The document discusses multiple ways that businesses can leverage their customers. It explains that customers can now co-create value for businesses and are more informed with more choices due to the internet. Businesses must become more customer-centric. Customers can act as promoters who recommend the business to others. They can also act as consultants, lead users, guides, contributors, and idea generators by providing feedback, solving problems, sharing knowledge and participating in co-creation. Businesses can leverage customers by connecting them through online communities and crowdsourcing.

1. LEVERAGING YOUR CUSTOMER:
THE MULTIPLE WAYS YOUR CUSTOMERS CAN HELP YOUR
BUSINESS
PROF. DR. IR. MARION DEBRUYNE
#EXPERIENCEVLERICK

2. © Vlerick Business School

3. © Vlerick Business School

4. © Vlerick Business School

5. © Vlerick Business School
We need to become
more customer
centric!

6. © Vlerick Business School
MARKET PERFORMANCE
ORIENTATION

7. VALUE CO-CREATION IS THE NEW PARADIGM
© Vlerick Business School
Value co-creation
Customers are part of value
chain
From product-centric to
personalize customer
experiences
Commoditization
risk?
More products and
innovations
How to be different?
Word of mouth
Peer influence
Customers are the best or
the worst marketing tool
More Information,
more choices
More informed, network
and empowered
customer
Sources: Adapted from Prahalad, C.K, Ramaswamy (2004). The future of Competition: Co-creating Valur with Customers. Harvard
Business Review
MMAARRKKEETT
Forum of conversations
between customers,
companies & communities

8. THE CONTRIBUTION REVOLUTION
© Vlerick Business School

9. FROM WEB1.0 TO WEB 2.0
© Vlerick Business School

10. © Vlerick Business School

11. The winners are those
that are able to connect

13. © Vlerick Business School
“I work at home as a remote employee. There have
been many times that I have wanted to treat a co-worker
to a Starbucks for helping me out on a
project, or just to brighten their day. Wouldn't it
be neat if you could purchase a drink for someone
via the Starbucks web site? The recipient gets an
email stating, for example, "Suzanne bought you a
drink!" The recipient prints the email (with a
barcode) and takes it to their nearest Starbucks to
redeem. “
Suz01
Location
Unknown
Member since
March 2008
4275 

14. © Vlerick Business School

15. HOW CAN YOU LEVERAGE YOUR
CUSTOMER BASE?
© Vlerick Business School

16. PROMOTERS
© Vlerick Business School
Recommend

17. NET PROMOTOR SCORE
© Vlerick Business School
The one key question to ask
How likely is it that you would recommend our
company to a friend or colleague?
Source: Satmetrix.com

18. NET PROMOTER SCORE
Not at all
likely
© Vlerick Business School
Source: Satmetrix.com
Extremely
likely
Neutral
0 1 2 3 4 5 6 7 8 9 10
Detractors Promoto
rs
NPS = % Promotors - % Detractors

19. © Vlerick Business School

20. © Vlerick Business School

21. CONSULTANTS
© Vlerick Business School
Give advice and feedback

22. © Vlerick Business School

23. LEAD USERS
© Vlerick Business School
Fabricate solutions to problems they face

24. © Vlerick Business School

25. GUIDES
© Vlerick Business School
Help others and provide support

26. © Vlerick Business School

27. CONTRIBUTORS
© Vlerick Business School
Provide information and knowledge

28. GRANVILLE
© Vlerick Business School

29. © Vlerick Business School

30. CROWDSOURCING
© Vlerick Business School

31. THE
FOUNDATION
FOR THE
BUSINESS
MODEL
© Vlerick Business School
Community-based business models create and
leverage the platform to connect

32. PATIENTS LIKE ME
© Vlerick Business School

33. ZAGAT
© Vlerick Business School
 Founded by Tim & Nina Zagat
in 1979
 User-generated content when
the word was not even
invented
 Consumer-provided restaurant
reviews
 Acquired by Google in
September 2011

34. IDEA
GENERATORS
© Vlerick Business School
Deliver ideas and participate in co-creation

35. © Vlerick Business School

36. © Vlerick Business School

37. THIS
© Vlerick Business School

38. © Vlerick Business School

39. © Vlerick Business School

40. © Vlerick Business School

41. HOW CAN YOU LEVERAGE YOUR CUSTOMER
BASE?
© Vlerick Business School

42. THANK YOU!
Prof. dr. ir. Marion Debruyne
Associate Professor & Partner
Vlerick Business School
Contact me:
Marion.Debruyne@vlerick.com
Follow me:
MarionDebruyne
© Vlerick Business School

43. FEEL LIKE SOME MORE?
Essentials in Marketing Management (13
November)
Product Management (4 December)
Strategic B2B Marketing (8 December)
Executive Master Class in B2B Marketing & Sales
(22 April)
#experiencevlerick 47
© Vlerick Business School

44. ENTREPRE
NEURS,
STAY ON
TOP OF
THE
WORLD
HANS CRIJNS
Multi room 2
DEFINING
YOUR PATH
TO SUCCESS
INGE DECLIPPELEER
Lecture room
1
LEVERAGIN
G YOUR
CUSTOMERS
MARION DEBRUYNE
Lecture room
5