Presented by Tom De Ruyck, Managing Partner, InSites Consulting, Belgium In this presentation Tom will discuss the 3 gaps between brands and consumers that need to be closed in order to become a true consumer-centric organization: the empathy gap, the relevance gap and the experience gap. Access the recording of this presentation via the NewMR Play Again page: https://newmr.org/play-again/

1. Mind The Gap
Consumer Centricity in a nutshell
Tom De Ruyck
InSites Consulting
Festival of NewMR April 2021

2. Sponsors
Communication

3. MIND THE GAP(S)!
TOWARDS CONSUMER CENTRICITY
Tom De Ruyck, InSites Consulting

5. PANDEMIC
TAILWIND

6. FAST FISH
EATS BIG FISH

8. Connect business
stakeholders with consumer
reality to develop a consumer
intuitive organization culture
CLOSE EMP THY GAP

9. CONSUMER
EMPATHY

10. YOU ARE NOT
YOUR CONSUMER

11. Collaborate with consumers to
better understand their frictions and
develop the most impactful
solutions to address these frictions
CLOSE RELEV NCE GAP
Connect business
stakeholders with consumer
reality to develop a consumer
intuitive organization culture
CLOSE EMP THY GAP

12. 360° UNDERSTANDING

13. COLLECTIVE NEEDS
SELF-FULFILLMENT NEEDS
PSYCHOLOGICAL NEEDS
BASIC NEEDS
SOCIETY
LIFE
EXPERIENCE
PRODUCT/SERVICE
NEEDS
PYRAMID

14. CREATIVE
CROWDSOURCING

15. 112 FRESH IDEAS

16. Collaborate with consumers to
better understand their frictions and
develop the most impactful
solutions to address these frictions
CLOSE RELEV NCE GAP
Listen to (real-time) consumer feedback
about their experiences and trigger (real-time)
actions to improve business performance
CLOSE EXPER ENCE GAP
Connect business
stakeholders with consumer
reality to develop a consumer
intuitive organization culture
CLOSE EMP THY GAP

17. • TUI

19. Support
me to make
the right
choice
Keep
me excited
and looking
forward
Help me
escape from
everyday
routine
Stay
within the
holiday mood
afterwards
To what extent do you agree with
the following statements about TUI?
CONSUMER NEEDS
BECOME KPIS

20. TOUCH POINT
SATISFACTION
+
PERFORMANCE
ON CONSUMER NEEDS
DRIVE 60% OF NPS
D
r
e
a
m
i
n
g

21. FEEDBACK LOOPS

23. MIND THE GAP(S)!
TOWARDS CONSUMER CENTRICITY

24. Q & A
Tom De Ruyck
InSites Consulting
Sue York
The Research Society

25. Sponsors
Communication