Your SlideShare is downloading. ×
0
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
It's Not the Product - The Customer is King (ProductCamp Nashville 2011)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

It's Not the Product - The Customer is King (ProductCamp Nashville 2011)

250

Published on

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
250
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. IT’S NOT THE PRODUCT –THE CUSTOMER IS KING Michael Lummus Product Manager Acxiom Marketing Database Services ®
  • 2. Just 8% of their customers agreeSource - Bain
  • 3. INTERBRAND FINDINGS> TODAY’S BRANDS CAN’T HIDE ANYTHING FROM CONSUMERS> NOW CUSTOMERS CAN LET THE WORLD KNOW HOW THEY FEEL> TRUST AND CUSTOMER LOYALTY: IN TODAY’S MARKETPLACE, THESE ARE THE WORDS THAT MATTER MOST
  • 4. COCA-COLA: A 124-YEAR-OLDBRAND STAYS RELEVANT “Now information flows in many directions, consumer touch points have multiplied, and the old, one-size-fits-all approach has given way to precision marketing and one-to- one communications.” Joe Tripodi Chief Marketing and Commercial Officer Coca-Cola Company
  • 5. FORD: USING CUSTOMERFEEDBACK TO MAKE ABRAND COMEBACK“As a best-case model for how to use socialmedia effectively, Ford isn’t just solicitingcustomer feedback, it is responding to it.”Interbrand’s Best Global Brands
  • 6. KEY TRENDSThe rise of the consumerThe demise of the mass marketThe loyalty paradox
  • 7. KEY CONCEPTSCustomer Segmentation The Customer Lifecycle Personalization of the Experience
  • 8. SEGMENTATION
  • 9. IDENTIFYING SEGMENTS: CLOTHING RETAILER •Female •Ages 45-64 $500•Male $450•Holiday Shopper $400 Friends Avg. Spend per Visit $350 and Loyal $300 Family Shoppers $250 $200 $150 $100 Up and $50 Coming $- •Female 0 2 4 •Ages 25-44 6 8 10 Visits last 12 months
  • 10. CUSTOMER SEGMENTS:CLOTHING RETAILER Product Offers: • New seasonal launches Loyal Shoppers • Gift with purchase offers Preferred Channels: All Talking Points: • Financial Incentives (percent or dollar off) Up and Coming • Lower priced, entry level product line Preferred Channels: Online Talking points: Friends & • Holidays reminder campaigns • Online gift selector tool Family • Gift packaging offers 11
  • 11. CUSTOMER LIFECYCLE
  • 12. THE CUSTOMER LIFECYCLE>Describes an ongoing relationship>Forces us to shift to the customer’s point of view>Matches consumer activities with relevant products and communications>Addresses the bias toward new customer acquisition activities
  • 13. OPPORTUNITIES ACROSS THE CUSTOMER LIFECYCLE: New Customer Incliner Maturity Decliner Inactive ReactivateCustomer Value Customer Life High-Potential Driving New Migrate 80/20 Managing Outgrowing the Winback Prospecting Occasions Performance Attrition Segment
  • 14. PERSONALIZED EXPERIENCE
  • 15. PERSONALIZED SHOPPING EXPERIENCE
  • 16. EXTREME CONFIGURATION
  • 17. USER GENERATED CONTENT
  • 18. MASS CUSTOMIZATION
  • 19. PREFERENCE CENTERS
  • 20. THANK YOU. Questions?Linkedin.com/in/mlummus Twitter.com/lummusm

×