p. 1

ACTITO The agile Relationship Marketing suite

“We help marketersto capture business opportunities on the customer journey,

with the right mix of marketing automation technology and services”

p. 2

Customer Centricity Survey ?

p. 3p. 3

• So you think you are customer centric ?

• Company = customer-centric

• New consumers, new marketing

still ?

• Gap Vision / Reality / Perception

The survey

More than 100 companies surveyed, June-July 2015

p. 5

100 companiesX

55 questions

Represented sectors

p. 6

Who’s looking for customer centricity ?

p. 7

MarketingMiddle management

30 – 39y

The whole company concerned

p. 8

The vision

Customer Centricity … A strategic priority

p. 10

The main reason ? Customer Centricity as a business model ?

p. 11

A long run

p. 12

First Distorsions : how quick ?

p. 13

Customer-centricMarketing

TODAY’s state ?

Perception - Were are you in terms of Customer-centric marketing …

p. 15

Reality check - The state of TECHNOLOGY ?

p. 16

58% 56%

39%

CUSTOMER DATABASE CAMPAIGN MGT MARKETING AUTOMATION

BOTH

Reality check - The state of DATA ?

p. 17

Reality check - The state of CONTENT marketing ?

p. 18

Reality check - The state of CUSTOMER JOURNEY marketing

p. 19

45%

74% 33%

HAVE CAMPAIGNS TRIGGEREDON INDIVIDUAL JOURNEY

Return on customer centricity

p. 20

YES 53%

NO

Perception vs reality : a gap …and still a long way to go …

p. 21

PERCEPTION

VS

REALITY

50% WAY

TECHNO

39%

DATA

26%

CONTENT

14%

TODAY’s obstacles

Are you ready for customer-centric marketing ?

p. 23

Lack of alignement on the how : Hierarchy + specialty + generation

p. 24

Top Managementvs

Operationals

Marketingvs IT

Older (50 – 65)vs

Younger (20-35)

Lack of alignment : Generations psychology

p. 25

Older (> 50)

80%Pace of change has accelerated

vs past

40% not confident or neutral

Younger (<30)

9% not confident or neutral

Lack of alignment : Different expectations

p. 26p. 26

Top Managementvs

Operationals

• Focus on culture & brand• Customer Centricity in 3,5 years

• Focus on incremental sales & ROI• Customer Centricity in 2,5 years

• Has to live with technology & data• Struggling with silos & organisation

• Buy a technology, want quick wins• Judge an never-known world

€Culture

Lack of Alignment : Different barriers

p. 27p. 27

1. Skills & organisation 3. time

2. Budget

UnderstandingFrom top

Partners

Tomorrow ?

Moving towards an agile company …

p. 29

CLOUD46% vs 19%

PROGRESSIVE72%

OUTSOURCING1/3

Move to the cloud, even more for companies with experience

p. 30

Customer centricity & marketing automation as a progressive project

p. 31

New value chain – new partners – new skills

p. 32

1/3 outsourced

Expected skills

New partners in the chain – Top 3 partners for customer centricity

p. 34

34%50% 39%

Conclusion

Which marketer / company are you ?

p. 36

Take aways

p. 37

• Customer Centricity is a 3-year vision

• It is seen as a business model• Maturity gap between perception &

reality• Technology is necessary but not a

feature to plug & play• Company requires a digital DNA

transfo• Marketers have the lead, CEO must

facilitate the organisation & the how

• New marketing value chain is rising• Rightsourcing 2/3 in – 1/3 out• Focus on agility & progressivity

p. 38

Thank you

Have a good learning day !