Business Lead Customer Engagement
Business Lead Customer Engagement
Works in Utrecht and from home
Lives in Amsterdam
At VodafoneZiggo since 2008
The new season of that exciting series. A spectacular action movie. Or a UEFA Champions League match on Ziggo Sport. Michiel van Ruymbeke knows that each customer finds joy in different things. He and his team pull out all the stops to fully engage customers with Ziggo. "By truly understanding people, we're also able to truly surprise them. That's how we consistently delight customers and build their loyalty."
You settle down on the sofa, grab the remote and start zapping. Then the Ziggo Entertainment Guide suggests a new series. Just what you were looking for? That's the result Michiel wants to achieve. "My goal is to inspire and surprise customers by helping them discover our products and services at just the right moment, things that truly make them happy. It’s about everything we offer, from TV broadcasts and streaming services to using the Vodafone & Ziggo app. Plus the extras we treat customers to through Priority, from free movies to exclusive tickets to the theatre, sports competitions and events."
"In my role, I lead a squad that focuses on boosting engagement with Ziggo’s existing customers. We work on building strong relationships, using tools like our entertainment offerings, which we place strategically at just the right moments in the customer journey. Whether it’s designing campaigns or rolling out special offers, our goal is to keep customers excited and connected. Simply because they don’t want to miss out. What’s great is that entertainment plays a vital role at every stage, from welcoming new customers via email to surprising long-time customers with free movies."
In order to truly get to know customers, Michiel dives deep into data. "I analyse what makes customers happy and how we make entertainment attractive. There's a wealth of qualitative and quantitative data at our disposal to do this. We get that from surveys, viewing and clicking habits, and participation in prize draws." Being a geek for numbers is nice, but ultimately it's all about what you do with the data. "Translating insights into something people really want to see and offering it in just the right place: that's what I really enjoy doing. Did you know, for instance, that on average, people spend two to three hours looking for a new series? Based on that insight, we developed the Ziggo Entertainment Guide, which offers customers tailor-made viewing tips for series, movies and TV shows.
Even after 17 years with the company, Michiel still starts each working day filled with energy. "What I appreciate about VodafoneZiggo? The freedom to turn ideas into new go-to-market strategies, concepts and campaigns. My team and I came up with the Kijkcadeau for instance, a special offer whereby every customer can watch 30 films for free. It's one of those examples in which everything comes together: using customer insights to create something new and then to roll it out with a successful go-to-market strategy. That gives me a real buzz and makes my work very diverse. Moreover, I'm proud that we have all the expertise to make something like that in house. From the IT pro who builds the environment to the editor who works on the imagery for the promotion."
Another thing he really enjoys about his work? Being the one who ties everything together. "I maintain full oversight over the marketing projects, from idea to execution. And I lead a team of experts who assist me: from marketeer, communications advisor, editor and channel marketeer to conversion specialist and web builder. I therefore need to have a good understanding of what each team member does, and be able to speak their language. I put everyone in the position of the customer and ensure that we achieve our business objectives." That requires clever timing, creativity and a well thought out strategy. "We investigate the smartest ways to use channels, from social media and email campaigns to company partnerships. Each team member plays their role and it's my task to keep everything on the right track."
Michiel sees plenty challenges for the future. "The world of entertainment is changing rapidly, with an overwhelming number of providers and endless streams of content. We help customers navigate this vast landscape more easily. At the same time, we focus on delivering unique benefits to Ziggo customers, like exclusive content and one-of-a-kind experiences. And we continue to take a broader view, looking at new ways to strengthen customer loyalty." Michiel keeps himself busy on a personal level, too. "I always seek new ways to better draw colleagues into my story. Recently, for instance, I did a Personal Leadership course through Unlimited Learning, as well as a Situational Management course. They taught me a lot about myself, including my weaknesses. That way, like the entertainment world, I always stay in motion."
