the chief consumer officer smartees seminar
TRANSCRIPT
The Chief Consumer Officer
Smartees Seminar
This is the full slidedeck of our
Smartees Seminar on ‘the Chief
Consumer Officer’, hosted in Ghent on
24 April 2014. The presentation
elaborates on how you can structurally
collaborate with your consumers and
how to bring all internal stakeholders on
board and activate them to take
relevant action. All of this illustrated with
client cases of ATAG and the Belgian
Football Association.
Rule #1: Outside-in thinking
Who in the room already read the CCB book?
Who in the room is an ISC client (past 12 months)?
Who in the room is here to learn about cooking?
Who in the room is here to learn about football?
Who in the room has no clue why (s)he’s here?
@hakimzemni
Hi, I am ….. and I work as…… @.......... .
• The last thing I ate for the first time was…
• I think this year … will become Belgian soccer
champion because…
• The best meal I have ever had in my life was…
• As a child, football for me meant…
On-topic conversation starters
@hakimzemni
Programme
The Chief Consumer Officer
Case Study ATAG: Becoming a consumer-centric company
Welcome & Introduction13:00
13:10
14:40
Coffee Break14:15
Case Study KBVB: The Youth Competition Reform program15:20
Wrap-up & Q&A17:00
Drinks, Bites & Networking17:?
by Stijn Poffé, Research Manager &
by Thibault De Gendt, National Competitions Co-ordinator at KBVB
by Hakim Zemni, Managing Director Belgium
by Tom De Ruyck, Managing Partner & Head of CCB”s
by Sofie Bruggeman, Senior Research Manager &
by Denis Ghys, Managing Director at 10 advertising
‘For impact, speed is at least
as important as the weight you
can put behind it’
Stan Knoops – Unilever R&D
@TOMDERUYCK
We need to make Consumers an
integral part of everything we do!
Mariken Kimmels – H.J. Heinz
@TOMDERUYCK
#2
Activation of
internal stakehol-
ders to take rele-
vant action
#1
Consumer
collaboration
initiatives
#3
Inspiring and
empowering
employees at
all levels
#4
Leverage of
results & culture
externally
#5
Impact
measurement
Lead and
coordinated
by the Chief
Consumer
Officer
@TOMDERUYCK
Deep dive activities
48 hour activities
Bottom-up activities
NO SOUND
OF silence
Time
Inte
ns
ity
@TOMDERUYCK
#1
Hig
h
Lo
w
Direct Indirect
Level in
the o
rganiz
ation
Relationship with consumers
#3
@TOMDERUYCK
Executives Management
Frontline Staff
Ready for a transformation?
linkedin.com/in/tomderuyck
@tomderuyck
Tom De Ruyck Managing Partner
& Head of Consumer Consulting Boards
Programme
The Chief Consumer Officer
Case Study ATAG: Becoming a consumer-centric company
Welcome & Introduction13:00
13:10
14:40
Case Study KBVB: The Youth Competition Reform program15:20
Wrap-up & Q&A17:00
Drinks, Bites & Networking17:?
by Stijn Poffé, Research Manager &
by Thibault De Gendt, National Competitions Co-ordinator at KBVB
by Hakim Zemni, Managing Director Belgium
by Tom De Ruyck, Managing Partner & Head of CCB”s
by Sofie Bruggeman, Senior Research Manager &
by Denis Ghys, Managing Director at 10 advertising
Coffee Break14:15
Programme
The Chief Consumer Officer
Welcome & Introduction13:00
13:10
Case Study KBVB: The Youth Competition Reform program15:20
Wrap-up & Q&A17:00
Drinks, Bites & Networking17:?
by Stijn Poffé, Research Manager &
by Thibault De Gendt, National Competitions Co-ordinator at KBVB
by Hakim Zemni, Managing Director Belgium
by Tom De Ruyck, Managing Partner & Head of CCB”s
Coffee Break14:15
Case Study ATAG: Becoming a consumer-centric company14:40
by Sofie Bruggeman, Senior Research Manager &
by Denis Ghys, Managing Director at 10 advertising
www.insites-consulting.com
@DOKTERDENIS @SOFIEBRUGGEMAN
Thank You!
