the chief consumer officer smartees seminar

The Chief Consumer Officer

Smartees Seminar

This is the full slidedeck of our

Smartees Seminar on ‘the Chief

Consumer Officer’, hosted in Ghent on

24 April 2014. The presentation

elaborates on how you can structurally

collaborate with your consumers and

how to bring all internal stakeholders on

board and activate them to take

relevant action. All of this illustrated with

client cases of ATAG and the Belgian

Football Association.

Some goodies coming your way…

@hakimzemni

http://www.twitter.com/


Rule #1: Outside-in thinking

Who in the room already read the CCB book?

Who in the room is an ISC client (past 12 months)?

Who in the room is here to learn about cooking?

Who in the room is here to learn about football?

Who in the room has no clue why (s)he’s here?

@hakimzemni



Rule #2: start the P2P-conversation

@hakimzemni



Hi, I am ….. and I work as…… @.......... .

• The last thing I ate for the first time was…

• I think this year … will become Belgian soccer

champion because…

• The best meal I have ever had in my life was…

• As a child, football for me meant…

On-topic conversation starters

@hakimzemni



@hakimzemni

Let’s kick off!



Programme


Case Study ATAG: Becoming a consumer-centric company

Welcome & Introduction13:00

13:10

14:40

Coffee Break14:15

Case Study KBVB: The Youth Competition Reform program15:20

Wrap-up & Q&A17:00

Drinks, Bites & Networking17:?

by Stijn Poffé, Research Manager &

by Thibault De Gendt, National Competitions Co-ordinator at KBVB

by Hakim Zemni, Managing Director Belgium

by Tom De Ruyck, Managing Partner & Head of CCB”s

by Sofie Bruggeman, Senior Research Manager &

by Denis Ghys, Managing Director at 10 advertising

Digital Darwinism

@TOMDERUYCK

Massive change

@TOMDERUYCK

Many possible futures

@TOMDERUYCK

@TOMDERUYCK

Structural Collaboration

with consumers

@TOMDERUYCK

‘For impact, speed is at least

as important as the weight you

can put behind it’

Stan Knoops – Unilever R&D

@TOMDERUYCK

@TOMDERUYCK

notFaking it

@TOMDERUYCK

notDoing everything

consumers ask

@TOMDERUYCK

notHaving no strategy

@TOMDERUYCK

We need to make Consumers an

integral part of everything we do!

Mariken Kimmels – H.J. Heinz

@TOMDERUYCK

Challenge accepted?

@TOMDERUYCK

@TOMDERUYCK

#2

Activation of

internal stakehol-

ders to take rele-

vant action

#1

Consumer

collaboration

initiatives

#3

Inspiring and

empowering

employees at

all levels

#4

Leverage of

results & culture

externally

#5

Impact

measurement

Lead and

coordinated

by the Chief

Consumer

Officer

@TOMDERUYCK

@TOMDERUYCK

Consumer

collaboration

initiatives

#1

@TOMDERUYCK

Know where to start

#1

@TOMDERUYCK

Reactive & proactive

#1

@TOMDERUYCK

Discovering new

opportunities

#1

@TOMDERUYCK

Bringing down the silos

#1

@TOMDERUYCK

Even the CFO will be happy!

#1

@TOMDERUYCK

Keeping

onGOing

GOing

#1

@TOMDERUYCK

Deep dive activities

48 hour activities

Bottom-up activities

NO SOUND

OF silence

Time

Inte

ns

ity

@TOMDERUYCK

#1

#1

@TOMDERUYCK

Avoid a Collaboration Hangover! #1

@TOMDERUYCK

Ambassador Team

#1

@TOMDERUYCK

#2Activation of

internal stakeholders

to take relevant

action

@TOMDERUYCK

Marketing our findings

#2

@TOMDERUYCK

Online, offline… NO LINE!

#2

@TOMDERUYCK

#2

@TOMDERUYCK

Inspiring and

empowering

employees at

all levels

#3

@TOMDERUYCK

What if…?

#3

@TOMDERUYCK

Hig

h

Lo

w

Direct Indirect

Level in

the o

rganiz

ation

Relationship with consumers

#3

@TOMDERUYCK

Executives Management

Frontline Staff

Activate the Movers & Shakers

#3

@TOMDERUYCK

#3

@TOMDERUYCK

The rules of the game

#3

@TOMDERUYCK

Leverage of

results & culture

externally

#4

@TOMDERUYCK

#4

@TOMDERUYCK

#4

Surfing the wave of enthusiasm

@TOMDERUYCK

Impact

measurement

#5

@TOMDERUYCK

Culture

#5

@TOMDERUYCK

Performance

Communication

@TOMDERUYCK

CHIEF

CONSUMER

OFFICER

Consumer Coach

People Engager

Ecosystem Builder

Action Hero

@TOMDERUYCK

Ready for a transformation?

linkedin.com/in/tomderuyck

@tomderuyck

[email protected]

Tom De Ruyck Managing Partner

& Head of Consumer Consulting Boards

Programme


Case Study ATAG: Becoming a consumer-centric company


13:10

14:40


Wrap-up & Q&A17:00








Coffee Break14:15

@hakimzemni

Take a break and a test

#insites

#mrx



Programme



13:10


Wrap-up & Q&A17:00






Coffee Break14:15

Case Study ATAG: Becoming a consumer-centric company14:40



B2B = No Control

@DOKTERDENIS @SOFIEBRUGGEMAN

Creating a

Pull Effect


From Selling

Products to

Telling Stories


A Cook-Centric-Company

Plain text slide!


