Kanalen in Balans:Verbinden, Verleiden en Verrassen

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1 Kanalen in Balans:Verbinden, Verleiden en Verrassen Prof. dr. Pieter Vijn Multi Channel Business Consultancy Nyenrode Business Universiteit Perspectieven op Onderzoeks programma Kanalen in Balans

2 De Rabobank schuift alle Verkoopkanalen ineen Volkskrant (3 nov, 2007) alle verkoopkanalen -internet,telefonie, televisie en kantoren. Ineen Veranderende klant Efficiëntie, Snelheid, Margedruk, Positie thuismarkt/fortis Kanaalsturing door Selectie en Differentiatie/Discriminatie (pricing, snelheid, servicelevels, compleetheid van content, zelfservice concepten, etc) Wat kan/wil/moet de Overheid mbt tot plichten/beperkingen/kansen mbt Aanbod/Vraag Selectie en Discriminatie!! 2

3 De Klant als uitgangspunt! De Klant zal vanuit zijn eigen verantwoordelijkheid en behoefte de dienstverlening kunnen aansturen. De klant heeft recht (Altijd!) op dienstverlening op maat.. Rol van aanbod van standaarddiensten!! Samenhang Mass-Customization en Complexiteitskosten We zullen onze massaverwerking zo aanpassen dat we diensten en producten kunnen leveren die de klant als persoonlijke dienstverlening ervaart MCM/Kanalen in Balans: In Communicatie Context! Rol van Percepties! Customer Experience Management! Zie Beter presteren door Samenwerking (Manifestgroep) 3

4 Kanaal Sturing: Klant is vrij om te kiezen.. Klant is vrij om te kiezen uit ene of andere kanaal, maar overheids instanties zullen klanten verleiden van het goedkoopste en efficiëntste (en effectiefste) kanaal gebruik te maken Inzicht in de Kunst van het Verleiden! Trade-off s tussen functionele en emotionele benefits! Multichanneling, Richting en Aanpak (AKO) 4

5 Kanalen in Balans: Karakterisering van Kanalen (p.9) Diverse Modellen Meest kansrijk: Integrated Marketing Communication Synergy Model: Gezamenlijke invloed van gecoördineerde en consistente communicatie-uitingen groter is dan de som van de effecten van iedere individuele uiting Nodig te weten wat de Kanaal karakteristieken zijn, en wanneer klanten kanalen gebruiken in hun Beslissingsproces Geïntegreerde Benadering (p.38): Taken hebben bepaalde mate van ambiguïteit en complexiteit 5

6 Integrated Marketing Communication in a fragmented, multi-channel and connected business environment Prof. Dr. Pieter Vijn Integrated Marketing Communication 2007

7 Redefining (Rigid ) Consistency. changing their definition of and approach, the sooner they will profit from increased relevance and differentiation The key is to employ Brand as a central organizing principle while remaining open to adjustment and renewal.. Brand Consistency redefined, CEO DDB,

8 Consistency and Variety Consistency. Core Values/Visions and Purposes Variety: Brands with multiply entry points will ensure their long-term survival. The consumer enters the world of Calvin Klein via such brands as Obsession (passionate emotions), CK One (androgyny), Eternity (idealized love). As it is CK stands for strongly expressed emotions: but not just one emotion. Each perfume is a renewal, and surprises the market. (Kapferer) 8

9 Consistentie en Varieteit van Content! Context : Integrale Content Model UWV Consistentie, Consonant, Continuum, Juiste context, Communicatief, Geloofwaardig en Betrouwbaar, Meetbaar Uitstekende en noodzakelijke aanpak, maar. Pas op voor teveel Rigiditeit. Balans/Spanning tussen Professionele (Push, Gesloten) Content Consumer generated (Pull, open, variety, communities etc) Content Wettelijke kaders/ regels en Content uit Vraagsturing (Zie, Van Klantvraag naar KLantdienst, H. v. Houtum), 9

10 Consistentie! Onderzoek nodig Onderzoek nodig In hoeverre kan/mag Content inconsistent zijn? Impact van Varieteit/Klant sturing/inbreng? Betekenis van Ambiguiteit en Complexiteit (Zie Kanalen in Balans project ) Impact opmc/kanaalsturing? VB Heineken Logo 10

11 Commerciele Context: Multiplicity Integrated Marketing Communication in a connected world Strong Ideas, connecting Core values to deep emotional needs (Consistency) Fractal Concepts: Where the whole is in every part/channel/media Creating Multiple Connections to enrich experiences across media, time, geography, formats, audiences (Variety) Emergence Concepts: Where the Experiences emerge from Bottom-up Interactions 11

12 Multiplicity and Viral power of Concepts Develop and Leverage the Viral Power of concepts: Creating reasons to Send /discuss/enrich in Online communities/blogs/ Pod-Casting Enabling Content/Stories/Emotions for consumers to create their own versions Co-Creation and Engagement: Value co- creation by Strong Branded Experiences /Strong Positioning at the Interaction points (Prahalad & Ramaskwany) 12

