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

7#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


Dream

ing

MOMENTS OF TRUTH

13#MOMENTS THINK consumer centric. THINK AGAIN.

Transfer

desk

Signage

Transfer

video

In-app

support

Cabin

crew

support

OCCASIONS

ARE KEY

18#MOMENTS THINK consumer centric. THINK AGAIN.

ORGANIZATION

MOMENTS TOUCH POINTS

19#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

21#ACTIVATION THINK consumer centric. THINK AGAIN.

CONSUMER

CONSUMER

CENTRICITY


THE HOLE IN

THE WALL

23#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

Dream

ing



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

31#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

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:

67HOW 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.


@hakimzemni TIME FOR A workshop

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

@hakimzemni TIME FOR A workshop

6 POST-IT

NOTES

40’IN

WHO’S THE WINNING TEAM?

THANKS FOR

BEING

HERE.

TIME FOR

DRINKS.

transforming consumer experience smartees workshop

Marketing