1
  68. 68. Passion for cooking @DOKTERDENIS @ANOUKW1
  69. 69. @DOKTERDENIS @ANOUKW1 Brand Movie
  70. 70. @DOKTERDENIS @ANOUKW1 Brand Movie
  71. 71. @DOKTERDENIS @ANOUKW1
  72. 72. @DOKTERDENIS @ANOUKW1
  73. 73. @DOKTERDENIS @ANOUKW1
  74. 74. @DOKTERDENIS @ANOUKW1
  75. 75. @DOKTERDENIS @ANOUKW1
  76. 76. @DOKTERDENIS @ANOUKW1
  77. 77. Recognizable Stories @DOKTERDENIS @ANOUKW1
  78. 78. Meet & Greet + Training @DOKTERDENIS @ANOUKW1
  79. 79. @DOKTERDENIS @ANOUKW1
  80. 80. @DOKTERDENIS @ANOUKW1 From appliance-centric to cook-centric
  81. 81. Believe in the strategy @DOKTERDENIS @ANOUKW1
  82. 82. Practice what you preach @DOKTERDENIS @ANOUKW1
  83. 83. @DOKTERDENIS @ANOUKW1
  84. 84. The Rules of The Game @DOKTERDENIS @ANOUKW1
  85. 85. Feeling the Passion @DOKTERDENIS @ANOUKW1
  86. 86. Leverage Consumer Insights to the Max @DOKTERDENIS @ANOUKW1
  87. 87. @DOKTERDENIS @ANOUKW1 bit.do/atagtest
  88. 88. www.insites-consulting.com @DOKTERDENIS @ANOUKW1 Thank You! Managing Director, 10 Research Innovation Manager, InSites Consulting @DOKTERDENIS @ANOUKW1 Anouk@insites-consulting.com denis@10.be
  89. 89. Let’s go to the Q&A
  90. 90. Let’s wine and dine!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×