leveraging your customer: the multiple ways your customers can help your business
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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:
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!