13 Prahalad3_1.jpg 13

14 Open Source Communication Constantly Adapting but Staying on Course (Consistency) Human : Open, imperfect, vulnerable and a sense of Ambiguity Brand Ecosystem: A dynamic Network of (Branded) Connected Consumer Experiences The capability to create, sustain, enrich satisfying consumer connections and experiences 14

15 Business and Brand Ecosystems An Eco system: a community of co-creators and developers (consumers, trade partners, development partner, etc.) that contribute/enhance/change/add the value of the underlying product/service/brand (Economist, 2005) 15

16 The Jazz metaphor for IMC: Synchronization/Unification and Improvisation Jazz Themes (Brand Positioning/Structure/Agreements) and Improvisation (Variety) Excellence on specialist Instruments (Channels Strength) Synergy by Connecting/Merging the sounds to holistic experiences in each individual s mind A different experience every time A different experience for every audience Redefining IMC to SMC: Synchronized Marketing Communication 16

17 Multi-Channel Onderzoeken The right place, the right time ( ) Provides a framework that adresses issues of channel planning and budget allocation by Bridging the world of the consumer and shopper to quantify the role and influence of each touchpoint along a consumer s journey to purchase Measuring the impact of all potential brand touchpoints-from advertising to non-advertising, from traditional to digital media, from word of mouth to point of purchase 17

18 Marketing Mix/Channel Modeling Through the use of advanced analytics and modeling, leading brands (as Sears, Kraft, Anheuser) are now able to quantify the impact of their Marketing/Channel activities The end-goals is to link Marketing/Channel activities/ programs to key business results such as sales, leads, traffic etc To measure incremental volume from each type of marketing/channel activity and allocate contributions to ROI See 18

19 TrueTouch (Experian): Connecting Decision Styles Accepting, Adamant, Experiental, Perfectionist, Inquiring, Intuitive 22 behavarioural types Media Behavioural matrix Media Exposure, Use as an Information Source, Use for purchasing, Use of communication, Responsiveness, Attititudes Internet, Telephone, Direct mail, Newspapers, Magazines, Radio, TV, point of Sale, Cinema, Outdoor advertising, Word of Mouth, Event Sponsorships Product and Service Usage Qualitative and Quantitative data (N=2500) 19

20 Desision Styles Perfectionist Rational and analytical decisioning, actively seek information to provide control. This group is not swayed by opinions of others. Seek information using multiple channels, share experiences with others, resistant to advertising but happy to have a one-on-one dialogue when the message is relevant. 20

21 Behavioural Group: Experienced Netizens Group A: Experienced Netizens 18.99% UK Adults Experienced Netizens are established citizens of the internet and love the functionality of new technologies. They have embraced new communications tools in every area of their lives, from work to leisure and personal lives 21

22 How to use TrueTouch Understanding an individual s channel preferences How responsive they are How they like to be contacted and where they are likely to go for information Means that you can improve the quality and efficiency of your communication 22

23 How to use Truetouch Identify the optimum(mix of) channels for communication Can help to develop smarter and more relevant contact strategies. Launch Netherlands: Early

24 Ruimte maken- Robuustere Oplossingen Wat is het perspectief op toekomst van Marktwerking/Rol van de! Klant in Overheid Creatief exploreren (van impliciete grenzen) mbt tot Traditionele opvattingen over de taak en rol van de overheid creëert Extra ruimte en Nieuwe oplossingen voor MC/Kanaal Synchronisatie/Sturing (Organisatie en Technologie) Loslaten van traditionele rol overheid! Verbinden met Veranderingen in Private Sector 24

25 Onderzoek Telematica: Kanalen in Balans Uitstekende start mbt Kernproblemen Kanaalsynchronisatie en sturing Leren van Private sector Media en Kanalen (zie ) Multi-Channel in Retail ( ) Best Practices in MC ( ) 25

26 Verbinden en Leren Verbinden en Leren van andere Vakgebieden Verleiden en Verrassen Psychologie Communicatie Consumenten Keuze gedrag Zie Advertising and Promotion, Communicating Brands (C. Hackley, 2005) Beslissingstheorien (Stylen, Motieven, Benefits, etc ) Ambiguiteit/Inconsistentie bij Consumer driven product and service design Zie Project MIT, The virtual Consumer Zie Paper Van Klantvraag naar Klant dienst (Harrie van Houtum) 26

27 Verbinden Rationaliteit en Irrationaliteit (Kahneman) Netwerk en Complexiteits theorien Loosely Coupled Networks (K. Weick, 1990) Complex Adaptive Systems Multiple Identity Theorien Rollen, behoeften, kanaal voorkeuren Coach Potato EN Multi-Tasking EN Interactivity! Paradoxen Consistentie EN Variëteit Integrale Content: Push (professioneel) EN Pull (Consumer generated ) 27