The future of customer

centric marketing

And where does gamification

fit in?

Toby Beresford

Rise CEO

@tobyberesford

BIMA Breakfast Briefing

12 November 2014

Includes captions for reading on slideshare

What is Customer Centricity?

• Figure out who your best

customers are.

• Focus on them, roll out the

red carpet.

• Create products and services

that are right for them.

Customer centricity is about rolling out the red carpet to your best customers

Who should be Customer Centric?

Definitely

B2B

Possibly

Healthcare

Utilities

Financial Services

Probably

Travel

Fashion

Entertainment

Not all industry sectors suit a customer centric approach but B2B certainly does

How do we find our best customers?

To be effective, Customer centricity requires us to know who are our best customers.Existing segmentation tends to lack the necessary detail to create a 'best customer score' for

each customer

We require behaviour data from multiple sources

Best Customer

Score

Online Engagement

Purchases

Marketing

Attention

Physical Visits

Social Media

Product Usage

There are 6 sources (at least) of behaviour data we need to create the best customer score:Online Engagement, Purchases, Marketing Attention, Physical Visits, Social Media, Product Usage

Best Customer

Score

Online Engagement

Purchases

Marketing

Attention

Physical Visits

Social Media

Product Usage

But not all data is available

Unlinked customeridentities

No tracking in place

Legacysystems

Inflexible privacy policies

Poor campaign data

User does not / will not provide

Not all data is available today - we are hampered by:Poor campaign property to central CRM data exchange

Rigid privacy policies creating data silosLegacy marketing systems without adequate data exchange

No ability to track check-ins in store or at eventsUnlinked customer identities - i.e. not linking a twitter account to an email address

No feedback from customer on actual usage of product

So we don’t actually know

• Who are our best customers?

• What products and services

are really right for them?

So...we don;t know who our best customers, so we can't be customer centric.

What’s the big idea?

What if our customers maintained their own ‘best customer score’?

What if they could see whether or not they were our best customer and

work up to the benefits of being one?

What's the big idea? Get customers to manage their own 'best customer score'

Nike have nailed it

SingleCustomerScore

Usage Data

Social Identities

Purchases

Nike has obtained the data it needs with Nike+ where consumers see their score, link social identities, register purchases and record usage

So have facebook

• How many friends?

• How many events invited to?

• How many likes?

• How many comments?

• How many shares?

• How many mentions?

Facebook has obtained the data it needs by gamifying social behaviour in its entirety

So, what is gamification, again?

• Opt in programs to achieve intrinsic

goals

• Player and manager goals aligned

• Relevant feedback for players

• Motivate with data not prizes

• Win win

Gamification is the technique being used - it's about a Win Win for both player and manager

7952

12

11

45Community

Champion

Thought Leader

Driving Ability

Movie Buff

Sustainable

Shopper

In return for data we provide great feedback

Rise offers a ready to roll platform for running these data exchange for feedback programs on a trusted 3rd party.

Gamification for Customer Centricity take away

Gamification reaches the data no-one else can reach

Gamification solves the problem of not enough data to know who are our best customers.

Now, how do I trial this?

• Start on Social Media with an

influencers program for a niche

segment.

– Light & unthreatening

– Uses existing public data

– Can solve today’s marketing issues

i.e.:

• link customer identities in the CRM

• get repeat weekly engagement with

our brand

Getting started I recommend focusing on social media as its light, public and easy to use

Using Rise

1. Choose your niche customer segment

2. Create a social media influencer board from a Twitter search / list and rank

based on Klout – ‘Power Board’

3. Share with your client (stealth mode)

4. Share with customers (public mode)

5. Start a conversation around the scoring system.

6. Align client and customer goals for customer centric success!

With Rise you can start with small, simple projects that can flex and grow into the future programs you want them to be

www.rise.global