competing through customer intimacy by kurt verweire
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Competing through customer intimacy What does it mean? What does it take?
Prof. dr. Kurt Verweire
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Ondernemend Vlaanderen
Creatiever maken
Flanders DC - Missie
Creatief Vlaanderen
Ondernemender maken
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Flanders DC – Bedrijven
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Flanders DC – Onderwijs
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Flanders DC – Algemeen Publiek
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Competing Through Customer Intimacy: Agenda
A remarkable case study
The choices of customer-intimacy firms
Strategy implementation at customer-intimacy firms
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A Case Study: Châteauform’
A unique concept of venues totally dedicated to meetings and seminars
In various European countries
Sites are castles, big farms, big houses
“Feel at home, far from home”
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A Case Study: Châteauform’
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Competing Through Customer Intimacy
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Developing a winning strategy
Clear choices + unique choices!
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‘Competitive arena’
‘Competitive theme’
What do we provide?
Whom do we serve?
What is our operating model?
What is our value
proposition?
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Châteauform’s winning strategy
Big multinational companies
To meet their needs in terms of meetings, seminars, events
Special attenttion to the wishes of the different sub-segments Participants: “Feel at home far from home”
Assistants: Easy to do business with and total care
Decision makers: All inclusive, no surprises
Facilitators: High tech, high touch, no stress
Unique in what it does: Less costs and higher customer satisfaction
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• 95-100% client satisfaction
• Customer delights
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Châteauform’s winning value proposition
The five attributes of all commercial transactions: Product: Goods and/or services purchased
Price: Cost of goods and/or services
Access: How easy consumers obtain and use goods
Service: What is done extra before, during, and after the sale
Experience (connectivity): How consumers feel about themselves as a result of goods and/or services
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Source: Crawford & Mathews (2001) Consumer relevancy framework
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Châteauform’s winning value proposition
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Level Access Experience Price Product Service
Consumer seeks the company
Turn my hassle into a positive experience.
Establish intimacy with me by doing something no one else can.
Be my price agent; let me trust you to make my purchases.
Inspire me with an assortment of excellent products I didn’t know about.
Provide me with a solution, take my problems away.
Consumer prefers the company
Make the whole interaction reliable and convenient for me.
Care about my needs and me.
Be fair and consistent in your low pricing (this does not necessarily mean lowest price).
Offer continuously high-quality and well-performing products.
Educate me when I encounter a product or a situation I don’t understand.
Consumer accepts the company
Make it easy for me to find what I need.
Respect me, treat me like a human being.
Keep the prices honest; don’t jack them up or offer big savings when there are none.
Be credible in your product and service offerings.
Accommodate me; bend over backward some-times to show me you care.
Consumer underworld
Block my way, hassle me, keep me waiting, make it hard for me to get in and out.
Dehumanize me; disrespect me; ignore my needs.
Be inconsistent, unclear, or misleading in your pricing.
Offer me poor-quality merchandise and services that I can’t use.
Give me an experience I’d just as soon forget; give me a reason to tell my friends to stay away.
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Châteauform’s winning strategy
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Châteauform’s winning operating model
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Successful strategy implementation
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Source: Vlerick Business School & GDF Suez (Electrabel) (2004)
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Successful strategy implementation
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Conclusion
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