It's all about customers... Well, is it?

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Egbert Jan van Bel @ Relationship Marketing congres (Stichting Marketing)

http://www.vanbel.nl
http://www.relationshipmarketing.be
http://www.stichtingmarketing.be

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It's all about customers... Well, is it?

  1. 1. It’s all about customers Well, is it? Egbert Jan van Bel egbertjan@vanbel.nl May 07, 2009
  2. 2. Terschelling
  3. 3. Same customer, different story How marketing is changing
  4. 4. Egbert Jan van Bel egbertjan@vanbel.nl
  5. 5. Customer Satisfaction = Customer Value
  6. 6. www.kloteklanten.nl
  7. 7. Publicity
  8. 8. Response Benelux 23.244 messages
  9. 9. The Research Our field of interest: the more then happy customer 45% could not name any positive occasion
  10. 10. Key issue?
  11. 11. Right4
  12. 12. Definition of Marketing Philip Kotler defines marketing as The early days ‘satisfying needs and wants through an exchange process’ 19
  13. 13. Definition of Marketing Marketing is an organizational function and a set of processes for creating, communicating, Today and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. AMA, American Marketing Association 20
  14. 14. Right4
  15. 15. “I like to share my observations with you ”
  16. 16. 1. Go brand yourself
  17. 17. 2. Move from USP to UBR 40% 30% 20% 10% 0% 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 Source: Experian / nVision
  18. 18. 2. Move from USP to UBR
  19. 19. 3. Promise & Deliver
  20. 20. 4. What is your focus? Propositions! relation relation reputation reputation proposition proposition most succesfull less succesfull
  21. 21. 4. What is your focus? Keep your What can we promise do for you Propositions! Reputation Proposition Relationship Be good and let it be told by others!
  22. 22. 5. Manage expectations? Average 86% of your customers is satisfied with the service of their previous supplier!
  23. 23. 6. Fight the competitor, not the customer
  24. 24. 7. Be honest and transparant
  25. 25. 8. Focus on the customer
  26. 26. *Zenith 9. Change your budget allocations € 650.0 b Global Advertising Spending, 2008* € 15.0 b Global Customer Contact Spending, 2008* *Datamonitor
  27. 27. Marketing scores poorily on 10. Focus on accountability and accountability innovations 6 5,2 4,8 5 4,3 4,4 3,9 4,1 4 3 1,9 2 1
  28. 28. 11. Go for Contemporary Marketing Past 35
  29. 29. 11. Go for Contemporary Marketing Today 36
  30. 30. 11. Go for Contemporary Marketing Future BRANDS TRIGGERS DIALOGUE 37
  31. 31. 11. Go for Contemporary Marketing From value chain to value circle
  32. 32. 12. Move from Old to New School Indentify customer expetations Integrate Measure From across the customer business lifetime value “Selling the brand” Manage Manage customer To customer information experience as a strategic Align strategy asset “Managing the Customer” with customer values and expectations
  33. 33. Right4
  34. 34. Rocket Science? Customer Customer Customers alignment satisfaction Customer Customer Customer Customer retention Customer share performance commitment loyalty Increase Free Entry Rent Markets barriers effectiveness / efficiency generation cash flow Competitive Margin advantage improvements Values Customer Lifetime Shareholder Value (CLV) value (SHV) 41
  35. 35. Create Customer Value
  36. 36. All the best! Egbert Jan van Bel egbertjan@vanbel.nl May 07, 2009

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