What	  Are	  Your	  Customers	  Really	  Worth?	                                                     Brian	  Fetherstonhau...
Which	  Customer	  Is	  More	  Valuable?	     Linda:	  $33.18	                                     Jennifer:	  $25.63	    ...
Which	  Customer	  Is	  More	  Valuable?	                               Linda:                                  	         ...
Which	  Customer	  Is	  More	  Valuable?	                               Linda:                                  	         ...
Which	  Customer	  Is	  More	  Valuable?	                               Linda:	  $	  68.83	                               ...
Q: 	  How	  do	  I	  Find	  and	  	         Drive	  the	  Full	  Value?	                   ©	  2012	  IBM	  Corpora.on	  	  
#1:	  	            Think	  Total	            Customer	  Contribu.on	                               COLLABORATION	         ...
Total	  Customer	  Contribu.on	                                             	  Transac.on	  Value	           $’s	  for	  s...
Which	  Customer	  Is	  More	  Valuable?	                                        Linda:	  $68.83	                         ...
Which	  Customer	  Is	  More	  Valuable?	                                        Linda:	  $68.83	                         ...
#1:	  	            Think	  Total	            Customer	  Contribu.on	                               COLLABORATION	         ...
#2:	  	           Map	  the	  Customer	  Journey	  	           to	  Find	  the	  Value	  	                THE	  CUSTOMER	 ...
Nestle	  Infant	   Nutri8on	     “I	  want	  to	  do	    what’s	  best	  for	  	        my	  baby”	  
Choose	  your	  ‘Persona’	  Segments                                                                      	               ...
Mapping	  Out	  Mom’s	  Journey	  
Leverage	  the	  Ecosystem	  of	  Touchpoints                                                	                            ...
Nestlé	  Bebe:	  iPhone	  App	  
Nestle:	  	  The	  Next	  Chapter                                                         	    Direct	  to	   Consumer	  e...
Works	  for	  B2B	  also	  .	  .	  .	                                                                                     ...
#3:	  	         Unlock	  customer	  value	               CUSTOMER	  EXPERIENCE	               BEHAVIORAL	  ECONOMICS	     ...
Some	  journeys	  change	  mankind	  forever	  
BEHAVIORAL	  ECONOMICS	  
Behavioral	  Economics                      	                               THE	  $300	  	                               M...
REWARDS	  
Real.me	  Rewards	  –	                                          Travel	  Marketer	  	  	  	              USER	  ACTIVITY	 ...
#4:	  	  Learn	  to	  read	     digital	  body	  language	  
LOCATION	  digital	  body	  language	        SEARCHES	                                  SITES	                            ...
purchase	  intent	  
Search	  Is	  Done	  Early,	  and	  Used	  Strategically	   What	  is	  the	  volume	  of	           searches?	           ...
Consumer	  Intent	  Modeling	  Selected	  findings:	  ■  The	  #1	  topic	  area	  is	  Pregnancy	  (38%)	  ■  “Breast	  fe...
Possible	  Features	  &	                                            Content	                                             ...
Using	  the	  Language	  of	  our	  Audience	  
IBM	  Uses	  Video	  to	  Convert	  Search	                                                                   	           ...
Results	  :	  *	  Dominate	  search	  *	  High	  click-­‐through	  *	  Engagement	  >	  Banners	   	  Low	  E:R	  	   “A...
#5:	  	            Act	  with	  	            disciplined	  agility	  
Yaaay!	  Wheee!	               Wow!	  
CREATING	  THE	  STAIRWAY	  TO	  HEAVEN	                                                                                  ...
Start	  Now…	  1.  Calculate	  Total	  Customer	  Value	  for	  one	  segment	  2.  Map	  out	  the	  Customer	  Journey	 ...
WHEREWILL	  YOU	  LEAD	  US?	  
brian.fetherstonhaugh@ogilvy.com	         Sellorelse.ogilvy.com	  
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
What are your customers really worth?
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What are your customers really worth?

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At the recent IBM Smarter Commerce Conference, Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, talked about how smart marketers are not only appreciating the full value of customers, but also learning how to drive it. Brian shared experiences on how the emerging fields of Social CRM and Social Commerce can help companies unlock the full value of customers.

Most marketers vastly underestimate the full value that customers bring to their business, and as a result under-invest in their customer relationships. In the digitally empowered world, your customers can be worth far more than it appears on the surface.
