Download - Simon Rowles - The Deletist Consumer - human element in big data Customer 3 -1 conference May 2015
CUSTOMER RELEVANCE BY DESIGN
Simon Rowles | Managing Director, New Zealand | Vice President, Asia Pacific
Using data to create real relationships with your customers
YOUR CUSTOMERS WANT TO HEAR FROM YOUTHEY WANT RELEVANT MARKETING MESSAGES
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Willing to share personal details to receive relevant
offers
Are generally happy for companies to email them
marketing offers
AIMIA: THE DIGITAL LOYALTY SURVEY, AUGUST 2012. UK, US AND CANADA, SURVEY OF 6000 CONSUMERS
55 % 74 %
MOBILE DEVICES - ‘REMOTE CONTROL OF LIFE’
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64%
Of smartphone users have their phone with them for all but 2 hours of their waking day
079%
– Aimia Digital Loyalty Survey, 2013
Of consumers own a smartphone
UP AND COMING CONSUMERS ARE HEAVILY MOBILE
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Would you like to use a phone as a rewards card?
30% 13%51% 33%
How likely are you to promote products or brands through social media in exchange for rewards?
AIMIA: THE NZ MILLENNIAL LOYALTY SURVEY 2012, SURVEY OF 1250 CONSUMERS
Millennials Non- Millennials Millennials Non- Millennials
THEY’LL SHARE LOCATION (MAYBE) BUT NOT MUCH ELSE
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Location
Access to your contacts
Access to your calendar
Access to your network
Ability to post to social media
Access to browser history
Access to camera
Access to microphone
Other apps
17%
8%
7%
7%
5%
5%
5%
4%
4%
14%
4%
8%
6%
5%
4%
4%
4%
3%
14%
5%
5%
6%
4%
3%
3%
4%
4%
Grocers Airlines Banks
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When companies
communicate WELL
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When companies
communicate badly it has a
strong negative effect
SOURCES OF DISENGAGEMENT - MESSAGES
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38% 39% 36% 30% 34%
25% 23% 24% 33% 21%
27% 27% 30% 21%23%
10% 11% 10% 16% 22%
Not relevant
Too many (or too few)
Through channels I don’t like
At inappropriate times
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BUT - CONSUMERS ARE UNENTHUSIASTIC ABOUT THE DIGITAL COMMUNICATIONS THEY RECEIVE
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Receive marketing emails
Look forward to receiving them
Think they receive too many
AIMIA: THE DIGITAL LOYALTY SURVEY, AUGUST 2012. UK, US AND CANADA, SURVEY OF 6000 CONSUMERS
86 %12 %
46 %
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STARTING TO FEEL A BIT LIKE
The
Deletist
Consumer
THE RISE OF THE DELETIST CONSUMER
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Unfollow brands on Social channels
Close accountsDelete apps
As a direct result of poorly targeted communications
AIMIA: THE DIGITAL LOYALTY SURVEY, AUGUST 2012. UK, US AND CANADA, SURVEY OF 6000 CONSUMERS
71 % 73 %60 %
VALUECHOICE CONVENIENCE
CONSUMERS ARE EMPOWERED WITH UNPRECEDENTED CHOICE, VALUE AND CONVENIENCE….
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Is at our fingertips
…. Is lagging behindHas become ubiquitous
EXPERIENCE
Consumers have more than they
know what to do with
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RATIONAL ENGAGEMENT
EMOTIONALENGAGEMENT
LOW DATACONTROL
HIGH DATA CONTROL
REAL RELATIONSHIPS: A SOURCE OF POWERFUL ADVANTAGE
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WHAT IS A REAL
RELATIONSHIP?
Rational engagement
EmotionalEngagement
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WE ANTICIPATE FOUR FUTURE LANDSCAPES
Low data control
PAY TO
PLAY
REAL
RELATIONSHIPS
OFFER
ANARCHY
THE
HUNT FOR
AFFINITY
High data control
THE ROLE OF LOYALTY IN A DIGITAL WORLD
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LOYALTY DIGITAL
• Long Term• Less noise• Trust • Engagement
• Immediate• Real time• Anywhere• Deal based
THE CONSISTENT SUCCESS FACTOR – THE CUSTOMER FIRST THE OPPORTUNITY: MAKING BUSINESS PERSONAL
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How do we create real relationships with our customers?
• Permission based• Deliberate and personalized• Reciprocal and valued• Consistent across all touch points• A journey of interactions
CHOICE
VALUE
CONVENIENCE
EXPERIENCE
REAL RELATIONSHIPS: DEFINED BY TRANSPARENCY AND CUSTOMER-CENTRIC DATA COLLECTION AND USE
CHANNEL 4 – VIEWER PROMISE
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REAL RELATIONSHIPS: DEFINED BY TRANSPARENCY AND CUSTOMER-CENTRIC DATA COLLECTION AND USE
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REAL RELATIONSHIPS: MITIGATE PAIN POINTS AND ALLEVIATE FRUSTRATIONS
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CLUTTER CUTTING: INCLUDE PERSONALAND RELEVANT OFFERS
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UK supermarkets typically have 25%-35% of all
products on offer at any one time
We select the 10 most relevant offers for every
Sainsbury’s shopper – a great
customer experience
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REAL RELATIONSHIPS: DELIVER PERSONAL PRICING
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“Over time, the shelf price becomes
less and less relevant. There is an infinite opportunity to give the individual what they
want and what they need"
STEVE BURDSAFEWAY CHAIRMAN AND CEO.
ALWAYS ON: UTILIZING SOCIAL MEDIA TOENGAGE YOUNGER MEMBERS
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DATA DRIVEN DECISIONS: CAPTURE AND ANALYZE DATA THAT CAN DRIVE IMPACT
“Amazon Prime may be the most ingenious and effective customer loyalty programme in all of e-commerce, if not retail in general” (Source: Bloomberg Business Week)
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REAL RELATIONSHIPS: HAVE DATA AT THEIR HEART
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What I think Where I am What I’m interested
in What I watch What I buy What I read
What I do Who I talk to
What I aspire to What I’ll do next
my life
PROCEED WITH CARE …
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“Google policy is to get right up to
the creepy line but not cross it.”
Eric SchmidtGoogle Executive Chairman
THE CREEPY LINE
... AS WE UNLOCK THE POSSIBILITIES
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Place data collection in service of
the customer
Build relationships
based on trust and
reciprocity
Ask for permission
and be transparent
Deliver value and
relevance in EVERY
interaction
THANK [email protected]