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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.
Welcome
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 change
by Kristof De Wulf, CEO at InSites Consulting
15h15: Case study ATAG: Becoming a consumer-centric thinking company
by 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 salad
Grilled tuna with rice noodles
Beef shoulder petite tender cooked in oil with “pot au feu” of vegetables and mustard sauce
Pineapple roti with crème fraiche, mint and almond crisp
Program
The Chief Consumer Officer Smartees Seminar
The Chief Consumer Officer Smartees Seminar
@KRISTOFDEWULF
ABUNDANCE
no scarcity
@KRISTOFDEWULF
NAKED AS
the new
normal
@KRISTOFDEWULF
A GLOBAL
clone factory
@KRISTOFDEWULF
Copernicus
IS BACK
@KRISTOFDEWULF
Product
IS KING,
AGAIN
@KRISTOFDEWULF
The audience has spoken!
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Did you directly
talk to a consumer
about your brand
or product?
@KRISTOFDEWULF
Did you
start a meeting
with a story
on a consumer?
@KRISTOFDEWULF
Did you
use your own
brand or product?
@KRISTOFDEWULF
Did you learn
something new
about your market?
@KRISTOFDEWULF
Did you
do something for
the first time?
@KRISTOFDEWULF
“When your eyes are only
looking at the organization,
your ass is facing the
customer”
Yudai
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
TWO-WAYONE-WAY
ALWAYS ONAD HOC
INTEGRATEDSILO
CONNECTEDDISCONNECTED
CONSUMER-
CENTRIC
CONSUMER-
ACTIVATED
@KRISTOFDEWULF
@KRISTOFDEWULF
#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
Consumer
collaboration
initiatives
#1
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Consumer coach
People engager
Ecosystem builder
Action hero
@KRISTOFDEWULF
@KRISTOFDEWULF
CLOSE TO CONSUMER
INSIGHTING
IDEATION
MARKET ACTIVATION
CUSTOMER EXPERIENCE
CONCEPTING
BRAND IDENTIFICATION
@KRISTOFDEWULF
#2
Activation of
internal stakeholders
to take relevant
action
@KRISTOFDEWULF
AVOID A
COLLABORATION
hangover
@KRISTOFDEWULF
@KRISTOFDEWULF
Deep dive activities
48 hour challenges
Bottom-up activities
Time
Intensity
@KRISTOFDEWULF
TO THE BEAT OF
your company
ENGAGE
Inspire
ACT
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Inspiring and
empowering
employees at
all levels
#3
@KRISTOFDEWULF
HighLow
Direct Indirect
Levelintheorganization
Relationship with consumers
EXECUTIVES MANAGEMENT
FRONTLINE STAFF
@KRISTOFDEWULF
ORGANIZATION-WIDE impact
CREATE A
curiosity
CULTURE
@KRISTOFDEWULF
“What am I supposed
to haul my dogs around
in, a Rolls-Royce?”
Sam Walton
@KRISTOFDEWULF
DEVELOP
daily
rituals
@KRISTOFDEWULF
1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21
@KRISTOFDEWULF
Think playlist,
NOT CHECKLIST
@KRISTOFDEWULF
現場
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Leverage of
results & culture
externally
#4
@TOMDERUYCK
@KRISTOFDEWULF
@KRISTOFDEWULF
Impact
measurement
#5
@KRISTOFDEWULF
@KRISTOFDEWULF
linkedin.com/in/kristofdewulf
@kristofdewulf
kristof@insites-consulting.com
Kristof De Wulf
CEO
Thank you
Anouk Willems InSites Consulting | Denis Ghys 10 | Martin Blom Atag
B2B = No Control
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
Creating a
Pull Effect
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
From Selling
Products to
Telling Stories
@DOKTERDENIS @ANOUKW1
A Cook-Centric-Company
Plain text slide!
@DOKTERDENIS @ANOUKW1
Let’s start the
conversation
@DOKTERDENIS @ANOUKW1
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
@DOKTERDENIS @ANOUKW1
TOTAL BRAND
REDESIGN
@DOKTERDENIS @ANOUKW1
Passion for
cooking
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
Brand
Movie
@DOKTERDENIS @ANOUKW1
Brand
Movie
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
Recognizable
Stories
@DOKTERDENIS @ANOUKW1
Meet & Greet
+ Training
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
From appliance-centric
to cook-centric
Believe in the
strategy
@DOKTERDENIS @ANOUKW1
Practice what
you preach
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
The Rules of
The Game
@DOKTERDENIS @ANOUKW1
Feeling the Passion
@DOKTERDENIS @ANOUKW1
Leverage Consumer
Insights to the Max
@DOKTERDENIS @ANOUKW1
@DOKTERDENIS @ANOUKW1
bit.do/atagtest
www.insites-consulting.com
@DOKTERDENIS @ANOUKW1
Thank You!
Managing Director, 10
Research Innovation Manager,
InSites Consulting
@DOKTERDENIS
@ANOUKW1
Anouk@insites-consulting.com
denis@10.be
Let’s go to the Q&A
Let’s wine and dine!

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