if only i had known
DESCRIPTION
THE CUSTOMER IS YOUR MOST IMPORTANT ASSET. HAVING A FANTASTIC PRODUCT OR EXCELLENT PROCESSES WILL NOT RESULT IN MORE REVENUE WHEN THE CUSTOMERS DON’T SEE THE NEED FOR IT. THAT’S WHY YOU NEED TO UNDERSTAND YOUR CUSTOMER AND ALIGN YOUR BUSINESS TOWARDS THEM. COMPANIES THAT SUCCEED IN THIS ARE THE ONES THAT TRULY STAND OUT, BUT EVEN FOR THEM, THIS DIDN’T COME OVERNIGHT. LET’S EXPLAIN THE DIFFERENT STEPS IN BECOMING MORE CUSTOMER CENTRIC.TRANSCRIPT
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IF ONLY I HAD KNOWN … TOO BAD YOU DIDSTEPS IN BECOMING A MORE CUSTOMER CENTRIC COMPANY
Tony Spelkens Customer Intelligence Consultant, SAS institute
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Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
GET MORE INTIMATE WITH YOUR CUSTOMER
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
Basic customer information
Customer Intimacy
Cus
tom
er In
telli
genc
e
Renewal campaigns
More targeted campaigns / newslettersSegmentation
Personal campaigns based on Probabilities
Event Triggers
Predictive Models
Event Based Campaigns
CUSTOMER INTELLIGENCE MATURITY CURVE
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
FINDING THE OPTIMAL BALANCE CUSTOMER CENTRICITY RESEARCH BE + NL
• Qualitative: • 1-to-1 Interviews
• Quantitative: • 72 Web surveys
• Profiles: • Marketing and/or Management
• Company size: • 50+ employees
One of the research questions
• How to become more customer centric?
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
RESULTS STUDY HOW TO BECOME MORE CUSTOMER CENTRIC?
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CUSTOMER CASE 1:CULTURE ZAPPOS
“WE LET OUR CUSTOMERS DO THE MARKETING FOR US” (TONY HSEIH, CEO ZAPPOS)
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FOCUS ON CULTURE?SURE, BUT …
• What if:• a typical day consists of
6,000 phone calls 400 live chats 1.1M social interactions.
you’ll need to know those persons!
Even Culture is fueled by Customer Intelligence
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
Basic customer information
Customer Intimacy
Cus
tom
er In
telli
genc
e
Renewal campaigns
More targeted campaigns / newslettersSegmentation
Personal campaigns based on Probabilities
Event Triggers
Predictive Models
Event Based Campaigns
CUSTOMER INTELLIGENCE MATURITY CURVE
Channels & Offers optimizationOptimization
Copyr igh t © 2012, SAS Ins t i tu te Inc . A l l r igh ts reserved.
CUSTOMER CASE 2:CUST. INTELLIGENCE PERSONALIZED COUPONS: TESCO
Business Issue Increase redemption of coupons and customer loyalty to
Tesco
Results Targeted communication (statement design, text/content
and coupons) Vouchers value is high (sent every 3 months) so
customers feel rewarded Only 6 targeted coupons – 3 on products which the
customer bought in the past and 3 on products he is likely to buy in the future but never bought before.
Benefits Customer feels rewarded and appreciate relevance of
mailing
Redemption increased by a factor of 5 compared to market standard and customers are a lot more loyal making Tesco number 1 retailer in the UK
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CASES CUSTOMER INTELLIGENCE PERSONALIZED COUPONS: BELGIUM
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TAKE AWAYS
• Customer Intelligence: • From Data to Personal• It’s a competitive advantage
• Customer Centricity is • NOT Cultural exclusive• But based on Intelligence