Download - CMR inspiration talk
CMR Themes – The road to customer centricity
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Customer Centricity
The customer is king and if he feels that he is treated as such, he will be generous.
Marketeers experience a big gap between the desired
customer centric situation and the actual situation.
Data Connection
Accurate customer data are
crucial for competitive business intelligence.
Customers are willing to invest in sharing their personal data
if they feel trust and encounter the right data dividend.
Mobile
Mobile is the only growing medium and has become the
most personal device. We think that personalised
communication efforts should focus on the mobile customer
experience.
Topic Sub
Data connection • Better data insights will drive your business • Collaborate with your customers on their data • Watch out for data partners: your customer data
should remain yours
Mobile • Mobile share of contact is dominant and still increasing
Customer Centricity • Understanding your customer and delivering superior service pays!
• Customer centricity is key but hard to implement
Assistance from CMR Agency
Next steps
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CMR and setting the agenda
Big Data and better insights
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Companies in the top third of their industry in the use of
data-driven decision making
were, on average, 5% more productive and 6% more profitable than their
competitors
MIT Center for Digital Business
63% of firms now report
having Big Data in production in 2015, up from
just 5% in 2012. 63% of
firms reported that they expect to invest greater than
$10 million in Big Data by 2017, up from 24% in 2012
NewVantage Partners US Big Data Executive Survey 2016
54% of firms say they
have appointed a Chief Data Officer, up from 12% in
2012. 70% of firms report
that Big Data is of critical importance to their firms, up
from 21% in 2012
NewVantage Partners US Big Data Executive Survey 2016
Data from your customers unlock key business benefits
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77% Ability to deliver better customer/personalised experiences
Q. Wat are the key benefits your company realises from the use of personal data?
53% Enhanced customer loyalty
52% Ability to uncover opportunities in new markets
52% Advertising that is more targeted to individuals’ interests
50% Better/more innovative products
47% Ability to offer commercially viable discounts and sale schemes
41% Increased profitable revenue
Source: Accenture personal data survey 2014
Consumers avoid push marketing and unwanted data use
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DuckDuckGo, the search engine that doesn’t track its
users, grew more than 70% in 2015
Data Comscore
The list of providers of fake or instant email-addresses and
the use of it is growing quickly – Maildrop.cc, Dispostable, 10
Minute Mail, GuerrillaMail, SpamBog, etc
Use of adblocker growth, desk
top 16% and mobile 94%! (y/y), 420 million users
Mary Meeker, State of the internet 2016
Customer Managed Relations Stop collecting, start connecting
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From CRM to CMR
• CMR logical evolvement of Customer Relationship Management (CRM)
• Customers own their information: profile, transaction history, inferred information (marital history and behavior)
Customers in control
• Customers to have access to their data and information across all departments of the company
Relation of mutual trust
• Connection conditions (culture and systems) designed on customer's needs
• In balance with the company’s needs
• Company communicates when relevant to the customer
European law - GDPR
Putting individuals back in control of their own data
This includes moves for
explicit consent required for the use of data, the so-called
‘right to be forgotten’ and powers to take legal action against organisations that
don’t respect these rights by complaining to the
supervisory authority rather than going through the court
system.
Portability of data
This is essentially about allowing users to extract in
a structured format personal data from service providers and to move that personal data to another provider. This idea stems from what happens in the
mobile telecoms sector and it’s about giving more say
to individuals to decide what happens to their data in practice and being able
to effectively make a choice in the market.
Breach notification
This approach of breach notification is consistent with what is known as ‘protection of privacy by design’ which means it is about marketers
investing in good data protection practice and methods as early and as
upstream as possible in the provision of goods and
services.
European law - GDPR
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Two years
Whilst the authorities will
enforce the new rules from 25 May 2018 onwards with fines, individuals can already now rely on the new rules in civil procedures. Thus there is an
urgent need to act.
Fines
Who fails to comply to these rules by that time not only risk
a heavy fine (administrative fines up to € 20.000.000, or in
the case of a business undertaking, up to 4 % of the
total worldwide annual turnover of the preceding
financial year, whichever is higher) but also negative
publicity, loss of credibility and trust.
