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Leveraging your customers - Prof. Marion Debruyne

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Slides Marion Debruyne - Experience Vlerick Day 25/09/2014

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Leveraging your customers - 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 MARKET PERFORMANCE ORIENTATION
  7. 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. 8. THE CONTRIBUTION REVOLUTION © Vlerick Business School
  9. 9. FROM WEB1.0 TO WEB 2.0 © Vlerick Business School
  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. HOW CAN YOU LEVERAGE YOUR CUSTOMER BASE? © Vlerick Business School
  15. 15. PROMOTERS © Vlerick Business School Recommend
  16. 16. 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
  17. 17. 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
  18. 18. © Vlerick Business School
  19. 19. © Vlerick Business School
  20. 20. CONSULTANTS © Vlerick Business School Give advice and feedback
  21. 21. © Vlerick Business School
  22. 22. LEAD USERS © Vlerick Business School Fabricate solutions to problems they face
  23. 23. © Vlerick Business School
  24. 24. GUIDES © Vlerick Business School Help others and provide support
  25. 25. © Vlerick Business School
  26. 26. CONTRIBUTORS © Vlerick Business School Provide information and knowledge
  27. 27. GRANVILLE © Vlerick Business School
  28. 28. © Vlerick Business School
  29. 29. CROWDSOURCING © Vlerick Business School
  30. 30. THE FOUNDATION FOR THE BUSINESS MODEL © Vlerick Business School Community-based business models create and leverage the platform to connect
  31. 31. PATIENTS LIKE ME © Vlerick Business School
  32. 32. 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
  33. 33. IDEA GENERATORS © Vlerick Business School Deliver ideas and participate in co-creation
  34. 34. © Vlerick Business School
  35. 35. © Vlerick Business School
  36. 36. THIS © Vlerick Business School
  37. 37. © Vlerick Business School
  38. 38. © Vlerick Business School
  39. 39. © Vlerick Business School
  40. 40. HOW CAN YOU LEVERAGE YOUR CUSTOMER BASE? © Vlerick Business School
  41. 41. 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
  42. 42. 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
  43. 43. 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

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