the chief consumer officer smartees seminar
TRANSCRIPT
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The Chief Consumer Officer
Smartees Seminar
This is the full slidedeck of our
Smartees Seminar on the Chief
Consumer Officer, hosted in ‘de
Kookfabriek’ in Rotterdam on 26 June
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 a client case of
ATAG.
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Welcome
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14h00: Doors open 14h15: Welcome & introduction
by Ramon Pardo, Managing Director the Netherlands at InSites Consulting
14h30: The Chief Consumer Officer: why outside-in thinking is the only way to survive massive changeby Kristof De Wulf, CEO at InSites Consulting
15h15: Case study ATAG: Becoming a consumer-centric thinking companyby Anouk Willems, Research Innovation Manager at InSites Consulting and Denis Ghys, Managing Director at 10 advertising
16h00: Q&A
16h30: Let’s cook!Together with the speakers, the InSites Consulting team and the other attendees, you’ll prepare your own gastronomic 4-course menu, composed by master chef Julius Jaspers
and guided by 2 culinary coaches.
18h30: Wine and dine Waldorf saladGrilled tuna with rice noodlesBeef shoulder petite tender cooked in oil with “pot au feu” of vegetables and mustard saucePineapple roti with crème fraiche, mint and almond crisp
Program
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@KRISTOFDEWULF
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ABUNDANCE
no scarcity
@KRISTOFDEWULF
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NAKED AS
the newnormal
@KRISTOFDEWULF
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A GLOBAL
clone factory
@KRISTOFDEWULF
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Copernicus IS BACK
@KRISTOFDEWULF
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ProductIS KING,
AGAIN
@KRISTOFDEWULF
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The audience has spoken!
@KRISTOFDEWULF
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@KRISTOFDEWULF
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@KRISTOFDEWULF
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Did you directly
talk to a consumer
about your brand
or product?
@KRISTOFDEWULF
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Did you
start a meeting
with a story
on a consumer?
@KRISTOFDEWULF
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Did you
use your own
brand or product?
@KRISTOFDEWULF
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Did you learn
something new
about your market?
@KRISTOFDEWULF
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Did you
do something for
the first time?
@KRISTOFDEWULF
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“When your eyes are only
looking at the organization,
your ass is facing the
customer”Yudai
@KRISTOFDEWULF
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@KRISTOFDEWULF
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@KRISTOFDEWULF
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TWO-WAYONE-WAY
ALWAYS ONAD HOC
INTEGRATEDSILO
CONNECTEDDISCONNECTED
CONSUMER-
CENTRIC
CONSUMER-
ACTIVATED
@KRISTOFDEWULF
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@KRISTOFDEWULF
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#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
@KRISTOFDEWULF
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Consumer
collaboration
initiatives
#1
@KRISTOFDEWULF
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@KRISTOFDEWULF
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@KRISTOFDEWULF
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@KRISTOFDEWULF
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Consumer coach
People engager
Ecosystem builder
Action hero
@KRISTOFDEWULF
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@KRISTOFDEWULF
CLOSE TO CONSUMER
INSIGHTINGIDEATION
MARKET ACTIVATION
CUSTOMER EXPERIENCE
CONCEPTING
BRAND IDENTIFICATION
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@KRISTOFDEWULF
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#2Activation of
internal stakeholders
to take relevant
action
@KRISTOFDEWULF
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AVOID A
COLLABORATION
hangover
@KRISTOFDEWULF
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@KRISTOFDEWULF
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Deep dive activities
48 hour challenges
Bottom-up activities
Time
Inte
ns
ity
@KRISTOFDEWULF
TO THE BEAT OF
your company
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ENGAGE
Inspire
ACT
@KRISTOFDEWULF
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@KRISTOFDEWULF
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@KRISTOFDEWULF
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@KRISTOFDEWULF
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Inspiring and
empowering
employees at
all levels
#3
@KRISTOFDEWULF
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Hig
h
Lo
w
Direct Indirect
Level
in t
he o
rgan
izati
on
Relationship with consumers
EXECUTIVES MANAGEMENT
