This is a presentation Alain Thys gave Nov 29 at the Marketing3 conference at Media Plaza in the Netherlands. A big thank you to Lynette Webb who's visual posts and pictures have provided inspiration for quite a few of the slides.
This is a presentation I gave Nov 29 at the Marketing3 conference at Media Plaza in the Netherlands. A big thank you to Lynette Webb who's visual posts and pictures have provided inspiration for quite a few of the slides.
This is a presentation from 2011 I bumped into on customer-centric innovation. While my thinking has somewhat evolved, it's actually still quite relevant :-)
Consumer trends and the way they affect retailAlain Thys
This Slideshare focuses on some of the key consumer trends in the market and the way customer-centric retailers can adapt to them. It is a compilation of presentations Alain Thys gave to groups of retailers in Vilnius (Nov 2013) and Tallinn (March 2014).
This is an opening keynote I gave at the Bucharest Retail Innovation Forum on May 29, 2008. It covers the future evolutions in Romanian retail development and the market opportunities that still exist for local retailers and brands.
This is a presentation I gave Nov 29 at the Marketing3 conference at Media Plaza in the Netherlands. A big thank you to Lynette Webb who's visual posts and pictures have provided inspiration for quite a few of the slides.
This is a presentation from 2011 I bumped into on customer-centric innovation. While my thinking has somewhat evolved, it's actually still quite relevant :-)
Consumer trends and the way they affect retailAlain Thys
This Slideshare focuses on some of the key consumer trends in the market and the way customer-centric retailers can adapt to them. It is a compilation of presentations Alain Thys gave to groups of retailers in Vilnius (Nov 2013) and Tallinn (March 2014).
This is an opening keynote I gave at the Bucharest Retail Innovation Forum on May 29, 2008. It covers the future evolutions in Romanian retail development and the market opportunities that still exist for local retailers and brands.
Ben Fox Discusses the Past, Present and Future of AdvertisingBen Fox
Ben Fox shares his unique vision of what the future of advertising is and how it will get there. He lays out a holistic perspective of the industry and how key players will create a sea change. Ben highlights some opportunities and threats for a variety of businesses.
Dutch Rojas, Chief Executive Officer, and Founder, of Sano Surgery, presented strategies to reduce, stabilize, and hedge the costs of surgeries, procedures, imaging, and lab services. By deploying the Sano Surgery strategy employers are free to deploy cash towards assets that provide returns on capital.
A look at the new paradigms of digital distribution.
What are the new means of digital distribution? How do you get videos in front of a massive Internet audience? What business opportunities arise? These are some of the most pressing issues concerning digital distribution. This session covers some answers as well as the latest trends on these topics.
This document is a 2007 MPAA report detailing the findings of an economic impact study of the motion picture and television industry on the United States.
This a in detail report of Various Creative yet appealing marketing campaign of MNC's which describes the Brand Equity of the companies. And would be beneficial to those who are going to create campaigns for their own.
Personalised Audiences, Immersive ServicesGary Hayes
A presentation given at the sixth LAMP residential in Tasmania in Oct 2006. Looks at a vast range of ways to design services to make them more sticky with participatory audiences. True audience centric thinking. Broken into specific needs chapters - I want it everywhere, I want to escape, I want to be understood, I want to connect with the world, I want it now, I want to share, I want to take part.
A few slides at the end partly relevant on a 'whats cool talk on collaborative muve'
In February & March 2020 we ran research (both a survey and 1-2-1 interviews) amongst CX professionals, to find out what their biggest challenges were.
We have now finished the report and are proud to share it with you.
You can find the report here
Some key insights:
* It remains a problem to get buy-in from the rest of the organization
* This is partially due to the tendency of many organisations over-estimating their own maturity when it comes to CX
* Moving from concept to implementation – and driving action – is the main barrier to reach the next level
* Showing the ROI of CX Programmes remains key – but is also seen as a struggle
* And finally – almost all CX Managers suffer from these issues – and most think their struggle is unique
So have a look at the report, find out that others share your pain, and let us know what you think of the remedies we offer.
Ihr Kundenstimme-Programm bringts nicht - und Sie wissen es!Futurelab
Dieses Papier soll Sie nicht davon überzeugen, dass Sie ein Voice of the Customer (VoC)-Programm benötigen. Wir schreiben das Jahr 2020 – ich nehme an, dass Sie bereits eins nutzen. Falls nicht, lassen Sie mich bitte wissen, ob Sie Argumente brauchen, um Ihren Chef zu überzeugen.
