1	
  
Interna'onal	
  Customer	
  Experience	
  
World	
  	
  
12th	
  –	
  13th	
  March,	
  Maslow	
  Hotel	
  ,	
  Sandton	
 ...
Lord	
  MacLaurin,	
  former	
  Tescos	
  
chairman,	
  	
  famously	
  told	
  
Dunnhumby	
  
	
  
“What	
  scares	
  me	...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
“This	
  isn’t	
  just	
  about	
  increasing...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
“Leverage	
  data	
  to	
  grow	
  
wallet	
 ...
Customer	
  Centricity	
  
The	
  ul?mate	
  prize	
  from	
  loyalty	
  
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
Al...
Iceberg	
  effect	
  
Proprietary and Confidential.
All rights reserved.
The	
  Iceberg	
  	
  
Effect	
  
Proprietary	
  an...
Iceberg	
  effect	
  
Loyalty	
  Programmes:	
  
Pick	
  n	
  Pay	
  smart	
  shopper	
  
BA	
  Execu?ve	
  Club	
  
Edcon	...
Iceberg	
  effect	
  
Proprietary and Confidential.
All rights reserved.
Real	
  Customer	
  	
  
Value	
  	
  
	
  
&	
  
...
Iceberg	
  effect	
  
Proprietary and Confidential.
All rights reserved.
covert	
  
The	
  Iceberg	
  	
  
Effect	
  
overt	...
“Loyalty	
  programs	
  are	
  no	
  longer	
  solely	
  focused	
  
on	
  points.	
  	
  Loyalty	
  is	
  a	
  des7na7on	...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Tradi?onal	
  Loyalty	
  Model	
  
Loyalty	
 ...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Customer	
  
Data	
  
Customer	
  
Insights	
...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
“How	
  Target	
  Figured	
  Out	
  A	
  Teen...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Target’s	
  press	
  statement:	
  	
  
“Like...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Customer	
  
Data	
  
Customer	
  
Insights	
...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Customer	
  
Data	
  
Customer	
  
Insights	
...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Do	
  you	
  want	
  sales	
  data	
  
on	
  ...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Customer	
  
Data	
  
Customer	
  
Insights	
...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Customer	
  
Data	
  
Customer	
  
Insights	
...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Customer	
  
Data	
  
Customer	
  
Insights	
...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Data	
   Insights	
  
Value	
  
Segmenta?on	
  
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Global	
  Retail:	
  	
  20%	
  of	
  revenue...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Gaming:	
  	
  58%	
  of	
  revenues	
  come	...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Love	
  your	
  most	
  
profitable	
  custome...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Inoculate	
  your	
  customers	
  
against	
 ...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Retail:	
  even	
  your	
  best	
  customers	...
No	
  	
  
of	
  
Customers	
  
YOY	
  
	
  change	
  	
  
%	
  
	
  of	
  
customers	
  
%	
  	
  
of	
  	
  
revenue	
  ...
Ranking	
  Order	
   RFV	
   NPS	
   Segment	
  
1	
   +	
   +	
   Advocates	
  
2	
   -­‐	
   +	
   Ambassadors	
  
3	
  ...
People	
  who	
  engage	
  with	
  brands	
  via	
  social	
  media	
  demonstrate	
  a	
  deeper	
  
emo?onal	
  commitme...
Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
Source:	
  Social	
  Media	
  Consumer	
  Sur...
Taking	
  Customer	
  Experience	
  to	
  the	
  
next	
  level	
  
	
  
….using	
  customer	
  insights	
  
“…	
  by	
  using	
  Clubcard,	
  we	
  can	
  look	
  at	
  
what	
  customers	
  buy	
  from	
  us,	
  what	
  
things	
...
“We’ll	
  use	
  Clubcard	
  data	
  to	
  tell	
  us	
  what	
  
might	
  be	
  relevant	
  for	
  our	
  customers	
  an...
39	
  Proprietary	
  and	
  Confiden?al.	
  	
  	
  
All	
  rights	
  reserved.	
  
What	
  differen?ates	
  gilt.com	
  	
  
from	
  the	
  rest	
  is	
  the	
  	
  
experience	
  
	
  
	
  
40	
  
“Most	
  online	
  shopping	
  mirrors	
  brick	
  &	
  mortar	
  
stores.	
  
