bluecruxtalks: Get an agile focus on your customers!

1
#bluecruxtalks
Get an agile
focus
on your
customers
Anneleen Tronquo
Anouk Schoenmakers

2
Agenda
07:00 - 08:00: Registration & Breakfast
08:00 - 08:30: Word of welcome & "Customer centricity: it's all about mindset" - by Anneleen Tronquo, Bluecrux
08:30 - 09:00: "How I disrupted the Belgian energy market twice" - by Vincent De Dobbeleer, June Energy
09:00 - 09:30: Discussion & Break
09:30 - 10:00: "How customer centricity changes your whole way of working" - by Anouk Schoenmakers, Bluecrux
10.00 – 10.30: "The best buyer experience wins" - by Laetitia Cuigniez, Showpad
10:30 – 11:00: Discussion & Closing - by Anneleen Tronquo, Bluecrux

1
“It’s all about
mindset”
Anneleen Tronquo
#Bluecrux

44
“In 2017, more than
two-thirds of
marketers say their
companies compete
mostly on the basis of
CX”
Gartner

5
Stop. Rewind.
This is not a
marketing battle.

6
It’s about building
your world around
the customer

9
What can we learn from a cheetah?
• Speed
• Anticipation
• Empowerment

10
A new way of hunting
Know which preys you
want to chase.
> Personae

11
Know how your prey lives and acts.
> Customer journey

12
Act swiftly.
> Communication

13
Know when your
hunger will be stilled.
> SMART KPIs

2
“How I disrupted
The Belgian energy market
twice”
Vincent De Dobbeleer
#JuneEnergy

3
“How customer centricity
changes your whole way of
working”
Anouk Schoenmakers
#Bluecrux

Map the customer journey to your
end-to-end processes

17
Analytics are key to create value
from data

18
Systems should generate value,
not just efficiency

19
Build people and they will build
your company for you

20
Get your organization in the best shape
to outperform customer expectations

4
“The best buyer experience
wins”
Laetitia Cuigniez
#Showpad

5
Closing
Anneleen Tronquo
#Bluecrux

2323
And what about your
company?
“In xx, more than two-thirds
of my team will say my
company competes mostly on
the basis of CX”
You

Thank you & let’s keep in touch!
Follow us on

Business opportunities in new
technology

The evolution
Everyone has heard of it

First
Industrial Revolution
through the introduction of
mechanical production
facilities with the help of
water and steam power
First mechanical loom,
1784
Today
Time
1800 1900 2000
From Industry 1.0 to Industry 4.0

First
Second
a division of labor and
mass production with the
help of electrical energy
1784
First assembly line,
cincinnati slaughterhouses,
1870
Today
Time
1800 1900 2000

First
Second
Third
through the use of
electronic and IT systems
that further automate
production
1784
1870
First programmable
logic controller (PLC),
Modicon 084, 1969
Today
Time
1800 1900 2000

First
Second
Third
through the use of
electronic and IT systems
that further automate
production
Fourth
through the use of cyber-
physical systems
1784
1870
First programmable
logic controller (PLC),
Modicon 084, 1969
Today
Time
1800 1900 2000

The evolution
And it’s just the beginning
IoT inception
0.5 Billion
connected
devices
12.5 Billion
connected
devices
50 Billion
connected
devices
6.3 B
earth
population
6.8 B
earth
population
7.6 B
earth
population

2/3 will be other “things”:
sensors, actuators and other
devices that monitor, control,
analyze and optimize our world
The evolution
And it’s just the beginning
By 2020, 50 billion devices will
be connected to the internet
1/3 will be PC’s,tablets,
smartphones and TV’s

The evolution
Device miniaturization

processing
power
power
consumption
The evolution
Improvements in technology

The evolution
Ubiquitous wireless connection
Power
Range
Data speed
high low lowhigh low
2-15km 3-50km50-150m 50-150m50m 35-200km
lowlowFast +-Very fast
low
Fast

Categorization
Levels of capabilities
•
•
•
•
Autonomous product operation
Self-coordination of operation
with other products and systems
Autonomous product
enhancement and personalization
Self-diagnosis and service
•
•
•
the product’s condition
the external environment
the product’s operation and
usage
Monitoring also enables alerts
and notifications of changes
•
• Control of product
functions
Personalization of the
user experience
•
•
Enhance product performance
Allow predictive diagnostics,
service, and repair
Monitoring
Sensors and external data
sources enable the
comprehensive monitoring of:
Control
Software embedded in
the product or in the
product cloud enables:
Optimization
Monitoring and control
capabilities enable algorithms
that optimize product operation
and use in order to:
Autonomy
Combining monitoring, control,
and optimization allows:

How can you create value through being connected?

