learning_journey_sep_17-21 to netherlands with spring n nbda
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experience design learning journey to The Netherlands
a 5 day study trip for man
16th 22nd Septem
in retail, F&B
by SPRING & NBDA Asia to The Netherlands, Am
executive mastercla
driving new value creation with service experienc
The eXPerience
The Value of Experie
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Content
What Its All About
Executive Masterclass NBDA
Programme format
Quick Programme Overview
Potential company visits
Brands & their Elements
Appendix
From Schipol airport to hotel (in Journal)
Hotel (in Journal) Your fellow innovators (in Journal)
AMSTERDAM maps & places of interests (in Journal)
MAASTRICHT maps & places of interests (in Journal)
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experience design learning journey to The Netherlands
What Its All About:
Owners, retailers, F&B, hoteliers, healthcare providers are given the opportunity to benefit from the experience
XP design approach and participate in a series of world class customised workshop sessions in The Netherlands.
The objective is a learning journey for the participants to familiarise themselves to the experience XP design
mindset, process and tools and learn how this approach can be implemented to their business from successful
entrepreneurs, guided by consultants. Furthermore, opportunities to dialogues within these visits have beenarranged with owners / representatives.
Singapore business owners obviously want to improve their turnover and introduce new concepts. In an
increasingly saturated market place. It becomes important that these new concepts resonate with customers and
are designed to take off rapidly, have increase success rates, generating ROI more quickly.
The Purpose:
The purpose in this approach is that owners and management attend the program, understand how to use
experience XP design to relook at their present businesses, get energised, think of new concepts, work on it and
get further inspired to explore future possibilities and implement them in Singapore.
FacilitatorsNBDA Asia is a Singapore based dedicated innovation and business design consultancy, specialised in assisting
organisations to further develop, transform and grow, on a strategic as well as an implementation level . We do
this by challenging status quo, analyse the current business model. We question, shape and re-shape the overall
business strategy and innovation strategy and while at it, empower and energise the organisation with a set of
tools and approaches to implement and sustain a climate for innovativeness and creativity.
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Executive Masterclass NBDA:
In spite of some well-publicized missteps, innovative concepts does not have to be mysterious or risky. Researchers claim that 70%-
80% of new product development projects dont succeed, and the 2 greatest reasons for failure are the inability to meet customer
needs and the inefficiency when managing market risks. Sometimes, a simple process of observing, listening to, and engaging
customers is the process by which these risks can be mitigated. And sometimes, an even simpler process of changing our focus from
pure technology or product to user-centricity that is understanding the users needs, their problems, and their experiences - we will
have the opportunity to leapfrog our competition in the innovation space.
What the executive masterclass is about is driving new value creation with a service experience XP design framework which is going
BEYOND customer satisfaction. In essence, the masterclass is focused on an experience framework which looks at several levels of
experience: from the more American model of Staged Experiences (Disney is an example) to on the other extreme a more European
model of Transformational and Co-Created experiences.
Here are some elements of the framework:
Customer relationship: (the for who)
Customer Knowledge: (who values what (now and in future)
Strategy Development & plans: (the what makes sense for me as a business owner to deliver distinctively different)People: Employee engagement (how to get the people behind the experience vision of the boss and how to get them actively
involved in the co-creation part)
Organisational culture
During the Masterclass, we will show how the service XP model makes the link between the experience framework and the service
class framework. Further, we will visit companies (retail, F&B, hospitality, healthcare) in these different categories. Example, The Kas
restaurant is about Customisation Service, Transformational Service, Undergoing a staged Experience,
A Knowledge gaining Experience. While Oger Retail is about Customisation Service, Co-creation ability,
Transformational Service, & A Knowledge gaining Experience.
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experience design learning journey to The Netherlands
Amsterdam & Maastricht visit
SPRING & NBDA Briefing to companies
Upon return, follow-up sessions with NBDA.
NBDA to assist Companies for implementations.
