This is the slidedeck of our Transforming Consumer Experience Smartees Workshop, hosted in Ghent on Tuesday April 12, 2016.

1. 1#PEOPLE THINK consumer centric. THINK AGAIN.

2. #InSites
@hakimzemni Welcome and introduction

3. @hakimzemni Welcome and introduction
Hi, I am… and I work at …,
I am here because…
The last time I was delighted by
a product was…
The last time I was frustrated
with a product was…
Conversation Starters

4. @hakimzemni Welcome and introduction

5. @hakimzemni Welcome and introduction
OUR PROGRAM

7. 7
#CONSUMERCENTRICITY THINK consumer centric. THINK AGAIN.

8. 8
#CONSUMERCENTRICITY THINK consumer centric. THINK AGAIN.

9. 99
#CONSUMERCENTRICITY THINK consumer centric. THINK AGAIN.
BLINDED BY
TOUCH POINTS

10. • TUI
11
#CONSUMERCENTRICITY THINK consumer centric. THINK AGAIN.
THE FAILURE
OF TOUCH POINT
SATISFACTION

11. Touch point satisfaction
Travel agent
Website to amend booking
Aircraft conditions
Hotel room
…
drives 22% of NPS
12#CONSUMERCENTRICITY THINK consumer centric. THINK AGAIN.
Dreaming

12. MOMENTS OF TRUTH
13
#MOMENTS THINK consumer centric. THINK AGAIN.

16. Transfer
desk
Signage
Transfer
video
In-app
support
Cabin
crew
support

17. OCCASIONS
ARE KEY
18
#MOMENTS THINK consumer centric. THINK AGAIN.

18. ORGANIZATION
MOMENTS TOUCH POINTS
19
#PURPOSE THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY

19. ORGANIZATION
MOMENTS TOUCH POINTS
20
#PURPOSE THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY
Do you know the
moments of truth for
consumers buying and
using your products?
Do you track and improve
satisfaction of
key touch points?

20. EMPLOYEES
ORGANIZATION
NEEDS
21
#ACTIVATION THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY

21. 22
#ACTIVATION THINK consumer centric. THINK AGAIN.
THE HOLE IN
THE WALL

22. 23
#NEEDS THINK consumer centric. THINK AGAIN.

23. • TUI
THE FAILURE
OF TOUCH POINT
SATISFACTION
24
#NEEDS THINK consumer centric. THINK AGAIN.

24. 6879
Stories
50
Participants per country
3
Active weeks
18
Activities
25#NEEDS THINK consumer centric. THINK AGAIN.

25. TOUCH POINT
SATISFACTION
+
PERFORMANCE
ON CONSUMER NEEDS
DRIVE 60% OF NPS
Dreaming
26#NEEDS THINK consumer centric. THINK AGAIN.

26. 27
#NEEDS THINK consumer centric. THINK AGAIN.
THE ABILITY TO UNDERSTAND
THE CONSUMER BETTER
AND DELIVER UPON THAT
SUPERIOR UNDERSTANDING

27. 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
28#NEEDS THINK consumer centric. THINK AGAIN.
To what extent do you agree with
the following statements about TUI?
CONSUMER NEEDS
BECOME KPIS

28. EMPLOYEES
ORGANIZATION
NEEDS
29
#PURPOSE THINK consumer centric. THINK AGAIN.
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?

29. PURPOSELIFE
ORGANIZATION
CONSUMER
CENTRICITY
30
#PURPOSE THINK consumer centric. THINK AGAIN.
CONSUMER

30. 31
#LIFE THINK consumer centric. THINK AGAIN.

31. 32
#LIFE THINK consumer centric. THINK AGAIN.
Picture yourself
Chinese tourists visiting London

32. 33
#LIFE THINK consumer centric. THINK AGAIN.

33. 34
#LIFE THINK consumer centric. THINK AGAIN.

34. 35
#LIFE THINK consumer centric. THINK AGAIN.

35. 36
#LIFE THINK consumer centric. THINK AGAIN.

36. FOLLOW
YOUR BRAND
PURPOSE
37
#PURPOSE THINK consumer centric. THINK AGAIN.

37. PURPOSELIFE
ORGANIZATION
CONSUMER
CENTRICITY
38
#PURPOSE THINK consumer centric. THINK AGAIN.
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?

38. EMPLOYEES
PURPOSELIFE
ORGANIZATION
NEEDS
MOMENTS TOUCH POINTS
39
#PURPOSE THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY

39. #MINDS#HEARTS #ACTIONS
41
#PEOPLE THINK consumer centric. THINK AGAIN.
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.

40. LED
Traditional
bulb
Dumb
product
Defined
competitors
Smart,
Integrated
system
Blurred
competitive
space
42#PEOPLE THINK consumer centric. THINK AGAIN.
ADAPT TO A CHANGING WORLD

41. ADAPT TO A CHANGING WORLD
43#PEOPLE THINK consumer centric. THINK AGAIN.
Making
consumers the
focus instead of
technologies
Bringing relevant
lighting experiences
to the market instead
of products

42. 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.
44#PEOPLE THINK consumer centric. THINK AGAIN.
CONSUMER CENTERED FRAMEWORK

43. CONSUMER CENTERED PRACTICE
45
#PEOPLE THINK consumer centric. THINK AGAIN.

44. Since July 2015
Consumer Consulting Board
Live in Europe & North-America
46
#PEOPLE THINK consumer centric. THINK AGAIN.

