transforming consumer experience smartees workshop

1#PEOPLE THINK consumer centric. THINK AGAIN.

#InSites

@hakimzemni Welcome and introduction


Hi, I am… and I work at …,I am here because…

The last time I was delighted by a product was…

The last time I was frustrated with a product was…

Conversation Starters


OUR PROGRAM

6#CONSUMERCENTRICITY THINK consumer centric. THINK AGAIN.


BLINDED BY

TOUCH POINTS

• TUI


THE FAILURE

OF TOUCH POINT

SATISFACTION

Touch point satisfaction

Travel agent

Website to amend booking

Aircraft conditions

Hotel room

…

drives 22% of NPS


Dre

amin

g

MOMENTS OF TRUTH

12#MOMENTS THINK consumer centric. THINK AGAIN.

Transfer

desk

Signage

Transfer

video

In-app

support

Cabin

crew

support

OCCASIONS

ARE KEY

17#MOMENTS THINK consumer centric. THINK AGAIN.

ORGANIZATION

MOMENTS TOUCH POINTS

18#PURPOSE THINK consumer centric. THINK AGAIN.

CONSUMER

CONSUMER

CENTRICITY

ORGANIZATION



CONSUMER

CONSUMER

CENTRICITYDo you know the

moments of truth for

consumers buying and

using your products?

Do you track and improve

satisfaction of

key touch points?

EMPLOYEES

ORGANIZATION

NEEDS

20#ACTIVATION THINK consumer centric. THINK AGAIN.

CONSUMER

CONSUMER

CENTRICITY


THE HOLE IN

THE WALL

22#NEEDS THINK consumer centric. THINK AGAIN.

• TUI

THE FAILURE

OF TOUCH POINT

SATISFACTION


6879Stories

50Participants per country

3Active weeks

18Activities


TOUCH POINT

SATISFACTION

+PERFORMANCE

ON CONSUMER NEEDS

DRIVE 60% OF NPS

Dre

amin

g



THE ABILITY TO UNDERSTAND

THE CONSUMER BETTER

AND DELIVER UPON THAT

SUPERIOR UNDERSTANDING

Support

me to make

the right

choice

Keep

me excited

and looking

forward

Help me

escape from

everyday

routine

Stay

within the

holiday mood

afterwards


To what extent do you agree with

the following statements about TUI?

CONSUMER NEEDSBECOME KPIS

EMPLOYEES

ORGANIZATION

NEEDS


CONSUMER

CONSUMER

CENTRICITY

Do you have a

good understanding

of the underlying

consumer needs

for your products?

Do you engage your

employees to meet

core consumer needs?

PURPOSELIFE

ORGANIZATION

CONSUMER

CENTRICITY


CONSUMER

30#LIFE THINK consumer centric. THINK AGAIN.


Picture yourself

Chinese tourists visiting London

FOLLOW

YOUR BRAND

PURPOSE


PURPOSELIFE

ORGANIZATION

CONSUMER

CENTRICITY


CONSUMER

Do you deliver meaningful

and positive experiences

to make people’s lives

better or easier?

Do you have a brand

purpose that defines

everything you do,

cross functions?

EMPLOYEES

PURPOSELIFE

ORGANIZATION

NEEDS



CONSUMER

CONSUMER

CENTRICITY

#MINDS#HEARTS #ACTIONS


establishing a culture of

consumer centricity and

creating a mind shift among

employees.

delivering sparks of fresh

inspiration through dialogues

with consumers, in order to

craft or reshape strategic plans,

product development

roadmaps,…

concrete actions or changes

in the cycle of developing

new products. This level is

about bringing strategy into

action.

LED

Traditional

bulb

Dumb

product

Defined

competitors

Smart,

Integrated

system

Blurred

competitive

space


ADAPT TO A CHANGING WORLD

ADAPT TO A CHANGING WORLD


Making

consumers the

focus instead of

technologies

Bringing relevant

lighting experiences

to the market instead

of products

The benefit pyramid is a laddered model

covering all consumer needs for lighting.

The pyramid provides consumer guidance

for Philips Lighting propositions.

An exhaustive set of consumer insights

and use cases is anchored in the pyramid.


