Key notes & Breakout Round 1
Brad Heidemann, CEO Tahzoo – “The Experience Economy”
Our economy is changing from one based on consumption to one based on experiences. Traditional methods of mass advertising via print, TV and radio are losing relevance and companies and advertising agencies must adapt to the social-media-driven “Experience Economy” where how good you have it is much more valuable that how many goods you have. To succeed in the Experience Economy, products and services must frame themselves as “experiences” that are authentic, unique and, above all, sharable.
Ray Gerber, CTO Thunderhead – “Stop thinking channels and start thinking journeys. Customers don’t think in channels businesses do.”
Customers don’t think about how they are communicating with a brand; they talk to them how, when and wherever they see fit. Yet businesses continue to organise themselves around channels. Only by thinking beyond channels, realising that a customer journey isn’t a fixed process and by acknowledging that the customer is in charge can brands truly engage with their customers. In this session we’ll explain the limitations with multi-channel strategies, introduce the customer-managed journey concept and look at who’s doing it right.
Folkert Ruiter, VP Strategic Marketing, Athlon Lease – “Digital Disruption in the Automotive and Mobility Sector“
The mobility and automotive sector is going and will go thru an unparaleld change we never saw before. Chasing business models, self driving vehicles, changing ecosystems, the challenge of the role of the car insurer, the digital consumer, electric power are just a few disruptions. Folkert will explain his view and experience with this change. This will be of high relevance for everybody from within the industry, but also outside the industry!
Jesse Weltevreden, Professor of E-business, Amsterdam University of Applied Sciences / Research Director E-commerce Foundation – “The State of Cross-border E-commerce in Europe”
With growing competitive pressure, and the maturity of domestic e-commerce markets, more and more e-retailers seek opportunities to expand across the border. To gain more insights into the strategies and success of e-retailers that engage in cross-border e-commerce, the Amsterdam University of Applied Sciences has conducted a large pan-European study: more than 10,000 websites of e-retailers from 31 European countries have been analysed. In his presentation Jesse Weltevreden will talk about:
- The level of maturity of e-retailers with regard to cross-border e-commerce (within and between countries and sectors).
- The features of specific cross-border e-commerce strategies (e.g., use of online trust marks, language and payment options).
- The success of cross-border e-commerce strategies in terms of cross-border traffic (within and between countries and sectors).
This session will provide valuable insights for companies that plan to expand their e-commerce activities internationally.
Rik Schneiders, Manager Generali Direct – “How Generali is using customer engagement to innovate the customer experience”
Rik will share how Generali developed their direct customer engagement platform and inspiring customers on their customer journey. “Verzekerd van Alle Aandacht”.