	
  
They	
  are	
  not	
  taking	
  advant...
How	
  GILT	
  uses	
  VoC	
  
	
  
…..everyday	
  
….in	
  everything	
  they	
  do	
  
42	
  
1.  Personaliza?on	
  
2.  Merchandising	
  
3.  Segmenta?on	
  
4.  Policies	
  
5.  Loyalty	
  
6.  Social	
  Engagement...
Thank you
email amanda@truth.co.za
cell 082 797 7441
website www.truth.co.za
@tweetstruth
	
  
44	
  
ICEW 2013  Amanda Cromhout - Big Data: the key to making customer-centric changes
ICEW 2013  Amanda Cromhout - Big Data: the key to making customer-centric changes
Upcoming SlideShare
Loading in...5
×

ICEW 2013 Amanda Cromhout - Big Data: the key to making customer-centric changes

260

Published on

Regardless of the type of organisation, you need to mine your data to provide a truly customer-centric offering. Your data should be at the heart of your product strategy. Amanda encourages organisations to explore under the tip of the iceberg, diving deep into the data you hold on them to maximise your sales and profits.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
260
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

ICEW 2013 Amanda Cromhout - Big Data: the key to making customer-centric changes

  1. 1. 1  
  2. 2. Interna'onal  Customer  Experience   World     12th  –  13th  March,  Maslow  Hotel  ,  Sandton   Amanda  Cromhout   Proprietary  and  Confiden?al.       All  rights  reserved.   Big  Data:    The  key  to  making  customer-­‐centric   changes  
  3. 3. Lord  MacLaurin,  former  Tescos   chairman,    famously  told   Dunnhumby     “What  scares  me  about  this  is  that   you  know  more  about  my  customers   a6er  3  months  than  I  know  a6er  30   years!”     Proprietary and Confidential. All rights reserved.
  4. 4. Proprietary  and  Confiden?al.       All  rights  reserved.   “This  isn’t  just  about  increasing  response   rates…its  about  rallying  the  en7re   organisa7on  to  be  customer  centric.”  
  5. 5. Proprietary  and  Confiden?al.       All  rights  reserved.   “Leverage  data  to  grow   wallet  share  and  purchase   frequency,  shiJ  behaviour   to  higher-­‐margin  products”   “Daily deals can create loyal customers within the correct framework of rewards.” “A great loyalty strategy is also a great company strategy. A best-in-class loyalty program requires deep customer insights and technology” “Leveraging key data insights strengthens multi- dimensional customer relationships” Proprietary  and  Confiden?al.       All  rights  reserved.  
  6. 6. Customer  Centricity   The  ul?mate  prize  from  loyalty   Proprietary  and  Confiden?al.       All  rights  reserved.  
  7. 7. Iceberg  effect   Proprietary and Confidential. All rights reserved. The  Iceberg     Effect   Proprietary  and  Confiden?al.       All  rights  reserved.  
  8. 8. Iceberg  effect   Loyalty  Programmes:   Pick  n  Pay  smart  shopper   BA  Execu?ve  Club   Edcon  Thank  U     Woolworths  W    Rewards   Proprietary and Confidential. All rights reserved. The  Iceberg     Effect   Proprietary  and  Confiden?al.       All  rights  reserved.  
  9. 9. Iceberg  effect   Proprietary and Confidential. All rights reserved. Real  Customer     Value       &       Long  Term   Customer  Loyalty   The  Iceberg     Effect   Loyalty  Programmes:   Pick  n  Pay  smart  shopper   BA  Execu?ve  Club   Edcon  Thank  U     Woolworths  W    Rewards   Proprietary  and  Confiden?al.       All  rights  reserved.  
  10. 10. Iceberg  effect   Proprietary and Confidential. All rights reserved. covert   The  Iceberg     Effect   overt   Proprietary  and  Confiden?al.       All  rights  reserved.  
  11. 11. “Loyalty  programs  are  no  longer  solely  focused   on  points.    Loyalty  is  a  des7na7on  created   through  data-­‐centric  marke7ng   communicaBons  that  lead  to  sustainable  and   measureable  change  in  customer  behaviour.”     Colloquy:  USA  Today  25  March  2011   Proprietary  and  Confiden?al.       All  rights  reserved.  
