Rohan Buultjens, VP Enterprise Architecture at Etisalat - Creating value through engagement
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Rohan Buultjens' presentation discusses the shift from traditional marketing to collaborative marketing driven by customer engagement and co-creation. It highlights the importance of understanding customer needs and behavior to enhance brand experiences and drive customer loyalty. The document emphasizes the need for real-time engagement and proper tools to enable sales and marketing alignment for successful customer relationship management.
Rohan Buultjens, VP Enterprise Architecture at Etisalat - Creating value through engagement
- 1. We can now create customer value thru co-creation and enablement Rohan Buultjens rohan_buultjens@hotmail.com CREATING VALUE THRU ENGAGEMENT
- 2. Rohan Buultjens | CIO Event Dubai April 22nd | Page 2 AGENDA › Changing Dynamics › Marketing Spiral › Building Awareness › Value Delivery › Q&A
- 3. Rohan Buultjens | CIO Event Dubai April 22nd | Page 3 CHANGING DYNAMICS › The first recorded advertisement was placed in a Boston newspaper in 1704. There after this was one of the dominant means used for consumers to discover products & services › However, today’s customer is more informed, & more connected with the proliferation of internet & mobile computing › We need to move away from a conventional marketing approach to a more collaborative marketing approach which is based on attracting, assisting & affiliating. › This needs a change in mindset in the way we bring in awareness of our products and services to customers
- 4. Rohan Buultjens | CIO Event Dubai April 22nd | Page 4 Marketing Spiral Engagement Convenience Relevance Community C Some important areas you need to look at and seriously consider so you can drive a unique brand experience Awareness Knowledge Consideration etc Awareness Interaction Engagement Participation Conversation Affinity Customers Needs Relevant Content Frequent Updates Buying Habits Reactions to web design Demographics Favorite & Least Favorite products Quality Value Timeliness Appropriateness of goods & services Reputation Security Attract Retain Grow Brand Differentiation Customer Loyalty Marketing Spiral
- 5. Rohan Buultjens | CIO Event Dubai April 22nd | Page 5 Enhance the perception Drive a Value proposition Insights, Ideas & Solution Drive Value co-creation with the engagement Coaching Collaboration Engagement & Monitoring Customer Sales Sales Managemen t Drive Value innovation by enablement Building Awareness
- 6. Rohan Buultjens | CIO Event Dubai April 22nd | Page 6 Awareness Knowledge Consideratio n Acquire Onboard Serve Grow Retain Customer Experience Management ‘Engage’ COMPANY CustomerCUSTOMER Executive alignment Sales & marketing alignment Provide visibility Sales Sales Managemen t Maintaincontrolofthe salescollateral Initiate communication Offer Value Enable Customer Listen to the customer and drive value innovation Such an engagements drives the customer to co-create value Drive Brand value engage Enable management to know in real-time the sales engagement process and effectiveness and efficiency in the awareness and interaction Coaching Collaborate Finalizing Enable the re-seller with proper content, value analysis tools, and proper information to drive a wow engagement with the customer Enhance Perception Drive a Value Proposition Insights, ideas & solutions
- 7. Rohan Buultjens | CIO Event Dubai April 22nd | Page 7 Awareness Knowledge Consideratio n Acquire Onboard Serve Grow Retain Customer Experience Management ‘Engage’ COMPANY Re seller Enable the re-seller with proper content, value analysis tools, and proper information to drive a wow engagement with the customer Sales Managemen t Enable management to know in real-time the sales engagement process and effectiveness and efficiency in the awareness and interaction Customer Initiate communication Offer Value Enable Customer Listen to the customer and drive value innovation Such an engagements drives the customer to co-create value CUSTOMER Drive Brand value engage Maintaincontrolofthe salescollateral Executive alignment Sales & marketing alignment Provide visibility Coaching Email templates Best Practices Collaborate Right Resources Finalizing Engagement Dashboard Real-time view of the engagement Enhance Perception Drive a Value Proposition Insights, ideas & solutions
- 8. Rohan Buultjens | CIO Event Dubai April 22nd | Page 8 Thank you › rohan_buultjens@hotmail.com
Editor's Notes
- #3: Changing dynamics: Digitization, Consumer Behavior, Market Dynamic, Value Chains etc are been broken and new business models are emerging. One such reason for such change is that we are moving from influenced based economy to an engagement based economy. Or now we are in conversation Economy.The Marketing Spiral : Today there is big shift in the way we consume stuff the 20th centaury was driven by advertising thru mass media today we are in the 21st centaury that drives consumption thru community, collaboration & reputation.Building awareness: Building awareness about your products and services need a thoughtful approach not just by blasting your message thru mass media awareness building should be driven thru engagementValue Delivery: Today the customer is much smarter, know what they want, well informed, they discuss and gets peer advise before purchasing.
- #4: For the previous 300 years, the formula was roughly the same – deliver mass marketing messages to mass audiences. This was the dominant means through which consumers discovered new products and services