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Operational Excellence
Customer Intimacy
Product Leadership
3 types of strategic focus (Tracey & Wiersema)
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
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
? ?
empowered
Globally in touch
Hyperfast learning
Raising bar of expectations
Segmentation = difficult
smart co-creator
cosmopolitan empowered
Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
68
AFTER THE FILLING OUT THE MAIN SURVEY, TOPIC ENGAGED PARTICIPANTS
CAN OPT-IN FOR THIS NEXT PART WITH ADDITIONAL INCENTIVATION.
78
Meet eBay
Meet Katia
THE
IDEA
TIO
N T
OO
L
Delivery system
Customer service
Mobile shopping
Do you have any idea on how Ebay can optimize and improve the current delivery system? What are you expectations? Where does it currently go wrong? What improvements are needed?
Do you have any idea on how Ebay can optimize and improve the customer service policies? What are you expectations? Where does it currently go wrong?
Do you have any idea on how Ebay can optimize and improve the mobile shopping experience? What are you expectations? Where does it currently go wrong?
80
Meet eBay
Meet Katia
THE
LOU
NG
E
Topic title
Topic title
Topic title
Topic title
Topic title
Topic title
Topic title
Topic title
Yes No
Using the mobile app really
helps me staying in touch
more with the community “ “
Does mobile make community members
less engaged?
‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems
From good to great
Focus groups were only giving
a snapshot of reality
Limited time spent with
consumers and a limited portfolio of research techniques possible
Largely determined by the quality and experience of the moderator
Internal stakeholders do not follow sessions that often
Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just not
possible before
Evaluation of a method
#1 Reason to
participate
#2 Conversation
guide
#3 Role of the
moderator
#4 Gamification
Different country, different story
Expectations towards the
brand & the
Catalogue?
First
impressions & second
thoughts?
Conversion
and impact on
the brand?
Evaluation of the 2013 Catalogue
Phase 1
Who is the
reader?
Diffusing research results should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman
Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
Smart Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activation
Creative
Solid
linkedin.com/in/tomderuyck [email protected] @tomderuyck
www.insites-consulting.com
Ready for a bright future?
Head of Research Communities