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

6.
Inzicht in Waardecreatie1
•Product lifecycle
•4 P’s (direct marketing)
•Productdifferentiatie

7.
Inzicht in Waardecreatie1
•Vraag genereren
•Wants, needs, desires
•Beïnvloed & overtuig

8.
Inzicht in Waardecreatie1
•Innovatie
•Concurrerend
•Marktaandeel

9.
Inzicht in Waardecreatie1
•Levensduur product
•Herhalingsaankopen
•Planned obsolescence

10.
VALUE @ WHAT COST

11.
VALUE @ WHAT COST

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.
VALUE @ WHAT COSTVALUE @ WHAT COST

14.
Inzicht in Waardecreatie1
• Methode: outbound (interrupt)
• Doel: vraag genereren, marktaandeel
• Uitgangspunt: merkwaarde (brand)
• Lifetime value: kunstmatige cycli
• Benaming: product centricity

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]

24.
Product versus Customer Centricity

25.
Inzicht in Klantwaarde2
•Customer Lifetime
Value (CLV of LTV)
•Case: Supermarkt

26.
Inzicht in Klantwaarde2
•Gem. 7 jaar verhuizen
•€ 100 euro/week (50w)
•Omzet* = € 35.000
* Omzet, excl. CPA (cost per acquisition)

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.
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.
Inzicht in Klantwaarde2
•Klantwaardegericht
•Klantdifferentiatie
•Heterogeniteit = kans

30.
Inzicht in Klantwaarde2
•CLV belangrijkste KPI
•Behouden en uitbouwen
•Aanpassen acquisitie
Wow, doe ons meer
van dergelijke
klanten!

31.
Inzicht in Klantwaarde2
• Methode: inbound (conversatie)
• Doel: focus op topklanten + behoeften
• Uitgangspunt: relatie/reputatie
• Lifetime value: CLV
• Benaming: customer centricity

32.
3 Inzicht in CEL360™Inzicht in CEL360™

33.
Inzicht in CEL360™3
•360-graden klantbeeld
•Integraal, over de silo’s
•Cyclisch groeimodel

34.
Inzicht in CEL360™3
•Natuurlijke groeifases
•Ontkiemen en verzorgen
•Oogsten en inzaaien

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.
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
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