insights2020 research
TRANSCRIPT
DRIVING GROWTH THROUGH CUSTOMER CENTRICITY
APRIL 2016
Introductions
Steven Berkhout Associate Director
Vermeer
Jack Koch Head of Audience Research
About Vermeer
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Strategy
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Segmentation
Strategy
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Purposeful Positioning
Structure
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Marketing Organization
Capability
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Masters of Marketing in a Digital Age
Valuation
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Brand & Marketing Mix Valuation
Thought Leadership
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Thought Leadership
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Today
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Welcome to the connected society
212 Billion Sensor enabled
devices
2008 2015 2020
7 Billion
25 Billion
50 Billion
Connected devices
! Connected Society
Data People
Process Devices
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Traditional value drivers no longer provide competitive advantage
1900 - 1960
1960 - 1990
1990 - 2010
2010 - PRESENT
Age of manufacturing
Age of Distribution
Age of Information Technology
Age of the Connected Customer
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Everybody talks about Customer Centricity
But ... does it drive business growth?
Insights2020 focus
HOW to achieve
Customer Centricity?
WHAT are the drivers of
Customer Centricity?
Insights2020 Advisory Board
Keith Weed Unilever
Sir Martin Sorrell WPP
Diego Scotti Verizon
Julian Prynn BAT
Jerry Wind Wharton
Harish Bhat TATA
Gayle Fuguitt ARF
Rob Norman GroupM
Tony Fagan Google
Barbara Lamprecht Volkswagen
The Insights2020 Coalition
Founding Partners Publishing Partners
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Largest and most global I&A study ever conducted
60 Markets 337 Vision Interviews 10,495 Survey Respondents
• LinkedIn Behavioral Analysis • Wharton Crowd Sourcing • 8 Global research teams • Cross-industry, Cross-function
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Overperformers vs Underperformers
Opportunities
Insights into action across all
touchpoints
Behavioral Data Personalization Brand
Purpose
Especially true for overperformers
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Challenges
Internal silos & bureaucracy
Legacy of structure & functions
Making sense of data
Recruiting wholebrain
people
Especially true for underperformers
Especially true for overperformers
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Key dimensions of Customer-Centric growth
CUSTOMER CENTRIC
GROWTH
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
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Key dimensions of Customer-Centric growth
1. Purpose-led 2. Data-driven customization 3. Touch point consistency
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
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Driver 1. Purpose-led
Link everything to a clear brand purpose
80% 32%
Driver 2. Data-driven customization
Creating experiences based on data driven insights
73% 31%
Driver 3. Touch point consistency
I&A to drive consistency across all touch points
64% 29%
Key dimensions of Customer-Centric growth
4. Embraced by all 5. Leadership priority 6. Collaboration 7. Experimentation TOTAL
EXPERIENCE CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
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Driver 4. Embraced by all
Customer Centricity is fully embraced by all functions
79% 13%
Driver 5. Leadership priority
Customer Centricity is a top priority for leaders
Incentives are based on customer related KPIs
91% 48%
45% 24%
Driver 6. Collaboration
Work closely with customers
72% 45%
Driver 7. Experimentation
Embracing risk and experimentation
40% 13%
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Key dimensions of Customer-Centric growth
8. Leading role of I&A 9. Unlocking the power of data 10.Critical capabilities
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
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Driver 8. Leading role of I&A
51% 18%
I&A leading the business
Driver 8. Leading role of I&A
I&A reports into the CEO
29% 12%
Driver 9. Unlocking the Power of Data
THE ECONOMIC GRAPH Linking different data sources to distil insights
67% 34%
Driver 10. Critical Capabilities
Storytelling 61%
37%
Business Sense 75%
50%
‘Wholebrain’ thinking 71% 42%
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10 drivers of Customer-Centric growth
8. Leading role of I&A 9. Unlocking the power of data 10. Critical capabilities
4. Embraced by all 5. Leadership priority 6. Collaboration 7. Experimentation
1. Purpose-led 2. Data-driven customization 3. Touch point consistency
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45%
53%
61%
+8%
+2%
+3%
Total Experience
Supporting scorecard
• Purpose-led • Data-driven customization • Touch point consistency
• Leading role of I&A • Unlocking the power of data • Critical Capabilities
• Embraced by all • Leadership priority • Collaboration • Experimentation
Customer Obsession
Insights Engine
Revenue Growth Potential
+2.8%
ILLUSTRATIVE NUMBERS
73%
49%
53%
+2%
+5%
+3%
+9%
-6%
-2%
+3%
-7%
-9%
-6%
-2%
SCORE GAP vs
BENCHMARK AMBITION
SCORE GAP vs
BENCHMARK AMBITION
SCORE GAP vs
BENCHMARK AMBITION
+5%
63% 75% 61% 34%
+5% +3% +4% +6% -2%
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NOW what?
