the chief consumer officer
Post on 18-Oct-2014
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Digital Darwinism
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Massive change
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Many possible futures
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Structural Collaboration
with consumers
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‘For impact, speed is at least
as important as the weight you
can put behind it’
Stan Knoops – Unilever R&D
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not Faking it
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not Doing everything
consumers ask
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not Having no strategy
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We need to make Consumers an
integral part of everything we do!
Mariken Kimmels – H.J. Heinz
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Challenge accepted?
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#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
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Consumer
collaboration
initiatives
#1
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Know where to start
#1
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Reactive & proactive
#1
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Discovering new
opportunities
#1
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Bringing down the silos
#1
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Even the CFO will be happy!
#1
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Keeping
onGOing
GOing
#1
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#1
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Avoid a Collaboration Hangover! #1
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Ambassador Team
#1
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#2 Activation of
internal stakeholders
to take relevant
action
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Marketing our findings
#2
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Online, offline… NO LINE!
#2
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#2
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#2
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#2
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#2
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#2
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#2
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Inspiring and
empowering
employees at
all levels
#3
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What if…?
#3
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Hig
h
Lo
w
Direct Indirect
L
evel in
the o
rganiz
ation
Relationship with consumers
#3
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Executives Management
Frontline Staff
Activate the Movers & Shakers
#3
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#3
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The rules of the game
#3
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Leverage of
results & culture
externally
#4
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#4
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#4
Surfing the wave of enthusiasm
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Impact
measurement
#5
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Culture
#5
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Performance
Communication
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CHIEF
CONSUMER
OFFICER
Consumer Coach
People Engager
Ecosystem Builder
Action Hero
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Ready for a transformation?
linkedin.com/in/tomderuyck
@tomderuyck
Tom De Ruyck Managing Partner
& Head of Consumer Consulting Boards