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Beeckestjin Proefcollege - Customer Centricity & CEL360

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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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Beeckestjin Proefcollege - Customer Centricity & CEL360

  1. 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. 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. 3. 1 Inzicht in WaardecreatieInzicht in Waardecreatie
  4. 4. Inzicht in Waardecreatie1 •Industriële revolutie •Schaalvoordelen •Hogere marges
  5. 5. Inzicht in Waardecreatie1 •Age of advertising •Massa communicatie •Massa consumptie
  6. 6. Inzicht in Waardecreatie1 •Product lifecycle •4 P’s (direct marketing) •Productdifferentiatie
  7. 7. Inzicht in Waardecreatie1 •Vraag genereren •Wants, needs, desires •Beïnvloed & overtuig
  8. 8. Inzicht in Waardecreatie1 •Innovatie •Concurrerend •Marktaandeel
  9. 9. Inzicht in Waardecreatie1 •Levensduur product •Herhalingsaankopen •Planned obsolescence
  10. 10. VALUE @ WHAT COST
  11. 11. VALUE @ WHAT COST
  12. 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
  13. 13. VALUE @ WHAT COSTVALUE @ WHAT COST
  14. 14. Inzicht in Waardecreatie1 • Methode: outbound (interrupt) • Doel: vraag genereren, marktaandeel • Uitgangspunt: merkwaarde (brand) • Lifetime value: kunstmatige cycli • Benaming: product centricity
  15. 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. 16. 2 Inzicht in KlantwaardeInzicht in Klantwaarde
  17. 17. Inzicht in Klantwaarde2 •Globalisering •Digitalisering •Deregulering
  18. 18. Inzicht in Klantwaarde2 •Marges onder druk •Churn / Survival rate -/- •Marktaandeel krimpt
  19. 19. Inzicht in Klantwaarde2 •Prijzen verlagen •Promotie opvoeren •Omzet/kosten: -/+
  20. 20. Inzicht in Klantwaarde2 •Efficiëncy verhogen •(Digitale) innovatie •Omzet/kosten: -/+
  21. 21. Inzicht in Klantwaarde2 •Accent verleggen •Focus op beste klanten •Omzet/kosten: +/-
  22. 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. 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]
  24. 24. Product versus Customer Centricity
  25. 25. Inzicht in Klantwaarde2 •Customer Lifetime Value (CLV of LTV) •Case: Supermarkt
  26. 26. Inzicht in Klantwaarde2 •Gem. 7 jaar verhuizen •€ 100 euro/week (50w) •Omzet* = € 35.000 * Omzet, excl. CPA (cost per acquisition)
  27. 27. Inzicht in Klantwaarde2 •Geeft 3 aanbevelingen •CLV = € 140.000 x 4,5%* •CLV = € 6.300 <> € 1,69 €1,69 * 4,5% is geschatte brutomarge supermarkten
  28. 28. Inzicht in Klantwaarde2 •Komt u hier vaker? •Woont u in de buurt? •Wilt u een klantenkaart? €1,69 * 4,5% is geschatte brutomarge supermarkten
  29. 29. Inzicht in Klantwaarde2 •Klantwaardegericht •Klantdifferentiatie •Heterogeniteit = kans
  30. 30. Inzicht in Klantwaarde2 •CLV belangrijkste KPI •Behouden en uitbouwen •Aanpassen acquisitie Wow, doe ons meer van dergelijke klanten!
  31. 31. Inzicht in Klantwaarde2 • Methode: inbound (conversatie) • Doel: focus op topklanten + behoeften • Uitgangspunt: relatie/reputatie • Lifetime value: CLV • Benaming: customer centricity
  32. 32. 3 Inzicht in CEL360™Inzicht in CEL360™
  33. 33. Inzicht in CEL360™3 •360-graden klantbeeld •Integraal, over de silo’s •Cyclisch groeimodel
  34. 34. Inzicht in CEL360™3 •Natuurlijke groeifases •Ontkiemen en verzorgen •Oogsten en inzaaien
  35. 35. Brand Equity Demand Generation Product Centricity Customer Centricity Value Equity Demand Fulfillment Service Centricity Experience Equity Product-as-a-service Relationship Equity Platform-as-a-Service Network Centricity
  36. 36. Inzicht in CEL360™3 •Kleurenspectrum •Laag naar hoog frequent •Klantenprisma
  37. 37. Inzicht in CEL360™3 •Binnen: 8 Prompts •Acts in een toneelstuk •Souffleur: blijf bij de les
  38. 38. Inzicht in CEL360™3 •Buiten: 8 Essential Steps •AIDA + AHHA •50% van de klantreis
  39. 39. Inzicht in CEL360™3 •Midden: 8 Trumps •Troeven (AA-CC-EE-SS) •50% van de klantreis
  40. 40. Inzicht in CEL360™3 •Het lint is de klantreis •Randvoorwaarden •Moments of Truth
  41. 41. Inzicht in CEL360™3 •Mogelijke startpunten • Engage with Purpose • Deliver on Value • Design for Experience (Case: J&P Roses) • Excite your Tribe
  42. 42. Inzicht in CEL360™3 •Leuke oefening •Bedenk een experience •Re-engineer naar story
  43. 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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