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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
2
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
long-term business value
3
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
long-term business value
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promote you
Co-create
Share insights
4
4 million 22 countries $80 million
1.636 videos 142 countries 119 hours http://wearehappyfrom.com/
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promote you
Co-create
Share insights
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
long-term business value
5
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
long-term business value
customized products personalized services connected branding
6
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
superior customer experiences
long-term business value
7
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
superior customer experiences
long-term business value
Deliberate
Emotional
Consistent
8
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Deliberate
Emotional
Consistent
emotional customer engagement
superior customer experiences
Relevant Different
Meet specific consumer needs
Be different from the competition
9
Deliberate
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Relevant Different
Meet specific consumer needs
Deliberate
On purpose Not accidentally
Be different from the competition
= not repeatable, not scaleable, not efficient
10
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
11
K3 – Heyah Mama (1999) Hittegolf, in mijn hart Laat mij vanavond naar je Kamer komen Duizend hete dromen Ik wil jou, jij wil mij Slaap nu maar zacht en laat je Ramen open ‘k Kom eraan geslopen Doe het héél zachtjes Geen kreetjes en geen lachjes Héél zachtjes ’t Wordt een leuke zomer Lieve mooie dromen (I’m gonna getcha!)
Google Translate Heat wave in my heart Allow me to you tonight rooms come Thousand hot dreams I want you, you want me Sleep on now, and gently let your windows open 'K Coming crept Do it very gently No cries and no smiles Very softly It'll be a fun summer Dear beautiful dreams (I'm gonna getcha!)
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
12
K3 - Handjes draaien (2009) Handjes draaien, handjes draaien, handjes draaien Alle kindjes op de wereld doen me na Aha aha aha aha Van de Zuidpool tot in Noord-Amerika Handjes draaien, handjes draaien, handjes draaien, handjes draaien Ik weet niet hoe het komt Maar heel de wereld rond Doen we dit dansje ooit allemaal En 't lijkt misschien banaal Maar prins of generaal dit dansje doen ze ooit allemaal Wie je ook mag zijn, ooit vond je het fijn
Google Translate Hands turning, turning hands, hands turning All the children in the world do after me Aha aha aha aha From the South Pole to North America Hands turning, turning hands, hands turning, turning hands I do not know why But the world around We do this dance all once And it might seem banal But this prince or general dance ever they do all Whoever you may be, you ever liked
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Relevant Different
Meet specific consumer needs
Deliberate
On purpose Not accidentally
= no value to the customer
Be different from the competition
13
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
19
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Relevant Different
Meet specific consumer needs
Deliberate
Be different from the competition
= commodity
On purpose Not accidentally
20
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
21
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Emotional
Deliberate
Consistent
emotional customer engagement
superior customer experiences
Action Memory
Reason leads to conclusions Emotion leads to action
Donald B. Calne
Emotions color how an experience
will be remembered Donald A. Norman
24
Emotional
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Consistent
Emotional
Deliberate
emotional customer engagement
superior customer experiences
Across all interaction channels
In every stage of the customer life cycle
Channels Life Cycle
27
Consistent
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
28
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
35
Attention:
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
37
Attention:
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@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
38
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
39
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Consistent
Emotional
Deliberate
emotional customer engagement
superior customer experiences
40
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
41
accessible everywhere
loves (to know)
their customers
connected 24/7
highly profitable
engages in every
interaction
We build customer companies
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Design Build Measure
We build customer companies
43
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
long-term business value
44
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
long-term business value
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promote you
Co-create
Share insights
45
Pay more
Buy more
Stay loyal
Forgive hiccups
Cost less
Promote you
Co-create
Share insights
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
long-term business value
superior customer experiences
46
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional customer engagement
superior customer experiences
long-term business value
Deliberate
Emotional
Consistent
47
Attention:
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images
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No blurry pictures
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Attention:
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• Font = calibri, 44pt, regular People will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
48
