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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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Vlerick Business School
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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


Contact me:

[email protected]

Follow me:

MarionDebruyne
mailto:[email protected]:[email protected]


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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!

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