The document presents a conceptual framework for the reconnect process aimed at strengthening consumer-brand relationships through enhanced engagement and co-creation. It highlights the shift from traditional marketing to a consumer-driven approach, emphasizing the importance of personalized experiences and two-way interactions. Key insights include the need for companies to adapt their strategies to foster loyalty, utilize technological platforms for continuous engagement, and measure consumer lifetime value effectively.

1. Conceptual Framework of ReConnect
Process to strengthen Consumer Brand
Relationship
Nishant Singh
Dr Bilal Mustafa Khan
Dr Anuja Pandey

2. Presentation Flow
• Consumer as a source of Competence
• Evolution from Brand to Consumer driven Marketing
• Rising cost of Consumer attention
Introduction
• Consumer Experience
• Consumer Decision Journey
• Co- creation new pathway to value
Literature
Review
• New age engagement platforms
• ReConnect Process for 2-way Engagement
• Profitable Consumer Engagement
Conceptual
framework
• Reconfiguration of Resource allocations
• Co- creation than Validations of decisions
Managerial
implications
• Limitations & Future research potentialLimitations and
Future Research

3. Introduction

4. Shifting locus of Competence for the Brand
Seller dominated market to virtual marketplace
Future sources of Competence:
• Co-create personalized experiences
with consumers
• Build Efficiency and Innovation
around Brand core
• Rapid Reconfiguration of Resources

5. Evolution from Brand to Consumer driven Marketing
visible shift to build relationship and reduce consumer’s risk
Managers or teams are
assigned to product
categories or brand
Managers or team are
assigned to segment of
similar consumer
Success is measured by
volume of sales and
market share
Success is measured by
consumer-level profitability
and depth of relationship
Developing and testing of
products based on
product or ingredients
related competencies
Development and testing
based on segment needs or
Co –creation with Consumers
Focus is on developing
marketing skills
Focus is on developing
knowledge of consumer
segment
Era of Aggregation (pre 00s) Era of Disaggregation (post 00s)
Organization
structure &
leadership
Key Business
success/
growth
measures
New Product
Development
& Innovation
Training
SBM*
*Strategic Brand Management
• In an information rich environment consumer disaggregation is vast more efficient and
profitable than aggregation
• Disaggregation is seen as an opportunity to restore balance power between manufacturer
and retailer, it provide medium to influence consumer behavior independent of retailer

6. Rising cost of Consumer Attention
triggered by quality (complete views) than quantity (total views)
• Shift in Consumers preference form information to entertainment through
captive and non-captive platforms led to the need for sharper definition
of purpose of campaign and linked strategy before developing
communication stimulus
• This led to transition from concept of ‘Lean Advertising’ to ‘Advertising
Symbiosis’- process of creating content that allows for mutual benefit, of
both the consumer and the advertiser
• In the 1950-60s the standard length of a TV ad was 60 second. By the
1970-80s, 30 second became the norm. And by 2005, one‐third of all TV
ads were only 15 second long
• In 2013, the average American was exposed to about 52,000 TVCs, % of
ads considered fully viewed and getting high attention has decreased
dramatically, from 97% in the early 1990s to less than 20% today (note:
time is not strictly ordered as studies overlap in time of data collection or publication)
In Sep’04, Dove launched “Campaign for Real Beauty” campaign, the purpose was to
challenge the stereotypes set by the beauty industry. The strategic objective was to :
‘Create Advertising That Inspires Women And Society To Think Differently About What Is
Defined As Beautiful’’
Stage 1: Billboard Stage 2: Firming Stage 3: Dialouge Stage 4:112s Film ‘Evolution’ Consumer PoV

7. Literature
Review

8. Consumer Experience
revolution from being an audience to actively engage with Marketers
Not so long ago, every business assumed that the keys to success were the highest quality product,
the best value for the buck, and the best consumer service. Now all we hear about is providing the
best “consumer experience.”
Pine and Gilmore (1998-99) were some of the first scholars to address the notion of the consumer
experience. Since then several authors (Carbone & Haeckel 1994 and Johnston 1999, Shaw and Ivens
2002, Voss 2003, Prahalad and Ramaswamy 2004, Meyer and Schwager 2007), have made the point
that the consumer experience may provide a new means of competitive advantage.
Providing a good experience is critical because it affects consumer satisfaction (Liljander & Strandvik
1997), delivers consumer loyalty (Yu & Dean 2001, Pullman & Gross 2004, Mascarenhas et al. 2006),
influences expectations (Johnson & Mathews 1997, Flanagan et al. 2005), instils confidence (Flanagan
et al. 2005), supports the brand (Grace & O‟Cass 2004 Berry & Carbone 2007) and also creates
emotional bonds with customers or, conversely, leads to emotional scarring (Pullman and Gross 2004).
A recent article in the HBR “The Truth About consumer Experience” defines it as your customer’s end-
to-end journey with you, not just the key touchpoints or critical moments when customers interact with
your organization. Consumer experience is the cumulative impact of multiple touchpoints over time,
which results in a real relationship feeling, or lack of it.
Hence, Consumer Experience is the #1 priority for CMOs in 21st Century
Once you know how to improve your consumers' experience, you need to also know how to
benchmark it. Remember the old adage, “If you can’t measure it, you can’t manage it.” So how do you
measure consumer loyalty and relationships? One new metric now commonly used is called the Net
Promoter® Score (NPS).

