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Het thema van het college is: van waarde voor de klant, naar waarde van de klant. Hoe verhouden de verschillende vormen van waardecreatie zich tot elkaar. Hoe bepaal je de waarde van een klant? Hoe kun je CEL360 gebruiken bij de vorm van waardecreatie en de terugvertaling naar een marketing strategie?
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Het thema van het college is: van waarde voor de klant, naar waarde van de klant. Hoe verhouden de verschillende vormen van waardecreatie zich tot elkaar. Hoe bepaal je de waarde van een klant? Hoe kun je CEL360 gebruiken bij de vorm van waardecreatie en de terugvertaling naar een marketing strategie?
1.
Customer Centricity
Van waarde voor de klant, naar waarde van de klant
17 maart 2017 | Leusden
Gastdocent: Edwin Korver, Tenfore Associates BV
Motto: LIFETIME VALUE CREATORS
Online: Tenfore.nl | @tenfore | CEL360.com
Intro: Nancy Krijnen, Opmerksaam
2.
Customer Centricity
Van waarde voor de klant, naar waarde van de klant
1. Inzicht in Waardecreatie (30 min.)
2. Inzicht in Klantwaarde (30 min.)
3. Inzicht in CEL360™ (30 min.)
VRAGEN/POLLS - https://slido.com/ - eventcode #CEL360
3.
1 Inzicht in WaardecreatieInzicht in Waardecreatie
4.
Inzicht in Waardecreatie1
•Industriële revolutie
•Schaalvoordelen
•Hogere marges
5.
Inzicht in Waardecreatie1
•Age of advertising
•Massa communicatie
•Massa consumptie
12.
Nuancering?
“Though some of these examples of planned obsolescence are egregious, it’s overly simplistic to condemn the practice
as wrong. On a macroeconomic scale, the rapid turnover of goods powers growth and creates reams of jobs – just think
of the money people earn by manufacturing and selling, for instance, millions of smartphone cases. Furthermore, the
continuous introduction of new widgets to earn (or re-earn) new and old customers’ dough alike will tend to promote
innovation and improve the quality of products.
As a result of this vicious, yet virtuous cycle, industry has made countless goods cheap and thus available to nearly
anyone in wealthy Western countries, the Far East, and increasingly so in the developed world. Many of us indulge in
creature comforts unimaginable a century ago.
“There’s no doubt about it,” says Slade, “more people have had a better quality of life as a result of our consumer
model than at any other time in history. Unfortunately, it’s also responsible for global warming and toxic waste.”
Bron: BBC Here’s the truth about ‘planned obsolescence of tech
15.
Definitie Product Centricity
Product-centric competition is based on having
a product that meets a certain customer need,
and then trying to find as many customers as
possible who want to have that need met.
Success is measured by the length of the horizontal
arrow (i.e., how many customers are reached). In
competitive terms, this would represent your
market share.
[Bron: Don Peppers]
16.
2 Inzicht in KlantwaardeInzicht in Klantwaarde
17.
Inzicht in Klantwaarde2
•Globalisering
•Digitalisering
•Deregulering
18.
Inzicht in Klantwaarde2
•Marges onder druk
•Churn / Survival rate -/-
•Marktaandeel krimpt
19.
Inzicht in Klantwaarde2
•Prijzen verlagen
•Promotie opvoeren
•Omzet/kosten: -/+
20.
Inzicht in Klantwaarde2
•Efficiëncy verhogen
•(Digitale) innovatie
•Omzet/kosten: -/+
21.
Inzicht in Klantwaarde2
•Accent verleggen
•Focus op beste klanten
•Omzet/kosten: +/-
22.
Definitie Customer Centricity #1
Customer-centric competition starts with an
individual customer and tries to meet as many
of that customer’s needs as possible – across
all the company’s divisions and business units,
and through time (i.e., meeting a customer’s
needs week after week, month after month).
Success is measured by the length of the vertical
arrow. This represents your share of customer.
[Bron: Don Peppers]
23.
Definitie Customer Centricity #2
Customer centricity is a strategy that aligns a
company’s development and delivery of its
products and services with the current and
future needs of a select set of customers - in
order to maximize their long-term financial
value to the firm.
[Bron: Peter Fader]
36.
Inzicht in CEL360™3
•Kleurenspectrum
•Laag naar hoog frequent
•Klantenprisma
37.
Inzicht in CEL360™3
•Binnen: 8 Prompts
•Acts in een toneelstuk
•Souffleur: blijf bij de les
38.
Inzicht in CEL360™3
•Buiten: 8 Essential Steps
•AIDA + AHHA
•50% van de klantreis
39.
Inzicht in CEL360™3
•Midden: 8 Trumps
•Troeven (AA-CC-EE-SS)
•50% van de klantreis
40.
Inzicht in CEL360™3
•Het lint is de klantreis
•Randvoorwaarden
•Moments of Truth
41.
Inzicht in CEL360™3
•Mogelijke startpunten
• Engage with Purpose
• Deliver on Value
• Design for Experience (Case: J&P Roses)
• Excite your Tribe
42.
Inzicht in CEL360™3
•Leuke oefening
•Bedenk een experience
•Re-engineer naar story
43.
Customer Centricity
Van waarde voor de klant, naar waarde van de klant
Bedankt voor uw aandacht.
CEL360™ http://CEL360.com
Slideshare https://slideshare.net/edwinkorver
Contact info@tenfore.nl of (06) 5 234 11 11
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