Transforming consumer experience Smartees Workshop

1#PEOPLE THINK consumer centric. THINK AGAIN.

#InSites
@hakimzemni Welcome and introduction

Hi, I am… and I work at …,
I am here because…
The last time I was delighted by
a product was…
The last time I was frustrated
with a product was…
Conversation Starters

OUR PROGRAM

6
#CONSUMERCENTRICITY THINK consumer centric. THINK AGAIN.

7

88
BLINDED BY
TOUCH POINTS

• TUI
10
THE FAILURE
OF TOUCH POINT
SATISFACTION

Touch point satisfaction
Travel agent
Website to amend booking
Aircraft conditions
Hotel room
…
drives 22% of NPS
11#CONSUMERCENTRICITY THINK consumer centric. THINK AGAIN.
Dreaming

MOMENTS OF TRUTH
12
#MOMENTS THINK consumer centric. THINK AGAIN.

Transfer
desk
Signage
Transfer
video
In-app
support
Cabin
crew
support

OCCASIONS
ARE KEY
17
#MOMENTS THINK consumer centric. THINK AGAIN.

ORGANIZATION
MOMENTS TOUCH POINTS
18
#PURPOSE THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY

ORGANIZATION
19
CONSUMER
CONSUMER
CENTRICITY
Do you know the
moments of truth for
consumers buying and
using your products?
Do you track and improve
satisfaction of
key touch points?

EMPLOYEES
ORGANIZATION
NEEDS
20
#ACTIVATION THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY

21
THE HOLE IN
THE WALL

22
#NEEDS THINK consumer centric. THINK AGAIN.

• TUI
THE FAILURE
OF TOUCH POINT
SATISFACTION
23

6879
Stories
50
Participants per country
3
Active weeks
18
Activities
24#NEEDS THINK consumer centric. THINK AGAIN.

TOUCH POINT
SATISFACTION
+
PERFORMANCE
ON CONSUMER NEEDS
DRIVE 60% OF NPS
Dreaming

26
THE ABILITY TO UNDERSTAND
THE CONSUMER BETTER
AND DELIVER UPON THAT
SUPERIOR UNDERSTANDING

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

EMPLOYEES
ORGANIZATION
NEEDS
28
CONSUMER
CONSUMER
CENTRICITY
Do you have a
good understanding
of the underlying
consumer needs
for your products?
Do you engage your
employees to meet
core consumer needs?

PURPOSELIFE
ORGANIZATION
CONSUMER
CENTRICITY
29
CONSUMER

30
#LIFE THINK consumer centric. THINK AGAIN.

31
Picture yourself
Chinese tourists visiting London

32

33

34

35

FOLLOW
YOUR BRAND
PURPOSE
36

PURPOSELIFE
ORGANIZATION
CONSUMER
CENTRICITY
37
CONSUMER
Do you deliver meaningful
and positive experiences
to make people’s lives
better or easier?
Do you have a brand
purpose that defines
everything you do,
cross functions?

EMPLOYEES
PURPOSELIFE
ORGANIZATION
NEEDS
38
CONSUMER
CONSUMER
CENTRICITY

#MINDS#HEARTS #ACTIONS
40
#PEOPLE THINK consumer centric. THINK AGAIN.
establishing a culture of
consumer centricity and
creating a mind shift among
employees.
delivering sparks of fresh
inspiration through dialogues
with consumers, in order to
craft or reshape strategic plans,
product development
roadmaps,…
concrete actions or changes
in the cycle of developing
new products. This level is
about bringing strategy into
action.