16 - 22 September 2012
10 Sept 2012 - 1 week before
From 24 September to 23 October 2012
Trip
Pre-Trip
Post-Trip
Programme Format
For more detailed information on the program, you can access this link: (SPRING)
Please access this link for information about the main facilitator and program: www.nbdaasia.com/dutch-innovation
http://www.nbdaasia.com/dutchhttp://www.nbdaasia.com/dutch -
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SUN 16/9 MONDAY 17/9 TUESDAY 18/9 WEDS 19/9 THURSDAY 20/9 FRIDAY 21/9
morning What is service innovation XP
The value of XP
Daily selective case studies
Invited speaker
how moving from pure
transactional services to
transformational will work
wonders
Daily selective case studies
Invited speaker
Insights in new business
model
Daily selective case studies
Invited speaker
Exploring the depth & scope
of experience, experience the
brand by tasting, hearing,
feeling
Daily selective case studies
round table
with fellow p
consultants
presentation
plans (1 to 1 w
consultant)
lunch Own Lunch De Kas lunch, Opportunity
to dialogue
Own Lunch Own Lunch Own Lunch
afternoon arrival Visits and Opportunity to
dialogue with innovative
entrepreneurs/ business
ownersRituals, Bijenkorf,
Siebel
at end of each day daily
reflections & impressions of
the day
work on your own business
case, small groups
Visits and Opportunity to
dialogue with innovative
entrepreneurs/ business
ownersKarwai, Jumbo,
Albert Heijn, Markt
at end of each day daily
reflections & impressions
of the day
work on your own
business case, small groups
Opportunity to dialogue
with innovative
entrepreneurs/ business
ownersSuitsupply,
Maastricht, La Berger Hotel
at end of each day daily
reflections & impressions of
the day
work on your own business
case, small groups
Opportunity to dialogue with
innovative entrepreneurs/
business ownersVroom &
Dressman, Heineken XP
work on your own business
case, small groups
presentation
plans (1 to 1 w
consultant)
how can we
Singapore
wrap-up and
of the week
evening Get together
dinner & drinks
Get together dinner & drinks,
invited guests, Opportunity to
dialogue
Own dinner Own dinner Get together dinner & drinks
invited guests
Own dinner,
last nite
Quick Programme Overview
Note: This list is non absolute and will be tweaked as the partici
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Potential Company Visits
Note: This list is non absolute and will be tweaked as the participant mix is known.
Each company visit will be guided by 2 NBDA consultants and as far as possible a rep or owner from the organisation.
1. Men At Work Amsterdam
2. Suit Supply Amsterdam
3. Rituals Amsterdam
4. De Kas Amsterdam
5. De Bijenkorf Amsterdam
6. V&D Amsterdam
7. Siebel Jewellery Amsterdam
8. Kruisheren Hotel Maastricht
9. La-Bergere Townhouse Design Hotel Maastricht
12. Lloyd Hotel Amsterdam
13. Exchange Hotel Amsterdam
14. Jumbo Amsterdam
15. Albert Heijn Amsterdam16. Blokker Amsterdam
17. Denham Jeans Amsterdam
18. Oger Amsterdam
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Brief overview of company visits: Monday (Amsterdam) September 17
1 Denham - www.denhamthejeanmaker.com
A jeans label built on experimentation and resourceful innovation. Representing Jason Denham's most fully realised personal vision to resist compro
are inspired by a family heirloom, an antique pattern book called The Cutters. You define the material & accessories.
Take-away: Focused on quality and utility. The truth is in the details. The brand shows how to innovate from the tradition of iconic garment-types b
conventions about mass retail. This is bespoke must-have-exciting jeans experience.
Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience.
2 Oger - www.oger.nlOger aims to Latinize the Dutch customers, making them more aware of their personal presentation and creating the right match wi th their person
develops and produces its own mens collections in Italy and brings the collections to The Netherlands.
Take-away: Oger shows how it is possible to take away the customers worries about clothing and get them to co-create. Their mission to be the be
service and advice in the processes is the basis for that. They created a corporate fashion service for commercial representatives to look good.
Service XP: Customisation Service, Co-creation ability, Transformational Service, A Knowledge gaining Experience.
3 Men At Work - www.menatwork.nl
Men at Work categorizes itself as a fashion denim store that is constantly being renewed. It is the perfect multi-brand store for trendy youngsters, ev
may appear multi-brand retailers is diminishing. It now encompasses over 60 stores in the Netherlands and Belgium and also includes a successful w
Take-away: M@W shows us how to sell confidence, which they believe is vital for youngsters. If the target group visits Men at Work, they must fee
come to the right place, that they can be sure that ifMen at Work sells it, they can wear it when theyre with friends. They utlilise smart web tech, webshop as a research method too, as we can see exactly which brands people are clicking on and can then utilise this knowledge in our physical store
Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience.
