Charlie Breit

1. CONFIDENTIAL
Charlie Breit
@charlie_breit
Engaging with the
Consumers Behind the Data

2. CONFIDENTIAL
"Nothing is perfect. Life is messy. Relationships are
complex. Outcomes are uncertain. People are
irrational." – Hugh Mackay
"People don’t buy what you do, they buy why you do
it." – Simon Sinek

3. CONFIDENTIAL
Data in everything we do…
Not an “OR” discussion, but an “AND” discussion

4. CONFIDENTIAL

5. • Founded in 2000; SaaS Payroll Solution
• Became wholly-owned subsidiary of Paychex in 2011
• First completely online Payroll and Payroll tax filing solution for small
businesses between 1 – 100 employees
• In addition to Payroll – also offer 401k, Health Insurance,Workers
Compensation and Pre-Employment Screening
• SurePayroll mastered using data to drive leads, sales and grow the
business, but as competition grows and customer needs evolve – need
to elevate experience to connect beyond the numbers

6. CONFIDENTIAL
Starting the Data Driven Journey: A/B/MVTTesting

7. Challenger (33%)
Long scroll 1 Step
Challenger Long Scroll (33%)
2 Step
Champion (33%)
Red/Green
6.72% 5.79% 5.27%
(step 2)
3.27% 4.70%
3.45%

8. CONFIDENTIAL
Data Limitations
Transactional data doesn't capture "why you buy" and "how you feel" only that
you transacted.
Typically, what we know about our customers is:
• Who they are
• When and where they transacted
• What they did and did not buy
Reviews, social media, NPS, Customer Inquiries ,etc. are sources to mine for
"feelings" data, but have limitations

10. CONFIDENTIAL
Individual vs. Household Buyer
• Appealing to the buyers who are not engaging with you directly, but are key
contributors to the purchase decision

11. CONFIDENTIAL
Deeper Connection withYour Customers
• How do you understand, connect and empathize with your customers
especially through one-way communication (such as ads) and digital
experiences?

12. CONFIDENTIAL
Step 1: MineYourTransactional Data
• Use your transactional data to find patterns
• Who are your best customers?
• When do they buy?
• What do they buy?
• Anything stand out?
• SurePayroll: 70% of our new customers are starting new businesses

13. CONFIDENTIAL
Step 2: Getting to KnowYour Customers –
UnderstandingTheir POV
• Listen in on phone calls
• Read inbound contacts
• Watch customers in the "wild"
• Ethnographic Research
• SurePayroll: New business owners were often unaware or confused over taxes
and their responsibilities around paying employees.

14. CONFIDENTIAL
Step 3: ShapingYour Brand Story, Beliefs &Value
Props
• Why you deliver value matters as much as how, when and what value is
delivered.
• What is your story?Your beliefs? How is it aligned the value that you deliver?

15. CONFIDENTIAL
Step 4: IntegrateYour Brand Story & Beliefs intoYour
Customer Experience

16. CONFIDENTIAL
Step 5: AmplifyYour Story & Beliefs in Creative

18. CONFIDENTIAL
Does it pass the eye test?
• Use data – always use data
• Data is an indicator – beacon to look deeper
• Storytelling is as old as people
• Connect with stories and beliefs
• Data can trigger events, experiences, but
the infusion of the human element is
what makes them memorable

19. CONFIDENTIAL
ThankYou! Any Questions?
Charlie Breit
@charlie_breit
Charlie.Breit@surepayroll.com