CONSUMER CENTERED FRAMEWORK

CONSUMER CENTERED PRACTICE


Since July 2015

Consumer Consulting Board

Live in Europe & North-America


#HEARTSFrom research to a consumer centricity program

Make people active part of a bigger wave

Build proof points in an early stage


ENGAGING WITH CONSUMERS


#HEARTSFrom research to a consumer centricity program

Make people active part of a bigger wave

Build proof points in an early stage

Consumer enthusiasm

“Sometimes I miss this

community. I´m really excited

about the new product ideas :-)”

“It's good to see Philips is working

hard on our ideas. I like their

feedback and I'm really looking

forward to further activities!!! :)



#MINDS

Consumer immersion via a consumer story

dashboard

From consumer validation to inspiration



#ACTIONSProgram fits in product development cycles

48H challenges at the rhythm of the business


Shopper

CONSULTING

BOARD


#MINDSObservation museum stations



#MINDSIdeation sessions on the collected insights




#ACTIONSthe Dannon Studio


INSPIRATION

WALL

INSPIRATION

TILE

ADD NEW

TILE

MARKETING

OF INSIGHTS

“THROUGH”

RATHER THAN “TO”

PROFESSIONALS


"It was really interesting to see

all the recipes people use

yogurt for. For example, the

pasta recipe really caught my

attention and I was surprised

people would use yogurt in

pasta. It was also eye-opening

to me to see people using

yogurt in savory recipes as I

thought consumers only

consumed yogurt as a sweet

treat."

FUN AND

INTRIGUING

FOR NON-CMI

AUDIENCES

THE impactFOR DANNON

“The Studio is visually

appealing. .... as life is quite

busy, we unfortunately don't

take the time to socialize and

share this type of information

in person or online.”


ENHANCED

PEOPLE

CENTRICITY

THROUGH

PERSONAL

STORIES

THE impactFOR DANNON


Real closeness to consumers

+30%

CONSUMER

FEELING

CONSUMER

CONTACT

STUDIO

USAGE

+230%


#MINDS#HEARTS #ACTIONS


use new channels to

share insights

use metaphores

shift from evaluation

to opportunities

involve people in the

bigger picture

consumer enthusiasm

is contagious

deliver instant

gratification

follow the pace of the

business

deliver in small chunks

install triggers

63FROM jobs TO career

• More than 31,000 FTE employees

• Around 5,100 branches

• Over 60 countries

• Connecting more than 800,000 candidates

• with their clients every day.

• Fortune Global 500 company

• Blue collar/White collar

Helping people to better work, better life

The Adecco Group is the world's leading

provider of HR solutions.

ABOUT ADECCO


CHALLENGING ENVIRONMENT

INCREASING

AUTOMATION

CANDIDATE

SHORTAGE

SEARCH FOR

GREATER FLEXIBILITY


VERY CANDIDATE DRIVEN MARKET


PURPOSE

The long-term growth

strategy of the Adecco Group

is to BECOME THE LOVE

BRAND FOR EXTERNAL

EMPLOYEES around the world,

nurturing long-term relationships

and focusing on continuous skill

enhancement.


WITH TOP LEVEL SUPPORT

https://www.google.be/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjWiK-8v6TLAhVKbRQKHQLVCFUQjRwIBw&url=https://twitter.com/poleexe/status/461479277100564481&psig=AFQjCNG8cu4j5DGJ3cqViSK2M9Cuombt8Q&ust=1457093769829149

https://www.google.be/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjWiK-8v6TLAhVKbRQKHQLVCFUQjRwIBw&url=https://twitter.com/poleexe/status/461479277100564481&psig=AFQjCNG8cu4j5DGJ3cqViSK2M9Cuombt8Q&ust=1457093769829149


HOW TO MAKE IT HAPPEN


GLOBAL STRUCTURE & LOCAL PLAN

GLOBAL STRUCTURE COUNTRY STRUCTURE LOCAL BUSINESS PLAN


THE CANDIDATE BOARD AS KEY VEHICULE

THE ONLY

SUSTAINABLE

COMPETITIVE

ADVANTAGE IS

TO KNOW YOUR

CUSTOMERS

BETTER THAN YOUR

COMPETITORS


DIFFERENT BOARDS, DIFFERENT OBJECTIVES

LOCAL

BOARDS

GLOBAL

BOARD

Generation Y-Z (Candidates between 18 and 26 years old)

General population(Candidates between 21 and 60 years old)

Trend detection

Develop future-proof solutions & propositions

Inspire Adecco employees

France

Country

B

Country

C

Country

F

Country

G

Country

H

Belgium

Country

E

Country

D

Focus on Market exceleration

Market activation

Market competitiveness

Focus on


ADECCO’S DENKTANK

AGE

18-30: 40%

31-45: 30%

46-65: 30%

Student:10 %

Working or unemployed: 90 %

Blue collar: 60%

White collar: 40%

Female: 50%

Male: 50%

Never worked with Adecco: 20%

<50 hour workers: 20%

50-250 hour workers: 20%

251-500 hour workers: 20%

Adecco lovers (500+ hours): 20%


MEET THE CANDIDATE

MEET THE CANDIDATE


Ik ben Chavalie, 23 jaar oud en afgestudeerd

communicatiemanager.

Momenteel ben ik op zoek naar een job in de

communicatiesector en vul ik mijn dagen met

sollicitatiebrieven versturen, blogs en magazines lezen,

en het opvolgen van trends in de communicatiewereld.

