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Customer Centricity has emerged as a new effective business mindset that makes customers and their needs the start and finish of all strategic and tactical decision making. The ultimate goal is to increase Customer Loyalty. In recent years, however, the B2B business landscape itself has also changed dramatically. It is no longer a given that we understand all our potential customers, nor is it a given that they will know us. The challenge for B2B companies today is therefore to connect with, and lead, customers in this new, digitally led decision-making landscape in such a way as to be top-of-mind when the time for direct engagement comes – and enable the all-important bond of customer loyalty to be formed. To achieve this, it is necessary to reset our agenda, we must work closely together with sales to EXPLORE, ENGAGE and EXCITE our prospects and customers along the buyer and the customer journey.
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CONFIDENTIAL
Reset your agenda!Explore, Engage and Excite
B2B Marketing ForumArthur Simonetti
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2
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GUILT3
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Loyalty4
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The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Customer Loyalty
Persona
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Customer Loyalty
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The essence of Marketing & SalesCustomer Centricity to increase Customer Loyalty
Customer Decision Journey (CDJ)
DMU
Networks
Persona
43%
91%
70%
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Movie
7
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Latin America: *~1,000 employees
North America: ~5,000 employees
Europe: ~13,000 employees
China: ~3,500 employees
India: ~500 employees
DSM at a glance
8
Net sales (x billion) EBITDA (x billion)
WorkforceNumber of nationalities
€9,6 €1,3
83 24000
MaterialsNutritionHealth
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Exp
lore
DataCollect and Analyze
internal and external Data on behavior
to build 3600 view on our customer
Share & TransparencyHarmonized to BuildDashboards
Decisions
Page
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DSM in Food Speak the language
10
>110%30%11%
Page
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11
60 to 90%5-10%DSM in Nutrition3600 view on customers
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En
gag
eConnect
Know where your customer hang out and become part
of the conversation
Be(come) a trusted sourceHave something relevantto tell
Content
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DSM in Engineering PlasticsImprove the sales conversation
>600
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DSM in Animal Nutrition Improve the sales conversation
600>12000
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Excit
eIntegrateCreate the WOW
of recognition
Reinforcement Our brand should stand out
Orchestrate
Page
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16
Landing page
Event page Narrow Casting AppE-mail invite
Booth at Milipol
Launch Ceremony
Trade Media Social Media
Website licensee
Face to face
Uniform customer experienceacross online and offline
channels
Page
CONFIDENTIALThe results: integrated social pays off
17
Page
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Loyalty
18
• Explore (Data)• Engage (Conversations)• Excite (Orchestration)
Customer Centricity
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THANKS FOR YOUR ATTENTION!