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

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

Interaction for Personalization

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