Tijdens mijn zoektocht, ben ik al verschillende keren bij

een uitzendkantoor langsgeweest i.v.m. een vacature.

Voor kleinere en middelgrote bedrijven zonder eigen

HR dienst is het volgens mij een must om een

uitzendkantoor in te schakelen als er een positie vrijkomt.

F, 18-30, Looking for a job, 251-500 hours

MEET Chavdelo

MEET THE CANDIDATE


M, 46-65, Looking for a job, Never worked with Adecco

MEET Willy

Ik ben Willy, 55 jaar , getrouwd met Carina, geen kinderen.

Ik ben thuis sinds juli 2015 en mijn vrouw sinds oktober

2014 (verplaatsing van haar job naar lage loonland). We

werkten beiden reeds jaren voor onze werkgever en bijgevolg

zitten wij nu nog in onze opzegperiode.

Ik ga zeer binnenkort meer dan waarschijnlijk naar een

uitzendkantoor stappen omdat ik denk dat deze weg mij

meer flexibiliteit zal geven. Ik, samen met mijn vrouw

trouwens, ben/zijn van plan om slechts nog deeltijds te

gaan werken en dit in de buurt van waar we wonen.

MEET THE CANDIDATE


HOW DO THEY PERCEIVE

US TODAY?

HOW DO THEY PERCEIVE

FROM jobs TO careerMOMENTS

US TODAY?

R EG I ST R AT I O N SK I L L S

ASS E SSM E N T

I N T ER VI EW J O B O F F ER


CUSTOMER JOURNEYFILLING JOBS

MOMENTS

“Het gevoel overheerst vaak en niet alleen bij Adecco dat het belangrijker is om zoveel

mogelijk vacatures in te vullen dan de juiste job te matchen met het juiste profiel.”

Branko, M, 31-45, Out of job, 50-250 hours.”

R EG I ST R AT I O N SK I L L S

ASS E SSM E N T

I N T ER VI EW J O B O F F ER


CUSTOMER JOURNEYTRANSACTIONAL

MOMENTS

“Na het aflopen van de job is het eerder windstil. Er wordt niet spontaan een nieuwe job

voorgesteld, het initiatief moet meer van uw eigen komen. Dit geeft een eerder negatief

gevoel, uit het oog uit het hart. Soms heerst er dan ook een gevoel van heb ik mijn job dan

niet goed gedaan?” Branko, M, 31-45, Out of job, 50-250 hours


“Ik zie Adecco als een knipperlicht relatie.

Ze zeggen dat je goed bent om je op te

hemelen maar als het vakantie is gaan de

jobstudenten voor.” Tjake, M, 31-45, Temporary

contract, Adecco lover

“Ik denk meer als een knipperlichtrelatie

want Adecco neemt af en toe contact op.

Het kan enkele weken niets laten weten en

dan plots wel..” Rkas, F, 18-30, Student, <50 hours

“Meer als one night stand. Ik zou contact

opnemen met Adecco om een job te vinden

tot ik een vaste job vind.” LINE01, F, 31-45, Fixed

contract, Never worked with Adecco

NO RELATIONSHIP MATERIAL

MOMENTS


WHAT DO THEY WANT?

81FROM jobs TO careerNEEDS


CANDIDATE NEEDS

RESPECT RECOGNITION GUIDANCE

NEEDS


CANDIDATE NEEDS

“Ik was daar langsgegaan in de hoop mij

te laten inschrijven en te zien of ze

geschikte vacatures hadden voor mij

omdat ik op zoek was naar werk. Ze

vroegen wat ik al zoal gedaan had, toen ik

antwoordde dat ik 25 jaar in de productie

had gewerkt antwoordden zij dat ze geen

vacatures hadden in de productie. 30

seconden was voor hun genoeg om mij

buiten te werken. Ik had verwacht dat ze

mij toch op zijn minst zouden inschrijven

en dat we een gesprek zouden hebben.” monroe, M, 31-45, Temporary contract, Never worked with

Adecco

NEEDS

RESPECT


CANDIDATE NEEDS

“Mijn beste ervaring met een

uitzendkantoor was met Adecco. De

persoon waar ik mee in contact was en

nog steeds ben, is iemand die echt

naar de persoon kijkt en jobs

voorstelt bij bedrijven waar ik in kan

passen. Die persoon geeft mij het

gevoel dat ik geen nummer ben.” enthousiast, M, 31-45, Out of job, Adecco lover

NEEDS

RECOGNITION


CANDIDATE NEEDS

“Momenteel is er volgens mij

geen/nauwelijks opvolging. Opvolging,

vind ik wel belangrijk, mensen voelen

zich gesteund, vinden het belangrijk om

eens te kunnen ventileren als het fout

gaat/ of goed gaat. In de opvolging

vragen hoe het gaat, hoe de job verlopen

is, minpunten/pluspunten job.” am2, F, 31-45, Fixed contract, <50 hours

NEEDS

GUIDANCE


FROM NEEDS TO ACTIONS

THE CANDIDATE JOURNEY


IT’S A PEOPLES BUSINESS

“Louise van Adecco Oostende was zo'n

lieve uitzendkracht!

