the chief consumer officer smartees seminar

The Chief Consumer Officer

Smartees Seminar

This is the full slidedeck of our

Smartees Seminar on the Chief

Consumer Officer, hosted in ‘de

Kookfabriek’ in Rotterdam on 26 June

2014. The presentation elaborates on

how you can structurally collaborate

with your consumers and how to bring

all internal stakeholders on board and

activate them to take relevant action. All

of this illustrated with a client case of

ATAG.

Welcome

14h00: Doors open 14h15: Welcome & introduction

by Ramon Pardo, Managing Director the Netherlands at InSites Consulting

14h30: The Chief Consumer Officer: why outside-in thinking is the only way to survive massive changeby Kristof De Wulf, CEO at InSites Consulting

15h15: Case study ATAG: Becoming a consumer-centric thinking companyby Anouk Willems, Research Innovation Manager at InSites Consulting and Denis Ghys, Managing Director at 10 advertising

16h00: Q&A

16h30: Let’s cook!Together with the speakers, the InSites Consulting team and the other attendees, you’ll prepare your own gastronomic 4-course menu, composed by master chef Julius Jaspers

and guided by 2 culinary coaches.

18h30: Wine and dine Waldorf saladGrilled tuna with rice noodlesBeef shoulder petite tender cooked in oil with “pot au feu” of vegetables and mustard saucePineapple roti with crème fraiche, mint and almond crisp

Program

@KRISTOFDEWULF

ABUNDANCE

no scarcity

@KRISTOFDEWULF

NAKED AS

the newnormal

@KRISTOFDEWULF

A GLOBAL

clone factory

@KRISTOFDEWULF

Copernicus IS BACK

@KRISTOFDEWULF

ProductIS KING,

AGAIN

@KRISTOFDEWULF

The audience has spoken!

@KRISTOFDEWULF

@KRISTOFDEWULF

Did you directly

talk to a consumer

about your brand

or product?

@KRISTOFDEWULF

Did you

start a meeting

with a story

on a consumer?

@KRISTOFDEWULF

Did you

use your own

brand or product?

@KRISTOFDEWULF

Did you learn

something new

about your market?

@KRISTOFDEWULF

Did you

do something for

the first time?

@KRISTOFDEWULF

“When your eyes are only

looking at the organization,

your ass is facing the

customer”Yudai

@KRISTOFDEWULF

@KRISTOFDEWULF

TWO-WAYONE-WAY

ALWAYS ONAD HOC

INTEGRATEDSILO

CONNECTEDDISCONNECTED

CONSUMER-

CENTRIC

CONSUMER-

ACTIVATED

@KRISTOFDEWULF

@KRISTOFDEWULF

#2

Activation of

internal stakehol-

ders to take rele-

vant action

#1

Consumer

collaboration

initiatives

#3

Inspiring and

empowering

employees at

all levels

#4

Leverage of

results & culture

externally

#5

Impact

measurement

Lead and

coordinated

by the Chief

Consumer

Officer

@KRISTOFDEWULF

Consumer

collaboration

initiatives

#1

@KRISTOFDEWULF

@KRISTOFDEWULF

Consumer coach

People engager

Ecosystem builder

Action hero

@KRISTOFDEWULF

@KRISTOFDEWULF

CLOSE TO CONSUMER

INSIGHTINGIDEATION

MARKET ACTIVATION

CUSTOMER EXPERIENCE

CONCEPTING

BRAND IDENTIFICATION

@KRISTOFDEWULF

#2Activation of

internal stakeholders

to take relevant

action

@KRISTOFDEWULF

AVOID A

COLLABORATION

hangover

@KRISTOFDEWULF

@KRISTOFDEWULF

Deep dive activities

48 hour challenges

Bottom-up activities

Time

Inte

ns

ity

@KRISTOFDEWULF

TO THE BEAT OF

your company

ENGAGE

Inspire

ACT

@KRISTOFDEWULF

@KRISTOFDEWULF

Inspiring and

empowering

employees at

all levels

#3

@KRISTOFDEWULF

Hig

h

Lo

w

Direct Indirect

Level

in t

he o

rgan

izati

on

Relationship with consumers

EXECUTIVES MANAGEMENT

FRONTLINE STAFF

@KRISTOFDEWULF

ORGANIZATION-WIDE impact

CREATE A

curiosity CULTURE

@KRISTOFDEWULF

“What am I supposed

to haul my dogs around

in, a Rolls-Royce?”Sam Walton

@KRISTOFDEWULF

DEVELOP

dailyrituals

@KRISTOFDEWULF

1 2 3 4 5 6

7 8 9 10 11 12

13 14 15 16 17 18

19 20 21

@KRISTOFDEWULF

Think playlist,NOT CHECKLIST

@KRISTOFDEWULF

現場@KRISTOFDEWULF

@KRISTOFDEWULF

Leverage of

results & culture

externally

#4

@TOMDERUYCK

@KRISTOFDEWULF

Impact

measurement

#5

@KRISTOFDEWULF

@KRISTOFDEWULF

linkedin.com/in/kristofdewulf

@kristofdewulf

[email protected]

Kristof De Wulf

CEO

Thank you

Anouk Willems InSites Consulting | Denis Ghys 10 | Martin Blom Atag

B2B = No Control

@DOKTERDENIS @ANOUKW1

Creating a

Pull Effect


From Selling

Products to

Telling Stories


A Cook-Centric-Company

Plain text slide!


Let’s start the

conversation


Malika, 35, samenwonend, kind (3 jaar), ft job

"Koken is voor mij gewoon pure ontspanning. Zowel in het dagdagelijks leven, als in mijn vrije tijd speelt koken een grote rol. Ik hou van lekker eten maar ik maak het ook graag zelf klaar.Vooral bakken is tot een hobby geworden. Taarten, cupcakes, broodjes, notenrepen, noem maar op. Ik hou van de geur van vers gebak in huis. Als ik op zondag niet weet wat doen, sla ik gegarandeerd aan het bakken.Met een man die graag lekker eet en een zoontje van 3 die ook vrijwel alles lust, is koken echt een plezier.Ik probeer ook zoveel mogelijk verse dingen te maken, en af en toe ook eens een minder voor de hand liggende of vergeten groente op tafel te zetten.Reizen is ook één van mijn hobby's en in het buitenland probeer ik dan ook zoveel mogelijk lokale specialiteiten uit. Je kan me ook gegarandeerd op de plaatselijke marktjes vinden om de typische producties te kopen en indien mogelijk in te slaan om mee naar huis te nemen.Verder ben ik ook helemaal verzot op koffie, in allerlei varianten. Maar er gaat niets boven een lekkere Italiaanse espresso.".


TOTAL BRAND

REDESIGN


Passion for

cooking



Brand

Movie

Recognizable

Stories


Meet & Greet

+ Training



From appliance-centric

to cook-centric

Believe in the

strategy


Practice what

you preach


The Rules of

The Game


Feeling the Passion


Leverage Consumer

Insights to the Max



bit.do/atagtest

www.insites-consulting.com


Thank You!

Managing Director, 10

Research Innovation Manager,

InSites Consulting

@DOKTERDENIS

@ANOUKW1

[email protected]

[email protected]

Let’s go to the Q&A

Let’s wine and dine!

the chief consumer officer smartees seminar

Business