Leveraging your customers by Prof Marion Debruyne

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Leveraging your customers by Prof Marion Debruyne

  1. 1. LEVERAGING YOUR CUSTOMER: THE MULTIPLE WAYS YOUR CUSTOMERS CAN HELP YOUR BUSINESS PROF. DR. IR. MARION DEBRUYNE #EXPERIENCEVLERICK
  2. 2. © Vlerick Business School
  3. 3. © Vlerick Business School
  4. 4. © Vlerick Business School
  5. 5. © Vlerick Business School We need to become more customer centric!
  6. 6. © Vlerick Business School PERFORMANCE MARKET ORIENTATION
  7. 7. © Vlerick Business School VALUE CO-CREATION IS THE NEW PARADIGM Value co-creation Customers are part of value chain From product-centric to personalize customer experiences Word of mouth Peer influence Customers are the best or the worst marketing tool Commoditization risk? More products and innovations How to be different? 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 MARKETMARKET Forum of conversations between customers, companies & communities
  8. 8. © Vlerick Business School THE CONTRIBUTION REVOLUTION
  9. 9. © Vlerick Business School FROM WEB1.0 TO WEB 2.0
  10. 10. © Vlerick Business School
  11. 11. The winners are those that are able to connect
  12. 12. © 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 
  13. 13. © Vlerick Business School
  14. 14. © Vlerick Business School HOW CAN YOU LEVERAGE YOUR CUSTOMER BASE?
  15. 15. © Vlerick Business School PROMOTERS Recommend
  16. 16. © Vlerick Business School NET PROMOTOR SCORE The one key question to ask How likely is it that you would recommend our company to a friend or colleague? Source: Satmetrix.com
  17. 17. © Vlerick Business School NET PROMOTER SCORE Source: Satmetrix.com Not at all likely Extremely likely Neutral 0 101 2 3 4 5 6 7 8 9 Detractors Promoto rs NPS = % Promotors - % Detracto
  18. 18. © Vlerick Business School
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  20. 20. © Vlerick Business School CONSULTANTS Give advice and feedback
  21. 21. © Vlerick Business School
  22. 22. © Vlerick Business School LEAD USERS Fabricate solutions to problems they face
  23. 23. © Vlerick Business School
  24. 24. © Vlerick Business School GUIDES Help others and provide support
  25. 25. © Vlerick Business School
  26. 26. © Vlerick Business School CONTRIBUTORS Provide information and knowledge
  27. 27. © Vlerick Business School GRANVILLE
  28. 28. © Vlerick Business School
  29. 29. © Vlerick Business School CROWDSOURCING
  30. 30. © Vlerick Business School THE FOUNDATION FOR THE BUSINESS MODEL Community-based business models create and leverage the platform to connect
  31. 31. © Vlerick Business School PATIENTS LIKE ME
  32. 32. © Vlerick Business School ZAGAT  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
  33. 33. © Vlerick Business School IDEA GENERATORS Deliver ideas and participate in co-creation
  34. 34. © Vlerick Business School
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  36. 36. © Vlerick Business School THIS
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  39. 39. © Vlerick Business School
  40. 40. © Vlerick Business School HOW CAN YOU LEVERAGE YOUR CUSTOMER BASE?
  41. 41. © Vlerick Business School THANK YOU! Prof. dr. ir. Marion Debruyne Associate Professor & Partner Vlerick Business School Contact me: Marion.Debruyne@vlerick.com Follow me: MarionDebruyne
  42. 42. © Vlerick Business School FEEL LIKE SOME MORE? Essentials in Marketing Management (6 Nov) Product Management (21 Nov) Strategic B2B Management (28 Nov) #experiencevlerick47
  43. 43. THANK YOU! #EXPERIENCEVLERICK

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