It’s a transformation towards putting the customer first with the understanding that if their needs are known and satisfied, you will be rewarded by constant and increasing business.
It seems to me that STC is somewhat Segment-Centric…which is good. Would you agree? So the shift to Customer-Centric isn’t that difficult although you will likely need a more robust database or data mart, as well as increased channel capability (more use of SMS or social media) as well as collecting a bit more data about interests and lifestyles where possible. From there companies do tend to move into Channel Integrated but few achieve Individualized one-2-one marketing.
Customer centricity calls for different type of thinking about the value you offer to your customers. While today you may consider yourself as sellers of mobile phone services you may want o consider that in a customer focused world, you are actually selling full connectivity through your mobile device or your smart phone.
There is a research company in the U.S. which has separated companies by their superior performance across ROI, Incremental lift, customer retention and other business factors and has named them “best in class”. This table shows you that best in class companies which practice Customer Centricity have :
If customer centricity is a philosophy and organizing principle, then Multi-channel marketing is a business strategy and tactic that embraces the customers preference for how he wants to be contacted.
MCS begins with understanding the customer’s needs. It also involves some of the analyses that I will show you which will help you with a mix of channels and preferences
Day 1 driving business impact multichannel excerpt
Day 1 - Driving Business Impact through Effective
• Introduction and Strategic Overview
• Customer Contact Strategies
• Solving Key Marketing Challenges
• What is a Marketing Database?
• The Role of Analytics in Driving Business Success
• Creating Winning Campaigns
1. Introduce Concepts in Customer
2. Introduce Concepts in Data
3. Introduce Effective Campaign
Many topics will be covered at a high
Addressing issues more relevant to
Ask Questions as needed
Objectives, Guidelines & Contents
At the end of the session today, participants should be able to do the following:
Understand how to align marketing campaigns to the customer.
Understand how a portfolio approach can translate business goals into a
Define a contact strategy that respects prospects and prioritizes contacts for
the most valuable offers.
Utilize analytics to target customers and match offers to segments
What are we ultimately here to discuss? What is our objective?
Build a customer
centric strategy and
execute through multi-
Leverage the unique
dynamics of the pre-
post paid phone
business for profitable
What is Customer-Centricity?
“Customer-centricity is an over-arching philosophy which involves aligning
organizational resources for effectively responding to the ever-changing
needs of customers, while building mutually profitable relationships.”
- Craig Bailey & Kurt Jensen, Business Consultants
What does Customer Centricity mean to my company?
•To optimize the opportunity and value of each prospect and customer, companies
must be able to:
• Understand and predict current and potential customer needs and behavior
patterns across all channels
• Develop and execute plans to interact with customers and prospects in a manner
• What they need
• When they need it
• How they want it
• Fully leverage both inbound and outbound customer touch points to support and
deliver the optimal customer experience
• Transform data and analysis into business intelligence
• Apply the right staff resources, business process, technology
and data content against the body of work
The Results Tell the Story
Customer-Centric contact strategies produce
• Behavior and Preference-driven communication
• Trigger-based optimization (8X+ lift)
• Multi-channel optimization (5X+ lift)
From Product to Customer Centric
-- Customer Value Landscape --
Breadth of Offering
Educators & affiliates
Stand alone silo’d
data w/in product
Multiple supplies &
& customer data
Segment of one
Current FutureNear term
Customer Centric is the Goal
Source: Booz Allen Hamilton
A New Customer Value Proposition
Traditional = Value
Trucks “We sell and service trucks”
“We sell high-performance
Utilities Electricity “We provide electricity
Chemicals Lubricants “We sell a wide range of
Drugs “We sell pharmaceuticals”
+ Services = Value Proposition
“We can help you reduce
“We can reduce your
“We can help you reduce
total energy costs”
“We can increase your
machine performance and
“We can help you better
manage your patient base”
Why Multichannel Marketing and Customer Centricity
Best-in-Class Performance Advantage
Source: Aberdeen Group
0% 20% 40% 60% 80% 100%
Return on Marketing
Increase in gross
% of respondents showing greater than 15% improvement
Self Assessment—Customer Centricity
Do you have a business strategy that looks to build products, sales, and
customer service around individual customers?
Do you have a process for combining all operational data around individual
Do you have a marketing strategy that builds on customers, not just individual
Do you have strategic segments of customers that can be targeted in your
A systematic approach to deploying many different marketing channels to reach
your customer depending on their preferences.
Strategy—Accept that the customer will define a preference for where they
get information, you need to be there.
Technology—Requires a campaign automation tool to route information to
Offers—Offers have to be translated into each of the channels where they are
Contact Strategy—A map of how each prospect and customer will be
communicated to over time. It must include business objectives and customer
Marketing Maturity Roadmap – Multi-Channel Marketing
Where are you in your marketing evolution?
Times, Right Mix
Right Value Exchange
Building a Multi-channel Strategy
Channel Attribute to Consider Decision Making
Customer preference Market Research—understand
preferred channel for point in sales
Cost per impression Align higher cost impressions with most
valuable customers and most valuable
Inbound/outbound messaging Inbound is most effective but requires
customer to initiate the contact.
Outbound is under your control.
Social channels Should be included in the mix, even if
just experimental for now
Define the conversation Be prepared to present the next piece
of the conversation at all times.
Multi-channel Marketing Drives Improved Results
Mature practitioners of multichannel marketing are improving
tactical results which, in turn, are driving strategic outcomes:
◦ 48% have increased impressions more than 15%.
◦ 43% say they've gained more than 15% in customer satisfaction scores.
◦ 40% are generating more than a 15% improvement in marketing-attributed
◦ 24% report a 15% reduction in average sales cycle length.
◦ 34% report more than a 15% increase in return on marketing investment.
"The Multichannel Maturity Mandate”
Forrester Research – August 2012
Have you defined specific steps that customers go through as
they consider your product, buy your product, and ultimately stay
loyal to your product?
Have you tested different marketing activities with regards to moving
customers from one step to the next?
Where do you stand on the marketing maturity roadmap?
What immediate steps can be taken to move to the next level of maturity?