  12. 12. Proprietary  and  Confiden?al.       All  rights  reserved.   Tradi?onal  Loyalty  Model   Loyalty   Programme   Customer   Loyalty  &   increased   sales   Reason  to   swipe  my   loyalty  card   more   Drives Incentivises + 4-6 %
  13. 13. Proprietary  and  Confiden?al.       All  rights  reserved.   Customer   Data   Customer   Insights   Beer  Direct   &  Loyalty   Marke?ng   Produces…. Drives…. Delivers…. Loyalty   Programme   Results in…. Customer   Loyalty  &   increased   sales   + 6 % Tradi?onal  CRM  Model  
  14. 14. Proprietary  and  Confiden?al.       All  rights  reserved.   “How  Target  Figured  Out  A  Teen  Girl  Was   Pregnant  Before  Her  Father  Did’  
  15. 15. Proprietary  and  Confiden?al.       All  rights  reserved.   Target’s  press  statement:     “Like  many  companies,  we  use  research   tools  that  help  us  understand  customer   shopping  trends  &  preferences  so  that   we  can  give  our  guests  offers  and   promo?ons  that  relevant  to  them… Customers  are  always  welcome  to  opt  out   of  our  marke?ng  programmes”                                          Fox  News  Feb  24,  2012  
  16. 16. Proprietary  and  Confiden?al.       All  rights  reserved.   Customer   Data   Customer   Insights   Beer  Direct   &  Loyalty   Marke?ng   Produces…. Drives…. Delivers…. Loyalty   Programme   Results in…. Product   Strategy   Pricing   Strategy   Distribu?on   Strategy   Customer   Loyalty  &   increased   sales   Customer   Service   Full  Customer  Strategy  Model  
  17. 17. Proprietary  and  Confiden?al.       All  rights  reserved.   Customer   Data   Customer   Insights   Beer  Direct   &  Loyalty   Marke?ng   Produces…. Drives…. Delivers…. Loyalty   Programme   Results in…. Product   Strategy   Customer   Loyalty  &   increased   sales   Full  Customer  Strategy  Model  
  18. 18. Proprietary  and  Confiden?al.       All  rights  reserved.   Do  you  want  sales  data   on  baby  carrots  or   customer  data  on  who   buys  baby  carrots?  
  19. 19. Proprietary  and  Confiden?al.       All  rights  reserved.   Customer   Data   Customer   Insights   Beer  Direct   &  Loyalty   Marke?ng   Produces…. Drives…. Delivers…. Loyalty   Programme   Results in…. Pricing   Strategy   Customer   Loyalty  &   increased   sales   Full  Customer  Strategy  Model  
  20. 20. Proprietary  and  Confiden?al.       All  rights  reserved.   Customer   Data   Customer   Insights   Beer  Direct   &  Loyalty   Marke?ng   Produces…. Drives…. Delivers…. Loyalty   Programme   Results in…. Distribu?on   Strategy   Customer   Loyalty  &   increased   sales   Full  Customer  Strategy  Model  
  21. 21. Proprietary  and  Confiden?al.       All  rights  reserved.   Customer   Data   Customer   Insights   Beer  Direct   &  Loyalty   Marke?ng   Produces…. Drives…. Delivers…. Loyalty   Programme   Results in…. Customer   Loyalty  &   increased   sales   Customer   Service   Full  Customer  Strategy  Model  
  22. 22. Proprietary  and  Confiden?al.       All  rights  reserved.  
  23. 23. Proprietary  and  Confiden?al.       All  rights  reserved.  
  24. 24. Data   Insights   Value   Segmenta?on   Proprietary  and  Confiden?al.       All  rights  reserved.  
  25. 25. Proprietary  and  Confiden?al.       All  rights  reserved.   Global  Retail:    20%  of  revenues  come  from  3%  of  customers     Proprietary  and  Confiden?al.       All  rights  reserved.  
  26. 26. Proprietary  and  Confiden?al.       All  rights  reserved.   Gaming:    58%  of  revenues  come  from  4%  of  customers    
  27. 27. Proprietary  and  Confiden?al.       All  rights  reserved.   Love  your  most   profitable  customers  
