It’s all about
customers
Well, is it?
Egbert Jan van Bel
egbertjan@vanbel.nl
May 07, 2009

Terschelling

Same customer,
different story
How marketing is
changing

Egbert Jan van Bel
egbertjan@vanbel.nl

Customer
Satisfaction
=
Customer
Value

www.kloteklanten.nl

Publicity

Response Benelux
23.244 messages

The Research
Our field of interest:
the more then happy
customer
45% could not name
any positive occasion

Key issue?

Right4

Definition of
Marketing
Philip Kotler defines marketing as
The early days
‘satisfying needs and wants
through an exchange
process’
19

Definition of
Marketing Marketing is an organizational
function and a set of processes
for creating, communicating,
Today and delivering value to
customers and for managing
customer relationships in ways
that benefit the organization
and its stakeholders.
AMA, American Marketing Association
20

Right4

“I like to share my
observations with
you ”

1. Go brand
yourself

2. Move from USP
to UBR
40%
30%
20%
10%
0%
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
Source: Experian / nVision

2. Move from USP
to UBR

3. Promise &
Deliver

4. What is your
focus?
Propositions!
relation
relation
reputation
reputation
proposition
proposition
most succesfull less succesfull

4. What is your
focus? Keep your What can we
promise do for you
Propositions!
Reputation Proposition
Relationship
Be good and let it
be told by others!

5. Manage
expectations?
Average 86%
of your customers
is satisfied with the service
of their previous supplier!

6. Fight the
competitor, not the
customer

7. Be honest and
transparant

8. Focus on the
customer

*Zenith
9. Change your
budget allocations
€ 650.0 b
Global Advertising
Spending, 2008*
€ 15.0 b
Global Customer
Contact Spending,
2008*
*Datamonitor

Marketing scores
poorily on
10. Focus on accountability and
accountability innovations
6 5,2
4,8
5 4,3 4,4
3,9 4,1
4
3
1,9
2
1

11. Go for
Contemporary
Marketing
Past
35

11. Go for
Contemporary
Marketing
Today
36

11. Go for
Contemporary
Marketing
Future
BRANDS
TRIGGERS
DIALOGUE
37

11. Go for
Contemporary
Marketing
From value chain
to value circle

12. Move from Old
to New School Indentify
customer
expetations
Integrate Measure
From across the customer
business lifetime value
“Selling the brand”
Manage
Manage customer
To customer information
experience as a strategic
Align strategy asset
“Managing the Customer”
with
customer
values and
expectations

Right4

Rocket Science?
Customer Customer
Customers alignment satisfaction
Customer Customer
Customer Customer retention Customer share
performance commitment loyalty
Increase Free
Entry Rent
Markets barriers
effectiveness
/ efficiency generation
cash
flow
Competitive Margin
advantage improvements
Values Customer Lifetime Shareholder
Value (CLV) value (SHV)
41

Create
Customer
Value

All the best!
Egbert Jan van Bel
egbertjan@vanbel.nl
May 07, 2009