Allerdings sind 50% aller Voice of the Customer-Praktiker mit ihrem Programm unzufrieden.
Fred Reichheld, der Erfinder des Net Promoter System, behauptet sogar, dass 70% der Unternehmen NPS falsch machen. Und zu viele VoC-Programme, denen wir bei Futurelab begegnet sind, haben Mühe, ihr volles Potenzial zu erreichen oder einen beträchtlichen ROI zu erzielen. Angesichts des derzeitigen Schwerpunkts auf ROI bei der Bewertung von VoC- (und im weiteren Sinne CX-) Programmen ist dies eine gefährliche Position.
Ich zeige Ihnen die wichtigsten Schritte auf, um den Erfolg Ihres VoC-Programms sicherzustellen - unabhängig davon, ob es auf NPS, CES oder anderen Messgrößen basiert.
Bitte nehmen Sie an einem der Webinare teil, in denen ich Ihnen Fälle, Beispiele und Geschichten über beste und schlechteste Praktiken vorstellen werde, um das Ganze zum Leben zu erwecken: https://lnkd.in/gUFb773
#customercentricity #cx# customerexperience #voiceofthecustomer #VoC #NPS #NetPromoter
Ben Fox Discusses the Past, Present and Future of AdvertisingBen Fox
Ben Fox shares his unique vision of what the future of advertising is and how it will get there. He lays out a holistic perspective of the industry and how key players will create a sea change. Ben highlights some opportunities and threats for a variety of businesses.
Dutch Rojas, Chief Executive Officer, and Founder, of Sano Surgery, presented strategies to reduce, stabilize, and hedge the costs of surgeries, procedures, imaging, and lab services. By deploying the Sano Surgery strategy employers are free to deploy cash towards assets that provide returns on capital.
A look at the new paradigms of digital distribution.
What are the new means of digital distribution? How do you get videos in front of a massive Internet audience? What business opportunities arise? These are some of the most pressing issues concerning digital distribution. This session covers some answers as well as the latest trends on these topics.
This document is a 2007 MPAA report detailing the findings of an economic impact study of the motion picture and television industry on the United States.
This a in detail report of Various Creative yet appealing marketing campaign of MNC's which describes the Brand Equity of the companies. And would be beneficial to those who are going to create campaigns for their own.
Personalised Audiences, Immersive ServicesGary Hayes
A presentation given at the sixth LAMP residential in Tasmania in Oct 2006. Looks at a vast range of ways to design services to make them more sticky with participatory audiences. True audience centric thinking. Broken into specific needs chapters - I want it everywhere, I want to escape, I want to be understood, I want to connect with the world, I want it now, I want to share, I want to take part.
A few slides at the end partly relevant on a 'whats cool talk on collaborative muve'
In February & March 2020 we ran research (both a survey and 1-2-1 interviews) amongst CX professionals, to find out what their biggest challenges were.
We have now finished the report and are proud to share it with you.
You can find the report here
Some key insights:
* It remains a problem to get buy-in from the rest of the organization
* This is partially due to the tendency of many organisations over-estimating their own maturity when it comes to CX
* Moving from concept to implementation – and driving action – is the main barrier to reach the next level
* Showing the ROI of CX Programmes remains key – but is also seen as a struggle
* And finally – almost all CX Managers suffer from these issues – and most think their struggle is unique
So have a look at the report, find out that others share your pain, and let us know what you think of the remedies we offer.
Ihr Kundenstimme-Programm bringts nicht - und Sie wissen es!Futurelab
Dieses Papier soll Sie nicht davon überzeugen, dass Sie ein Voice of the Customer (VoC)-Programm benötigen. Wir schreiben das Jahr 2020 – ich nehme an, dass Sie bereits eins nutzen. Falls nicht, lassen Sie mich bitte wissen, ob Sie Argumente brauchen, um Ihren Chef zu überzeugen.
Allerdings sind 50% aller Voice of the Customer-Praktiker mit ihrem Programm unzufrieden.