Look beyond an individual transaction to deliver an experience that maximizes the entire Lifetime Value of a customer relationship. As customers evangelize your brand, their influence creates an advocacy effect that magnifies the value they create for your business. And as the relationship deepens, you can engage them as co-creators of new products and services to create a mutual value exchange through the collaboration effect.

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What are your customers really worth?

  1. 1. What  Are  Your  Customers  Really  Worth?   Brian  Fetherstonhaugh   Chairman  &  CEO   OgilvyOne  Worldwide   ©  2012  IBM  Corpora.on    
  2. 2. Which  Customer  Is  More  Valuable?   Linda:  $33.18   Jennifer:  $25.63   ©  2012  IBM  Corpora.on    
  3. 3. Which  Customer  Is  More  Valuable?   Linda:   Jennifer:  “Brand  switcher”  Low  social  media   influence   Unwilling  to   collaborate     ©  2012  IBM  Corpora.on    
  4. 4. Which  Customer  Is  More  Valuable?   Linda:   Jennifer:  “Brand  switcher”   Repeat  purchaser  Low  social  media   “Mommy  blogger”   influence   with  1,500   followers     Unwilling  to   Willing  to  co-­‐ collaborate     create  with  Brands   ©  2012  IBM  Corpora.on    
  5. 5. Which  Customer  Is  More  Valuable?   Linda:  $  68.83   Jennifer:  $2,036.67  “Brand  switcher”   Repeat  purchaser  Low  social  media   “Mommy  blogger”   influence   with  1,500   followers     Unwilling  to   Willing  to  co-­‐ collaborate     create  with  Brands   ©  2012  IBM  Corpora.on    
  6. 6. Q:  How  do  I  Find  and     Drive  the  Full  Value?   ©  2012  IBM  Corpora.on    
  7. 7. #1:     Think  Total   Customer  Contribu.on   COLLABORATION   ADVOCACY   LIFETIME   TRANSACTION  
  8. 8. Total  Customer  Contribu.on    Transac.on  Value   $’s  for  specific  purchase   Life.me  Value   Transac.on  x  Frequency  x  Tenure   Advocacy   Influence  on  purchases  of  others     Collabora.on   Willing  to  work  with  Marketer   ©  2012  IBM  Corpora.on    
  9. 9. Which  Customer  Is  More  Valuable?   Linda:  $68.83   Jennifer:  $2,036.67   LT  Transac.ons   2  for  total  $68.83   Advocacy  :    $0  Collabora.on  :  $  0     ©  2012  IBM  Corpora.on    
  10. 10. Which  Customer  Is  More  Valuable?   Linda:  $68.83   Jennifer:  $2,036.67   Life.me   LT  Transac.ons   purchases  :8  for   2  for  total  $68.83   total    $  203.34   Advocacy  :  33   Influenced   Advocacy  :    $0   purchases  totaling   $  833.33     Product/research  Collabora.on  :  $  0     insights  worth   over  $1,000   ©  2012  IBM  Corpora.on    
  11. 11. #1:     Think  Total   Customer  Contribu.on   COLLABORATION   ADVOCACY   LIFETIME   TRANSACTION  
  12. 12. #2:     Map  the  Customer  Journey     to  Find  the  Value     THE  CUSTOMER  JOURNEY  
  13. 13. Nestle  Infant   Nutri8on   “I  want  to  do   what’s  best  for     my  baby”  
  14. 14. Choose  your  ‘Persona’  Segments   “Trying  to  find  the   “I  want  my  baby  to  be   “I  want  my  likle  baby   harmony  between  my   OK  and  I  hope  I’ll  be   boy  to  be  happy  &   “My  baby  is  my  life”   professional  and   prepared  for  the  birth”   healthy”   personal  life”  Petra  Müller   Delphine  Leclerc   Gabi  Unger   Petra  Müller  29  years  old   30  years  old   32  years  old   32  years  old  (4  months  pregnant)   (baby  4  months)   (baby  8  months)   (baby  17  months)  Married   Married  –  Lyon,  France   In  a  long-­‐term  rela.onship   Married  Munich,  Germany   Employed,  back  to  work   Berlin,  Germany   Strasbourg,  France  HR  manager   Double  income   Former  teacher   Works  in  PR  at  Parliament  Not  member  SHSH   Member  SHSH   Not  member  SHSH   Member  SHSH  &Blediclub  
