This is Toni Keskinen's introduction to Behavioral Economics, Future CMO's services and pricing. In case you are interested in giving an assignment, please contact Mr. Keskinen. These are some examples of typical assignments or outcomes of projects: Customer Journey Mapping, Analytics, Research and Design – Customer Experience design with full customer behaviour view to the market place. Strategic approach to actionable customer insights and topsight Customer interface design and channel strategy > Holistic approach to customer interfaces based on thorough customer journey mapping and analysis. Service blueprinting main customer journeys for superb customer experience as effectively as possible Social Media Strategy and Implementation > Technical solutions, operations & organisation, focus and goals for branding, customer service, -experience and sales Inbound marketing strategies and implementation – Content marketing, publishing, social media engagements and translating the impact to leads and customer acquisition Innovation ignite – customer interface driven innovation, open innovation opportunities and employee innovation generation Lean Business Process design – Designing customer centric operations across touchpoints, enabling selfservice for improved customer experience and operationalizing the customer experience with lean processes Corporate structure and organisation design – Often companies have organized their operations in to silos that effectively kill collaboration and shared learning, hinder change for better and strangle innovation. Unleashing the corporate capacity starts with structural change for better customer experience, continuous learning and improvement. The goal is to help create a workplace culture that supports trust, transparency and cross-functional collaboration. Customer Value optimization – Unleashing the company’s full potential to deliver customer value and designing Symbiosis Strategy IT infrastructure design for lean processes and optimal customer experience – Choosing and implementing right and sustainable technical solutions for efficiency and operational efficiency improvement Inspiring employees and help them grow outside their current comfort zone - Inspirator and Catalyst for corporate culture change for sustainable growth and competitive advantage RATIO: You need to develope the know how inside your company, outsourcing doesn’t grow your competitive advantage in sustainable way. This is why it is wise to hire an accelerator for change, who can train your team to deliver excellent performance and innovative development. CORE SERVICE: EaaS-Executives as a Service http://hbr.org/2012/05/the-rise-of-the-supertemp/

1. Toni Keskinen,
Founder & CEO
FutureCMO
Toni.keskinen@futurecmo.org
+358 50 5522276
http://futurecmo.org
http://asiakkaanmatkassa.fi
@Toni_Keskinen
OFFERING, PRICING & ENDORSEMENTS
Customer experience and behavior
driven management and operations
for growth and efficiency

2. • Digitalisation is disrupting our business model – how can we take advantage of digitalisation? How
should we organize for change?
• We have a lot of data, research and other sources of information, how can we get more from them? How
can we create customer insight driven management and business development?
• We have a strong position in the market, but it is eroding/Our business growth has stopped, what should
we do to regain our growth rate?
• What should we do in our marketing/digital/product development/mediastrategy/brand position/etc. to
boost sales
• We are going to re-design our webservice/CRM/marketing automation, how should we do it?
• We have low NPS or high service costs, what can we do in order to boost NPS and/or cut customer
service costs?
Typical questions my clients hired me to solve
1/20/2016
I’ve been solving these challenges for more than a decade now and I don’t have dissatisfied
customers. I’ve been hired to solve single challenges or to transform entire businesses.

3. © ToinenPHD 2013
Extensive experience in FMCG, B2C, B2B SME and strategic client
driven businesses like..

4. 1/20/2016
2000, Digital Business
2001, Mobile marketing
handbook
2013, The Customer Journey
– from Product Centricity to
Symbiosis Strategy
Founder and Chief editor of Future CMO
Blog: http://futurecmo.org
And in finnish http://asiakkaanmatkassa.fi
1. MAPPING THE
CONSUMER JOURNEY
JAN/14 & WARC WEBINAR
JUL/14
2. SAY HELLO TO NEW 7P’S
OF MARKETING NOW/14
3. CUSTOMER LOYALTY IN
DIGITAL AGE JAN/15
+ FUTURE CMO LINKED IN
GROUP & FCMO
COMMERCIAL COMMUNITY
Some outcomes..