Fred Reichheld, der Erfinder des Net Promoter System, behauptet sogar, dass 70% der Unternehmen NPS falsch machen. Und zu viele VoC-Programme, denen wir bei Futurelab begegnet sind, haben Mühe, ihr volles Potenzial zu erreichen oder einen beträchtlichen ROI zu erzielen. Angesichts des derzeitigen Schwerpunkts auf ROI bei der Bewertung von VoC- (und im weiteren Sinne CX-) Programmen ist dies eine gefährliche Position.
Ich zeige Ihnen die wichtigsten Schritte auf, um den Erfolg Ihres VoC-Programms sicherzustellen - unabhängig davon, ob es auf NPS, CES oder anderen Messgrößen basiert.
Bitte nehmen Sie an einem der Webinare teil, in denen ich Ihnen Fälle, Beispiele und Geschichten über beste und schlechteste Praktiken vorstellen werde, um das Ganze zum Leben zu erwecken: https://lnkd.in/gUFb773
#customercentricity #cx# customerexperience #voiceofthecustomer #VoC #NPS #NetPromoter
Your VoC Programme is underperforming - and you know it WebinarFuturelab
The webinar to go with the whitepaper Your VoC Programme is underperforming and you know it - do something about it: https://www.linkedin.com/posts/stefankolle_your-voc-programme-is-underperforming-and-activity-6656138043298324480-t96j
Your VoC Programme is underperforming - and you know itFuturelab
Your VoC Programme is underperforming - and you know it.
This paper is not to convince you that you should have a Voice of the Customer (VoC) program. It’s 2020 – we assume you have this by now. If not, please let us know if you need arguments to convince your manager, we will help you.
However, 50% of all Voice of the Customer practitioners are unhappy with their programme1.
Fred Reichheld, the creator of the Net Promoter System, claims that 70% of companies do NPS wrong. And too many VoC programmes that we at Futurelab have ever encountered are struggling to reach their full potential or present a substantial ROI. Given the current focus on ROI in the evaluation of VoC (and in the broader sense CX) programmes, this is a dangerous position to find yourself.
In this paper, we show you the key steps you must take to ensure the success of your VoC programme – whether it is based on NPS, CES or other metrics.
Please join us for one of the webinars where I will give you cases, examples and best and worst practice stories to bring it all to life: https://lnkd.in/g8gNeSB
#customercentricity #cx #customerexperience #voiceofthecustomer #VoC
#NPS
Ihr Kundenstimme Programm (VoC) bringt's icht - und Sie wissen es. In einem kurzen, kräftigen Assessment mit sehr klaren Resultaten zeigen wir ihnen wie Sie die Ergebnisse, Aktionen und ROI empfindlich erhöhen können.
Your VoC Programme is underperforming - do something about itFuturelab
This paper is not to convince you that you should have a Voice of the Customer (VoC) program. It’s 2020 – we assume you have this by now. If not, please let us know if you need arguments to convince your manager, we will help you.
However, 50% of all Voice of the Customer practitioners are unhappy with their programme1.
Fred Reichheld, the creator of the Net Promoter System, claims that 70% of companies do NPS wrong. And too many VoC programmes that we at Futurelab have ever encountered are struggling to reach their full potential or present a substantial ROI. Given the current focus on ROI in the evaluation of VoC (and in the broader sense CX) programmes, this is a dangerous position to find yourself.
In this paper, we show you the key steps you must take to ensure the success of your VoC programme – whether it is based on NPS, CES or other metrics.
Please join us for one of the webinars where I will give you cases, examples and best and worst practice stories to bring it all to life: https://lnkd.in/g8gNeSB
Contact centre presentation en webinar versionFuturelab
This is the webinar that goes with our Whitepaper we announced here: https://www.linkedin.com/pulse/from-worthless-priceless-transforming-your-contact-centre-kolle/
We will happily give you a private webinar presentation. Let us n know
Whether you are starting or an experienced practitioner, here are 7 CX initiatives that don't take too long to prepare and will bring ROI results - from quick wins to big wins. If you have some time this summer, have a look.
Suchen Sie eine einfache, schnelle und bezahlbare realisierung ihres NPS oder VoC Programmes? Futurelab bietet den outsourced NPS (oder auch NPS as a Service) an.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
In the Adani-Hindenburg case, what is SEBI investigating.pptx
I Am The Media
1. FUTURELAB
I AM THE MEDIA
Alain Thys, Marketing3 – Nov. 29,2006
Attribution-NonCommercial 2.0 Belgium
http://creativecommons.org/licenses/by-nc/2.0/be/
3. The traditional marketing model is being challenged, and
(CMOs) can foresee a day when it will no longer work.