9. Trigger – First level action
Active scanning
Consideration set
Purchase
I went to a
retailer
nearby
I explained
my problem
to the sales
guy
He suggested
3 brands of
Refrigerators
that fitted my
needs
I choose the
brand that
best fitted
my needs
and feelings.
19952015
I read reviews,
descriptions, social
info by experts
and people like me
I chose the
brand that best
fitted my needs
and feelings
based on that
information
I started with
Googling my
problem
Then I decided
where to buy
it, based on a
mix of price,
convenience
and service
Consumers are shopping in a different way that requires companies
to change how they think about and interact with their consumers
Consumer Decision Journey
my journey for buying a
refrigerator

10. Co Creation a new pathway to Value
Co-Creation has attracted serious research attention in the recent past
C.K.Prahalad and Venkat Ramaswamy (‘00) introduced the concept of co-creation in their HBR article
“Co-Opting Consumer Competence” in which they said that consumer are not only customizing, they are
participating with providers to create value. Co-created value arises by the personal experiences, by
some uniqueness, by better and services in form of satisfaction, loyalty or through strong relationship.
Co-creation has been implemented by very few
counted companies which have brand value and
highly established (refer the table next).
The benefits of co-creation cut both ways. While
consumers benefit from greater personalisation and
value as a result of co-creation processes, the
motivation for companies is about building
competitive advantage by turning knowledge from
customers into for their organisation.
‘Connect + Develop’ is P&G’s version of open
innovation that encourages and enables partners
and other stakeholders to contribute and assess
new ideas. A.G. Lafley, the CEO of P&G quotes:
In order to trigger change by innovation co-creation
needs to be implemented as disruptively as
necessary and as non-disruptively as possible.

11. Key Scholars referred for the literature review
Linda Hollebeek
University of Auckland
David Allen Aaker
Prophet Consultancy
Dr. V Kumar
"Legends in Marketing"
Marc Rutschmann
University of St. Gallen
PAUL D. BERGER
Boston University
C.K. Prahalad
1941 – 2010

12. Conceptual
Framework

13. companies admit they have
limited to no understanding on
how their customers interact
with them digitally*
*a survey by The Economist in 2014
Consumer Brand Relationship Spectrum - Stranger to Advocate
Things consumers wish marketers knew about them
Building great product is just not enough, it need to have Triggers too

14. 1
4
New age engagement platforms
Means of interacting with consumer at segment or even at individual level
Virtual
Community
Consumer
Care centre
In an information rich
environment these are
far more efficient and
profitable platforms

15. Consumer ‘ReConnect’ Process
Engage with Consumers to drive Loyalty & Advocacy
After servicing his/
her need, check
his/her consent
for ReConnect
Capture the connect
and profile data in
integrated CRM tool
Create platforms for
periodic & relevant
2-way exchange
with the Consumer
Track the Consumer
connecting with the
Brand using any
Touch points
Strengthen the
relationship by
offering mutually
beneficial stimulus
Leverage the
relationship to Co-
create value for
Business & Society
Encourage the
Consumer to Advocate
his experiences with
the Brand
Key pillars for success Actions to mitigate the Risks Benefits to the Business
Authenticity of database and
positive intent for connect
• Solicit interest while attending the first contact
• Assess the interest triggers and plan alike inputs
• Listing exercise to map Need
state & Profile data
• Consent based Trials for Brands
• Information exchange at specific
periodic breaks
• Sustainable Consumer Equity
Create futuristic and flexible DBMS
to aid info needs for faster decision
by stakeholders
• Longitudinal mapping basis lifestyle variables
• Track CDJ in TG profile & their behaviour towards
Category/Market segment
keeping the participants energized
and engaged for a long duration
• Tools to keep the participants engaged overtime
• Track & encourage participants to create buzz and
advocate the Brand
YES NO Unsubscribe

16. Leverage the Consumer care setup as an
Engagement platform
ReConnect to appreciate
their consent and keep them
abreast of Touch Points/
Beliefs
Drive consent based trials,
feedbacks, future
preferences and open
communication channel
Explore for two-way
information exchange with
Consumers/ Customers to
strengthen the Advocacy
for Company/ Brands
Stage 1 Stage 2 Stage 3
Benefits Buzz for Company/ Brands
engagement drive
Familiarity for proposition
across Brands
Efficient feedback process
on Brand Actions
TG profile based trails for
stimulus/ prototypes
Positive WoM from Consumers
leading to more Trials & Advocacy
Foresight & Co create with target
consumer – innovation, value
Challenges Low probability of real &
sustained interest from
Consumers
Lower RoI due to absence of
strong ‘Right to Exists’
High probability of bias
behaviour
High dropouts due to
motivation to participate
Building active community platforms
for engagement & sharing