LED
Traditional
bulb
Dumb
product
Defined
competitors
Smart,
Integrated
system
Blurred
competitive
space
ADAPT TO A CHANGING WORLD

ADAPT TO A CHANGING WORLD
Making
consumers the
focus instead of
technologies
Bringing relevant
lighting experiences
to the market instead
of products

The benefit pyramid is a laddered model
covering all consumer needs for lighting.
The pyramid provides consumer guidance
for Philips Lighting propositions.
An exhaustive set of consumer insights
and use cases is anchored in the pyramid.
CONSUMER CENTERED FRAMEWORK

CONSUMER CENTERED PRACTICE
44

Since July 2015
Consumer Consulting Board
Live in Europe & North-America
45

#HEARTS
From research to a consumer centricity program
Make people active part of a bigger wave
Build proof points in an early stage
ENGAGING WITH CONSUMERS

#HEARTS
From research to a consumer centricity program
Make people active part of a bigger wave
Build proof points in an early stage
Consumer enthusiasm
“Sometimes I miss this
community. I´m really excited
about the new product ideas :-)”
“It's good to see Philips is working
hard on our ideas. I like their
feedback and I'm really looking
forward to further activities!!! :)

#MINDS
Consumer immersion via a consumer story
dashboard
From consumer validation to inspiration

#ACTIONS
Program fits in product development cycles
48H challenges at the rhythm of the business

Shopper
CONSULTING
BOARD

#MINDS
Observation museum stations

#MINDS
Ideation sessions on the collected insights

#ACTIONS
the Dannon Studio

INSPIRATION
WALL
INSPIRATION
TILE
ADD NEW
TILE
MARKETING
OF INSIGHTS
“THROUGH”
RATHER THAN “TO”
PROFESSIONALS

"It was really interesting to see
all the recipes people use
yogurt for. For example, the
pasta recipe really caught my
attention and I was surprised
people would use yogurt in
pasta. It was also eye-opening
to me to see people using
yogurt in savory recipes as I
thought consumers only
consumed yogurt as a sweet
treat."
FUN AND
INTRIGUING
FOR NON-CMI
AUDIENCES
THE impact
FOR DANNON
“The Studio is visually
appealing. .... as life is quite
busy, we unfortunately don't
take the time to socialize and
share this type of information
in person or online.”

ENHANCED
PEOPLE
CENTRICITY
THROUGH
PERSONAL
STORIES
THE impact
FOR DANNON

Real closeness to consumers
+30%
CONSUMER
FEELING
CONSUMER
CONTACT
STUDIO
USAGE
+230%

#MINDS#HEARTS #ACTIONS
60
use new channels to
share insights
use metaphores
shift from evaluation
to opportunities
involve people in the
bigger picture
consumer enthusiasm
is contagious
deliver instant
gratification
follow the pace of the
business
deliver in small chunks
install triggers

63
FROM jobs TO career
• More than 31,000 FTE employees
• Around 5,100 branches
• Over 60 countries
• Connecting more than 800,000 candidates
• with their clients every day.
• Fortune Global 500 company
• Blue collar/White collar
Helping people to better work, better life
The Adecco Group is the world's leading
provider of HR solutions.
ABOUT ADECCO

64
FROM jobs TO career
CHALLENGING ENVIRONMENT
INCREASING
AUTOMATION
CANDIDATE
SHORTAGE
SEARCH FOR
GREATER FLEXIBILITY

65
FROM jobs TO career
VERY CANDIDATE DRIVEN MARKET

66
FROM jobs TO career
PURPOSE
The long-term growth
strategy of the Adecco Group
is to BECOME THE LOVE
BRAND FOR EXTERNAL
EMPLOYEES around the world,
nurturing long-term relationships
and focusing on continuous skill
enhancement.