McKinsey Quarterly, 2005, Number 2
FUTURELAB
4. This Presentation
WHILE YOU WERE SLEEPING
WHERE DO WE GO FROM HERE?
BRANDS AS STORYTELLERS
FUTURELAB
6. The Good Ole Days
of Corporate Media
We will decide what you want & need
• Central editorial control
• Government regulation (censorship)
• One-way communication
• Limited channels of information
FUTURELAB
7. “Your contract with the network when you get the show is that you’re
going to watch the spots … Any time you skip a commercial …
you’re actually stealing the programming”
Jamie Kellner, CEO of Turner Broadcasting, April 2002 (cc) Lynette Webb, 2006
FUTURELAB
8. Yet then the power shifted
Anytime - Any Place - Any Way
FUTURELAB
9. 14,463,346 auctions
www.ebay.com 21 Nov 2006
200,000,000 blogs
Almost 4,000,000 articles >100,000,000 videos
(10 languages) (65,000/day)
“The workers 1.5 million
should residents
33,347,000 profiles
appropriate the
means of
production”
FUTURELAB
10. In which (semi-)amateurs start to “play for real”
Blogs vs. Mainstream News Media : Early days, yet traffic is growing
NEWS MEDIA
BBC Newlsline Ticker 19,550 /million
CNN 18,600
New York Times 8,740
Drudge Report 4,210
Washington Post 3,755
Xu Jing Lei Reuters Online 3,680
56,750/million Guardian Unlimited 2,985
Al Jazeera 2,925
1,000-4,000 Wall Street Journal 1,995
Le Monde 990
comments per The Huffington Post 959
article The Economist 740
Daily Kos (State of theNation) 722
Crooks&Liars (John Amato) 525
Every Citizen is a Reporter
FUTURELAB
11. In which (semi-)amateurs start
to “play for real”
YouTube TOP 3 (20 nov 2006)
Evolution of Dance 35.7 MM
Pokemon Theme Music 17.3
Quick Change Artists 12.7
Nielsen Rating – Nov 6- Nov 12
1. Desperate Housewives ABC 22.3 million
2. Dancing With the Stars ABC 22.0
3. CSI: Crime Scene Investigation CBS 20.8
FUTURELAB
12. For video, please check
http://www.mobuzztv.com/
In which (semi-)amateurs start to “play for
real”
FUTURELAB
13. While online media play catchup with traditional outlets
July 2006
(cc) Lynette Webb, 2006
FUTURELAB
14. The biggest player is
The long, long, long, long, long tail
1-200,000 1,000-200,000
FUTURELAB
16. • In 1965, 80% of 18-49 year-olds in the US could be reached with three
60-second TV spots. In 2002, it required 117 prime-time commercials
BRANDS
to do the same.” (Jim Stengel, Global Marketing Officer, P&G)
• A US hour of prime time TV carried 21 minutes of advertising, Late
Night network shows like Leno or Letterman carry 31:27 (TNS Media
Intelligence, Q1 2006)
• Big Six study (US): People with PVR’s watch 12% more TV, yet 90%
of them adskip (Germany : 88.2%)
• 78.2% of Germans are irritated by advertising, only 24% actually still
CONSUMERS
watches it (GfK Marktforschung)
• 54% of US consumers avoids products & services which
“overwhelm” with advertising (Yankelovich Partners)
• 85% of Chinese stop watching TV during commercial breaks. More
than half change the channel, while the rest do housework, eat, chat
or use the bathroom. (McKinsey & Co.)
RESPONSE
FUTURELAB
17. There is no apparent link between advertising awareness and
Response GRP weight
Australia Romania China/Shanghai Philippines India
Top Graph = ad awareness - Bottom Graph = GRP Weight Illustration based on anonymised examples
GRPs => Awareness => Karma => €€€
Source: Mediafuture SARL
FUTURELAB
18. 76%
of consumers don’t believe
that companies tell the
truth in advertisements
Yankelowich
FUTURELAB
21. THERE IS STILL
ONE TRUSTED
MEDIUM
LEFT IN THE
WORLD
MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
FUTURELAB
22. While institutional
trust is eroding
Blind Faith
Collectivism
Command
Reasoned Faith
Elective Collectivism
Contract
People are saying: “I can no longer rely on a single source of information. The
omniscient, all-powerfull source – whether a news anchor, doctor, CEO or
government official – is gone.
