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LEVERAGING YOUR CUSTOMER:THE MULTIPLE WAYS YOUR CUSTOMERS CAN HELP YOURBUSINESS
PROF. DR. IR. MARION DEBRUYNE
#EXPERIENCEVLERICK
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We need to becomemore 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 chain
From product-centric topersonalize customer experiences
Word of mouthPeer influence
Customers are the best orthe worst marketing tool
Commoditization risk?More products and
innovations
How to be different?
More Information,
more choicesMore informed, network and
empowered customer
Sources: Adapted from Prahalad, C.K, Ramaswamy (2004). The future of Competition: Co-creating Valur with Customers. HarvardBusiness Review
MARKETForum 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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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
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HOW CAN YOU LEVERAGE YOURCUSTOMER 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
% 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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THEFOUNDATIONFOR THEBUSINESS
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 Zagatin 1979
User-generated content whenthe word was not eveninvented
Consumer-provided restaurantreviews
Acquired by Google inSeptember 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
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Promotors
Guides
Consultants
Lead Users
Contributors
Foundation for business model
Idea generators
HOW CAN YOU LEVERAGE YOUR CUSTOMERBASE?
THANK YOU!
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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 April2013)
Product Management (7 May 2013)
#experiencevlerick47
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THANK YOU!