Learning_journey_sep_17-21 to Netherlands With SPRING n NBDA

7/31/2019 Learning_journey_sep_17-21 to Netherlands With SPRING n NBDA

1/14

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


2/14


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)


3/14


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.


4/14


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.


5/14


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


6/14


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


Invited speaker

Insights in new business

model


Invited speaker

Exploring the depth & scope

of experience, experience the

brand by tasting, hearing,

feeling


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


ownersKarwai, Jumbo,

Albert Heijn, Markt


reflections & impressions

of the day

work on your own

business case, small groups

Opportunity to dialogue

with innovative


ownersSuitsupply,

Maastricht, La Berger Hotel


reflections & impressions of

the day


case, small groups

Opportunity to dialogue with

innovative entrepreneurs/

business ownersVroom &

Dressman, Heineken XP


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


7/14


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


8/14


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


9/14


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


10/14


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.


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


11/14


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!


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


12/14


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


13/14


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


14/14


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

Learning_journey_sep_17-21 to Netherlands With SPRING n NBDA

Documents

Transcript of Learning_journey_sep_17-21 to Netherlands With SPRING n NBDA