Leveraging your customer: the multiple ways your customers can help your business

LEVERAGING YOUR CUSTOMER: THE MULTIPLE WAYS YOUR CUSTOMERS CAN HELP YOUR BUSINESS

PROF. DR. IR. MARION DEBRUYNE

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We need to become more customer

centric!

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PERFORMANCEMARKET

ORIENTATION

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VALUE CO-CREATION IS THE NEW PARADIGM

Value co-creationCustomers are part of value

chainFrom product-centric to personalize customer

experiences

Word of mouthPeer 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

MARKETMARKETForum of conversations

between customers, companies & communities

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THE CONTRIBUTION REVOLUTION

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FROM WEB1.0 TO WEB 2.0

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The winners are those that are able to connect

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“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. “

Suz01LocationUnknown

Member sinceMarch 2008

4275

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HOW CAN YOU LEVERAGE YOUR CUSTOMER BASE?

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PROMOTERS

Recommend

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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

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NET PROMOTER SCORE

Source: Satmetrix.com

Not at alllikely

Extremelylikely

Neutral

0 101 2 3 4 5 6 7 8 9

DetractorsPromoto

rs

NPS = % Promotors - % Detractors

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CONSULTANTS

Give advice and feedback

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LEAD USERS

Fabricate solutions to problems they face

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GUIDES

Help others and provide support

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CONTRIBUTORS

Provide information and knowledge

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GRANVILLE

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CROWDSOURCING

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THE FOUNDATION FOR THE BUSINESS MODEL

Community-based business models create and leverage the platform to connect

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PATIENTS LIKE ME

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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

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IDEA GENERATORS

Deliver ideas and participate in co-creation

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THIS

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HOW CAN YOU LEVERAGE YOUR CUSTOMER BASE?

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THANK YOU!

Prof. dr. ir. Marion DebruyneAssociate Professor & Partner

Vlerick Business School

Contact me:

Marion.Debruyne@vlerick.com

Follow me:

MarionDebruyne

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FEEL LIKE SOME MORE?

Introduction to Marketing Management (25 April 2013)

Product Management (7 May 2013)

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THANK YOU!