  15. 15. Mapping  Out  Mom’s  Journey  
  16. 16. Leverage  the  Ecosystem  of  Touchpoints   Social  Search&Blogs   Social  Media   Websites   Store   Friends     &Family   E-­‐Commerce  
  17. 17. Nestlé  Bebe:  iPhone  App  
  18. 18. Nestle:    The  Next  Chapter   Direct  to   Consumer  eCommerce  
  19. 19. Works  for  B2B  also  .  .  .   Search  &  Social   Media   Trigger:   New  branch  office   Professional  Discourse   New  big  ini.a.ve   Experts   Peers   Digital  Lead   Genera8on   .  Vendor  failure   Specialists   Internet  Research   B2B  Journey   Advocate  &  Influence   Peers   Social  Media   Digital  Experts   &  Peers  Social  Media   Implementa8on  &   Training   Purchase   Vendor  Demos   Lead  Nurturing  
  20. 20. #3:     Unlock  customer  value   CUSTOMER  EXPERIENCE   BEHAVIORAL  ECONOMICS   REWARDS  
  21. 21. Some  journeys  change  mankind  forever  
  22. 22. BEHAVIORAL  ECONOMICS  
  23. 23. Behavioral  Economics   THE  $300     MILLION     BUTTON  
  24. 24. REWARDS  
  25. 25. Real.me  Rewards  –   Travel  Marketer         USER  ACTIVITY   MARKETER  BENEFIT   REWARD   LOGIN  VIA  FACEBOOK   PERSONAL  DATA   +20   E-­‐MAIL  PERMISSION     COST  +  SPEED   +130  SHARING  SHORTLISTS  VIA  SOCIAL   EARNED  MEDIA   +50   CONTRIBUTE  REVIEW   USER  GENERATED  CONTENT   +50   BOOKING   CONVERSIONS   +100   SIGNING  UP  FOR  LOYALTY  PLAN     ACQUISITION   +100  
  26. 26. #4:    Learn  to  read   digital  body  language  
  27. 27. LOCATION  digital  body  language   SEARCHES   SITES   CONVERSATIONS  
  28. 28. purchase  intent  
  29. 29. Search  Is  Done  Early,  and  Used  Strategically   What  is  the  volume  of   searches?   What  exact  vocabulary  do   consumers  use?   What  topics  are   being  searched?   What  share  of  searches  do   you  and  compe.tors  own?  
  30. 30. Consumer  Intent  Modeling  Selected  findings:  ■  The  #1  topic  area  is  Pregnancy  (38%)  ■  “Breast  feeding”  is  two  words,     not  one  ■  Consumers  use  the  keyword     “Baby”  instead  of  “Infant”  
  31. 31. Possible  Features  &   Content    Food  diary  (tracker)    Growth  curves    Milk  comparison    First  .me  Mum  Guide    Integrated  Feeding  Plan    Brand  campaign    Healthy  start  ac.vi.es  Her  Search  Terms    Baby  rou.ne  handbook   Baby  finger  food    Recipe  content   Finger  food    Baby  reader  /  translator   Healthy  family  ea.ng    eLoyalty   Healthy  diet  for  toddler    Mums  panel   Toddler  picky  eater  
  32. 32. Using  the  Language  of  our  Audience  
  33. 33. IBM  Uses  Video  to  Convert  Search     into  Demand  Search  Insights   Content  as  Digital  Bait   Custom  Landing    Experience  
  34. 34. Results  :  *  Dominate  search  *  High  click-­‐through  *  Engagement  >  Banners     Low  E:R     “Always  On”  
  35. 35. #5:     Act  with     disciplined  agility  
  36. 36. Yaaay!  Wheee!   Wow!  
  37. 37. CREATING  THE  STAIRWAY  TO  HEAVEN   ADD  TEST  #4     OPTIMIZE  #1,  2,  3   ADD  TEST  #3     • Ambi.on   OPTIMIZE  #1,  2   • Customer  Journey   • Plazorm  Choices   ADD  TEST  #2     OPTIMIZE  #1  START  HERE   PILOT  TEST  #1   TIME   PHASE  1   PHASE  2   PHASE  3   PHASE  4  
  38. 38. Start  Now…  1.  Calculate  Total  Customer  Value  for  one  segment  2.  Map  out  the  Customer  Journey  3.  Audit  how  well  you  deploy    the  Three  Drivers  4.  Post  a  3-­‐minute  video  on  YouTube  5.  Create  your  2012-­‐2013  Stairway  to  Heaven  
  39. 39. WHEREWILL  YOU  LEAD  US?  
  40. 40. brian.fetherstonhaugh@ogilvy.com   Sellorelse.ogilvy.com  
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