FRONTLINE STAFF
@KRISTOFDEWULF
ORGANIZATION-WIDE impact
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CREATE A
curiosity CULTURE
@KRISTOFDEWULF
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“What am I supposed
to haul my dogs around
in, a Rolls-Royce?”Sam Walton
@KRISTOFDEWULF
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DEVELOP
dailyrituals
@KRISTOFDEWULF
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1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21
@KRISTOFDEWULF
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Think playlist,NOT CHECKLIST
@KRISTOFDEWULF
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現場@KRISTOFDEWULF
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@KRISTOFDEWULF
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@KRISTOFDEWULF
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@KRISTOFDEWULF
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Leverage of
results & culture
externally
#4
@TOMDERUYCK
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@KRISTOFDEWULF
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@KRISTOFDEWULF
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Impact
measurement
#5
@KRISTOFDEWULF
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@KRISTOFDEWULF
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Anouk Willems InSites Consulting | Denis Ghys 10 | Martin Blom Atag
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B2B = No Control
@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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Creating a
Pull Effect
@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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From Selling
Products to
Telling Stories
@DOKTERDENIS @ANOUKW1
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A Cook-Centric-Company
Plain text slide!
@DOKTERDENIS @ANOUKW1
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Let’s start the
conversation
@DOKTERDENIS @ANOUKW1
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Malika, 35, samenwonend, kind (3 jaar), ft job
"Koken is voor mij gewoon pure ontspanning. Zowel in het dagdagelijks leven, als in mijn vrije tijd speelt koken een grote rol. Ik hou van lekker eten maar ik maak het ook graag zelf klaar.Vooral bakken is tot een hobby geworden. Taarten, cupcakes, broodjes, notenrepen, noem maar op. Ik hou van de geur van vers gebak in huis. Als ik op zondag niet weet wat doen, sla ik gegarandeerd aan het bakken.Met een man die graag lekker eet en een zoontje van 3 die ook vrijwel alles lust, is koken echt een plezier.Ik probeer ook zoveel mogelijk verse dingen te maken, en af en toe ook eens een minder voor de hand liggende of vergeten groente op tafel te zetten.Reizen is ook één van mijn hobby's en in het buitenland probeer ik dan ook zoveel mogelijk lokale specialiteiten uit. Je kan me ook gegarandeerd op de plaatselijke marktjes vinden om de typische producties te kopen en indien mogelijk in te slaan om mee naar huis te nemen.Verder ben ik ook helemaal verzot op koffie, in allerlei varianten. Maar er gaat niets boven een lekkere Italiaanse espresso.".
@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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TOTAL BRAND
REDESIGN
@DOKTERDENIS @ANOUKW1
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Passion for
cooking
@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
Brand
Movie
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@DOKTERDENIS @ANOUKW1
Brand
Movie
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@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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Recognizable
Stories
@DOKTERDENIS @ANOUKW1
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Meet & Greet
+ Training
@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
From appliance-centric
to cook-centric
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Believe in the
strategy
@DOKTERDENIS @ANOUKW1
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Practice what
you preach
@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
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The Rules of
The Game
@DOKTERDENIS @ANOUKW1
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Feeling the Passion
@DOKTERDENIS @ANOUKW1
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Leverage Consumer
Insights to the Max
@DOKTERDENIS @ANOUKW1
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@DOKTERDENIS @ANOUKW1
bit.do/atagtest
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www.insites-consulting.com
@DOKTERDENIS @ANOUKW1
Thank You!
Managing Director, 10
Research Innovation Manager,
InSites Consulting
@DOKTERDENIS
@ANOUKW1
![Page 91: The Chief Consumer Officer Smartees Seminar](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d533adbb61ebf5548b4628/html5/thumbnails/91.jpg)
Let’s go to the Q&A
![Page 92: The Chief Consumer Officer Smartees Seminar](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d533adbb61ebf5548b4628/html5/thumbnails/92.jpg)
Let’s wine and dine!