45. #HEARTS
From research to a consumer centricity program
Make people active part of a bigger wave
Build proof points in an early stage
47#PEOPLE THINK consumer centric. THINK AGAIN.
ENGAGING WITH CONSUMERS

46. ENGAGING WITH CONSUMERS
#HEARTS
From 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!!! :)
48#PEOPLE THINK consumer centric. THINK AGAIN.

47. ENGAGING WITH CONSUMERS
#MINDS
Consumer immersion via a consumer story
dashboard
From consumer validation to inspiration
49#PEOPLE THINK consumer centric. THINK AGAIN.

48. ENGAGING WITH CONSUMERS
#ACTIONS
Program fits in product development cycles
48H challenges at the rhythm of the business
50#PEOPLE THINK consumer centric. THINK AGAIN.

49. Shopper
CONSULTING
BOARD
51#PEOPLE THINK consumer centric. THINK AGAIN.

50. 52#PEOPLE THINK consumer centric. THINK AGAIN.

51. #MINDS
Observation museum stations
53#PEOPLE THINK consumer centric. THINK AGAIN.
ENGAGING WITH CONSUMERS

52. #MINDS
Ideation sessions on the collected insights
54#PEOPLE THINK consumer centric. THINK AGAIN.
ENGAGING WITH CONSUMERS

53. ENGAGING WITH CONSUMERS
#ACTIONS
the Dannon Studio
56#PEOPLE THINK consumer centric. THINK AGAIN.

54. INSPIRATION
WALL
INSPIRATION
TILE
ADD NEW
TILE
MARKETING
OF INSIGHTS
“THROUGH”
RATHER THAN “TO”
PROFESSIONALS
57#PEOPLE THINK consumer centric. THINK AGAIN.

55. "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 impact
FOR 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.”
58#PEOPLE THINK consumer centric. THINK AGAIN.

56. ENHANCED
PEOPLE
CENTRICITY
THROUGH
PERSONAL
STORIES
THE impact
FOR DANNON
59#PEOPLE THINK consumer centric. THINK AGAIN.

57. Real closeness to consumers
+30%
CONSUMER
FEELING
CONSUMER
CONTACT
STUDIO
USAGE
+230%
60#PEOPLE THINK consumer centric. THINK AGAIN.

58. #MINDS#HEARTS #ACTIONS
61
#PEOPLE THINK consumer centric. THINK AGAIN.
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

59. 62#PEOPLE THINK consumer centric. THINK AGAIN.

60. EMPLOYEES
PURPOSELIFE
ORGANIZATION
NEEDS
MOMENTS TOUCH POINTS
63
#ACTIVATION THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY

61. TIME FOR A workshop
YOUR TURN NOW
@hakimzemni

62. SO HOW CONSUMER-CENTERED ARE YOU?
TIME FOR A workshop@hakimzemni

63. RATE YOURSELF
1 2 3 4 5
MAKE A CHOICE:
THE COMPANY YOU WORK FOR.
THE BRAND YOU WORK FOR THE MOST.
DEFINITELY
NOT
DEFINITELY
TIME FOR A workshop@hakimzemni
6 STATEMENTS TO RATE:

64. 67
HOW CONSUMER CENTERED ARE YOU? THINK consumer centric. THINK AGAIN.

65. YOUR GOAL
TIME FOR A workshop
6POST-IT
NOTES
40’IN
@hakimzemni

66. RULES OF THE GAME
YOU WILL BE ASSIGNED TO A TEAM.
AN INSITES REPRESENTATIVE WILL ASSIST EACH TEAM AND
TAKE YOU TO A BREAK-OUT ROOM.
GO THROUGH THE STATEMENTS 1 BY 1 AND SHARE YOUR
PERSONAL SCORE TO THE TEAM.
FOR EACH STATEMENT:
THE HIGHEST SCORING COMPANY EXPLAINS HOW COME.
THE LOWEST SCORING COMPANY EXPLAINS HOW COME.
DISCUSS AND PICK 1 CONCRETE ACTION POINT/IDEA
(ANOTHER) COMPANY CAN IMPLEMENT.
WRITE THE ACTION POINT ON A POST-IT NOTE.
REPEAT*6 FOR EACH STATEMENT AND COME BACK WITH
FINALLY: 1 PERSON FROM EACH TEAM PITCHES IN 3 MINUTES.
TIME FOR A workshop@hakimzemni

67. @hakimzemni TIME FOR A workshop
6POST-IT
NOTES
40’IN
WHO’S THE WINNING TEAM?

68. BUT FIRST, TIME FOR A BREAK

69. IN 3 minutes
max.
PITCH
YOUR 6
IDEAS

70. @hakimzemni TIME FOR A workshop
6POST-IT
NOTES
40’IN
WHO’S THE WINNING TEAM?

71. THANKS FOR
BEING
HERE.
TIME FOR
DRINKS.

72. 75#PEOPLE THINK consumer centric. THINK AGAIN.