17. Marketing is the art of attracting and keeping the most profitable consumers (Kotler & Armstrong, 1996).
Profitable consumer is defined as “a person, household or company whose revenue over time exceed, by
an acceptable amount, the marketer cost of attracting, selling and servicing that consumer”.
By leveraging their CRM, Companies can increase their visibility to how much each consumer has
purchased and how often, which they may supplement with detailed demographic profiles. Managers can
use these data to estimate a potential lifetime value for every consumer and to determine whether,
when, and how to contact each to maximize the probability of realizing (even increasing) his/ her value.
Consumer lifetime value [CLV] is the sum of the discounted net contribution margins over time of the
consumer, which is the revenue provided by the consumer less the cost associated with maintaining a
relationship with the consumer (Berger and Nasr 1998). Its includes all consumers purchasing behaviour,
whether it be repeat purchases or additional purchases through up-selling and cross-selling.
https://hbr.org/2007/10/how-valuable-is-word-of-mouth
Profitable Consumer Engagement
The one number every marketer need to grow
Ideally, the company that wanted to know a consumer’s full
value, hence, its imperative to track consumer referral
behaviour as it relates to the acquisition of new customers.
This can be a firm initiated and incentivized formal referral
programs (extrinsically motivated) or self advocacy
(intrinsically motivated).
Calibrated value of CLV & CRV is termed as Consumer
Engagement Value (CEV), similar to RoI for the Brand
There are few other metrics in evolution e.g. Consumer
Influencer Value (CIV) and Consumer Knowledge Value (CKV)
to further sharpen the measurement of CEV

18. Managerial
Implication

19. Reconfiguration of Resource allocations
measurements going granular and sharper
Through effective tracking of CEV metrics, marketers can design
Consumer value matrix (CVM) to facilitate efficient decision marking.
This will also help them to employ focussed and segment based Brand
actions. Also it can be tailored to respond to consumer needs and
influence their buying patterns. Brands need to allocate resources using
filters as mentioned below:
1. Relationship building entity mechanism (B2B2C)
2. Targeted communication (O2O or O2F)
3. Obtaining expertise in new products (Co creation)
Decision journey for consumers has changed and this change is Global -
The ultimate goal for all Brands is to reach the automated loyalty loop
and by-pass need for the Brand to battle for consumer preference in the
first two phases of the CDJ*
CDJ has evolved from a liner funnel to cyclic frame this reflect the
significance of 2-way communication over traditional advertising (1-way
communication) – marketers need to recalibrate the resource allocation
across the touch points *
The core idea for ReConnect process is to create platforms for 2-ways
engagement – Consumer care setup is the only touch point where
consumers take effort to connect with Brand, delivering delightful
experience through that will impact their disposition (WoM) for long term
Consumer Value Matrix (CVM)
*New CDJ has been framed after extensive research examining the purchase decisions of 20K consumers across five industries and three continents
Consumer
care is one of
the critical TP
to leverage
this trend

20. Co- creation than Validations of decisions
moving from stage gate to an iterative process of value creation
Structured score card can be conceptualized basis key Brand pillars :
Consumer : Define the Consumer (mind-set & demographic)
Insight : The trigger for Consumer’s to actively listen Brand messages
Value proposition : The benefits and reason to believe that will make
them buy and recommend the Brand
Making the consumer a co-producer or co-creator aims to generate more
value than through traditional transactions. It also brings efficiency and
higher probability for success of growth plans.
This implies a longer process of relationship-building and it is generally
assumed that a breakthrough is more likely to occur with more frequent
and intense conversations between collaborators from diverse
backgrounds.
Rather than viewing it as a tool for the creation of ideas, co-creation
should thus be seen as an adaptive framework that facilitates innovation
in a ‘boundary-spanning’ way by connecting customers and other
members of the organisation
Adapting the 2-way engagement through ReConnect process will eliminate
the boundary between the firm and its consumers. This can be leveraged,
just as in psychotherapy, the analyst are able to be both subject and object
as they reflect on their desires, identities and wishes.

21. Limitations and
Future Research
Potential

22. Limitations and Future research potential
As the research area was fairly new in the engagement platforms domain, the
key limitations included the availability in-depth and longitudinal past studies.
The inferences were drawn from a mix of conceptual understanding of
consumer care set-up and secondary data on CRM platforms. Further work is
needed to further test the findings in using actual data from organizations.
Research limitations
This work brings together disparate but highly relevant consumer-brand
relationship theories to progress the engagement literature and improve
understanding of the influence of co-creation upon the brand and customer.
The study also organises the current literature on the customer experience,
distinguishes between ‘service’ and ‘experience’, and provides a structured
process for improving the 2-way engagement with consumers.
Further work is needed to test the concept in real environment across sectors.
Future research potential

24. Comparing CLV based metric with others