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Mind The Gap
Consumer Centricity in a nutshell
Tom De Ruyck
InSites Consulting
Festival of NewMR April 2021
Sponsors
Communication
MIND THE GAP(S)!
TOWARDS CONSUMER CENTRICITY
Tom De Ruyck, InSites Consulting
PANDEMIC
TAILWIND
FAST FISH
EATS BIG FISH
Connect business
stakeholders with consumer
reality to develop a consumer
intuitive organization culture
CLOSE EMP THY GAP
CONSUMER
EMPATHY
YOU ARE NOT
YOUR CONSUMER
Collaborate with consumers to
better understand their frictions and
develop the most impactful
solutions to address these ...
360° UNDERSTANDING
COLLECTIVE NEEDS
SELF-FULFILLMENT NEEDS
PSYCHOLOGICAL NEEDS
BASIC NEEDS
SOCIETY
LIFE
EXPERIENCE
PRODUCT/SERVICE
NEEDS
PYRA...
CREATIVE
CROWDSOURCING
112 FRESH IDEAS
Collaborate with consumers to
better understand their frictions and
develop the most impactful
solutions to address these ...
• TUI
Support
me to make
the right
choice
Keep
me excited
and looking
forward
Help me
escape from
everyday
routine
Stay
within t...
TOUCH POINT
SATISFACTION
+
PERFORMANCE
ON CONSUMER NEEDS
DRIVE 60% OF NPS
D
r
e
a
m
i
n
g
FEEDBACK LOOPS
MIND THE GAP(S)!
TOWARDS CONSUMER CENTRICITY
Q & A
Tom De Ruyck
InSites Consulting
Sue York
The Research Society
Sponsors
Communication
Mind The Gap – Consumer Centricity in a nutshell
Mind The Gap – Consumer Centricity in a nutshell
Mind The Gap – Consumer Centricity in a nutshell
Mind The Gap – Consumer Centricity in a nutshell
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Mind The Gap – Consumer Centricity in a nutshell

Presented by Tom De Ruyck, Managing Partner, InSites Consulting, Belgium

In this presentation Tom will discuss the 3 gaps between brands and consumers that need to be closed in order to become a true consumer-centric organization: the empathy gap, the relevance gap and the experience gap.

Access the recording of this presentation via the NewMR Play Again page: https://newmr.org/play-again/

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Mind The Gap – Consumer Centricity in a nutshell

  1. 1. Mind The Gap Consumer Centricity in a nutshell Tom De Ruyck InSites Consulting Festival of NewMR April 2021
  2. 2. Sponsors Communication
  3. 3. MIND THE GAP(S)! TOWARDS CONSUMER CENTRICITY Tom De Ruyck, InSites Consulting
  4. 4. PANDEMIC TAILWIND
  5. 5. FAST FISH EATS BIG FISH
  6. 6. Connect business stakeholders with consumer reality to develop a consumer intuitive organization culture CLOSE EMP THY GAP
  7. 7. CONSUMER EMPATHY
  8. 8. YOU ARE NOT YOUR CONSUMER
  9. 9. Collaborate with consumers to better understand their frictions and develop the most impactful solutions to address these frictions CLOSE RELEV NCE GAP Connect business stakeholders with consumer reality to develop a consumer intuitive organization culture CLOSE EMP THY GAP
  10. 10. 360° UNDERSTANDING
  11. 11. COLLECTIVE NEEDS SELF-FULFILLMENT NEEDS PSYCHOLOGICAL NEEDS BASIC NEEDS SOCIETY LIFE EXPERIENCE PRODUCT/SERVICE NEEDS PYRAMID
  12. 12. CREATIVE CROWDSOURCING
  13. 13. 112 FRESH IDEAS
  14. 14. Collaborate with consumers to better understand their frictions and develop the most impactful solutions to address these frictions CLOSE RELEV NCE GAP Listen to (real-time) consumer feedback about their experiences and trigger (real-time) actions to improve business performance CLOSE EXPER ENCE GAP Connect business stakeholders with consumer reality to develop a consumer intuitive organization culture CLOSE EMP THY GAP
  15. 15. • TUI
  16. 16. 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 NEEDS BECOME KPIS
  17. 17. TOUCH POINT SATISFACTION + PERFORMANCE ON CONSUMER NEEDS DRIVE 60% OF NPS D r e a m i n g
  18. 18. FEEDBACK LOOPS
  19. 19. MIND THE GAP(S)! TOWARDS CONSUMER CENTRICITY
  20. 20. Q & A Tom De Ruyck InSites Consulting Sue York The Research Society
  21. 21. Sponsors Communication

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