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The New Loyalty - Customer Experience, Your Future Asset

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Presented during 'Insights Activation Week' in Syndey, Australia

Published in: Business
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The New Loyalty - Customer Experience, Your Future Asset

  1. 1. THINK consumer centric. THINK AGAIN.
  2. 2. THINK consumer centric. THINK AGAIN.
  3. 3. THINK consumer centric. THINK AGAIN.
  4. 4. BLINDED BY TOUCH POINTS
  5. 5. FROM INSIDE OUT TO OUTSIDE IN THINK consumer centric. THINK AGAIN.
  6. 6. • TUI THE FAILURE OF TOUCH POINT SATISFACTION THINK consumer centric. THINK AGAIN.
  7. 7. Touch point satisfaction Travel agent Website to amend booking Aircraft conditions Hotel room … drives 22% of NPS Dreaming THINK consumer centric. THINK AGAIN.
  8. 8. MOMENTS OF TRUTH THINK consumer centric. THINK AGAIN.
  9. 9. THINK consumer centric. THINK AGAIN.
  10. 10. THINK consumer centric. THINK AGAIN.
  11. 11. THINK consumer centric. THINK AGAIN.
  12. 12. Transfer desk Signage Transfer video In-app support THINK consumer centric. THINK AGAIN.
  13. 13. OCCASIONS ARE KEY THINK consumer centric. THINK AGAIN.
  14. 14. ORGANIZATION MOMENTS TOUCH POINTS CONSUMER CONSUMER CENTRICITY THINK consumer centric. THINK AGAIN.
  15. 15. ORGANIZATION MOMENTS TOUCH POINTS CONSUMER CONSUMER CENTRICITY Do you know the moments of truth for consumers buying and using your products? Do you track and improve satisfaction of key touch points? THINK consumer centric. THINK AGAIN.
  16. 16. EMPLOYEES ORGANIZATION NEEDS CONSUMER CONSUMER CENTRICITY THINK consumer centric. THINK AGAIN.
  17. 17. THE HOLE IN THE WALL THINK consumer centric. THINK AGAIN.
  18. 18. THINK consumer centric. THINK AGAIN.
  19. 19. • TUI THE FAILURE OF TOUCH POINT SATISFACTION THINK consumer centric. THINK AGAIN.
  20. 20. 6879 Stories 50 Participants per country 3 Active weeks 18 Activities 20 THINK consumer centric. THINK AGAIN. THINK consumer centric. THINK AGAIN.
  21. 21. TOUCH POINT SATISFACTION + PERFORMANCE ON CONSUMER NEEDS DRIVE 60% OF NPS Dreaming THINK consumer centric. THINK AGAIN.
  22. 22. THE ABILITY TO UNDERSTAND THE CONSUMER BETTER AND DELIVER UPON THAT SUPERIOR UNDERSTANDING THINK consumer centric. THINK AGAIN.
  23. 23. Support me to make the right choice Keep me excited and looking forward Help me escape from everyday routine Stay within the holiday mood afterwards To what extent do you agree with the following statements about TUI? CONSUMER NEEDS BECOME KPIS THINK consumer centric. THINK AGAIN.
  24. 24. EMPLOYEES ORGANIZATION NEEDS CONSUMER CONSUMER CENTRICITY Do you have a good understanding of the underlying consumer needs for your products? Do you engage your employees to meet core consumer needs? THINK consumer centric. THINK AGAIN.
  25. 25. PURPOSELIFE ORGANIZATION CONSUMER CENTRICITY CONSUMER THINK consumer centric. THINK AGAIN.
  26. 26. THINK consumer centric. THINK AGAIN.
  27. 27. Picture yourself Chinese tourists visiting London THINK consumer centric. THINK AGAIN.
  28. 28. THINK consumer centric. THINK AGAIN.
  29. 29. THINK consumer centric. THINK AGAIN.
  30. 30. THINK consumer centric. THINK AGAIN.
  31. 31. THINK consumer centric. THINK AGAIN.
  32. 32. FOLLOW YOUR BRAND PURPOSE THINK consumer centric. THINK AGAIN.
  33. 33. PURPOSELIFE ORGANIZATION CONSUMER CENTRICITY CONSUMER Do you deliver meaningful and positive experiences to make people’s lives better or easier? Do you have a brand purpose that defines everything you do, cross functions? THINK consumer centric. THINK AGAIN.
  34. 34. EMPLOYEES PURPOSELIFE ORGANIZATION NEEDS MOMENTS TOUCH POINTS CONSUMER CONSUMER CENTRICITY THINK consumer centric. THINK AGAIN.
  35. 35. EMPLOYEES ORGANIZATION NEEDS CONSUMER CONSUMER CENTRICITY Having my issue resolved on the first call VS Being heard, understood, and respected THINK consumer centric. THINK AGAIN.
  36. 36. #MINDS#HEARTS #ACTIONS establishing a culture of consumer centricity and creating a mind shift among employees. delivering sparks of fresh inspiration through dialogues with consumers, in order to craft or reshape strategic plans, product development roadmaps,… concrete actions or changes in the cycle of developing new products. This level is about bringing strategy into action. THINK consumer centric. THINK AGAIN.
