Post on 20-Aug-2015
From Consumer to Collaborator: Reimagining the Marketplace As If People Ma7ered
#FromC2C / @SustainBrands
• Speaker Introduc<ons
• Presenta<on by John (10 minutes) • Presenta<on by Nick (10 minutes) • Presenta<on by MaG (10 minutes) • Open Q&A led by John (10-‐20 minutes)
• Please feel free to ask ques<ons in the chat area or via twiGer: #FromC2C / @SustainBrands
• Addi<onal ques<ons from Webinar Audience (5 minutes) • Conclusion / Thank you from Speakers • Wrap up from our hosts at Sustainable Brands
Our Webinar Agenda
Remember how I started this chapter calling
you a consumer? Remember how it distanced us, pu\ng us at arm’s length? I did that to prove to you that words maGer.
You have more value to give to the world than as a vehicle for consump<on. You can richly contribute to other people’s lives while also deeply apprecia<ng other people’s worth. You can par<cipate in
shared value on a personal level and create intrinsic happiness in our Connected World.
Consumerism and its An<social Effects Can be Turned On – or Off Northwestern University, April 2012
The last experiment presented par<cipants with a hypothe<cal water shortage in a well shared by four people, including themselves. The water users were iden<fied either as consumers or individuals. The “consumers” rated themselves as less trus<ng of others to conserve water, less personally responsible and less in partnership with the others in dealing with the crisis. The consumer status, “did not unite; it divided.”
10
Do We Need a New Word for “Consumer”? An inves<ga<on into how customers really feel about the word “consumer”
A customer intelligence pla:orm provider that helps companies build communi;es of customers they can use for ongoing feedback and insight.
Global provider of life essen<als with leading brands such as Huggies, Kleenex and Pull-‐Ups.
Oregon Based grocery chain with 131 loca<ons in Washington, Oregon, Idaho and Alaska.
The Players
16
!e Customer Revolution is Creating Serious Challenges for Business
Declining Revenues
Increased Customer Churn
Reduced Profits
18
Businesses Need More Complete Customer Understanding
Transactional
(What customers buy)
Social
(What customers say)
Behavioral
(What customers do)
Attitudinal & Emotional
(What customers think and feel)
19
Customer Collaboration Increasingly Important to CEOs
78%
55%
25%
26%
53%
23%
44%
Customers exert more influence on business strategy than all but C-Suite Itself
C-suite
Customers
Board of Directors
Corp Strategy Dept
Non-Exec Leadership
External Partners
Parent Company *2014 IBM Global C-Suite Study
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Vision Critical’s Customer Intelligence Platform
Engage the Right Customer… Deep Customer profiles
…at the RightMoment
Ongoing conversations
…in the Right WayEngaging Experiences
Customer Intelligence
Platform
21
Customer Intelligence
Platform
Delivering Customer Intelligence Across the Enterprise
Sales HR
Marketing MR
Strategy & Innovation
R&D
BETTER PRODUCTS
BETTER SERVICES
BETTER BUSINESS OUTCOMES
22
True Customer Engagement Delivers Better Business Outcomes
Increased Revenues
Higher Customer Retention
Increased Profits
30% 55% 23%
*Enterprise Social Collaboration: !e Collaborators’ Advantage, Aberdeen Group, 2013 *Gallup Study on Customer Engagement
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“Thanks to our community, we are in a fantastic position to be
able to increase sponsorships and
fundraising, and to improve underprivileged
communities around the world.”
“Two-thirds of our community members
say they feel more positive about
Debenhams since joining the community. It’s
great to know that our customers feel more
engaged in the business.”
“The community helped to redesign our loyalty
program as well as increasing customer
engagement. The results: loyalty has
increased, along with ticket sales
and profits.”
Increased Profits Increased Revenues Increased Customer
Retention
Customer Spotlight
We are individuals seeking a collabora<ve experience
Not just voracious consump<on vessels We seek value from our assets in a collabora<ve environment
Q&A – Please submit your ques<ons in the Chat Area or via TwiGer and thank you!
#FromC2C / @SustainBrands