Service integrated Relationships (SiR) Innovating towards superior customer experience and increasingly digitalized E2E value chain SiR Intel, SiR GOODWILL, SiR ACADEMY

Project implementation references

GDS = Goodwill Differentiated Services SiR value logic for ongoing collaborative end-user relationships “End-user customers high on Goodwill can perform any function in an organization and any role in a service process” SiR middleware “Touchpoints and encounters high on context, end-user distance, change, risk or contingencies need relational intelligence” SiR levels Strategic (goodwill as driver of co-created value & operational excellence) Managerial (goodwill as customer success metric) Process (goodwill as service process differentiator) GDS = Goodwill Differentiated Services

CX layer Communication platform SiR framework Customer’s need for... Customer as a ... Customer involvement Business Value CX (relationship aware) Customer Journey GDS (goodwill differentiated service) caring affect Consumer (CaaC) Be happy, open, and pay commercial CX+ Relational Encounter SiR (service integrated relationships) collaborative behavior Resource (CaaR) Help operationalize the mental value chain (CX-RO-R-GW-Co) dependent on the level of goodwill organizational Meta-CX Customer Dialogue SoR (state of relationship) sophisticated cognition Asset (Equity) (CaaA) Strategize individual CX/CX+ in real-time. Use goodwill to achieve any strategic goal strategic

SiR 5 Layers The Measurable Mental Chain of Value

In ongoing customer relationships… Loyalty is the willingness and facilitation of customers to adopt co-creative value roles beyond being a mere customer (process co-ownership) => Loyalty is a process Goodwill is reflected in a perceived open line of communication between customer and brand/organization which is needed for loyalty to grow (Customer as a Resource) A mutual sense of relationship motivation and relationship is the key driver of goodwill

Start to measure Goodwill now… Reflective measure (4 items) I like the brand a lot The brand energizes me The brand relationship is important to me I would like to be included in the brand’s plans About the brand, which applies most to your relationship? All brands are kind of the same You are curious what the brand will come up with next You enjoy your time with the brand You contribute to the brand’s success Goodwill as communication (1 item) To what extend do you agree that there is an open line of communication between you and the brand? Goodwill Goodwill as contribution (1 item) I am served as a person, not as a customer The brand is a structural part of my daily life I feel important to the brand My relationship with the brand has come a long way I and the brand have each other’s best interest at heart The brand can always appeal to me I feel invested in the brand Formative measure (7 items)

CX + Goodwill : value creation Value from CX Value from Goodwill Active customer participation in CX Issue solution collaboration Premium spend (cross-up) Information openness Repeat purchase User generated content/comments Fan-ship (talk positive) Positive bias towards CX quality Referrals Anticipated future with the company/brand Relationship maintenance Intensive and creative usage of products and services Sustained user community participation Co-developed products, services and solutions for other customers Readiness to contribute to any strategic company goal

Functional groups, Roles & Responsibilities The two-way relationship between functions & customer strategy The evolving contribution of functions to customer success The evolving impact of customer strategy on functional groups Functional group (re)focus: Move Strategy into Interaction Move Sales/Service into Relational orientation Move Marketing into End User driven value programmes Move Finance into Asset management with Customer as a Resource (CaaR) Move Business Intelligence into End User dialogue Move ICT into SMART Man-Machine combinations Move Quality management into (de)briefing encounter management Move HR into informed empowerment skills & capability management

Professional Trainings: Goodwill Hunting - SiR implementation Formulating a customer focused strategy: Customer Logic and Rhetoric Designing a Goodwill based dashboard of Operational Excellence Implementing SiR: plan, design, build, validate, transition, scale, sustain Profiling the relationship with every End-User Process Re-design: Transforming touchpoints into encounters Developing Content for Goodwill Differentiated Value programs Identifying critical skills and capabilities for Goodwill Technology: SiR Automation

Q&A Thank you Ingmar Hermans +32 489 329 759