  37. 37. LED Traditional bulb Dumb product Defined competitors Smart, Integrated system Blurred competitive space ADAPT TO A CHANGING WORLD THINK consumer centric. THINK AGAIN.
  38. 38. ADAPT TO A CHANGING WORLD Making consumers the focus instead of technologies Bringing relevant lighting experiences to the market instead of products THINK consumer centric. THINK AGAIN.
  39. 39. The benefit pyramid is a laddered model covering all consumer needs for lighting. The pyramid provides consumer guidance for Philips Lighting propositions. An exhaustive set of consumer insights and use cases is anchored in the pyramid. CONSUMER CENTERED FRAMEWORK THINK consumer centric. THINK AGAIN.
  40. 40. CONSUMER CENTERED PRACTICE THINK consumer centric. THINK AGAIN.
  41. 41. Since July 2015 Consumer Consulting Board Live in Europe & North-America THINK consumer centric. THINK AGAIN.
  42. 42. #HEARTS From research to a consumer centricity program Make people active part of a bigger wave Build proof points in an early stage ENGAGING WITH CONSUMERS THINK consumer centric. THINK AGAIN.
  43. 43. ENGAGING WITH CONSUMERS #HEARTS From research to a consumer centricity program Make people active part of a bigger wave Build proof points in an early stage Consumer enthusiasm “Sometimes I miss this community. I´m really excited about the new product ideas :-)” “It's good to see Philips is working hard on our ideas. I like their feedback and I'm really looking forward to further activities!!! :) THINK consumer centric. THINK AGAIN.
  44. 44. ENGAGING WITH CONSUMERS #MINDS Consumer immersion via a consumer story dashboard From consumer validation to inspiration THINK consumer centric. THINK AGAIN.
  45. 45. ENGAGING WITH CONSUMERS #ACTIONS Program fits in product development cycles 48H challenges at the rhythm of the business THINK consumer centric. THINK AGAIN.
  46. 46. Shopper CONSULTING BOARD THINK consumer centric. THINK AGAIN.
  47. 47. #MINDS Observation museum stations ENGAGING WITH CONSUMERS THINK consumer centric. THINK AGAIN.
  48. 48. #MINDS Ideation sessions on the collected insights ENGAGING WITH CONSUMERS THINK consumer centric. THINK AGAIN.
  49. 49. ENGAGING WITH CONSUMERS #ACTIONS the Dannon Studio THINK consumer centric. THINK AGAIN.
  50. 50. INSPIRATION WALL INSPIRATION TILE ADD NEW TILE MARKETING OF INSIGHTS “THROUGH” RATHER THAN “TO” PROFESSIONALS THINK consumer centric. THINK AGAIN.
  51. 51. "It was really interesting to see all the recipes people use yogurt for. For example, the pasta recipe really caught my attention and I was surprised people would use yogurt in pasta. It was also eye-opening to me to see people using yogurt in savory recipes as I thought consumers only consumed yogurt as a sweet treat." FUN AND INTRIGUING FOR NON-CMI AUDIENCES THE impact FOR DANNON “The Studio is visually appealing. .... as life is quite busy, we unfortunately don't take the time to socialize and share this type of information in person or online.” THINK consumer centric. THINK AGAIN.
  52. 52. ENHANCED PEOPLE CENTRICITY THROUGH PERSONAL STORIES THE impact FOR DANNON THINK consumer centric. THINK AGAIN.
  53. 53. Real closeness to consumers +30% CONSUMER FEELING CONSUMER CONTACT STUDIO USAGE +230% THINK consumer centric. THINK AGAIN.
  54. 54. #MINDS#HEARTS #ACTIONS use new channels to share insights use metaphores shift from evaluation to opportunities involve people in the bigger picture consumer enthusiasm is contagious deliver instant gratification follow the pace of the business deliver in small chunks install triggers THINK consumer centric. THINK AGAIN.
  55. 55. THINK consumer centric. THINK AGAIN. Slides: www.speakersbase.com/event/insights
  56. 56. +61 2 8354 4800 directionfirst.com DIRECTION FIRST 10 Elizabeth Street Paddington, NSW, 2021, Australia +61 2 8354 4800 +61 2 9357 1666 info@directionfirst.com linkedin.com/company/direction-first @directionfirst

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