Post on 07-Sep-2014
description
The New Model
Bruno J. GOFFIN
Sales Manager USASales & Marketing Director BelgiumGeneral Manager Sales Italy
Vice President EuropeCommercial Operations
Bruno J. GOFFIN
Bio
coach2marketManaging Director
Bruno J. GOFFIN
Building a competitive edge in
product or service functionality & awareness
is no longer enough…
Creating a continuousemotional bindingdialogue with the
consumer in his daily life.
Bruno J. GOFFIN
More & more the consumer expectshis brands to know
him not onlypersonaly but also
intimately…
Bruno J. GOFFIN
Parce que je le vaux bien !
Bruno J. GOFFIN
Bruno J. GOFFIN
-9-
Choosingcolors
Testingcolors
Deciding on colors
Purchasesinventory
PurchasesSurfacepreparartion
Usingmaterial
Cleaningmaterial
Storingmaterial
Bruno J. GOFFIN
Bruno J. GOFFIN
Maximizing the transaction
value
Maximising the customer life cycle value
Bruno J. GOFFIN
Segmentation, Profiling
PersonalizedOffering
Life CycleContinuousPrograms
Customer Centric methodology
Bruno J. GOFFIN
How to get accessto exploitable data on client segmentation?
What about Multi media and new media ?
How to build our next campaigns based on last results?
Where to find an integrated professional solution whithout having to dealwith multiple suppliers?
How to developcontinuous personalizedcommunication according to client life cycle?
How to measuretrue ROI on belowthe line investment?
What about « One all in » competitivecost per contact ?
Bruno J. GOFFIN
Bruno J. GOFFIN
1. Redefining the Corporate Values of a “Client Focus” multifunctional culture
Bruno J. GOFFIN
SUPPLY,SOURCING
MARKETING, SALES
LEGAL, MANUFACTURING,
HR
R&D, FINANCES
FLEXIBILITY
EXTERNAL
CONTROL
INTERNAL
Bruno J. GOFFIN
FLEXIBILITY
EXTERNAL
CONTROL
INTERNAL
• Reactivity• Proactivity• Flexibility• Focus market• Co-sourcing
Bruno J. GOFFIN
1. Redefining the Corporate Values of a “Client Focus” multifunctional culture
2. Creating Client Metrics
Bruno J. GOFFIN
Profitability Product Client
RevenueMonth, Quarter,
Year
Client life cycle
Equity Brand Client
Market share
Product, category
Client Segment
TraditionalModel
Customer Centric Model
Bruno J. GOFFIN
1. Redefining the Corporate Values of a “Client Focus” multifunctional culture
2. Creating Client Metrics3. Gradual adaptation of the organizational structure
Bruno J. GOFFIN
CEO
Chief CustomerOfficer
Customer SegmentManagers
Product/Brand ManagersCRM
CustomerService
MRD, R&D
Bruno J. GOFFIN
1. Redefining the Corporate Values of a “Client Focus” multifunctional culture
2. Creating Client Metrics3. Gradual adaptation of the organizational structure4. Building exploitable data bases around a gradual &
continuous segmentation of your customer equity
Bruno J. GOFFIN
Store index comparison
0
50
100
150
200SINGLES Single HW < 35
SINGLES Single HW 35-54
SINGLES Single HW 55+
COUPLES WITHOUT CHILDREN 2+ pers./nochildren, HW <35
COUPLES WITHOUT CHILDREN 2+ pers./nochildren, HW 35-54
COUPLES WITHOUT CHILDREN 2+ pers./nochildren, HW >54
COUPLES WITH CHILDREN HH, oldest child0-5 years
UPLES WITH CHILDREN HH, oldest child6-12 years
COUPLES WITH CHILDREN HH, oldest child13-17 years
75% revenues
25% clients
Distributor A Distributor DDistributor CDistributor B
Bruno J. GOFFIN
Bruno J. GOFFIN
1. Redefining the Corporate Values of a “Client Focus” multifunctional culture
2. Creating Client Metrics3. Gradual adaptation of the organizational structure4. Building exploitable data bases around a gradual &
continuous segmentation of your customer equity5. Installing a co-sourcing integrated solution with
professional partners to provide agility and fast time to market.
Bruno J. GOFFIN
1. Redefining the Corporate Values of a “Client Focus” multifunctional culture
2. Creating Client Metrics3. Gradual adaptation of the organisational structure4. Building exploitable data bases around a gradual &
continuous segmentation of your customer equity5. Installing a co-sourcing integrated solution with
professional partners to provide agility and fast time tomarket.
6. Measuring Marketing as well as Business Development ROI
Bruno J. GOFFIN
Pilot proof of concept
Continuous automated program
Continuous customer life cycle communication
Bruno J. GOFFIN