own the client - fédération internationale de l'automobile · own the client. owning the...

10 - 13 SEPT •1

Prof. Dr. Luis Vives

luis.vives@esade.edu | @ProfVives

OWN THE CLIENT

Owning the Customer

The Case of FC Barcelona

What if…

Owning the Customer

The Case of FC Barcelona

What if…

Owning the Customer… ?

Customer Fight!

CUSTOMER MEMBER

FAN

•+CUSTOMER

•+MEMBER

•+FAN

•+FAN

•+

•+Apple – lock-in

“quintessential element of the Apple business model is its ability to ‘own the consumer’. In short, the Apple business model is designed to drive consumers into its ecosystem and then hold them there, which has been hugely successful to date and has allowed Apple to wield enormous power in the end-to-end supply chain”Source: http://www.cresc.ac.uk/publications/owning-the-consumer%E2%80%94getting-to-the-core-of-the-apple-business-model

•+ More than a company… becoming a cult

The Delta Model 3. Lock‐in

2. Customer Solutions

Competition based on Customer Economics:Reducing Customer Costs or Increasing Profits

Competition based on System Economics: Complementor Lock-in, competitor lock-out,

Propietary standard

Source:  Arnoldo Hax

1. Best Product

Competition based on Product Economics: Low Cost or Differentiated Product

Owning the Customer

The Case of FC Barcelona

What if…

FC Barcelona

FC Barcelona Virtuous Cycle

FC Barcelona

FC Barcelona

FC Barcelona Members

FC BarcelonaKid Membership

FC BarcelonaKid Membership

FC BarcelonaSupporters

Date

FC BarcelonaGlobalization

FC BarcelonaEconomic Performance

FC Barcelona Virtuous Cycle

Owning the Customer

The Case of FC Barcelona

What if…

•+

WHO IS YOUR CUSTOMER?

•+

What if…

… THE CUSTOMER IS CARLESS?

•+ C-economy

•+

•+

What if…

… THE CAR HAS NOT SUCH A BRIGHT FUTURE?

•+

•+Peer-to-peer

Bla-bla Car

What if…

… THE CUSTOMER START ONLY CARING ABOUT MOBILITY?

•+Collaborative consumption:

peer-to-peer networks

From OTA to Travel Companion

Source: https://businesstravel.americanexpress.com/global-business-consulting/

•+Burning questions + Ideas

Burning Questions• How can you become MORE THAN A CLUB?• What is the most innovative offering you have come

up with lately?• What is the most unusual customer group you have

reached to and invited to join you? Would you have as a customer Prof. Svejenova???

Ideas• Use heritage as a strategic resource for reinvention• Creating bonding spaces and experiences• Become a Platform: trust + social + mobility

services• Find new alliances and partners

10 - 13 SEPT •48

Prof. Dr. Luis Vives

luis.vives@esade.edu | @ProfVives

OWN THE CLIENT