Edelman Trust Barometer, 2006
FUTURELAB
23. People Trust People
Edelman Trust Barometer 2006
When forming an opinion
of a company, how %
credible would the Academic 62
information be from …
Doctor or similar 62
Person like yourself/peer 61
Financial Analyst 58
A person like yourself or a peer
NGO Rep 58
61%
55% Accountant 53
51%
Lawyer 36
Regular employee 33
33%
CEO 29
Union 19
Entertainer 17
PR person 16
2003 2004 2005 2006
Blogger 15
FUTURELAB
24. Most influential information sources in
purchasing electronic goods? (TOP 3)
Source %
In-store Sales Associate 49
In-store demonstration 36
Word-of-mouth from family & friends 33
Newspaper Coupons 25
Internet 21
Product/Company Information 16
Retailer information 14
Other 14
Magazines 4
TV 4
Radio 3
Source: CMO Council’s Retail Fluency Report, 2005
People Trust Humans
FUTURELAB
25. This is not a “new hype”
just an ignored reality
1955 Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a
personal sales pitch and 2x as effective as radio advertising
1967 36% of surveyed consumers reported learning of an innovation through word-of-mouth, while 48%
reported being influenced by WOM when making a purchase decision
2001 Diffusion studies found that WOM is 10x more effective than media advertising
2006 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006
FUTURELAB
26. 4000 years of media-revolution cannot undo 2,000,000 of programming
Paleolithic
(stone) age
“hunter-
Writing
gatherer”
Information
Age
-500
-50
-2,000,000 -3500
Print
TRIBAL – VERBAL – DISTRUST OF BIG TRIBES
FUTURELAB
27. RADIO, TV, PRINT, EVENTS, … ARE NICE, YET IN MY COMMUNITY
I AM THE MEDIA
The words I write, I speak, I film
The Stories I Tell
FUTURELAB
28. In a million channel world,
brands whose consumers
tell the best stories, win
FUTURELAB
29. How to control millions
of inaccurate and
divergent
conversations ?
YOU DON’T
Consumers are beginning in a very real sense to own our brands and participate
in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
(cc) Lynette Webb, 2006
FUTURELAB
30. Brands have to become storytellers, that « light the fire »
… and let go
FUTURELAB
32. Tell me a story
that makesmy conversations
more interesting
FUTURELAB
33. Make it something I
really care about
Make it fun, credible
and memorable
Make it something I
can easily tell others
Be true, so I don’t like
to look like a liar
FUTURELAB
34. Make it something I
really care about
Make it fun, credible
and memorable
Make it something I
can easily tell others
Be true, so I don’t like
to look like a liar
FUTURELAB
35. If you want them to talk about you make them …
LOVE YOU
HATE
YET NEVER LEAVE THEM INDIFFERENT
FUTURELAB
36. Yet it is exactly there that most brands leave consumers “indifferent”
Customer Satisfaction Averages (scale 0-10)
“44% of
consumers say
the majority of
their Customer
Experiences
are “bland”...”
FUTURELAB
37. 69% of consumers say emotions count for over half their customer experience
RATIONAL SUPERFICIAL
ARGUMENTS EMOTIONS
0.3 seconds RATIONAL DECISION MAKING IS AN ILLUSION
Source data point: strategic resource development group, 2006
FUTURELAB
39. TRADITIONAL RESEARCH
OFTEN MISSES THE POINT
It's easy to understand the survival of popular traditional techniques such as
syndicated market research, simplistic quantitative surveys, and focus groups, [yet]
conventional research methods often gather incomplete information.
