• Animated videos: facts on self service in the entire customer journey

    A few months ago, I published a research report about the future of customer service. The research clearly showed that consumers are ready for self service solutions. In fact, 70% of consumers expects a self service solution on the site of a company.

    In this short video, you can capture some highlights of this trend.

    When I talk about self service, most people only consider post-sales as a possibility. But it goes beyond customer service. Self service can be applied in each phase of the customer journey. This next short video tells you more about this philosophy.

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  • Video (15m): Selling without Selling

    by Steven Van Belleghem on October 17, 2013in the categories content marketing, Marketing 2020No Comments

    A few weeks ago, I was happy to be one of the speakers of the ‘Digital Content Marketing Conference’ organized by Media Forta. Many of you watched the live stream of the speech, but many of you also asked for the video. Well, here you can find the 15 minute keynote speech ‘selling without selling’.

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  • Five cases where technology and marketing meet

    by Steven Van Belleghem on October 14, 2013in the categories Marketing 2020, Marketing Technology1 Comment

    New technological developments are also creating new marketing possibilities. Apart from customer centricity and selling without selling, technology is the third key competency for the marketing organization of the future.

    Naturally I’m not talking about resorting to technology for technology’s sake. The introduction of technological innovations serves a triple purpose:

    1. Enhance the customer experience
    2. Increase the organization’s efficiency
    3. Tap into new sources of revenu

    how technology will facilitate marketing

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  • Why customer loyalty is declining and what companies can do about it

    Various studies point in the same direction: customer loyalty is disappearing in a hurry. Consumers put less trust in brands and tend to switch brands a lot faster. The famous 80/20 rule (20% of the customers account for 80% of the turnover) has turned into a 60/40 rule (40% of the customers generate 60% of the turnover) and is slowly evolving towards a 50/50 rule. In the latter case, loyal and disloyal customers generate the same amount of income. This shift is putting quite a few established marketing tactics in doubt. Should marketers invest less in loyalty programs? Or should they invest more? Should marketers favor proven methods such as investing in mass media?

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  • The future of ‘social listening’

    by Steven Van Belleghem on October 7, 2013in the categories Marketing 2020, social business2 Comments

    It’s no secret that social media can be used to follow conversations between consumers. To capitalize on this trend, many companies have invested in all manner of systems ranging from simple to complex. Monitoring online conversations is becoming common practice and many companies have adapted their organization so they are able to react quickly and efficiently to customer questions and complaints.

    Social listening will come of age over the next few years and much can still be done to take social listening to the next level. This article examines the cornerstones of social listening in the future.

    Putting theory into practice – in this article as well

    In writing this article I wanted to try and put the theory into practice. I asked my followers on Twitter for feedback on the rough draft of this article. There was quite a bit of response and I wanted to share the input and reactions with you in this article.

    I’d like to thank everyone who devoted their time and energy to helping me write this story. Thanks to Wilco Eindhoven (communication advisor Ministry of Social Affairs and Employment), Stefan Schippers (, Edwin Vlems (speaker), Lie Lauwers (Nieuw Administratief Centrum), Bart De Waele (Wijs), Frank Plehiers (ING), Anne van den Berg (Lumido Business Media BV), Leentje Chavatte (Telenet),  Ruben van Loosbroek (Rabobank), Joyce Philippart (Amsterdam Chamber of Commerce), Katolina Dijkstra (ING), Jan Homble (VRT), Davy Kestens (Twitspark), Stijn Tanghe (Kortrijk City Council), Bob Rietveld (Oxyme), Erik Versteeg (Viamens Executive Management Services), Dado Van Peteghem (Dearmedia).


    Setting your goals: why invest in social listening?

    Social listening is interesting for any organization, be they profit or non-profit, or private or government. Online listening can bring a government closer to its citizens in the same way that a company gets closer to its customers. Regardless of the context, it is key to think about what you’re trying to achieve with social listening. Ruben Van Loosbroeck (Rabobank) rightly remarked that social listening often involves a significant investment, hence the importance of proving its relevancy and realizing its potential.
    goals of social listening

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