Create more value by being connected
Gather insights to build expertise
Jawbone Aquadraat

Increase efficiency to use time more productively
Tado Molok
ALERTS INSIGHTS PLANNING ROUTE
-2 -8
23%
-2 -8
23 %
-2 -8
23%
-2 -8
23%
-2 -8
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Quisque
volutpat, neque in iaculis aliquet, dui
nisl facilisis ex, vitae gravida ligula
23 % consectetur adipiscing elit. Quisque
23%
-2 -8

Add experience to delight consumer
Phonotonic Hue

picture old grocery store
vincent@june.energy
vincent@bagaar.be

vincent@june.energy
vincent@bagaar.be
www.june.energy www.bagaar.be

www.june.energy www.bagaar.be
vincent@june.energy
vincent@bagaar.be

who killed …
vincent@june.energy
vincent@bagaar.be
E X P E R I E N C E

answer = digital transformation
vincent@june.energy
vincent@bagaar.be

focus = customer experience
vincent@june.energy
vincent@bagaar.be

today’s situation in Belgium, Germany, the Netherlands, Spain, UK, ..
64980
€€ €€
?
Blind distribution by inert & centralised institutions.

Motivation bridges the
Intention - Action - Gap
Intention ActionMotivation
GAP

Motivation bridges the
Intention - Action - Gap
Motivation =
VALUE x EXPECTANCY
IMPULSIVENESS x DELAY

6 49 80
June crosses the technological gap

Intention ActionMotivation
GAP
June crosses the human gap

20+ suppliers, 100+ energy tariffs, 60+ promotions

251 €
avg potential saving 2015
per household

64,1 %
> 2 years since last switch
251 €
per household

64,1 %
> 2 years since last switch
67,5 %
no time for DIY
251 €
per household

64980
supplier A
supplier B
supplier C
customer expectations :
lower bills

huis
2016
Plug & Play battery based
reader for electricity and gas meter.

JUNE - SMART SAVING
www.june.energy

vincent@june.energy
You had electricity.
Now you will have Power.
V16-SMART

Why the best B2B buyer
experience wins!

The Experience Economy
Companies stage experiences
whenever they engage
customers in a personal,
memorable way

89% of consumers make buying decisions based on
experience, ahead of price and product
6 years ago that number was 12% Source: Forrester 2017

90% of B2B companies
expect customer
experience to be the
next battleground
Gartner 2017

Meet the traditional
salesperson
Limited added value
Limited relevance

Meet the traditional
salesperson
= Bad experience

B2B marketing has evolved
MAD MEN ERA
1960-2000
Generate brand
Raise awareness
Success: commercial
views & billboard

MAD MEN ERA
1960-2000
LEAD-GEN ERA
2001-2016
Generate brand
Raise awareness
Success: commercial
views & billboard
Generate leads
Success: lead volume/quality
Caused Sales & Marketing
divide

MAD MEN ERA
1960-2000
LEAD-GEN ERA
2001-2016
EXPERIENCE
ERA 2017-…
Generate brand
Raise awareness
Success: commercial
views & billboard
Generate leads
Success: lead volume/quality
Caused Sales & Marketing
divide
Generate growth
Success: Growth % + LTV
Brings Sales & Marketing
back together

Your mission as a B2B organization
Empowering sales and marketing to
sell the way buyers want to buy.

How do your buyers want to buy?
The billion dollar question

The world of customer centricity
Customer
Centricity

Customer
Experience
Customer
Centricity

Customer
Experience
Customer
Lifecycle
Customer
Centricity

Customer
Experience
Customer
Value
Customer
Lifecycle
Customer
Centricity

Convenience is the new loyalty

Do you still need salespeople?
Complexity
of offering
Complexity of decision making
Simple Complex
Complex

Let’s start with the order takers
Simple Complex
Complex
Order takers
Complexity
of offering

Order takers will be replaced by automation
Simple Complex
Complex
Complexity
of offering

The death of the traditional salesman
Simple Complex
Complex
Complexity
of offering

Long live the Salesman!
Simple Complex
Complex
Complexity
of offering
Explainers Consultants
Navigators

What makes a B2B buying experience great?
Delivering a better B2B experience

Having smart, informed sales reps…
SALES
72% of sellers struggle to customize
offerings and meet company-
specific requirements.

… capable of engaging with the
modern buyer
Having smart, informed sales reps…
SALES BUYERS
39% of buyers are overwhelmed by the
buying process.
72% of sellers struggle to customize
offerings and meet company-
specific requirements.

It’s all about the conversation
The old sales conversation
• Standard conversation
• Feature-driven
• Product
• Price
• Rep-focused
The new sales conversation
• Personalized conversation
• Value-driven
• Insights
• Consultative
• Buyer-focused

CRM and Marketing Automation are not the
answer.

CRM and Marketing automation are not the answer
CRM
● Managing and analyzing customer
relation data
● Ecosystem of applications built
around it: CPQ, Forecasting...
Manager / Executive focused

CRM and Marketing automation are not the answer
CRM
Marketing
Automation
relation data
● Streamlining, automating, and
measuring marketing tasks and
workflows
● + Sub categories: ABM
Marketer focused

What is Sales Enablement?
CRM
Marketing
Automation
relation data
● Streamlining, automating, and
measuring marketing tasks and
workflows
● + Sub categories: ABM
Marketer focused
Sales
Enablement
● Helping sales reps sell
● Content management
● Sales Engagement
● Predictive analytics
Sales rep focused

What is Sales Enablement?
Content
Management
Sales
Engagement
Data
Intelligence

130130
Save the date:
29 Nov 2018 - Brussels
SUPPLY CHAIN 4.0
Ready to operate in the digital era?
!! Already confirmed speakers: Google, Bpost, Anaplan, bluecrux, …

bluecruxtalks: Get an agile focus on your customers!

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