Mind The Gap – Consumer Centricity in a nutshell

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Presented by Tom De Ruyck, Managing Partner, InSites Consulting, Belgium In this presentation Tom will discuss the 3 gaps between brands and consumers that need to be closed in order to become a true consumer-centric organization: the empathy gap, the relevance gap and the experience gap. Access the recording of this presentation via the NewMR Play Again page: https://newmr.org/play-again/

Education

Mind The Gap
Consumer Centricity in a nutshell
Tom De Ruyck
InSites Consulting
Festival of NewMR April 2021

MIND THE GAP(S)!
TOWARDS CONSUMER CENTRICITY
Tom De Ruyck, InSites Consulting

Connect business
stakeholders with consumer
reality to develop a consumer
intuitive organization culture
CLOSE EMP THY GAP

Collaborate with consumers to
better understand their frictions and
develop the most impactful
solutions to address these frictions
CLOSE RELEV NCE GAP
Connect business
stakeholders with consumer
reality to develop a consumer
intuitive organization culture
CLOSE EMP THY GAP

COLLECTIVE NEEDS
SELF-FULFILLMENT NEEDS
PSYCHOLOGICAL NEEDS
BASIC NEEDS
SOCIETY
LIFE
EXPERIENCE
PRODUCT/SERVICE
NEEDS
PYRAMID

Support
me to make
the right
choice
Keep
me excited
and looking
forward
Help me
escape from
everyday
routine
Stay
within the
holiday mood
afterwards
To what extent do you agree with
the following statements about TUI?
CONSUMER NEEDS
BECOME KPIS

TOUCH POINT
SATISFACTION
+
PERFORMANCE
ON CONSUMER NEEDS
DRIVE 60% OF NPS
D
r
e
a
m
i
n
g

MIND THE GAP(S)!
TOWARDS CONSUMER CENTRICITY

Q & A
Tom De Ruyck
InSites Consulting
Sue York
The Research Society

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Mind The Gap – Consumer Centricity in a nutshell

1. Mind The Gap Consumer Centricity in a nutshell Tom De Ruyck InSites Consulting Festival of NewMR April 2021

2. Sponsors Communication

3. MIND THE GAP(S)! TOWARDS CONSUMER CENTRICITY Tom De Ruyck, InSites Consulting

5. PANDEMIC TAILWIND

6. FAST FISH EATS BIG FISH

8. Connect business stakeholders with consumer reality to develop a consumer intuitive organization culture CLOSE EMP THY GAP

9. CONSUMER EMPATHY

10. YOU ARE NOT YOUR CONSUMER

11. Collaborate with consumers to better understand their frictions and develop the most impactful solutions to address these frictions CLOSE RELEV NCE GAP Connect business stakeholders with consumer reality to develop a consumer intuitive organization culture CLOSE EMP THY GAP

12. 360° UNDERSTANDING

13. COLLECTIVE NEEDS SELF-FULFILLMENT NEEDS PSYCHOLOGICAL NEEDS BASIC NEEDS SOCIETY LIFE EXPERIENCE PRODUCT/SERVICE NEEDS PYRAMID

14. CREATIVE CROWDSOURCING

15. 112 FRESH IDEAS

16. Collaborate with consumers to better understand their frictions and develop the most impactful solutions to address these frictions CLOSE RELEV NCE GAP Listen to (real-time) consumer feedback about their experiences and trigger (real-time) actions to improve business performance CLOSE EXPER ENCE GAP Connect business stakeholders with consumer reality to develop a consumer intuitive organization culture CLOSE EMP THY GAP

17. • TUI

18.

19. Support me to make the right choice Keep me excited and looking forward Help me escape from everyday routine Stay within the holiday mood afterwards To what extent do you agree with the following statements about TUI? CONSUMER NEEDS BECOME KPIS

20. TOUCH POINT SATISFACTION + PERFORMANCE ON CONSUMER NEEDS DRIVE 60% OF NPS D r e a m i n g

21. FEEDBACK LOOPS

22.

23. MIND THE GAP(S)! TOWARDS CONSUMER CENTRICITY

24. Q & A Tom De Ruyck InSites Consulting Sue York The Research Society

25. Sponsors Communication

Mind The Gap – Consumer Centricity in a nutshell

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