67
FROM jobs TO career
WITH TOP LEVEL SUPPORT

68
FROM jobs TO career
HOW TO MAKE IT HAPPEN

69
FROM jobs TO career
GLOBAL STRUCTURE & LOCAL PLAN
GLOBAL STRUCTURE COUNTRY STRUCTURE LOCAL BUSINESS PLAN

70
FROM jobs TO career
THE CANDIDATE BOARD AS KEY VEHICULE
THE ONLY
SUSTAINABLE
COMPETITIVE
ADVANTAGE IS
TO KNOW YOUR
CUSTOMERS
BETTER THAN YOUR
COMPETITORS

71
FROM jobs TO career
DIFFERENT BOARDS, DIFFERENT OBJECTIVES
LOCAL
BOARDS
GLOBAL
BOARD
Generation Y-Z
(Candidates between 18 and 26 years old)
General population
(Candidates between 21 and 60 years old)
Trend detection
Develop future-proof solutions & propositions
Inspire Adecco employees
France
Country
B
Country
C
Country
F
Country
G
Country
H
Belgium
Country
E
Country
D
Focus on Market exceleration
Market activation
Market competitiveness
Focus on

72
FROM jobs TO career
ADECCO’S DENKTANK
AGE
18-30: 40%
31-45: 30%
46-65: 30%
Student:10 %
Working or unemployed: 90 %
Blue collar: 60%
White collar: 40%
Female: 50%
Male: 50%
Never worked with Adecco: 20%
<50 hour workers: 20%
50-250 hour workers: 20%
251-500 hour workers: 20%
Adecco lovers (500+ hours): 20%

73
FROM jobs TO career
MEET THE CANDIDATE
MEET THE CANDIDATE

74
FROM jobs TO career
Ik ben Chavalie, 23 jaar oud en afgestudeerd
communicatiemanager.
Momenteel ben ik op zoek naar een job in de
communicatiesector en vul ik mijn dagen met
sollicitatiebrieven versturen, blogs en magazines lezen,
en het opvolgen van trends in de communicatiewereld.
Tijdens mijn zoektocht, ben ik al verschillende keren bij
een uitzendkantoor langsgeweest i.v.m. een vacature.
Voor kleinere en middelgrote bedrijven zonder eigen
HR dienst is het volgens mij een must om een
uitzendkantoor in te schakelen als er een positie vrijkomt.
F, 18-30, Looking for a job, 251-500 hours
MEET Chavdelo
MEET THE CANDIDATE

75
FROM jobs TO career
M, 46-65, Looking for a job, Never worked with Adecco
MEET Willy
Ik ben Willy, 55 jaar , getrouwd met Carina, geen kinderen.
Ik ben thuis sinds juli 2015 en mijn vrouw sinds oktober
2014 (verplaatsing van haar job naar lage loonland). We
werkten beiden reeds jaren voor onze werkgever en bijgevolg
zitten wij nu nog in onze opzegperiode.
Ik ga zeer binnenkort meer dan waarschijnlijk naar een
uitzendkantoor stappen omdat ik denk dat deze weg mij
meer flexibiliteit zal geven. Ik, samen met mijn vrouw
trouwens, ben/zijn van plan om slechts nog deeltijds te
gaan werken en dit in de buurt van waar we wonen.
MEET THE CANDIDATE

76
FROM jobs TO career
HOW DO THEY PERCEIVE
US TODAY?

HOW DO THEY PERCEIVE
FROM jobs TO careerMOMENTS
US TODAY?

REGIST R AT IO N SKILLS
ASS E SSM E NT
INT ERVIEW JOB OFFER
78
FROM jobs TO career
CUSTOMER JOURNEY
FILLING JOBS
MOMENTS
“Het gevoel overheerst vaak en niet alleen bij Adecco dat het belangrijker is om zoveel
mogelijk vacatures in te vullen dan de juiste job te matchen met het juiste profiel.”
Branko, M, 31-45, Out of job, 50-250 hours.”