McKinsey Quarterly, November 2006
PSYCHOLOGY – ANTROPOLOGY – NEUROLOGY – SIMULATIONS - …
FUTURELAB
40. Make it
something I
really care about
For video, go to
http://www.campaignforrealbeauty.ca/flat2.asp?id=4804
GIVE MEANING
GO « DEEP »
FUTURELAB
41. Brands people talk about make meaning Beyond Money
CHOOSE YOUR CLASSIC
For Apple video, go to For Harley video, go to:
http://www.harley-
http://www.youtube.com/watch?v davidson.com/wcm/Content/Pages/Ri
=4oAB83Z1ydE ders/Creed_Video.jsp?locale=en_US
&locale=en_US&bmLocale=en_US
FUTURELAB
42. Make it something I
really care about
Make it fun, credible
and memorable
Make it something I
can easily tell others
Be true, so I don’t like
to look like a liar
FUTURELAB
43. Have your customers tell your story
A person like yourself
or your peer is seen as
the most credible
spokesperson about
your company For the jetBlue story videos, please go to
http://www.jetblue.com/experience/index.html?intcmp=story
FUTURELAB
49. For Marilyn Monroe video, go to
http://www.youtube.com/watch?v=p0FDGnAIWpk
FUTURELAB
50. The Result
Make it fun Word of mouth to the point of
credible and
memorable becoming cultural tradition
Case Study: Japan
1967 The Beers Goes Japan
1978 Diamonds for 50% of Japanese Brides
1981 Diamonds for 60% of Japanese Brides
FUTURELAB
51. Make it something I
really care about
Make it fun, credible
and memorable
Make it something I
can easily tell others
Be true, so I don’t like
to look like a liar
FUTURELAB
54. And the best news:
You don’t even need to be creative
Opinion Leaders – Customers – Employees
Successes - Failures - Reports - Milestones
CEO – Founder – Products - …
FUTURELAB
55. No intrusive creative, yet true storycrafting
2500 years of experience meets neuro-research
Make it
something I can
easily tell others
Egocentricity
Contrast
Emotion
Beginning & Ending
Tangible
Visual
FUTURELAB
56. Make it something I
really care about
Make it fun, credible
and memorable
Make it something I
can easily tell others
Be true, so I don’t like
to look like a liar
FUTURELAB
58. The key drivers for trust & closeness are
“quality & service”
UK FRA DEU ITA ESP
Quality of products & services 2 1 1 1 1
Attentiveness to customer needs 1 1 2 2 2
Fair pricing for products & services 3 4 7 3 3
Good employee and labour relations 5 3 3 4 4
Strong financial performance 6 7 9 5 6
Socially responsible activities 7 5 5 5 6
Well-known corporate brand 4 6 8 7 5
Dialogue with all stakeholders 8 8 6 8 9
A visible CEO 9 8 4 9 8
Employee or CEO blogs 10 10 10 10 10
Based on: Edelman Trust Barometer, 2006 – attributes for building trust
FUTURELAB
59. Yet still, most consumers are left “indifferent”
Customer Satisfaction Averages (scale 0-10)
“44% of
consumers say
the majority of
their Customer
Experiences
are “bland”...”
FUTURELAB
60. In fact, if asked, they mostly won’t recommend a brand
Telecom Europe = - 48%
Profusion, 2005
BTW: The same often applies to the people working for the brand themselves
FUTURELAB
61. WE PROMISE ONE THING AND DO
SOMETHING ELSE
90% of businesses are unable to execute
the strategy they have on paper as
• only 5% of the workforce
understands what the strategy is
• 60% of organisations do not link
budgets to strategy
• 70% of organisations do not link
95% of senior business
management incentives to strategies
leaders say Customer
Experience is the next • 85% of executive teams spend less
than 1 hour per month discussing
competitive battleground yet
strategy
nothing happens.
FUTURELAB
62. THE CHOICE
Be true,
so I don’t look
like a liar
If you want to influence WOM you have to convince
your organisation to deliver what you promise
FUTURELAB
63. In which the first step to take is confront reality
STAFF – CUSTOMERS –SUPPLIERS – CONSUMERS
FUTURELAB
64. Make it something I
really care about
Make it fun, credible
and memorable
Make it something I
can easily tell others
Be true, so I don’t like
to look like a liar
my
Tell me a story that makes
more interesting
conversations
FUTURELAB
65. In which you can estimate the value you generate, so
you can even make a business case for your boss
Good Experience Top 3 Purchase Influencers %
I tell 4 people In-store Sales Associate 49
In-store demonstration 36
Word-of-mouth from family & friends 33
Bad Experience
Newspaper Coupons 25
I tell 18 people
Internet 21
Product/Company Information 16
Average Sale Retailer information 14
£ 230 Other 14
Anonymous Case: Magazines 4
UK Consumer TV 4
Electronics Radio 3
FUTURELAB