2. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
2

3. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
long-term
business value
3

4. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
long-term
business value
Pay more
Buy more
Stay loyal
Forgive
hiccups
Cost less
Promote
you
Co-create
Share
insights
4
4 million
22 countries
$80 million
1.636 videos
142 countries
119 hours
http://wearehappyfrom.com/

5. Pay more
Buy more
Stay loyal
Forgive
hiccups
Cost less
Promote
you
Co-create
Share
insights
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
long-term
business value
5

6. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
long-term
business value
customized
products
personalized
services
connected
branding
6

7. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
superior
customer experiences
long-term
business value
7

8. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
superior
customer experiences
long-term
business value
Deliberate
Emotional
Consistent
8

9. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Deliberate
Emotional
Consistent
emotional
customer engagement
superior
customer experiences
Relevant Different
Meet specific
consumer needs
Be different
from the competition
9
Deliberate

10. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Relevant Different
Meet specific
consumer needs
Deliberate
On purpose
Not accidentally
Be different
from the competition
= not repeatable,
not scaleable,
not efficient
10

11. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
11
K3 – Heyah Mama (1999)
Hittegolf, in mijn hart
Laat mij vanavond naar je
Kamer komen
Duizend hete dromen
Ik wil jou, jij wil mij
Slaap nu maar zacht en laat je
Ramen open
‘k Kom eraan geslopen
Doe het héél zachtjes
Geen kreetjes en geen lachjes
Héél zachtjes
’t Wordt een leuke zomer
Lieve mooie dromen
(I’m gonna getcha!)
Google Translate
Heat wave in my heart
Allow me to you tonight
rooms come
Thousand hot dreams
I want you, you want me
Sleep on now, and gently let your
windows open
'K Coming crept
Do it very gently
No cries and no smiles
Very softly
It'll be a fun summer
Dear beautiful dreams
(I'm gonna getcha!)

12. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
12
K3 - Handjes draaien (2009)
Handjes draaien, handjes
draaien, handjes draaien
Alle kindjes op de wereld doen
me na
Aha aha aha aha
Van de Zuidpool tot in Noord-
Amerika
Handjes draaien, handjes
draaien, handjes draaien,
handjes draaien
Ik weet niet hoe het komt
Maar heel de wereld rond
Doen we dit dansje ooit
allemaal
En 't lijkt misschien banaal
Maar prins of generaal dit
dansje doen ze ooit allemaal
Wie je ook mag zijn, ooit vond
je het fijn
Google Translate
Hands turning, turning
hands, hands turning
All the children in the world
do after me
Aha aha aha aha
From the South Pole to North
America
Hands turning, turning
hands, hands turning,
turning hands
I do not know why
But the world around
We do this dance all once
And it might seem banal
But this prince or general
dance ever they do all
Whoever you may be, you
ever liked

13. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Relevant Different
Meet specific
consumer needs
Deliberate
On purpose
Not accidentally
= no value to the customer
Be different
from the competition
13

14. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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15. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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16. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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17. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
17

18. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
18

19. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
19

20. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Relevant Different
Meet specific
consumer needs
Deliberate
Be different
from the competition
= commodity
On purpose
Not accidentally
20

21. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
21

22. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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23. 23
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014

24. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Emotional
Deliberate
Consistent
emotional
customer engagement
superior
customer experiences
Action Memory
Reason leads to conclusions
Emotion leads to action
Donald B. Calne
Emotions color
how an experience
will be remembered
Donald A. Norman

24
Emotional

25. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
25

26. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
26

27. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Consistent
Emotional
Deliberate
emotional
customer engagement
superior
customer experiences
Across all
interaction channels
In every stage
of the customer life cycle

Channels Life Cycle

27
Consistent

28. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
28

29. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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30. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
30

31. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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32. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
32

33. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
33

34. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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35. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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36. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
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37. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
37

38. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
38

39. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
39

40. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Consistent
Emotional
Deliberate
emotional
customer engagement
superior
customer experiences


40


41. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
41

42. accessible
everywhere
loves
(to know)
their customers
connected
24/7
highly
profitable
engages
in every
interaction
We build customer companies

43. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
Design Build Measure
We build customer companies
43

44. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
long-term
business value
44

45. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
long-term
business value
Pay more
Buy more
Stay loyal
Forgive
hiccups
Cost less
Promote
you
Co-create
Share
insights
45

46. Pay more
Buy more
Stay loyal
Forgive
hiccups
Cost less
Promote
you
Co-create
Share
insights
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
long-term
business value
superior
customer experiences
46

47. @geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
emotional
customer engagement
superior
customer experiences
long-term
business value
Deliberate
Emotional
Consistent
47

48. People will forget what you said,
people will forget what you did,
but people will never forget how you made them feel.
Maya Angelou
@geert_martens | How to win in the age of the customer | Prepared for Sanoma Media Parade | 22nd May 2014
48