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Competing through customer intimacy                       What does it mean? What does it take?                       Prof...
Flanders DC - Missie       Ondernemend Vlaanderen         Creatief Vlaanderen          Creatiever maken           Ondernem...
Flanders DC – BedrijvenFlanders DC Kenniscentrum
Flanders DC – Onderwijs            4Flanders DC Kenniscentrum
Flanders DC – Algemeen Publiek            5Flanders DC Kenniscentrum
Competing Through Customer Intimacy: Agenda                                                 A remarkable case study      ...
A Case Study: Châteauform’      A unique concept of venues totally dedicated to meetings and       seminars      In vari...
A Case Study: Châteauform’8|   Flanders DC Kenniscentrum   27-2-2013|   Competing Through Customer Intimacy
Competing Through Customer Intimacy9|   Flanders DC Kenniscentrum   27-2-2013|   Competing Through Customer Intimacy
Developing a winning strategy                Whom do we                             What do we                            ...
Châteauform’s winning strategy        Big multinational companies        To meet their needs in terms of meetings, semin...
Châteauform’s winning value proposition        The five attributes of all         commercial transactions:               ...
Châteauform’s winning value proposition         Level                     Access                   Experience             ...
Châteauform’s winning strategy14 |   Flanders DC Kenniscentrum   27-2-2013|   Competing Through Customer Intimacy
Châteauform’s winning operating model15 |   Flanders DC Kenniscentrum   27-2-2013|   Competing Through Customer Intimacy
Successful strategy implementation                                                                                      So...
Flanders DC Kenniscentrum                            17
Flanders DC Kenniscentrum School          © Vlerick Business                                   18
Flanders DC Kenniscentrum                            19
Successful strategy implementation20 |   Flanders DC Kenniscentrum   27-2-2013|   Competing Through Customer Intimacy
Conclusion21 |   Flanders DC Kenniscentrum   27-2-2013|   Competing Through Customer Intimacy
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Competing through customer intimacy by kurt verweire

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Transcript of "Competing through customer intimacy by kurt verweire"

  1. 1. Competing through customer intimacy What does it mean? What does it take? Prof. dr. Kurt VerweireFlanders DC Kenniscentrum
  2. 2. Flanders DC - Missie Ondernemend Vlaanderen Creatief Vlaanderen Creatiever maken Ondernemender makenFlanders DC Kenniscentrum
  3. 3. Flanders DC – BedrijvenFlanders DC Kenniscentrum
  4. 4. Flanders DC – Onderwijs 4Flanders DC Kenniscentrum
  5. 5. Flanders DC – Algemeen Publiek 5Flanders DC Kenniscentrum
  6. 6. Competing Through Customer Intimacy: Agenda  A remarkable case study  The choices of customer-intimacy firms  Strategy implementation at customer- intimacy firms6| Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  7. 7. A Case Study: Châteauform’  A unique concept of venues totally dedicated to meetings and seminars  In various European countries  Sites are castles, big farms, big houses  “Feel at home, far from home”7| Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  8. 8. A Case Study: Châteauform’8| Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  9. 9. Competing Through Customer Intimacy9| Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  10. 10. Developing a winning strategy Whom do we What do we ‘Competitive arena’ serve? provide? What is our What is our value operating ‘Competitive theme’ proposition? model? Clear choices + unique choices!10 | Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  11. 11. Châteauform’s winning strategy  Big multinational companies  To meet their needs in terms of meetings, seminars, events  Special attenttion to the wishes of the different sub-segments  Participants: “Feel at home far from home”  Assistants: Easy to do business with and total care  Decision makers: All inclusive, no surprises  Facilitators: High tech, high touch, no stress  Unique in what it does: Less costs and higher customer satisfaction • 95-100% client satisfaction • Customer delights11 | Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  12. 12. Châteauform’s winning value proposition  The five attributes of all commercial transactions:  Product: Goods and/or services purchased  Price: Cost of goods and/or services  Access: How easy consumers obtain and use goods  Service: What is done extra before, during, and after the sale  Experience (connectivity): How consumers feel about themselves as a result of goods and/or services Consumer relevancy Source: Crawford & Mathews (2001) framework12 | Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  13. 13. Châteauform’s winning value proposition Level Access Experience Price Product Service Consumer seeks Turn my hassle Establish intimacy Be my price agent; Inspire me with an Provide me with a the company into a positive with me by doing let me trust you to assortment of solution, take my experience. something no one make my excellent products problems away.  else can. purchases. I didn’t know about. Consumer Make the whole Care about my Be fair and Offer continuously Educate me when I prefers the interaction reliable needs and me. consistent in your high-quality and encounter a and convenient for low pricing (this well-performing product or a company me. does not products. situation I don’t  necessarily mean understand. lowest price). Consumer Make it easy for Respect me, treat Keep the prices Be credible in your Accommodate me; accepts the me to find what I me like a human honest; don’t jack product and bend over need. being. them up or offer service offerings. backward some- company big savings when times to show me  there are none. you care. Consumer Block my way, Dehumanize me; Be inconsistent, Offer me poor- Give me an underworld hassle me, keep disrespect me; unclear, or quality experience I’d just me waiting, make ignore my needs. misleading in your merchandise and as soon forget;  it hard for me to pricing. services that I give me a reason  get in and out. can’t use. to tell my friends to stay away.13 | Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  14. 14. Châteauform’s winning strategy14 | Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  15. 15. Châteauform’s winning operating model15 | Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  16. 16. Successful strategy implementation Source: Vlerick Business School & GDF Suez (Electrabel) (2004)16 | Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  17. 17. Flanders DC Kenniscentrum 17
  18. 18. Flanders DC Kenniscentrum School © Vlerick Business 18
  19. 19. Flanders DC Kenniscentrum 19
  20. 20. Successful strategy implementation20 | Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
  21. 21. Conclusion21 | Flanders DC Kenniscentrum 27-2-2013| Competing Through Customer Intimacy
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