REGIST R AT IO N SKILLS
ASS E SSM E NT
INT ERVIEW JOB OFFER
79
FROM jobs TO career
CUSTOMER JOURNEY
TRANSACTIONAL
MOMENTS
“Na het aflopen van de job is het eerder windstil. Er wordt niet spontaan een nieuwe job
voorgesteld, het initiatief moet meer van uw eigen komen. Dit geeft een eerder negatief
gevoel, uit het oog uit het hart. Soms heerst er dan ook een gevoel van heb ik mijn job dan
niet goed gedaan?” Branko, M, 31-45, Out of job, 50-250 hours

80
FROM jobs TO career
“Ik zie Adecco als een knipperlicht relatie.
Ze zeggen dat je goed bent om je op te
hemelen maar als het vakantie is gaan de
jobstudenten voor.” Tjake, M, 31-45, Temporary
contract, Adecco lover
“Ik denk meer als een knipperlichtrelatie
want Adecco neemt af en toe contact op.
Het kan enkele weken niets laten weten en
dan plots wel..” Rkas, F, 18-30, Student, <50 hours
“Meer als one night stand. Ik zou contact
opnemen met Adecco om een job te vinden
tot ik een vaste job vind.” LINE01, F, 31-45, Fixed
contract, Never worked with Adecco
NO RELATIONSHIP MATERIAL
MOMENTS

81
FROM jobs TO career
WHAT DO THEY WANT?
81
FROM jobs TO careerNEEDS

82
FROM jobs TO career
CANDIDATE NEEDS
RESPECT RECOGNITION GUIDANCE
NEEDS

83
FROM jobs TO career
CANDIDATE NEEDS
“Ik was daar langsgegaan in de hoop mij
te laten inschrijven en te zien of ze
geschikte vacatures hadden voor mij
omdat ik op zoek was naar werk. Ze
vroegen wat ik al zoal gedaan had, toen ik
antwoordde dat ik 25 jaar in de productie
had gewerkt antwoordden zij dat ze geen
vacatures hadden in de productie. 30
seconden was voor hun genoeg om mij
buiten te werken. Ik had verwacht dat ze
mij toch op zijn minst zouden inschrijven
en dat we een gesprek zouden hebben.”
monroe, M, 31-45, Temporary contract, Never worked with
Adecco
NEEDS
RESPECT

84
FROM jobs TO career
CANDIDATE NEEDS
“Mijn beste ervaring met een
uitzendkantoor was met Adecco. De
persoon waar ik mee in contact was en
nog steeds ben, is iemand die echt
naar de persoon kijkt en jobs
voorstelt bij bedrijven waar ik in kan
passen. Die persoon geeft mij het
gevoel dat ik geen nummer ben.”
enthousiast, M, 31-45, Out of job, Adecco lover
NEEDS
RECOGNITION

85
FROM jobs TO career
CANDIDATE NEEDS
“Momenteel is er volgens mij
geen/nauwelijks opvolging. Opvolging,
vind ik wel belangrijk, mensen voelen
zich gesteund, vinden het belangrijk om
eens te kunnen ventileren als het fout
gaat/ of goed gaat. In de opvolging
vragen hoe het gaat, hoe de job verlopen
is, minpunten/pluspunten job.”
am2, F, 31-45, Fixed contract, <50 hours
NEEDS
GUIDANCE

86
FROM jobs TO career
FROM NEEDS TO ACTIONS
THE CANDIDATE JOURNEY

87
FROM jobs TO career
IT’S A PEOPLES BUSINESS
“Louise van Adecco Oostende was zo'n
lieve uitzendkracht!
Ik had gesolliciteerd voor een job als
hotelreceptioniste in Oostende en ik wou
deze job zo graag , en Louise zag dit dan
ook echter dat er veel motivatie in zat , en zij
heeft mij zo goed voorgesteld dat ik direct
ben mogen beginnen.” Nanii, F, 18-30, Fixed
contract, 50-250 hours