Effective as of May25,
2016
Very successful – logical partners in your contacts with customers and potential customers
7 November
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Create a well considered data and mobile strategy,
but….
Seek data neutral partners Partners that do not see your customers data as their gold
Understanding your customer and delivering superior service pays!
7 November 2016
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70% of buying experiences are based on how the customer feels they are being treated.
McKinsey, 2010
86% of customers are willing to pay more for a
better service.
Forbes, 2011
59% of customers are willing to
try a new brand to get a better
customer service American Express Survey, 2011
Customer engagement
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Customers who are fully engaged represent an
average 23% premium in
terms of share of wallet, profitability, revenue and
relationship growth compared with the average
customer.
In the consumer electronics industry, fully engaged shoppers make
44% more visits per year to
their preferred retailer than do actively disengaged shoppers. And when they do visit their preferred electronics retailer, these fully engaged shoppers
purchase more items than they originally intended to.
In the retail banking industry, customers who are fully
engaged bring 37% more
annual revenue to their primary bank than do
customers who are actively disengaged.
Gallup State of the American Consumer 2014
7 November 2016
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Only 14% of marketers say customer
centricity is ranked high within their
organisation; only 11% percent say
that their customers would say customer centricity is ranked high within their
organisation
The CMO Council, Mastering Adaptive Customer Engagement (2014)
73% of marketers view customer
centricity as critical to the success of their business and role at the company
The CMO Council, Mastering Adaptive Customer Engagement (2014)
A customer centric culture
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Your culture is your brand
The way to customer
centricity
Culture and good service
.
Road to increased customer engagement – CMR
Not in the game To be in the game To differentiate To transform
Focus on securing and analysing data
Focus on efficiency and cost savings
Focus on effectiveness
Focus on engagement
Focus on nr of calls closed
Focus on nr of deals closed
Focus on volume, eg leads
Focus on first call resolution
Focus on sales effectiveness
Focus on lead quality
Focus on net promotor score
Focus on social and advocacy selling
Personal 1-to-1 marketing
Anywhere, anytime availibility - omnichannel
True collaboration and connecting relation
Engagement -loyalty through data dividend
Realtime intelligence and 2-way communication
The CMR Agency
Quick CMR start
CMR inspiration talk
CMR workshop
GDPR compliance
scan
CMR inventarisation
analysis
CMR
opportunity scan
CMR strategy and plan
CMR strategy
Organisational plan
CMR data plan
CMR technology plan
CMR services
Project management
Operational services
Training & Education
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Services
Quick CMR start
To inspire your management with the thoughts behind the CMR vision and underlying developments and trends.
GDPR compliance
scan
CMR opportunity
scan
CMR inventarisa-tion analysis
CMR workshop
CMR inspiration
talk
One or more interactive sessions with (parts of) your management team(s) to discuss the impact of the CMR vision for your business.
Scan to which extent your organisation is GDPR compliant and which following steps are to be defined, also from a non legal perspective.
Organisational inventarisation which steps can be taken in line with the CMR vision and possibly the outcome of the CMR scan.
Given the action to be taken pursuant to the GDPR, which opportunities arise with this action and which low-hanging fruit can be harvested.
CMR strategy & plan
CMR strategy to implement in (parts of) your organisation and to create a solid business case for (any part of) your CMR strategy.
CMR data plan
CMR technology
plan
Organi-sational
plan
CMR strategy
Organisational plan, with how, what, who and when actions have to be taken in order to execute the strategy.
CMR data plan, with how, what, who and when actions have to be taken in order to execute (parts) the strategy, specific to data.
CMR technology plan, with how, what, who and when actions have to be taken in order to execute (parts) of the strategy, specific to technology.
CMR services
Assistance with the execution of (one of) the plans in order to push forward the desired progress and/or where internal resources are
limited.
CMR services
Project & Change
management
Services that a company wishes to outsource or to be included as a full service, like data intelligence, digital services, design, communication,
software, training or organisational change.
Training & education
Training & education for the staff affected by a CMR based strategy or plan