Managing Director, 10
Sr. Research Manager,
InSites Consulting
@DOKTERDENIS
@SOFIEBRUGGEMAN
sofie@insites-
consulting.com
Programme
The Chief Consumer Officer
Welcome & Introduction13:00
13:10
Wrap-up & Q&A17:00
Drinks, Bites & Networking17:?
by Hakim Zemni, Managing Director Belgium
by Tom De Ruyck, Managing Partner & Head of CCB”s
Coffee Break14:15
Case Study ATAG: Becoming a consumer-centric company14:40
by Sofie Bruggeman, Senior Research Manager &
by Denis Ghys, Managing Director at 10 advertising
Case Study KBVB: The Youth Competition Reform program15:20
by Stijn Poffé, Research Manager &
by Thibault De Gendt, National Competitions Co-ordinator at KBVB
How we involved the KBVB stakeholders
In the development of the youth football reform program
Stijn Poffé InSites Consulting | Thibault De Gendt KBVB
DE 12E MAN
LE 12E HOMME
COMMUNITY
Contents
Why did we do it?
How did we do it?
What were the results?
What are we doing with it?
Key Take-Aways
Contents
Why did we do it?
How did we do it?
What were the results?
What are we doing with it?
Key Take-Aways
@STINUS230 @THIBAULTDEGENDT
Youth competition reform
Panathlonstatement24 September 2004
‘Grow and win’
vision KBVB
2012-2016
FO youth sport
Subsidization clubsSince 2010
VFV policy 2013-2016
Vision KBVB on
youth developmentSeptember 2006
Contents
Why did we do it?
How did we do it?
What were the results?
What are we doing with it?
Key Take-Aways
Contents
Why did we do it?
How did we do it?
What were the results?
What are we doing with it?
Key Take-Aways
@STINUS230 @THIBAULTDEGENDT
• No. 1 (boys) sport (nostalgia)• Media attention (national +
international)• Accessibility (distance + costs)• Teamsport• Relationship with a club
• Shopping culture• Until recently ran by a rather ‘unclear’
organization• Time consuming• Bad image towards girls• Too dependent on the weather
• Success national team/Red Devils• Feeling of new atmosphere within the
KBVB/URBSFA• Improved vision• Increased professionalism
• Aggressiveness/lack of respect image• Neglecting or overemphasizing the
importance of competitiveness • Shortage of volunteers• Shortage of trained staff & referees
STRENGTHS WEAKNESSES
THREATSOPPORTUNITIES
7 strategic platforms of youth competition change
Need for
a clear
vision
@STINUS230 @THIBAULTDEGENDT
Keep it
accessible
More
attractive
football
Need for
professio-
nalization
Strengthen
the love for
the game
Facilitate
relationships
between
clubs and
players
Increase
respect &
fair play
1 2 3 4 5 6 7
123@STINUS230 @THIBAULTDEGENDT
Clear vision
En résumé, la vision de la formation URBSFA est une partition que chaque
formateur mettra "en musique" en fonction de sa propre sensibilité...
#1
125@STINUS230 @THIBAULTDEGENDT
#2
Er wordt vaak heel mooi samengespeeld, maar dat tikkeltje meercreativiteit en durf zouden de wedstrijden veel boeiender maken. Dit
moet gepusht worden op training en in wedstrijden.
More attractive football
127@STINUS230 @THIBAULTDEGENDT
#3
De terugreis is lang, en ik vraag me in alle eerlijkheid af hoe het komt dat men bij de elite op zo een abominabel veld kan spelen, met een aftandse
infrastructuur, organisatorische chaos met een trainer die zo mee kan in een
carnavalstoet
More professionalisation
129@STINUS230 @THIBAULTDEGENDT
Au début de la formation, le jeune doit surtout "tomber en amour" avec son sport! Je pense qu'il faut le laisser un maximum s'exprimer, mais en même temps introduire de
temps en temps, des remarques, des conseils qui vont l'aider dans son apprentissage
#4
Strengthen the love for the game
131@STINUS230 @THIBAULTDEGENDT
#5
Clubs & players
De rol van de ouders is niet te onderschatten: soms wordt er van club verandert
wegens ontevredenheid over het aantal speelminuten, de aanpak van de trainer, de invloed van vrienden, het betalen van minder lidgeld,...Of dit steeds objectief gebeurt is nog maar de vraag
-> dit is gewoon een verschijnsel in de huidige maatschappij plus de regelgeving laat dit ook toe!
