8. The Brand Butterfly - how to predict customers at risk, and how to keep your High Value customers?

Rather than being reactive or even proactive, the best approach to retention is predictive. Bert Peleman gets inputs from Koen Vandevyvere, Sabine D’haen, Jacques Recourdon and Peter Corijn. And then summarizes how a new customer can evolve from a young cocoon to a “brand butterfly”. 

What is THE BRAND BUTTERFLY?

Inspired by his book “The Brand Butterfly”, marketer Bert Peleman speaks to marketing – and business leaders across various industries on the key topic : how to find and keep your High Value customers.

The list of interviewed leaders is quite impressive :
- Peter Corijn, CEO of Vucastar Consulting, with a track record of top levels at various companies. He is also the writer of the acclaimed book “True Leaders Deliver”.
- Luc Demeulenaere, senior VP at IntentAltech.com, a recognized global expert in shopper marketing and category management and the author of several industry books on these topics.
- Sabine D’haen, a senior executive with extensive expertise in churn management.
- Olivier Enthoven, brand strategy and marketing consultant, with a track record at top multinational companies, as well as founder of a wine retail business.
- José Fernandez, CMO at D’Ieteren, elected CMO of the year in 2023, with a strong track record at leading advertiser and agency level.
- Jacques Recourdon, a senior marketing- and business-leader who was internationally active in three sectors: FMCG, Telecom and Media.
- Dieter Struye, former CEO of leading retail and FMCG companies.
- Pascal Tack, a leading direct marketing expert, with significant expertise at both advertiser and agency level.
- Koen Vandevyvere, senior data analyst with a particular focus on customer value and customer needs.

Each podcast takes about 15 minutes.

Theme music : “So High” by Paul Numi, used with permission.