Focus on products and services Focus on Total Experience
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NOW what?
Focus on detail of data Focus on actionability of data
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NOW what?
Manage risk Experiment!
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NOW what?
Deliver to customers Co-create and innovate with customers
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Join us!
Collaborating
Experimenting
movement
Crowd Sourcing
Data collecting
Publishing Sharing
Networking
2016 CMO and I&A Round Tables
Coverage – 2016
Mission: Connect the world’s professionals to make them more productive and successful
#1 Value: Our Members Come First
LinkedIn is Uniquely Positioned To Help Drive Customer-Centric Growth
Growth requires personalized experience at scale
Creating experiences based on data driven insights
73% 31%
Linking different data sources to distil insights
67% 34%
Using insights and data to drive consistency across all touch points
64% 29%
Growth requires personalized experience at scale
ORGANIC / SPONSORED CONTENT
The most effective platform for marketers to engage with professionals
CONTENT MARKETING
SALES NAVIGATOR
SOCIAL SELLING
Empower your sales teams with social intelligence and content to share
Growth requires personalized experience at scale
EY personalizes conversations for customers and clients with specific thought leadership to deepen relationships while maintaining consistent purpose-driven messaging
• Identify the right marketing and sales targets
• Connect in a personal way
• Build relevant relationships in a credible context
• Convert marketing activities into sales
Growth requires personalized experience at scale
Growth requires alignment on brand purpose
Link everything to a clear brand purpose
80% 32%
Customer centricity is a top priority for leaders
91% 48%
Customer centricity is fully embraced by all functions
79% 13%
PUBLISHING PLATFORM THOUGHT LEADERSHIP
Empower your leaders to communicate directly with
key stakeholders, employees, and prospective talent
Growth requires alignment on brand purpose
ELEVATE
Leverage your employees’ collective influence
to share content that is “on brand”
EMPLOYEE ACTIVATION
Growth requires alignment on brand purpose
Communicate purpose continuously, internally and externally
Transforming employee engagement – moving from inspiration, to advocating, to attraction
• Share stories in a credible context
• Amplified by employees
• Connecting the external and internal world of the company
• Driving overall corporate and employer reputation – and building your Talent Brand
Growth requires alignment on brand purpose
Growth requires hiring, developing, and retaining people
Business sense
77% 50%
“Wholebrain” thinking
71% 42%
Storytelling
61% 37%
JOBS APP
Find the right job or have the right job find you
JOBS SEARCH
Growth requires hiring, developing, and retaining people
RECRUITER PLATFORM
Powerful business intelligence to find the right active and
passive candidates
RECRUIT GREAT TALENT
Growth requires hiring, developing, and retaining people
Acquire the skills you need to succeed
LYNDA.COM
TRAIN & DEVELOP TALENT
Growth requires hiring, developing, and retaining people
Dell encourages employees to create strong profiles and networks, building talent brand and driving referrals
Investing in developing and improving skills
• Identify the right talent
• Connect in a personal way
• Recruit talent to join your purposeful team
• Grow the talent you have through training and development
Growth requires hiring, developing, and retaining people
Overperformers leverage the multiplication effect to drive growth
more likely to use all 4 aspects
of LinkedIn
LI Recruiter (Hiring)
LI Sales Navigator (Social Selling)
LI Marketing Solutions (Brand Activation)
LI Elevate (Employee Activation)
400% at least 3 aspects
68% at least 2 aspects
41% at least 1 aspect
18%
Overperformers:
Connecting professionals and brands to drive customer-centric growth through talent, marketing, and sales