4 JUMBO - www.jumbosupermarkten.nl
JUMBO aims to be the ideal supermarket for their customers and the neighbourhood they are located in.
Take-away: JUMBO created a strong position in the Dutch food retail market due to their customer centric approach eg. customers can recommen
the assortment on the shelves. The new item stays for 3 months on the shelf and if sales moves it will be a permanent fixture and might even be a
districts, if not it will be discontinued. JUMBO provides its employees with education and development opportunities to grow within the company, in
Academy. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience
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Brief overview of company visits: Tuesday (Amsterdam) September 18
5 De Kaswww.restaurantdekas.nl
De Kas organic restaurant in Amsterdam. Its in an old authentic greenhouse that serves food straight from the field. Their cookin g style is inspire
cuisines of the rural Mediterranean, with fresh local vegetables playing an important role. Take-away: Be able to learn about being organic and w
authenticity and slow-food. The Kas creates a daily menu based on the harvest of their own greenhouse. Sit at the chefs table and enjoy the acti
kitchen as you watch the staff prepare the Kas culinary specialties. You are able to also cook your own and be part of the experience.
Service XP: Customisation Service, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experience
6 De Bijenkorf- www.debijenkorf.nl
Upscale stylish no. 1 department store at A-locations. The Bijenkorfis known for its heritage and iconic personality. The Bijenkorf sells A-brands a
quality Private labels. Take-away: It is not just a store, Bijenkorfbecame an institution from grandma to daughter to grandchild. Its also an Art
Gallery/Exhibitions, Fashion Catwalk in the store, very early Bijenkorf Publications had an ipad version etc. Famous for its elaborate shop -themed
windows and in store visual mechandising. It gained respect because of its cosmetics sections where employees themselves were near fashion ico
perfectly capable to give you the perfect make-over. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing
Experience, A Physically changing MEExperience
7 V&D (Vroom & Dreesmann) - www.vd.nl
V&D is the only national mid-market department store serving the Netherlands with 61 prime locations. V&D targets women in the 30-60 age gro
families. Take-away: V&D rejuvenated its stores by bringing retail drama back. Shop-in-store concepts were started with brands like Sephora, Ma
designer brands. They offer great quality fresh food products with their La Place restaurant formats. They started a passion to Serve philosophy, s
executed its 5 S strategy of- Selling more, Sourcing better, Saving Costs & Cash, Exploiting group Synergies and Smile! In 2007 V&D grew by 3% i
and in 2008 by 11%, outperforming the market. As a result, also staff satisfaction increased and customer satisfaction, measured by higher market
Service XP: Customisation Service, Transformational Service, A Knowledge gaining Experience
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Brief overview of company visits: Wednesday & Thursday (Maastricht) September 19-20
8 Albert Heijn - www.ah.nl
Albert Heijn, the largest supermarket chain in the Netherlands, is known for their focus on quality stores and products.
Take-away: Apart from A-brands, sells 4 levels of private label assortments which include: AH Excellent (premium brand), AH Housebrand (middle
Euroshopper (cheaper brand) and AH puur & eerlijk (sustainable brands). Their AH Housebrand is considered to be near as good as the A-brand pr
lower price. At the moment market share is around 30%. Albert Heijn is continuously aiming for customer loyalty by generating an optimal custom
Their Allerhande food & recipe magazine became the most-read magazine in the Netherlands, and its given free in -stores. Their apps became very
well mainly with its constant involving: easy recipes, the shopping list and discounts.Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experienc
9 Kruisheren Hotel Maastricht - www.chateauhotels.nl/default.aspx?sc=7&taal=en
Fusing the austere Gothic with chic modern design, the hotel, opens straight into the inner shell of a 15th century monastery.
Take-away: Shows how a medieval location, is given a new lease of life with greenery, art, caf terraces and shops. Uninhabited since 1979, the st
been transformed into a remarkable blend of original Gothic exterior with a sleek, inconspicuous modernist interior. A visit to the hotel is an exper
definite contrasts between past and present, an architectural innovative journey in design history. A co-op between commercial and government.
