2. Bio
Sales Manager USA
Sales & Marketing Director Belgium
General Manager Sales Italy
Bruno J. GOFFIN
Vice President Europe
Commercial Operations
coach2market
Managing Director
3. Building
a competitive edge in
product or service
functionality & awareness
is no longer enough…
Bruno J. GOFFIN
4. Creating a continuous
emotional binding
dialogue with the
consumer
in his daily life.
Bruno J. GOFFIN
9. Choosing
colors
Storing Testing
material colors
Cleaning Deciding on
material colors
Using Purchases
material inventory
Surface
Purchases
preparartion
-9-
Bruno J. GOFFIN
12. Maximizing the Maximising the
transaction customer life
value cycle value
Bruno J. GOFFIN
13. Customer Centric methodology
Life Cycle
Segmentation, Personalized
Continuous
Profiling Offering
Programs
Bruno J. GOFFIN
14. How to measure
true ROI on below How to build
the line investment? our next campaigns
based on last results?
How to get access Where to find an integrated
to exploitable data professional solution
on client segmentation? whithout having to deal
with multiple suppliers?
How to develop
continuous personalized
communication What about
according to client Multi media and
life cycle? new media ?
What about
« One all in »
competitive
cost per contact ?
Bruno J. GOFFIN
16. 1. Redefining the Corporate Values of a “Client Focus”
multifunctional culture
Bruno J. GOFFIN
17. FLEXIBILITY
SUPPLY, MARKETING,
SOURCING SALES
INTERNAL EXTERNAL
LEGAL, R&D,
MANUFACTURING,
HR FINANCES
CONTROL
Bruno J. GOFFIN
18. FLEXIBILITY
• Reactivity
• Proactivity
• Flexibility
• Focus market
• Co-sourcing
INTERNAL EXTERNAL
CONTROL
Bruno J. GOFFIN
19. 1. Redefining the Corporate Values of a “Client Focus”
multifunctional culture
2. Creating Client Metrics
Bruno J. GOFFIN
20. Traditional Customer
Model Centric Model
Profitability Product Client
Month,
Client
Revenue Quarter,
life cycle
Year
Equity Brand Client
Market Product, Client
share category Segment
Bruno J. GOFFIN
21. 1. Redefining the Corporate Values of a “Client Focus”
multifunctional culture
2. Creating Client Metrics
3. Gradual adaptation of the organizational structure
Bruno J. GOFFIN
22. CEO
Chief Customer
Officer
Customer Segment
Managers
CRM
Product/Brand Managers
MRD, R&D
Customer
Service
Bruno J. GOFFIN
23. 1. Redefining the Corporate Values of a “Client Focus”
multifunctional culture
2. Creating Client Metrics
3. Gradual adaptation of the organizational structure
4. Building exploitable data bases around a gradual &
continuous segmentation of your customer equity
Bruno J. GOFFIN
24. Store index comparison
SINGLES Single HW < 35
200
COUPLES WITH CHILDREN HH, oldest child
SINGLES Single HW 35-54
13-17 years 150
100 75% 25%
revenues clients
UPLES WITH CHILDREN HH, oldest child 50 SINGLES Single HW 55+
6-12 years
0
COUPLES WITH CHILDREN HH, oldest child COUPLES WITHOUT CHILDREN 2+ pers./no
0-5 years children, HW <35
COUPLES WITHOUT CHILDREN 2+ pers./no COUPLES WITHOUT CHILDREN 2+ pers./no
children, HW >54 children, HW 35-54
Distributor A Distributor B Distributor C Distributor D
Bruno J. GOFFIN
26. 1. Redefining the Corporate Values of a “Client Focus”
multifunctional culture
2. Creating Client Metrics
3. Gradual adaptation of the organizational structure
4. Building exploitable data bases around a gradual &
continuous segmentation of your customer equity
5. Installing a co-sourcing integrated solution with
professional partners to provide agility and fast
time to market.
Bruno J. GOFFIN
27. 1. Redefining the Corporate Values of a “Client Focus”
multifunctional culture
2. Creating Client Metrics
3. Gradual adaptation of the organisational structure
4. Building exploitable data bases around a gradual &
continuous segmentation of your customer equity
5. Installing a co-sourcing integrated solution with
professional partners to provide agility and fast time to
market.
6. Measuring Marketing as well as Business
Development ROI
Bruno J. GOFFIN
28. Pilot proof of concept
Continuous automated
program
Continuous customer
life cycle communication
Bruno J. GOFFIN
