the new loyalty - customer experience, your future asset

THINK consumer centric. THINK AGAIN.

BLINDED BY

TOUCH POINTS


FROM INSIDE OUT

TO OUTSIDE IN


• TUI

THE FAILURE

OF TOUCH POINT

SATISFACTION


Touch point satisfaction

Travel agent

Website to amend booking

Aircraft conditions

Hotel room

…

drives 22% of NPS

Dre

amin

g


MOMENTS OF TRUTH


Transfer

desk

Signage

Transfer

video

In-app

support


OCCASIONS

ARE KEY


ORGANIZATION

MOMENTS TOUCH POINTS

CONSUMER

CONSUMER

CENTRICITY


ORGANIZATION


CONSUMER

CONSUMER

CENTRICITYDo you know the

moments of truth for

consumers buying and

using your products?

Do you track and improve

satisfaction of

key touch points?


EMPLOYEES

ORGANIZATION

NEEDS

CONSUMER

CONSUMER

CENTRICITY


THE HOLE IN

THE WALL


• TUI

THE FAILURE

OF TOUCH POINT

SATISFACTION


6879Stories

50Participants per country

3Active weeks

18Activities

20 THINK consumer centric. THINK AGAIN.THINK consumer centric. THINK AGAIN.

TOUCH POINT

SATISFACTION

+PERFORMANCE

ON CONSUMER NEEDS

DRIVE 60% OF NPS

Dre

amin

g


THE ABILITY TO UNDERSTAND

THE CONSUMER BETTER

AND DELIVER UPON THAT

SUPERIOR UNDERSTANDING


Support

me to make

the right

choice

Keep

me excited

and looking

forward

Help me

escape from

everyday

routine

Stay

within the

holiday mood

afterwards

To what extent do you agree with

the following statements about TUI?

CONSUMER NEEDSBECOME KPIS


EMPLOYEES

ORGANIZATION

NEEDS

CONSUMER

CONSUMER

CENTRICITY

Do you have a

good understanding

of the underlying

consumer needs

for your products?

Do you engage your

employees to meet

core consumer needs?


PURPOSELIFE

ORGANIZATION

CONSUMER

CENTRICITY

CONSUMER


Picture yourself

Chinese tourists visiting London


FOLLOW

YOUR BRAND

PURPOSE


PURPOSELIFE

ORGANIZATION

CONSUMER

CENTRICITY

CONSUMER

Do you deliver meaningful

and positive experiences

to make people’s lives

better or easier?

Do you have a brand

purpose that defines

everything you do,

cross functions?


EMPLOYEES

PURPOSELIFE

ORGANIZATION

NEEDS


CONSUMER

CONSUMER

CENTRICITY


EMPLOYEES

ORGANIZATION

NEEDS

CONSUMER

CONSUMER

CENTRICITY

Having my issue resolved on the first call

VS Being heard, understood, and respected


#MINDS#HEARTS #ACTIONS

establishing a culture of

consumer centricity and

creating a mind shift among

employees.

delivering sparks of fresh

inspiration through dialogues

with consumers, in order to

craft or reshape strategic plans,

product development

roadmaps,…

concrete actions or changes

in the cycle of developing

new products. This level is

about bringing strategy into

action.


LED

Traditional

bulb

Dumb

product

Defined

competitors

Smart,

Integrated

system

Blurred

competitive

space

ADAPT TO A CHANGING WORLD


ADAPT TO A CHANGING WORLD

Making

consumers the

focus instead of

technologies

Bringing relevant

lighting experiences

to the market instead

of products


The benefit pyramid is a laddered model

covering all consumer needs for lighting.

The pyramid provides consumer guidance

for Philips Lighting propositions.

An exhaustive set of consumer insights

and use cases is anchored in the pyramid.

CONSUMER CENTERED FRAMEWORK


CONSUMER CENTERED PRACTICE


Since July 2015

Consumer Consulting Board

Live in Europe & North-America


#HEARTSFrom research to a consumer centricity program

Make people active part of a bigger wave

Build proof points in an early stage

ENGAGING WITH CONSUMERS



#HEARTSFrom research to a consumer centricity program

Make people active part of a bigger wave

Build proof points in an early stage

Consumer enthusiasm

“Sometimes I miss this

community. I´m really excited

about the new product ideas :-)”

“It's good to see Philips is working

hard on our ideas. I like their

feedback and I'm really looking

forward to further activities!!! :)



#MINDS

Consumer immersion via a consumer story

dashboard

From consumer validation to inspiration



#ACTIONSProgram fits in product development cycles

48H challenges at the rhythm of the business


Shopper

CONSULTING

BOARD


#MINDSObservation museum stations



#MINDSIdeation sessions on the collected insights




#ACTIONSthe Dannon Studio


INSPIRATION

WALL

INSPIRATION

TILE

ADD NEW

TILE

MARKETING

OF INSIGHTS

“THROUGH”

RATHER THAN “TO”

PROFESSIONALS


"It was really interesting to see

all the recipes people use

yogurt for. For example, the

pasta recipe really caught my

attention and I was surprised

people would use yogurt in

pasta. It was also eye-opening

to me to see people using

yogurt in savory recipes as I

thought consumers only

consumed yogurt as a sweet

treat."

FUN AND

INTRIGUING

FOR NON-CMI

AUDIENCES

THE impactFOR DANNON

“The Studio is visually

appealing. .... as life is quite

busy, we unfortunately don't

take the time to socialize and

share this type of information

in person or online.”


ENHANCED

PEOPLE

CENTRICITY

THROUGH

PERSONAL

STORIES

THE impactFOR DANNON


Real closeness to consumers

+30%

CONSUMER

FEELING

CONSUMER

CONTACT

STUDIO

USAGE

+230%


#MINDS#HEARTS #ACTIONS

use new channels to

share insights

use metaphores

shift from evaluation

to opportunities

involve people in the

bigger picture

consumer enthusiasm

is contagious

deliver instant

gratification

follow the pace of the

business

deliver in small chunks

install triggers



Slides:www.speakersbase.com/event/insights

+61 2 8354 4800

directionfirst.com

DIRECTION FIRST

10 Elizabeth Street

Paddington, NSW,

2021, Australia

+61 2 8354 4800

+61 2 9357 1666

[email protected]

linkedin.com/company/direction-first

@directionfirst

the new loyalty - customer experience, your future asset

Business