Service XP: Customisation Service, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experience
10 La-Bergere Townhouse Design Hotel Maastricht - www.townhousehotels.nl/en/index
It represents a new and innovative 4-star hotel concept from La Bergre Group. It is designed to satisfy the expectations of today's consumer and o
inexpensive hotel right in the central. Take-away: The philosophy is simple: staying at this boutique hotel, you will feel at home. The relaxed atm
living room is based on a combination of traditional hospitality and innovative hotel solutions. It offers traditional culture in combination with co
excellence, in a unique and timeless hotel setting. Small and significant touches like a sweet aperitif is given upon guest arrival. And in rooms, a ted
companion if you are alone. Service XP: Customisation Service, Transformational Service, Undergoing a staged Experience
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Brief overview of company visits: Thursday (am Masstricht) & Friday (pm Amsterdam) September 20 & 21
11 Lloyd Hotel - www.lloydhotel.com
Staying here means a choice for history. It is a 1920 monument given a modern twist, with the upmarket Eastern Docklands & pier at the front
ultra-urban access point to the city centre at the back. Take-away: the same hotel has a range of 1 star to 5 stars. The Lloyd Hotel redefines the
European Hotel Experience. The Sloom restaurant has no menu. The guest requests what they will. The chef will try his best to make it!
Service XP: Customisation Service, Transformational Service, Undergoing a staged Experience, A Knowledge gaining Experience
12 Exchange Hotel - www.exchangeamsterdam.com
Hotel The Exchange has a special love of fashion. Students of the Amsterdam Fashion Institute dressed the rooms like models on the catwalk.
Take-away: The focus is not only on a hotel where architecture meets fashion in the most unexpected and inspiring way. It is part of The Red Ca
an urban-renewal project that is aimed at giving the Damrak (Amsterdam Area) a more diverse and fashionable lookyet retaining its culture an
history. Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience, A Knowledge gaining
Experience
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Brief overview of additional potential company visits
13 Hemawww.hema.nl
HEMA is a Dutch Private label department store which is famous for its good quality and low prices . Take-away: The HEMA stands for basics, br
variety, functional, no frills, fresh and young. It constantly empathizes with its customers to create a great and relevant customer experience. No
formula with strong house-branding. HEMA is well-known for its particular productsthe Tompoes and the Smoked Sausage. Going to HEM
a necessary part of every middle aged womans shopping journey necessities, functional products while all other like-type stores are about fa
Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience
14 Blokker - www.blokker.nl
The store for everyone. With their 600 outlets they are located close to everyone. Blokker Holding is active in 12 countries. In 2010 all the c
combined had 2825 stores. Take-away: Blokker has a strong basic assortment for affordable everyday household products in neighbourhoods. T
in a franchise construction because a higher market penetration is possible and franchisers know exactly what their neighboorhood wants. In 20
company had a revenue of 2.8 bi llion euro.
Service XP: Customisation Service, Co-creation ability, Transformational Service, Undergoing a staged Experience
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Deliverables
After attending the programme, the participants will:
Have many interesting, exciting & engaging sharing sessions with outlet owners or management
Insights to transformational concepts, understand the how-to in co-creational ideas
Gain an appreciation of how organisations create worthy concepts/services and learn from them
Learn how the Dutch and other International retailers/ F&B/ hospitality / service providers innovate & differentiat
themselves
Dialogues with innovative entrepreneurs/ business owners
Have greater clarity on how to create innovative retail concepts for implementation (Phase 2)
Participants understand methods and tools which can be used to create new concepts
Work on your own business case Be inspired and encouraged to create own breakthrough concepts when home & in the future
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Cost Breakdown
Approximate cost
minimum 12 participants maximum 25 participants S$7005.00 nett including all taxes and S$2000 for
airfare.
Please note: Investment excludes mealsIncluded - accommodation, seminar rooms, course fees, transport between events, airport transfers.
Projected fees are based on a minimum of 12 participants to go, limited to 2 management/ participant per
company .
Programme Fees are based on a 5 day programme, plus after the trip, a 2 hour x 2 session, follow-up discussion for
other members of the management in the organisation.
For more detailed information on the program, you can access this link: about the main facilitator and program:
www.nbdaasia.com/dutch-innovation
Please either contact SPRING Singapore direct for application forms and cost : www.spring.gov.sg
or [email protected] for masterclass info.
http://www.nbdaasia.com/dutch-innovationmailto:[email protected]:[email protected]://www.nbdaasia.com/dutch-innovationhttp://www.nbdaasia.com/dutch-innovationhttp://www.nbdaasia.com/dutch-innovation