From  Consumer  to  Collaborator:    Reimagining  the  Marketplace  As  If  People  Ma7ered  

     

 

#FromC2C  /  @SustainBrands        

www.happathon.com www.johnchavens.com @happathon @johnchavens

 

   •  Speaker  Introduc<ons  

•  Presenta<on  by  John  (10  minutes)  •  Presenta<on  by  Nick  (10  minutes)  •  Presenta<on  by  MaG  (10  minutes)  •  Open  Q&A  led  by  John  (10-­‐20  minutes)    

•  Please  feel  free  to  ask  ques<ons  in  the  chat  area  or  via  twiGer:    #FromC2C  /  @SustainBrands    

•  Addi<onal  ques<ons  from  Webinar  Audience  (5  minutes)  •  Conclusion  /  Thank  you  from  Speakers  •  Wrap  up  from  our  hosts  at  Sustainable  Brands  

 

Our  Webinar  Agenda      

 

   

 

SPEAKERS      

The  State  of  “The  Consumer”      

 Remember  how  I  started  this  chapter  calling  

you  a  consumer?    Remember  how  it  distanced  us,  pu\ng  us  at  arm’s  length?      I  did  that  to  prove  to  you  that  words  maGer.  

     You  have  more  value  to  give  to  the  world  than  as  a  vehicle  for  consump<on.    You  can  richly  contribute  to  other  people’s  lives  while  also  deeply  apprecia<ng  other  people’s  worth.    You  can  par<cipate  in  

shared  value  on  a  personal  level  and  create  intrinsic  happiness  in  our  Connected  World.    

Consumerism  and  its  An<social  Effects  Can  be  Turned  On  –  or  Off  Northwestern  University,  April  2012      

The  last  experiment  presented  par<cipants  with  a  hypothe<cal  water  shortage  in  a  well  shared  by  four  people,  including  themselves.  The  water  users  were  iden<fied  either  as  consumers  or  individuals.    The  “consumers”  rated  themselves  as  less  trus<ng  of  others  to  conserve  water,  less  personally  responsible  and  less  in  partnership  with  the  others  in  dealing  with  the  crisis.  The  consumer  status,  “did  not  unite;  it  divided.”  

10

Do  We  Need  a  New  Word  for  “Consumer”?      An  inves<ga<on  into  how  customers  really  feel  about  the  word  “consumer”      

A  customer  intelligence  pla:orm  provider  that  helps  companies  build  communi;es  of  customers  they  can  use  for  ongoing  feedback  and  insight.    

Global  provider  of  life  essen<als  with  leading  brands  such  as  Huggies,  Kleenex  and  Pull-­‐Ups.    

Oregon  Based  grocery  chain  with  131  loca<ons  in  Washington,  Oregon,  Idaho  and  Alaska.    

The  Players  

11

How  Customers  Feel  About  the  Word  “Consumer”  

12

What  would  Customers  really  like  to  be  called?  

13

Stop  calling  them  Consumers!  

15

Our Customers Are Empowered

16

!e Customer Revolution is Creating Serious Challenges for Business

Declining Revenues

Increased Customer Churn

Reduced Profits

17

Your (Engaged) Customers Are Your Last Competitive Advantage…

18

Businesses Need More Complete Customer Understanding

Transactional

(What customers buy)

Social

(What customers say)

Behavioral

(What customers do)

Attitudinal & Emotional

(What customers think and feel)

19

Customer Collaboration Increasingly Important to CEOs

78%

55%

25%

26%

53%

23%

44%

Customers exert more influence on business strategy than all but C-Suite Itself

C-suite  

Customers  

Board of Directors  

Corp Strategy Dept  

Non-Exec Leadership  

External Partners  

Parent Company  *2014 IBM Global C-Suite Study

20

Vision Critical’s Customer Intelligence Platform

Engage the Right Customer… Deep Customer profiles

…at the RightMoment

Ongoing conversations

…in the Right WayEngaging Experiences

Customer Intelligence

Platform

21

Customer Intelligence

Platform

Delivering Customer Intelligence Across the Enterprise

Sales HR

Marketing MR

Strategy & Innovation

R&D

BETTER PRODUCTS

BETTER SERVICES

BETTER BUSINESS OUTCOMES

22

True Customer Engagement Delivers Better Business Outcomes

Increased Revenues

Higher Customer Retention

Increased Profits

30% 55% 23%

*Enterprise Social Collaboration: !e Collaborators’ Advantage, Aberdeen Group, 2013 *Gallup Study on Customer Engagement

23

“Thanks to our community, we are in a fantastic position to be

able to increase sponsorships and

fundraising, and to improve underprivileged

communities around the world.”

“Two-thirds of our community members

say they feel more positive about

Debenhams since joining the community. It’s

great to know that our customers feel more

engaged in the business.”

“The community helped to redesign our loyalty

program as well as increasing customer

engagement. The results: loyalty has

increased, along with ticket sales

and profits.”

Increased Profits Increased Revenues Increased Customer

Retention

Customer Spotlight

MaG’s  Presenta<on  

A  Personal  data  Marketplace  

How  does  it  work?    Step  1:  Aggregate  Data  

Step  2:  See  Data  

Step  3:  Sell  Data  

Why  does  it  MaGer?    

•  Your  data  is  an  extension  of  your  iden<ty,  behavior  and  preferences.    

We  are  not  all  the  same    

We  are  all  individuals  with  separate  preferences  and  tastes  

We  are  producers  and  consumers,  which  means  mul<-­‐sided  engagement  

We  are  individuals  seeking  a  collabora<ve  experience  

Not  just  voracious  consump<on  vessels  We  seek  value  from  our  assets  in  a    collabora<ve  environment  

Q&A  –  Please  submit  your  ques<ons  in  the  Chat  Area    or  via  TwiGer  and  thank  you!    

 

#FromC2C  /  @SustainBrands