customer innovation - vlerick business school/media/executive-education/... · 2017-06-30 ·...

CUSTOMER INNOVATION

PROF DR IR MARION DEBRUYNE

3D DIGITALDATADISRUPTION

DATA

DISRUPTION

DIGITAL

DATA

DISRUPTION

DIGITAL

STORAGE

ANALYSIS

REALTIME

BIG DATA

BIG PICTURE?

1st LENS

ZOOM IN ON

ENHANCING CUSTOMER JOURNEY

http://www.google.be/url?sa=i&rct=j&q=lens&source=images&cd=&cad=rja&docid=KNWeW5WtuXKbUM&tbnid=MB8x7Jk-HvWHOM:&ved=0CAUQjRw&url=https://commons.wikimedia.org/wiki/File:Canon_17-40_f4_L_lens.jpg&ei=Il-_Ub3qHtDNswbKpYC4AQ&bvm=bv.47883778,d.Yms&psig=AFQjCNEhLDU9NpQ5ni2EwqVkDZqp5fta6g&ust=1371582586981956

BY INTEGRATING RELEVANT INFORMATION & TRANSFORMING IT

http://www.google.be/url?sa=i&rct=j&q=coca+cola+vending+smart&source=images&cd=&cad=rja&docid=1-PJAZtUcrz2CM&tbnid=48nJX55hlPchAM:&ved=0CAUQjRw&url=http://marketinghandbook.blogspot.com/2010/11/coca-cola-goes-freestyle-for-touch.html&ei=zL04UYjpA_SW0QWygIGgCQ&bvm=bv.43287494,d.ZWU&psig=AFQjCNG4AJacSmyqa6_RlME2wnetMapBxw&ust=1362759487657278

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=d-Fk-54jw-xP1M&tbnid=GQEJDC4spWyaTM:&ved=0CAcQjRw&url=http://dads-blog.dadsguidetowdw.com/dad-finds-out-about-magic-bands/&ei=kSA1VKf5Iubl7ga-wYDYBw&bvm=bv.76943099,d.ZGU&psig=AFQjCNG4OpZ_DyzT4U7oXwfvzzQdVbTQ9w&ust=1412853131307488


VALUE CREATING MECHANISMS

Mirroring

Prediction

Diagnosing & Benchmarking

Segmentation

Insi

ght

for

Sel

ler

Insi

ght

for

Buy

er

Within Data Beyond Data


2nd LENS

ZOOM OUT

NEW SOLUTIONS & BUSINESS MODELS

http://www.google.be/url?sa=i&rct=j&q=lens&source=images&cd=&cad=rja&docid=KNWeW5WtuXKbUM&tbnid=MB8x7Jk-HvWHOM:&ved=0CAUQjRw&url=https://commons.wikimedia.org/wiki/File:Canon_17-40_f4_L_lens.jpg&ei=Il-_Ub3qHtDNswbKpYC4AQ&bvm=bv.47883778,d.Yms&psig=AFQjCNEhLDU9NpQ5ni2EwqVkDZqp5fta6g&ust=1371582586981956


PATIENTS LIKE ME


23ANDME

Launched 2006 at 999$ for personal analysis2012: 180000 users creating the world’sbiggest database of genetic information2013: price dropped to 99$


DATA AS THE NEW RAW MATERIAL

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.majesticdollar.com/2014/08/amazon-mechanical-turk-guide.html&ei=j_XpVLTOM8bBOaTfgJAJ&bvm=bv.86475890,d.ZWU&psig=AFQjCNEbL9ZWrqxCzdonRtvFNPy3ef8g8A&ust=1424705273842685


SMALL IDEAS WITH BIG IMPACT

“THE ESSENTIAL FACT ABOUT CAPITALISM”

http://www.google.be/url?sa=i&rct=j&q=&source=images&cd=&cad=rja&docid=22nrRCuzBz4doM&tbnid=Aq4fatBYg8NPXM:&ved=0CAUQjRw&url=http://beattiesbookblog.blogspot.com/2012/09/wheres-wally-its-his-25th-birthday.html&ei=PkfDUfeTGeml0QWU9YCoAw&bvm=bv.48175248,d.d2k&psig=AFQjCNFIUnDP4yf6ZzW2VOgQabzRIE_siQ&ust=1371838622265815


When spring comes…Snow melts first at the edges

IT IS NOT ABOUT SIZE AND RESOURCES

IT IS JUDO STRATEGY

“DREAM YOUR WORST NIGHTMARE

“THEN INVEST IN IT”

ROSABETH MOSS KANTER, WSJ


TEST YOUR ASSUMPTIONS

32


EXPERIMENTATION IS MANDATORY


Should we offer wifi on the plane?

Will new meeting technology replace business travel?

AIRLINE


Should we offer chat customer assistance?

How will blockchain affect banking?

BANK


Should we offer online monitoring service?

Will private grids and energy-storage solutions bypass the traditional electricity grid?

ELEKTRICITY GRID


………………………………………………………………………

…………………………………………………….

…………………………….

THE CHALLENGECUSTOMER CENTRICITY AND

INNOVATION THE REASON WHYBIG DATA, BIG CUSTOMER VALUETHE OPPORTUNITYDISRUPTION BY DATA-ENABLED

BUSINESS MODELS


THANK YOU!Prof. dr. ir. Marion DebruyneDean Vlerick Business [email protected]

MarionDebruyne

customer innovation - vlerick business school/media/executive-education/... · 2017-06-30 ·...

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