Reconnect with our customer (by Thomas Troch)

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

[email protected]

@thomastroch

@thomastroch

Setting the scene.

@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

Consumers are at the heart of our organisations

@thomastroch

@thomastroch

@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

Our customers.

Who are they?

Let’s look at our customers…

@thomastroch

@thomastroch

?

?

?

? 4 things to remember about the new customer

@thomastroch

Can you come up with a

crazy weekend activity?

@thomastroch

@thomastroch

Consumers create content themselves…

@thomastroch

… and social networks stimulate this.

@thomastroch

Consulting and sharing experience in the purchase process

PRE POST DURING

57% A person from your contact

list

14% A company

@thomastroch

@thomastroch

@thomastroch

Everyone is a critic/reviewer and the outcome may leverage your brand…

@thomastroch

... or damage your brand

@thomastroch

?

?

?

Perfect information

Consumer-generated

Trustworthy

Lightning fast

Fuelled by social media

@thomastroch

?

?

?

empowered

@thomastroch

Cultures were never so close

@thomastroch

Stimulation junkies. On the go, but 100% connected.

@thomastroch

Segmentation? Maybe contextually. Maybe.

@thomastroch

? ?

empowered

Globally in touch

Hyperfast learning

Raising bar of expectations

Segmentation = difficult

cosmopolitan empowered

@thomastroch

? ?

@thomastroch

What’s YOUR perfect

restaurant experience

like?

Giving feedback: 61% (social network) 52% (general public)

@thomastroch

Co-creating products or services: 44%

@thomastroch

@thomastroch

@thomastroch

@thomastroch

Higher purchase intention for products co-created by peers. (van Dijk, 2012)

@thomastroch

cosmopolitan empowered

@thomastroch

? Sharing feedback

Walking in our shoes

Concrete business outcomes

smart co-creator

@thomastroch

cosmopolitan empowered

?

@thomastroch

The paradox of choice.

@thomastroch

@thomastroch

smart co-creator

@thomastroch

cosmopolitan empowered

Rational overload

Emotional heuristics

Herd behaviour

Emotional sharing

smart co-creator

@thomastroch

cosmopolitan empowered

emotional

@thomastroch

?

?

?

? 4 things to remember about the new customer

smart co-creator

@thomastroch

cosmopolitan empowered

emotional

@thomastroch

It’s the media, stupid!

@thomastroch

What’s the impact

on brands?

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

Our customers.

How to reconnect?

@thomastroch

@thomastroch

POST

Brand

Activation

Conversation

@thomastroch

STEP 1 Brand

leverage

@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

Brands are emotions

@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

@thomastroch

TAKE IT FORWARD by creating brand experiences

@thomastroch

POST

Brand

Activation

Conversation

@thomastroch

STEP 2 Activation

@thomastroch

Broadcasting the ad is just the

beginning, not the end!

Advertising is … the beginning of

a conversation.

@thomastroch

Nomination for product of the year. And lots of conversations.

@thomastroch

DANGER! Activation for

the sake of activation?

@thomastroch

@thomastroch

Marketing manager

will be happy

Conversation Manager

will be sad

@thomastroch

POST

Brand

Activation

Conversation

@thomastroch

STEP 3 Conversation

@thomastroch

@thomastroch

@thomastroch

“It brings you

answers to questions

you didn’t ask”

Hans Schmeits

VP Global Marketing pharmaceutical company

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

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

@thomastroch

@thomastroch

@thomastroch

@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.

@thomastroch

Reconnect with

customers.

What could be

the result?

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

@thomastroch

To wrap up…

@thomastroch

No matter your

strategy, it’s always

about the customer

#1

@thomastroch

There is a disconnect

between companies and

customers

#2

@thomastroch

Today’s consumer

is empowered

#3

@thomastroch

Today’s consumer

is a cosmopolitan

#4

@thomastroch

Today’s consumer

is a smart co-creator

#5

@thomastroch

Today’s consumer

is emotional

#6

@thomastroch

But in the end,

it’s about people

talking to people

#7

@thomastroch

The brand is

your starting point

#8

@thomastroch

Advertising is

the start of a

conversation

#9

@thomastroch

Observe, facilitate &

join the conversation

#10

@thomastroch

And go into

listening mode

#11

@thomastroch

Because that helps you

connecting with your

customer again

#12

linkedin.com/in/thomastroch @thomastroch [email protected]

www.insites-consulting.com