This document discusses driving customer-centric growth. It begins by noting the increasing connectivity between devices, people, data and processes. It then outlines Insights2020, a coalition that aims to provide insights on achieving customer centricity. The document identifies 10 key drivers of customer-centric growth, including being purpose-led, using data for customization, maintaining consistency across touchpoints and embracing experimentation. It provides details on each driver and outlines dimensions of customer-centric growth like total experience, customer obsession and having a strong insights engine. The document concludes by discussing using metrics and ambitions to measure performance and provides next steps for joining the conversation.

1. DRIVING
CUSTOMER-CENTRIC
GROWTH

2. 2

3. DRIVING
CUSTOMER-CENTRIC
GROWTH

4. 212 Billion
devices
2008 2015 2020
7
Billion
25
Billion
!
Connected
Society
Data People
Process Devices
4

5. 1900 -
1960
1960 -
1990
1990 -
2010
2010 -
PRESENT
Age of
Manufacturing
Age of
Distribution
Age of
Information
Technology
Age of the
Connected
Customer
5

6. 6

7. Insights2020 Focus
HOW
to achieve
Customer Centricity?
7
WHAT
are the drivers of
Customer Centricity?
HOW
is customer centricity
linked to business?

8. Insights2020 Advisory Board
8
Keith Weed
Unilever
Sir Martin Sorrell
WPP
Diego Scotti
Verizon
Julian Prynn
BAT
Jerry Wind
Wharton
Harish Bhat
TATA
Gayle Fuguitt
ARF
Rob Norman
GroupM
Tony Fagan
Google
Barbara Lamprecht
Volkswagen

9. Insights2020 Coalition
9
Founding Partners Publishing Partners

10. Insights2020 Scope
60 Markets
400 Industries & Sectors
337 Vision Interviews
10,495 Survey Respondents
• LinkedIn Behaviorial Analysis
• Wharton Crowd Sourcing
• 8 Global Research Teams
• Cross-industry, Cross-function
10

11. 11
Customer Centricity
Strategy

12. Customer-Centric Growth
12

13. Overperformers vs Underperformers
13

14. Opportunities
Behavioral
data
Insights into
action across
all touchpoints
Personalization
Brand
purpose
Especially true
for overperformers
14

15. Challenges
Internal silos &
bureaucracy
Legacy of
structure &
functions
Making
sense of
data
Recruiting
wholebrain
people
Especially true for
underperformers
Especially true for
overperformers
15

16. 10 Drivers of Customer Centric Growth
16
8. Leading role of I&A
9. Unlocking the power of data
10.Critical capabilities
4. Embraced by all
5. Leadership priority
6. Collaboration
7. Experimentation
1. Purpose-led
2. Data-driven customization
3. Touch point consistency

17. Key Dimensions of Customer Centric Growth
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS
ENGINE
17

18. Key Dimensions of Customer Centric Growth
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
18
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH

19. Driver 1. Purpose-led
19
Link everything to a
clear brand purpose

20. Driver 1. Purpose-led
4
3
2
1
North Star for
all decisions
Integrated in total
marketing mix
Brand
communications
20
Societal
movement
Uplifting mind and body

21. Driver 2. Data-driven customization
21
Creating experiences based
on data driven insights

22. Driver 2. Data-driven customization
4
3
2
1 Broad value proposition
Segmentation
Micro-targeting
Full 1-to-1
22

23. Key Dimensions of Customer Centric Growth
4. Embraced by all
5. Leadership priority
6. Collaboration
7. Experimentation
23
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH

24. Driver 4. Embraced by All
24
Customer Centricity is fully
embraced by all functions

25. 4
Infused in all functions
processes and decisions
Seamlessly aligned
with external partners
Driver 4. Embraced by All
3
2
1 Owned by I&A function
Infused in customer facing
functions
25

26. Driver 5. Leadership Priority
26
Customer Centricity is a
top priority for leaders
Incentives are based on
customer related KPIs

27. Driver 5. Leadership Priority
3
2
1 Leadership advocates
customer centricity
Translated into personal
measures & incentives
CC as key metric /
guiding principle
27

28. Driver 7. Experimentation
28
Embracing risk and
experimentation

29. Driver 7. Experimentation
29
4
3
2
1 Managing risk
Stimulating
experimentation
Allocating budget for
experimentation
Full
empowerment

30. Driver 7. Experimentation
30
4
3
2
1 Managing risk
Stimulating
experimentation
Allocating budget for
experimentation
Full
empowerment

31. Driver 7. Experimentation
31
4
3
2
1 Managing risk
Stimulating
experimentation
Allocating budget for
experimentation
Full
empowerment

32. Key Dimensions of Customer Centric Growth
8. Leading role of I&A
9. Unlocking the power of data
10.Critical capabilities
32
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS
ENGINE
CUSTOMER
CENTRIC
GROWTH

33. Driver 8. Leading role of I&A
33
I&A leading the
business
I&A reports into
the CEO

34. Driver 8. Leading role of I&A
4
3
2
1 Support
Inspire
Challenge
Lead
34

35. Driver 10. Critical Capabilities
35
StorytellingBusiness Sense ‘Wholebrain’ thinking

36. Driver 10. Critical Capabilities
5
4
3
2
1 Research & Analytics
mastery
Business
Acumen
Creative solution
thinking
Storytelling
Direction
setting

37. 45%
53%
61%
+8%
+2%
+3%
Total Experience
Supporting Scorecard
• Purpose-led
• Data-driven customization
• Touch point consistency
• Leading role of I&A
• Unlocking the power of data
• Critical Capabilities
• Embraced by all
• Leadership priority
• Collaboration
• Experimentation
Customer Obsession
Insights Engine
Revenue Growth
Potential
+2.8%
ILLUSTRATIVE NUMBERS
73%
49%
53%
+2%
+5%
+3%
+9%
-6%
-2%
+3%
-7%
-9%
-6%
-2%
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
+5%
63%
75%
61%
34%
+5%
+3%
+4%
+6%
37
-2%

38. Focus on products and services Focus on Total Experience

39. Focus on detail of data Focus on actionability of data

40. Managing risk Experimenting!

41. Deliver to customers
Co-create and innovate
with customers

42. Next Steps
42
5
4
3
2 Step 2
Step 4
Step 3
1 Step 1
Step 5

43. Data collecting
Join The Conversation
Collaborating
Experimenting
movement
Sharing
Publishing
Crowd
Sourcing
Networking
43

44. THANK YOU!
mario.simon@mbvermeer.com
@insights2020
44