Towards the Consumer-Activated Company by Matthias Dusselier & Eefje Battel (InSites Consulting) presented at the VOKA Business Club.

1. COMPANY
TOWARDS THE
consumer-activated

2. I’m Matthias
34 years, living in Ghent area (Belgium), in
love with Jolien.
#beer #books #music #soccer #technology
Graduated from K.U. Leuven as Business
Engineer, joined InSites Consulting 8 years
ago, and now serving numerous technology
companies & financial services institutions
in the role of Senior Research Manager.
#dashboarding #tech&services #marketing
#research
Content wise my focus is on customer
experience management and research,
guiding company’s in their processes to
better understand customer experiences
and be more customer centric.
#actionability #cexp #customerjourneys #nps
@DUSSE_

3. I’m Eefje
25 years, living in Ghent and working as a
research consultant for InSites since 2012.
Our mission at InSites Consulting consists
of bringing consumers in the boardroom of
organisations and we help companies to
make this mind shift towards consumer
centricity and activation in everything they
do.
As a consultant, I’m involved in the project
management of numerous customer
experience studies.
@IINSITES

4. Top 10 most
innovative
marketing
research
agency of the
world (GRIT 2014)
Global Community Moderator Network
across +50 countries
Proud to work for +30% of the world’s global brands
We have been
cheered by the
industry with
more than 25
international
awards
New York
London
Sydney
Rotterdam
Ghent
Timisoara
Our vision on
contemporary
marketing is
evangelized
through our
best-selling
books.
@DUSSE_
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5. @DUSSE_

6. FROM
CUSTOMER
service TO
CUSTOMER
activation
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7. C(E)X(P)
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C
B

10. TRENDS IN
CUSTOMER
EXPERIENCE
research
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11. One size
doesn’t fit all
#1
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% promoters - % detractors

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% top 2 - % bot 2

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Increased
spending
Repurchasing
NPS
CSAT
CES

18. #2
In the heat of the
moment
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t o u c p i t s
company / product / service
customers
h o n

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company / product / service
customers
customer experience

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customer experience
t o u c p i t sh o n
customer journey

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closed
feedback
loop

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Closed Feedback Loop WHY
SHARE
Share customer feedback with the
customer support employee(s)
responsible for the customer
experience.
EMPOWER
Empower these employees to take
appropriate action on the feedback
provided.
INTERACT
Allow these employees to interact
directly with customers to resolve
issues and inform them of what
actions would be taken.
ENHANCE
Enhance the customer experience of
the customer support
STRENGHTEN
Strengthen customer relationships
STAND OUT
This actionability will help to stand
out from your competitors in the
marketplace.
action management system

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Closed Feedback Loop WHAT
Customer
Service
detect critical
incidents & improve
relationships
Sales
follow up on the
customer’s request
to be contacted by
his contact person
“relational” “commercial”

26. Renovation of
the CEXP
program
#3
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Max 5 mins
Open
comments
Right
measures
Right moment

29. Brand identification
& consistency
are key!
#4
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Identification Consistency
Satisfaction Repurchase

32. #5
Mobile Mobile
Mobile Mobile
Mobile Mobile
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34. penetration devices
53%
67%
69%
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35. mobile internet evolutionsource: wijs.be
2%
7%
17%
23%
2011 2012 2013 2014
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Feedback collected immediately after
an event is 40% more accurate than
feedback collected 24 hours after the
event.
Gartner Research
By 2016, more than half of all
customer service questions will be
submitted via a mobile device.
Organizations would do well to mold
their service solutions entirely on
mobile.
Steven Van Belleghem

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&
Mobile service
Mobile surveys
Helpdesk. Customer service.
Fully mobile optimized survey.

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No line!Offline?Online?

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customer
experience
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41. Customer reviews
are king
#6
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which one would you choose?

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easy way of interacting
references are keyIn proposals, on review sites…

48. Use the right
channel
#7
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Contact centre
Relationship centre
Availability. Consistency.

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52. #8
Smash
your silos!
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Do not limit customer service to the customer service department.
Offer a consistent customer service across all departments.
Inspire & empower employees on all levels.

54. Be prepared for the impact. TRENDS IN
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55. Inform, train & guide your people. TRENDS IN
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56. The best service
is still no service
#9
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no service?

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self service!

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64. Every company
needs a
Chief Consumer
Officer
#10
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A chief customer officer (CCO) is the
executive responsible in customer-
centric companies for the total
relationship with an organization’s
customers. This position is relatively
new addition in the CxO hallway, and
was developed to provide a single
vision across all methods of customer
contact. The CCO is often responsible
for influencing corporate activities of
customer relations in the call centre,
sales, marketing, user interface, finance
(billing), fulfillment and post-sale
support. The CCO typically reports to
the chief executive officer, and is
potentially a member of the board of
directors.

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#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

67. “When your eyes are only
looking at the organization,
your ass is facing the
customer”
Yudai
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70. Thank
you!
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Eefje
Battel
Senior Research Consultant
eefje@insites.eu
+32 9 269 15 36
Matthias
Dusselier
Senior Research Manager
matthias@insites.eu
+32 9 269 15 18

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