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

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

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

Many possible futures
@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

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

#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

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
Intensity
@TOMDERUYCK
#1

Avoid a Collaboration Hangover! #1
@TOMDERUYCK

Ambassador Team
#1
@TOMDERUYCK

#2
Activation of
internal stakeholders
to take relevant
action
@TOMDERUYCK

Marketing our findings
#2
@TOMDERUYCK

Online, offline… NO LINE!
#2
@TOMDERUYCK

Inspiring and
empowering
employees at
all levels
#3
@TOMDERUYCK

HighLow
Direct Indirect
Levelintheorganization
Relationship with consumers
#3
@TOMDERUYCK
Executives Management
Frontline Staff

Activate the Movers & Shakers
#3
@TOMDERUYCK

The rules of the game
#3
@TOMDERUYCK

Leverage of
results & culture
externally
#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
tom@insites-consulting.com
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
denis@10.be

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

…is hot
@STINUS230 @THIBAULTDEGENDT
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
Panathlonstatement
24 September 2004
‘Grow and win’
vision KBVB
2012-2016
FO youth sport
Subsidization clubs
Since 2010
VFV policy
2013-2016
Vision KBVB on
youth development
September 2006

Who is
Le 12e Homme
De 12e Man

99active
participants
Who is
Le 12e Homme
De 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!

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
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

125
#2
Er wordt vaak heel mooi samengespeeld, maar dat tikkeltje meer
creativiteit en durf zouden de wedstrijden veel boeiender maken. Dit
moet gepusht worden op training en in wedstrijden.
More attractive football

127
#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

129
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

131
#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

133
#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 pour
cela 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

135
#7
Voetbal moet een sport blijven met een lage drempel. Iedereen die wil moet kunnen
voetballen
Keep it accessible

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

148@STINUS230 @THIBAULTDEGENDT
Youth competition reform
Teach kids to play
better football
Enable kids and
clubs to do what
they really want
Increase the
football joy of
youth players

Development of motor skills
From a very young age

Which adult would like to play
On this pitch?
105m
175 m

Who would like to be
This keeper?

Size pitch and number of players
Depending on age
+/- 45 m
+/-60m
+/-50m

No one ever learned how to play
By not playing

Trying to reach
A delicate balance

Futsal
During winter

Increase the amount
Of skilled staff

New requirements
To play (inter)provincial
Valid audit report
with a minimum
result to achieve
Provincial
Auditreport with
2 stars
Interprovincial
Auditreport with
3-4 stars
4 quality criteria
Accommodation Staff
Mandatory
participation in
the ‘PJO’
activities
Amount of teams
per age category
Annual check-up by the federation
An audit result will be valid
for 3 seasons

Do not accept a status quo

Connect with your 12th man

Don’t
underestimate
him/her

Keep the conversation going

C-level
engagement
= key

We will win the WC
In 2030

Research Manager, InSites
Consulting
National Competitions Co-
ordinator at Belgian Football
Association (KBVB)
@THIBAULTDEGENDT
@STINUS230
stijn@insites-
consulting.com

Programme
13:10
Coffee Break14:15
Wrap-up & Q&A17:00

@hakimzemni
The speakers are all yours

Coming up…
http://smartees.insites-consulting.com/smartees/
@hakimzemni

The Chief Consumer Officer Smartees Seminar

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