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Owning the Customer
The Case of FC Barcelona
What if…
Owning the Customer
The Case of FC Barcelona
What if…
Owning the Customer… ?
Customer Fight!
CUSTOMER MEMBER
FAN
•+CUSTOMER
•+MEMBER
•+FAN
•+FAN
•+
•+Apple – lock-in
“quintessential element of the Apple business model is its ability to ‘own the consumer’. In short, the Apple business model is designed to drive consumers into its ecosystem and then hold them there, which has been hugely successful to date and has allowed Apple to wield enormous power in the end-to-end supply chain”Source: http://www.cresc.ac.uk/publications/owning-the-consumer%E2%80%94getting-to-the-core-of-the-apple-business-model
•+ More than a company… becoming a cult
The Delta Model 3. Lock‐in
2. Customer Solutions
Competition based on Customer Economics:Reducing Customer Costs or Increasing Profits
Competition based on System Economics: Complementor Lock-in, competitor lock-out,
Propietary standard
Source: Arnoldo Hax
1. Best Product
Competition based on Product Economics: Low Cost or Differentiated Product
Owning the Customer
The Case of FC Barcelona
What if…
FC Barcelona
FC Barcelona Virtuous Cycle
FC Barcelona
FC Barcelona
FC Barcelona Members
FC BarcelonaKid Membership
FC BarcelonaKid Membership
FC BarcelonaSupporters
Date
FC BarcelonaGlobalization
FC BarcelonaEconomic Performance
FC Barcelona Virtuous Cycle
Owning the Customer
The Case of FC Barcelona
What if…
•+
WHO IS YOUR CUSTOMER?
•+
What if…
… THE CUSTOMER IS CARLESS?
•+ C-economy
•+
•+
What if…
… THE CAR HAS NOT SUCH A BRIGHT FUTURE?
•+
•+Peer-to-peer
Bla-bla Car
What if…
… THE CUSTOMER START ONLY CARING ABOUT MOBILITY?
•+Collaborative consumption:
peer-to-peer networks
From OTA to Travel Companion
Source: https://businesstravel.americanexpress.com/global-business-consulting/
•+Burning questions + Ideas
Burning Questions• How can you become MORE THAN A CLUB?• What is the most innovative offering you have come
up with lately?• What is the most unusual customer group you have
reached to and invited to join you? Would you have as a customer Prof. Svejenova???
Ideas• Use heritage as a strategic resource for reinvention• Creating bonding spaces and experiences• Become a Platform: trust + social + mobility
services• Find new alliances and partners