5. First: Create understanding and insights
Customer Journey & insights as the strategic platform for development
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Brand as a
platform
Choose &
Buy
Initiation
Use
(or deliver service)
Brand health Prompt
concious
consideration
(Non-commercial
and commercial
reasons)
Context
Frequency
Volume
Customer value
Value-in-use
Etc.
New need
Re-purchase
Discontinuity
Competitor
actions
Awareness
TOM
Liking
Preference
Image
Cross-channel
search, learning
and consideration
process. Purchase/
transaction
Customer journey
Loyalty
1
Who are our
customers?
What kind of segments
are there?
How does their value
differ in short and long
term?
Do our customers differ
from the market
average/special
groups?
What are we missing?
2
Customer
understanding
and insights
Their Journey across brand options in an omni-channel environment, motives,
choices, channels and purposes. Does the brand meet customer expectations?
What kind of conversions and phenomena can be found? What should be done?
CATALYST ROLE: CREATION OF INSIGHTS AND BRIDGING ALL PARTS TOGETHER FROM DESIGN TO OPERATIONS

6. Then design an ideal path to purchase, customer
relationship and loyalty
You can not be the captain of your customer’s journey, merely a guide. At
best your customer interfaces and communications act like a GPS to the
desired outcome

7. INPUT: Catalyst = Learn faster and get’s the required things done
faster and with less energy (=more cost efficiently)
1/20/2016©
OUTPUT: Transformation = Permanent operational and cultural
change for better
1
2
What is Catalyst’s influence impact to the adoption
of Behavioral Economics?

8. The catalyst role is not about doing the necessary work as an
outsourced solo consultant or designer. Catalyst is a team
member helping internal organisation recognize actionable
possibilities and implementing them efficiently and rapidly
across corporate functions
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Co-creation and mentoring internal organisation has multiple advantages:
• Shared view, language and understanding about everyone’s role in the big picture
(extracting silos)
• Commitment to unified and common goals
• Inspiration and excitement due to shared innovation and implementation process
• Much higher transformation success rate, stronger results and permanent impact

9. Catalyst-as-a-service (CaaS)
- Temporary team lead, advisor or mentor role with internal organisation. These are typically longer term projects that require
multiple areas to change simultaneously for overall operational and cultural transformation, eg. customer centric strategy
creation and implementation
- Fee is 1600€/day+vat
- Process: Analysis, findings and improvement opportunities, lean UX workshops and implementation (scrum and sprint type of
continuous work having several projects running simultaneously with different stakeholders)
Destination workshop (or customer vision workshop)
- In order to align development across corporation, all units must share the same vision. Destination workshop is about creation
of one inspiring and shared goal for everybody. Typical cases include 3 days of interviews, data and research learning ½ day
workshop, preparation for roadmap, goal chrystalisation and final workshop in which goal is approved, roadmap, roles and
responsibilities defined. Fees depend on a case and are typically between 8-12.000€ (1600€+vat/day)
Ignite Session
- Catalyst role is about using extensive experience in order to help the team recognize what are the most likely challenges,
hypothesis for solutions and provide tools and methods for team’s use. Typically such approach is especially valuable in case of
new concept, product or solution development needs. Fee for such work is 400€/hour and typical assignments are apr. 2-4 hour
engagements
Management wake-up presentations & public speaking engagements
- From existing materials 1250€/presentation. In case of a custom presentation +200€/hour for preparation
Solutions to catalysis
Not included in pricing: VAT & Travel costs, price list valid for H1 2016

10. TOPLINE GROWTH:
• Best customer experience (Goals: loyalty, LTV, cross & upsell, high NPS)
• Innovative solutions: Creation of competitive advantage, distinctive and special offering capable of
delivering substantial value, high quality
• Continuous and cost-efficient new business (Goals: brand recognition and image, demand
generation and stronger new customer conversion)
BOTTOMLINE PROFITABILITY:
• Lean and effective operations and processes – strong bottomline (Goals: highly productive
organisation capable of delivering superb customer experience at comparatively low expences by using
new technologies, online environment and automation)
ENERGIZING ORGANISATION AND PARTNERS:
• Catalyst for winning corporate culture: Inspirational and very satisfying workplace capable of
understanding and driving development and change. Recognition as very prominent employer for
hungry and innovative new talent, Topline growth energize the company’s employees and focus their
minds on opportunities, innovation and growth (while focusing on the bottomline challenges paralyzes
the company’s innovation and growth capacity).
•
Typical goals and must win battles my work is related to
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11. Success requires every piece of the puzzle
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12. Some endorsements for Toni Keskinen
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Screenshot 2016-01-20 07.14.05

13. Some endorsements for Toni Keskinen
1/20/2016
Screenshot 2016-01-20 07.14.05

14. Some endorsements for Toni Keskinen
1/20/2016©

15. 1/20/2016©
“You work like a doctor performing a
balloon inflation surgery. You get
your client’s corporate body’s blood
and oxygen flow again.”
Veli-Pekka Ääri, CMO, SOK
SOK is the number one retail group in
Finland, +12 Billion € in turnover

16. Thank you for your interest.
Let’s work together!
contact:
Toni.keskinen@futurecmo.org
+358 50 55222 76
Twitter @Toni_Keskinen
http://futurecmo.org
http://fi.linkedin.com/in/tonikeskinen/
1/20/2016