Ik had gesolliciteerd voor een job als

hotelreceptioniste in Oostende en ik wou

deze job zo graag , en Louise zag dit dan

ook echter dat er veel motivatie in zat , en zij

heeft mij zo goed voorgesteld dat ik direct

ben mogen beginnen.” Nanii, F, 18-30, Fixed

contract, 50-250 hours



EVERY CANDIDATE IS UNIQUE



PERSONAL CONTACT THAT ADDS VALUE

“Na het afnemen van de testen en een persoonlijk contact moest ik zelf heel regelmatig bellen

om te horen of er al een geschikte job was - ze hebben me nooit zelf gecontacteerd.

De opvolging toen ik aan het werk was, was ook heel minimaal - buiten het binnen brengen van

de loonfiches was er geen opvolging. Ook na het beëindigen van het contract niet.”

R EG I ST R AT I O N F EED B A C K

APP L I C A T I O N

ST AG E

SK I L L S

ASS E SSM E N T

I N T ER VI EW F EED B A C K

AF T E R

I N T ER VI EW

J O B O F F ER F O L L O W - U P

F O L L O W - U P F O L L O W - U P F O L L O W - U P



PERSONAL CONTACT THAT ADDS VALUE

RECONNECT NIGHTSSMS ACTIONS FOLLOW-UP PLAN




HOW TO BRING VALUE TO

CANDIDATES LIFE?

LIFE


WHAT ARE THEY STRIVING FOR?

STABILITY BELONGINGREWARD/GROWTH

LIFE

FROM jobs TO career

CLOSING THE CAREER LOOP TO BRING STABILITY

REGISTRATION FEEDBACK

APPLICATION

STAGE

SKILLS

ASSESSMENT

INTERVIEW FEEDBACK

AFTER

INTERVIEW

JOB OFFER FOLLOW-UP

F O L L O W - U P F O L L O W - U P F O L L O W - U P

END OF JOB

LIFE


BELONGING & GROWTH

CAP FRANCEINCENTIVES ADLETES PROGRAM

LIFE


THIS IS ONLY THE BEGINNING

LIFE

EMPLOYEES

PURPOSELIFE

ORGANIZATION

NEEDS



CONSUMER

CONSUMER

CENTRICITY

TIME FOR A workshop

YOUR TURN NOW

@hakimzemni

SO HOW CONSUMER-CENTERED ARE YOU?

TIME FOR A workshop@hakimzemni

RATE YOURSELF

1 2 3 4 5

MAKE A CHOICE:THE COMPANY YOU WORK FOR.

THE BRAND YOU WORK FOR THE MOST.

DEFINITELY

NOT

DEFINITELY


6 STATEMENTS TO RATE:

100HOW CONSUMER CENTERED ARE YOU? THINK consumer centric. THINK AGAIN.

YOUR GOAL

TIME FOR A workshop

6 POST-IT

NOTES

40’IN

@hakimzemni

RULES OF THE GAMEYOU WILL BE ASSIGNED TO A TEAM.

AN INSITES REPRESENTATIVE WILL ASSIST EACH TEAM AND

TAKE YOU TO A BREAK-OUT ROOM.

GO THROUGH THE STATEMENTS 1 BY 1 AND SHARE YOUR

PERSONAL SCORE TO THE TEAM.

FOR EACH STATEMENT:

THE HIGHEST SCORING COMPANY EXPLAINS HOW COME.

THE LOWEST SCORING COMPANY EXPLAINS HOW COME.

DISCUSS AND PICK 1 CONCRETE ACTION POINT/IDEA

(ANOTHER) COMPANY CAN IMPLEMENT.

WRITE THE ACTION POINT ON A POST-IT NOTE.

REPEAT*6 FOR EACH STATEMENT AND COME BACK WITH

FINALLY: 1 PERSON FROM EACH TEAM PITCHES IN 3 MINUTES.


MEET THE MODERATORS

@hakimzemni TIME FOR A workshop

BERT THIERRY MAGALI DELPHINE ASHLEY


6 POST-IT

NOTES

40’IN

WHO’S THE WINNING TEAM?

BUT FIRST, TIME FOR A BREAK

IN 3 minutes

max.

PITCH

YOUR 6

IDEAS


6 POST-IT

NOTES

40’IN

WHO’S THE WINNING TEAM?

THANKS FOR

BEING

HERE.

TIME FOR

DRINKS.

transforming consumer experience smartees workshop

Marketing