Reconnect with our customer
Reconnect with our customer (by Thomas Troch)
Aug 20, 2015
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Reconnect with our customer
Senior Research Innovator 2011-current
InSites Consulting
Research Consultant 2010-2011
InSites Consulting
Master in Product Development 2005-2010
Artesis University College of Antwerp
@thomastroch
@thomastroch
Operational Excellence
Customer Intimacy
Product Leadership
3 types of strategic focus (Tracey & Wiersema)
@thomastroch
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
@thomastroch
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
@thomastroch
Identification of marketers with their target group
6%
7%
6%
15%
30%
24%
7%
4%
5%
8%
6%
19%
35%
17%
5%
4%
64% 73%
@thomastroch
We are different, yet we have a lot of confidence!
I know what consumers want
My own behavior helps me better understand consumers' behavior
My gut feeling helps me understand consumers' behavior
Because I spend a lot of time with consumers, I understand them better
72% 70%
69% 69%
68% 67%
66% 67%
@thomastroch
Consulting and sharing experience in the purchase process
PRE POST DURING
@thomastroch
Everyone is a critic/reviewer and the outcome may leverage your brand…
@thomastroch
?
?
?
Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
@thomastroch
? ?
empowered
Globally in touch
Hyperfast learning
Raising bar of expectations
Segmentation = difficult
Giving feedback: 61% (social network) 52% (general public)
@thomastroch
Co-creating products or services: 44%
@thomastroch
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
cosmopolitan empowered
@thomastroch
? Sharing feedback
Walking in our shoes
Concrete business outcomes
smart co-creator
@thomastroch
cosmopolitan empowered
Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
@thomastroch
Branding – definition (American Marketing Association)
A name, term, design, symbol, or
any other feature that identifies
one seller's good or service as
distinct from those of other sellers.
@thomastroch
Understanding the concept of BRAND IDENTIFICATION
Bra
nd
id
enti
ty
My
iden
tity
@thomastroch
Brand
leverage
R²=.50
Brand
Conversations
Brand Perception
Brand
Identification
Purchase brand
Promote brand
Brand is
close to ideal
Global R&D project in 15 countries
Partnership with Houston
University
N=5.900
@thomastroch
Broadcasting the ad is just the
beginning, not the end!
Advertising is … the beginning of
a conversation.
@thomastroch
Marketing manager
will be happy
Conversation Manager
will be sad
@thomastroch
“It brings you
answers to questions
you didn’t ask”
Hans Schmeits
VP Global Marketing pharmaceutical company
RESEARCH
carefully screened group of consumers
gathered around a common interest
@thomastroch
RESEARCH
carefully screened group of consumers
gathered around a common interest
joining a closed online platform
longitudinal connection
managed by passionate moderators
@thomastroch
RESEARCH
carefully screened group of consumers
gathered around a common interest
joining a closed online platform
longitudinal connection
managed by passionate moderators
needs beliefs
perceptions
motivations
underlying emotions
aspirations
@thomastroch
@thomastroch
It is so frustrating not to be
noticed by the bartender! I’m
clearly trying to get his attention,
however others are being served
before me.
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