Facilitate relationships between
133@STINUS230 @THIBAULTDEGENDT
#6
Je peux comprendre qu'on s'énerve si un arbitre se trompe en défaveur de son équipe. mais
s'énerver ne veut pas dire être impoli, insultant ou autre. On peut élever la
voix sans pourcela manquer de respect ! Il ne faut pas oublier que les entraîneurs sont aussi des éducateurs et
que les gosses les prennent en exemple !
Increase respect & fair play
135@STINUS230 @THIBAULTDEGENDT
#7
Voetbal moet een sport blijven met een lage drempel. Iedereen die wil moet kunnen voetballen
Keep it accessible
7 strategic platforms of youth competition change
Need for
a clear
vision
@STINUS230 @THIBAULTDEGENDT
Keep it
accessible
More
attractive
football
Need for
professio-
nalization
Strengthen
the love for
the game
Facilitate
relationships
between
clubs and
players
Increase
respect &
fair play
1 2 3 4 5 6 7
@STINUS230 @THIBAULTDEGENDT
Vision
Respect & Fair play
Accessibility
Attractive Football
Professionalization
Love for the game
Relationship building
Contents
Why did we do it?
How did we do it?
What were the results?
What are we doing with it?
Key Take-Aways
@STINUS230 @THIBAULTDEGENDT
Vision
Respect & Fair play
Accessibility
Attractive Football
Professionalization
Love for the game
Relationship building
148@STINUS230 @THIBAULTDEGENDT
Youth competition reform
Teach kids to play
better football
Enable kids and
clubs to do what
they really want
Increase the
football joy of
youth players
@STINUS230 @THIBAULTDEGENDT
Vision
Respect & Fair play
Accessibility
Attractive Football
Professionalization
Love for the game
Relationship building
@STINUS230 @THIBAULTDEGENDT
Vision
Respect & Fair play
Accessibility
Attractive Football
Professionalization
Love for the game
Relationship building
156@STINUS230 @THIBAULTDEGENDT
Size pitch and number of players
Depending on age
+/- 45 m
+/-
60
m +/-
50
m
@STINUS230 @THIBAULTDEGENDT
Vision
Respect & Fair play
Accessibility
Attractive Football
Professionalization
Love for the game
Relationship building
@STINUS230 @THIBAULTDEGENDT
Vision
Respect & Fair play
Accessibility
Attractive Football
Professionalization
Love for the game
Relationship building
@STINUS230 @THIBAULTDEGENDT
Vision
Respect & Fair play
Accessibility
Attractive Football
Professionalization
Love for the game
Relationship building
@STINUS230 @THIBAULTDEGENDT
Vision
Respect & Fair play
Accessibility
Attractive Football
Professionalization
Love for the game
Relationship building
172@STINUS230 @THIBAULTDEGENDT
New requirements
To play (inter)provincial
Valid audit report with a minimum result to achieve
Provincial
Auditreport with2 stars
Interprovincial
Auditreport with3-4 stars
4 quality criteria
Accommodation Staff
Mandatoryparticipation in
the ‘PJO’ activities
Amount of teams per age category
Annual check-up by the federationAn audit result will be valid
for 3 seasons
Contents
Why did we do it?
How did we do it?
What were the results?
What are we doing with it?
Key Take-Aways
Research Manager, InSites
Consulting
National Competitions Co-
ordinator at Belgian Football
Association (KBVB)
@THIBAULTDEGENDT
@STINUS230
stijn@insites-
consulting.com
Programme
The Chief Consumer Officer
Welcome & Introduction13:00
13:10
Drinks, Bites & Networking17:?
by Hakim Zemni, Managing Director Belgium
by Tom De Ruyck, Managing Partner & Head of CCB”s
Coffee Break14:15
Case Study ATAG: Becoming a consumer-centric company14:40
by Sofie Bruggeman, Senior Research Manager &
by Denis Ghys, Managing Director at 10 advertising
Case Study KBVB: The Youth Competition Reform program15:20
by Stijn Poffé, Research Manager &
by Thibault De Gendt, National Competitions Co-ordinator at KBVB
Wrap-up & Q&A17:00
Coming up…
http://smartees.insites-consulting.com/smartees/
@hakimzemni