88
FROM jobs TO career
EVERY CANDIDATE IS UNIQUE

89
FROM jobs TO career
PERSONAL CONTACT THAT ADDS VALUE
“Na het afnemen van de testen en een persoonlijk contact moest ik zelf heel regelmatig bellen
om te horen of er al een geschikte job was - ze hebben me nooit zelf gecontacteerd.
De opvolging toen ik aan het werk was, was ook heel minimaal - buiten het binnen brengen van
de loonfiches was er geen opvolging. Ook na het beëindigen van het contract niet.”
REGIST R AT IO N FEEDB AC K
APP LI C AT IO N
ST AGE
SKILLS
ASS E SSM E NT
INT ERVIEW FEEDB AC K
AFT E R
INT ERVIEW
JOB OFFER FOLLOW -UP
FOLLOW -UP FOLLOW -UP FOLLOW -UP

90
FROM jobs TO career
PERSONAL CONTACT THAT ADDS VALUE
RECONNECT NIGHTSSMS ACTIONS FOLLOW-UP PLAN

91
FROM jobs TO career 91
FROM jobs TO career
HOW TO BRING VALUE TO
CANDIDATES LIFE?
LIFE

92
FROM jobs TO career
WHAT ARE THEY STRIVING FOR?
STABILITY BELONGING
REWARD/
GROWTH
LIFE

FROM jobs TO career
CLOSING THE CAREER LOOP TO BRING STABILITY
REGISTRATION FEEDBACK
APPLICATION
STAGE
SKILLS
ASSESSMENT
INTERVIEW FEEDBACK
AFTER
INTERVIEW
JOB OFFER FOLLOW-UP
FOLLOW -UP FOLLOW -UP FOLLOW -UP
END OF JOB
LIFE

94
FROM jobs TO career
BELONGING & GROWTH
CAP FRANCEINCENTIVES ADLETES PROGRAM
LIFE

95
FROM jobs TO career
THIS IS ONLY THE BEGINNING
LIFE

EMPLOYEES
PURPOSELIFE
ORGANIZATION
NEEDS
96
CONSUMER
CONSUMER
CENTRICITY

TIME FOR A workshop
YOUR TURN NOW
@hakimzemni

SO HOW CONSUMER-CENTERED ARE YOU?
TIME FOR A workshop@hakimzemni

RATE YOURSELF
1 2 3 4 5
MAKE A CHOICE:
THE COMPANY YOU WORK FOR.
THE BRAND YOU WORK FOR THE MOST.
DEFINITELY
NOT
DEFINITELY
6 STATEMENTS TO RATE:

100
HOW CONSUMER CENTERED ARE YOU? THINK consumer centric. THINK AGAIN.

YOUR GOAL
TIME FOR A workshop
6POST-IT
NOTES
40’IN
@hakimzemni

RULES OF THE GAME
YOU WILL BE ASSIGNED TO A TEAM.
AN INSITES REPRESENTATIVE WILL ASSIST EACH TEAM AND
TAKE YOU TO A BREAK-OUT ROOM.
GO THROUGH THE STATEMENTS 1 BY 1 AND SHARE YOUR
PERSONAL SCORE TO THE TEAM.
FOR EACH STATEMENT:
THE HIGHEST SCORING COMPANY EXPLAINS HOW COME.
THE LOWEST SCORING COMPANY EXPLAINS HOW COME.
DISCUSS AND PICK 1 CONCRETE ACTION POINT/IDEA
(ANOTHER) COMPANY CAN IMPLEMENT.
WRITE THE ACTION POINT ON A POST-IT NOTE.
REPEAT*6 FOR EACH STATEMENT AND COME BACK WITH
FINALLY: 1 PERSON FROM EACH TEAM PITCHES IN 3 MINUTES.

MEET THE MODERATORS
@hakimzemni TIME FOR A workshop
BERT THIERRY MAGALI DELPHINE ASHLEY

@hakimzemni TIME FOR A workshop
6POST-IT
NOTES
40’IN
WHO’S THE WINNING TEAM?

IN 3 minutes
max.
PITCH
YOUR 6
IDEAS

THANKS FOR
BEING
HERE.
TIME FOR
DRINKS.

Transforming consumer experience Smartees Workshop

Transforming consumer experience Smartees Workshop

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