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




        ...
Key issue?
Right4
Definition of
Marketing


                 Philip Kotler defines marketing as
The early days
                 ‘satisfying ...
Definition of
Marketing       Marketing is an organizational
                function and a set of processes
             ...
Right4
“I like to share my
observations with
you ”
1. Go brand
yourself
2. Move from USP
to UBR
                   40%




                   30%




                   20%




                 ...
2. Move from USP
to UBR
3. Promise &
Deliver
4. What is your
focus?
Propositions!
                     relation
                                       relation

      ...
4. What is your
focus?            Keep your                               What can we
                  promise           ...
5. Manage
expectations?




                       Average 86%
                       of your customers
                is...
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
                                ...
Marketing scores
                                       poorily on
10. Focus on                           accountability a...
11. Go for
Contemporary
Marketing

Past




               35
11. Go for
Contemporary
Marketing

Today




               36
11. Go for
Contemporary
Marketing

Future



               BRANDS



               TRIGGERS



               DIALOGUE

...
11. Go for
Contemporary
Marketing

From value chain
to value circle
12. Move from Old
 to New School                          Indentify
                                        customer
     ...
Right4
Rocket Science?



             Customer                    Customer
Customers    alignment                  satisfaction
...
Create
Customer
Value
All the best!




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

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Egbert Jan van Bel @ Relationship Marketing congres (Stichting Marketing)

http://www.vanbel.nl
http://www.relationshipmarketing.be
http://www.stichtingmarketing.be

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Transcript of "It's all about customers... Well, is it?"

  1. 1. It’s all about customers Well, is it? Egbert Jan van Bel egbertjan@vanbel.nl May 07, 2009
  2. 2. Terschelling
  3. 3. Same customer, different story How marketing is changing
  4. 4. Egbert Jan van Bel egbertjan@vanbel.nl
  5. 5. Customer Satisfaction = Customer Value
  6. 6. www.kloteklanten.nl
  7. 7. Publicity
  8. 8. Response Benelux 23.244 messages
  9. 9. The Research Our field of interest: the more then happy customer 45% could not name any positive occasion
  10. 10. Key issue?
  11. 11. Right4
  12. 12. Definition of Marketing Philip Kotler defines marketing as The early days ‘satisfying needs and wants through an exchange process’ 19
  13. 13. 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
  14. 14. Right4
  15. 15. “I like to share my observations with you ”
  16. 16. 1. Go brand yourself
  17. 17. 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
  18. 18. 2. Move from USP to UBR
  19. 19. 3. Promise & Deliver
  20. 20. 4. What is your focus? Propositions! relation relation reputation reputation proposition proposition most succesfull less succesfull
  21. 21. 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!
  22. 22. 5. Manage expectations? Average 86% of your customers is satisfied with the service of their previous supplier!
  23. 23. 6. Fight the competitor, not the customer
  24. 24. 7. Be honest and transparant
  25. 25. 8. Focus on the customer
  26. 26. *Zenith 9. Change your budget allocations € 650.0 b Global Advertising Spending, 2008* € 15.0 b Global Customer Contact Spending, 2008* *Datamonitor
  27. 27. 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
  28. 28. 11. Go for Contemporary Marketing Past 35
  29. 29. 11. Go for Contemporary Marketing Today 36
  30. 30. 11. Go for Contemporary Marketing Future BRANDS TRIGGERS DIALOGUE 37
  31. 31. 11. Go for Contemporary Marketing From value chain to value circle
  32. 32. 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
  33. 33. Right4
  34. 34. 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
  35. 35. Create Customer Value
  36. 36. All the best! Egbert Jan van Bel egbertjan@vanbel.nl May 07, 2009

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