  28. 28. Proprietary  and  Confiden?al.       All  rights  reserved.   Inoculate  your  customers   against  the  inevitable   seduc?on   of  a  compe?tor  
  29. 29. Proprietary  and  Confiden?al.       All  rights  reserved.   Retail:  even  your  best  customers  are  s?ll   spending  at  least  30%  elsewhere     “We  saw  we  don’t  need  more  customers  –   we  need  the  customers  we  have  to  spend   more  Bme  with  us….therein  lies  the  whole   idea  of  loyalty”      
  30. 30. No     of   Customers   YOY    change     %    of   customers   %     of     revenue   Average   Customer   Value   Average    No  of     trips   %     Cross   Shopping   AMBASSADORS     205K   6%   35%   $2,526   56   88%   FRIENDS     417k   15%   25%   $897   30   60%   SUPPORTERS     487k   21%   16%   $514   17   42%   POTENTIALS     319k   11%   8%   $362   9   26%   INDIFFERENT     410k   18%   5%   $159   4   8%   ONE-­‐OFF     578k   24%   2%   $50   2   1%   CUSTOMER  VALUE   This  is  for  illustra?on  only  –  not  real  data   Indicates  where  to  allocate  your  marke?ng  budget  based  on  value     poten?al  to  the  business   Easiest  ?pping  point  for  further  incremental  sales     Tradi'onal  Recency,  Frequency  &  Value    
  31. 31. Ranking  Order   RFV   NPS   Segment   1   +   +   Advocates   2   -­‐   +   Ambassadors   3   +   -­‐   Func?onal   Repeaters     4   -­‐   -­‐   Detractors   Neutralise  nega?ve  Word  Of  Mouth       U?lise  posi?ve  word  of  mouth   through  social  media  strategy   Overlaying  Net  Promoter  Score     Enables  budget  alloca?on  based  on  both  Value  and  Affinity      
  32. 32. People  who  engage  with  brands  via  social  media  demonstrate  a  deeper   emo?onal  commitment  to  those  brands,  and  they  spend   between  20%  and  40%  more  than  other  customers  on  the  products   and  services  offered  by  the  brands,  according  to  a  report  by  Bain  &  Company   Proprietary  and  Confiden?al.       All  rights  reserved.  
  33. 33. Proprietary  and  Confiden?al.       All  rights  reserved.   Source:  Social  Media  Consumer  Survey,  (January  2011)  supplied  by  Marke?ngProfs.com  
  34. 34. Taking  Customer  Experience  to  the   next  level     ….using  customer  insights  
  35. 35. “…  by  using  Clubcard,  we  can  look  at   what  customers  buy  from  us,  what   things  they  like,  and  then  make  an   effort  to  target  adverts  that  are   more  relevant  to  them…..  it  means   we  can  know  our  customers  beer   than  anyone.”  Sco  Deutrom,  MD,  Clubcard  TV  
  36. 36. “We’ll  use  Clubcard  data  to  tell  us  what   might  be  relevant  for  our  customers  and   therefore  help  us  deliver  a  more   personalised  service…beer  s?ll  we  can   target  adverts  based  on  what  customers   bought  yesterday,  we  can  show  that  we  are   listening  to  out  customers  in  ‘real’  ?me”     Sco  Deutrom,  MD,  Clubcard  TV  
  37. 37. 39  Proprietary  and  Confiden?al.       All  rights  reserved.  
  38. 38. What  differen?ates  gilt.com     from  the  rest  is  the     experience       40  
  39. 39. “Most  online  shopping  mirrors  brick  &  mortar   stores.     They  are  not  taking  advantage  of  what’s  uniquely   possible  online,  the  heightened  sense  of   entertainment  and  compeBBon.     A  big  part  of  the  Gilt  brand  promise  is  discovery:   You  come  every  day  &  it’s  new  every  day.”     41  
  40. 40. How  GILT  uses  VoC     …..everyday   ….in  everything  they  do   42  
  41. 41. 1.  Personaliza?on   2.  Merchandising   3.  Segmenta?on   4.  Policies   5.  Loyalty   6.  Social  Engagement   7.  Customer  Service   8.  Launch  of  New  Businesses   43  
  42. 42. Thank you email amanda@truth.co.za cell 082 797 7441 website www.truth.co.za @tweetstruth   44  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×