Let’s start the

conversation


Passion for

cooking


Recognizable

Stories


Meet & Greet

+ Training


Believe in the

strategy


Practice what

you preach


The Rules of

The Game


Feeling the Passion


Leverage Consumer

Insights to the Max


www.insites-consulting.com


Thank You!

Managing Director, 10

Sr. Research Manager,

InSites Consulting

@DOKTERDENIS

@SOFIEBRUGGEMAN

sofie@insites-

consulting.com

[email protected]

Programme



13:10

Wrap-up & Q&A17:00




Coffee Break14:15







How we involved the KBVB stakeholders

In the development of the youth football reform program

Stijn Poffé InSites Consulting | Thibault De Gendt KBVB

DE 12E MAN

LE 12E HOMME

COMMUNITY

Contents

Why did we do it?

How did we do it?

What were the results?

What are we doing with it?

Key Take-Aways

@STINUS230 @THIBAULTDEGENDT

…is hot


Belgian football


Remember

These 2?


A good national team

is built by great youth development


#1

#2

Connect with the base

Help re-invent the youth competition


Youth players

MORE


Female

MORE

Youth players


Youth players

BETTER


Youth competition reform

Panathlonstatement24 September 2004

‘Grow and win’

vision KBVB

2012-2016

FO youth sport

Subsidization clubsSince 2010

VFV policy 2013-2016

Vision KBVB on

youth developmentSeptember 2006

Contents

Why did we do it?

How did we do it?



Key Take-Aways

Who is

Le 12e HommeDe 12e Man



99active

participants

Who is

Le 12e HommeDe 12e Man

What happened?


To check conclusions

Integrated survey


InSites

Participants

KBVB

3-way communication

And collaboration

InSites


Participants were

Amazing!


And they ♥loved♥ it!


Contents

Why did we do it?

How did we do it?



Key Take-Aways

Enjoyment

Achievement



• No. 1 (boys) sport (nostalgia)• Media attention (national +

international)• Accessibility (distance + costs)• Teamsport• Relationship with a club

• Shopping culture• Until recently ran by a rather ‘unclear’

organization• Time consuming• Bad image towards girls• Too dependent on the weather

• Success national team/Red Devils• Feeling of new atmosphere within the

KBVB/URBSFA• Improved vision• Increased professionalism

• Aggressiveness/lack of respect image• Neglecting or overemphasizing the

importance of competitiveness • Shortage of volunteers• Shortage of trained staff & referees

STRENGTHS WEAKNESSES

THREATSOPPORTUNITIES

7 strategic platforms of youth competition change

Need for

a clear

vision


Keep it

accessible

More

attractive

football

Need for

professio-

nalization

Strengthen

the love for

the game

Facilitate

relationships

between

clubs and

players

Increase

respect &

fair play

1 2 3 4 5 6 7

123@STINUS230 @THIBAULTDEGENDT

Clear vision

En résumé, la vision de la formation URBSFA est une partition que chaque

formateur mettra "en musique" en fonction de sa propre sensibilité...

#1


#2

Er wordt vaak heel mooi samengespeeld, maar dat tikkeltje meercreativiteit en durf zouden de wedstrijden veel boeiender maken. Dit

moet gepusht worden op training en in wedstrijden.

More attractive football


#3

De terugreis is lang, en ik vraag me in alle eerlijkheid af hoe het komt dat men bij de elite op zo een abominabel veld kan spelen, met een aftandse

infrastructuur, organisatorische chaos met een trainer die zo mee kan in een

carnavalstoet

More professionalisation


Au début de la formation, le jeune doit surtout "tomber en amour" avec son sport! Je pense qu'il faut le laisser un maximum s'exprimer, mais en même temps introduire de

temps en temps, des remarques, des conseils qui vont l'aider dans son apprentissage

#4

Strengthen the love for the game


#5

Clubs & players

De rol van de ouders is niet te onderschatten: soms wordt er van club verandert

wegens ontevredenheid over het aantal speelminuten, de aanpak van de trainer, de invloed van vrienden, het betalen van minder lidgeld,...Of dit steeds objectief gebeurt is nog maar de vraag

-> dit is gewoon een verschijnsel in de huidige maatschappij plus de regelgeving laat dit ook toe!

Facilitate relationships between


#6

Je peux comprendre qu'on s'énerve si un arbitre se trompe en défaveur de son équipe. mais

s'énerver ne veut pas dire être impoli, insultant ou autre. On peut élever la

voix sans pourcela manquer de respect ! Il ne faut pas oublier que les entraîneurs sont aussi des éducateurs et

que les gosses les prennent en exemple !

Increase respect & fair play


#7

Voetbal moet een sport blijven met een lage drempel. Iedereen die wil moet kunnen voetballen

Keep it accessible

7 strategic platforms of youth competition change

Need for

a clear

vision


Keep it

accessible

More

attractive

football

Need for

professio-

nalization

Strengthen

the love for

the game

Facilitate

relationships

between

clubs and

players

Increase

respect &

fair play

1 2 3 4 5 6 7


Vision

Respect & Fair play

Accessibility

Attractive Football

Professionalization

Love for the game

Relationship building


High involvement

& passion


High impact decisions

Need 2-way dialogues and true collaboration

Contents

Why did we do it?

How did we do it?



Key Take-Aways