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The Role of Customer Centricity in New Marketing
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The Role of Customer Centricity in New Marketing

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A selection of slides from the presentation given at the Marketing & Communication Loft in Geneva, Switzerland on "The role of customer centricity in new marketing". It covers the three most important ...

A selection of slides from the presentation given at the Marketing & Communication Loft in Geneva, Switzerland on "The role of customer centricity in new marketing". It covers the three most important changes needed in most organisations, namely the flexibility needed to include the customer in more internal processes, the importance of information integration for true insight development and the importance of cross-category and cross-departmental collaboration to satisfy and delight the new demanding customers today.
Please contact me at denysedd@c3centricity.com if you would like to download a copy of this presentation or would like me to participate at your own event.

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The Role of Customer Centricity in New Marketing The Role of Customer Centricity in New Marketing Presentation Transcript

  • Is marketing showing an ROI for business?“Half the money I spend onadvertising is wasted; the troubleis I dont know which half” “When a customer enters my John Wanamaker store, forget me. He is king” John Wanamaker According to The Nielsen Company’s latest figures: C3Centricity © All rights reserved 2
  • The “New” Customer wants Satisfaction – NOW! . C3Centricity © All rights reserved 3
  • The “New” Customer needs New Marketing ThinkingSocial: Responsibility, FlexibilityInformed: 2-way, IntegrationDemanding: Experiences, Cross-Category / Dept. C3Centricity © All rights reserved 4
  • One Implication of the Social Customer for New Marketing is Responsibility Who Where When C3Centricity © All rights reserved 5
  • One Implication of the Social Customer for New Marketing is Responsibility Within 30 mins Facebook Within 2 hrs 9 8 30 Same day 1 30 83% 5 16 Within 4 days 23 31 13 51% I dont expect a response 6 6 22 I dont post to company pages Twitter I dont use Facebook OtherSOURCE: Oracle, Consumer views of live help online 2012 C3Centricity © All rights reserved 6
  • One Implication of the Social Customer for New Marketing is the need for Flexibility AWARENESS CONSIDERATION TRIAL ADVOCACY REPURCHASE LOYALTY ADVOCACYSOURCE: Oracle, Consumer views of live help online 2012 C3Centricity © All rights reserved 7
  • One Implication of the Social Customer for New Marketing is the need for FlexibilitySOURCE: Oracle, Consumer views of live help online 2012 C3Centricity © All rights reserved 8
  • Information can only bring Insight when it is Integrated Insight IQ is the ability to find & analyse relevant information to drive actions & decisions Insight IQSOURCE: CEB Overcoming the Insight Deficit 2011, Global Pulse 2012, IDC C3Centricity © All rights reserved 9
  • We need “New” Marketing to provide Better Experiences for the “New” CustomerDATA SOURCE: Oracle 2012, HI Customer Impact Study 2011 C3Centricity © All rights reserved 10
  • If customer experience is not optimal the New Customer will leave Dissatisfied customers 4% Customers who dont 96% voice complaints Customers who will 91% never come backSOURCE: Ruby Newell-Legner « Understanding Customers » C3Centricity © All rights reserved 11
  • Your customer experience is not as great as you think it is Does your company deliver "superior" 80% customer service? Does this company deliver "superior" 8% customer serviceSOURCE: Ruby Newell-Legner « Understanding Customers » C3Centricity © All rights reserved 12
  • Great customer experience in business is everyone’s business POWERED by SERVICE“Customer Service shouldn’t be a department, it should be the entire company” Tony Hsieh C3Centricity © All rights reserved 13
  • Companies need a clear strategy & cooperation to improve customer experience "Which of following are significant barriers to improving the customer experience your company delivers?" Lack of a clear cust. exp. strategy 54% Lack of cooperation across organisations 54% Lack of cust. exp. management processes 48% Lack of customer-centric culture 47% Lack of budget 43% Lack of urgency 38% Lack of executive involvement 37% Lack of understanding about customers 28% Other 7%SOURCE: Forrester Research 2012 C3Centricity © All rights reserved 14
  • New Marketing means having insightful information that is shared & actionedSocial: Responsibility, FlexibilityInformed: 2-way, IntegrationDemanding: Experiences, Cross-Category / Dept. C3Centricity © All rights reserved 15