Do you know your customer?
•Download as PPTX, PDF•
1 like•263 views
The better you know him, the more adapted your marketing will be (customized so efficient) but do you have the tools?
Recommended
Recommended
More Related Content
What's hot
What's hot (14)
Viewers also liked
Viewers also liked (11)
Similar to Do you know your customer?
Similar to Do you know your customer? (20)
Recently uploaded
Recently uploaded (20)
Do you know your customer?
- 1. Do you really know your customer ? Salam Bastien RENAULT
- 2. 1 CUSTOMERS NEW TRENDS “ There is no good wind for the sailor who doesn’t know his port ” Taste-communiting No territory control Selfie generation Intimacy democratisation NEW CHANNELS NEW REFEREESNEW NEEDS NEW BEHAVIOURS Expectation s Number of channels
- 3. 2 GCC TRENDS Nationalities & education CHANNELS PURCHASEMIX Mobile Instagram Youtube Snapchat Rationality Hard to define standard patterns
- 4. 3 GLOBAL TREND New situation Lateral power “reviewing or purchasing is voting” The Consum’actor is born Before Now
- 5. 4 Why customers are abandoning a brand ? GLOBAL TREND Moved Lured by competitor Product/service dissatisfaction Indifference from the brand 68 %
- 6. 5 Customer relationship = trade relationship? Trade relationship Social relationship Not anymore !
- 7. 6 Location Location Location Presence Presence Presence B2C H2H Human to Human Ads Ads Ads Content Content Content CHANGE OUR BUSINESS APPROACH BEFORE NOW Slow Simple Small Velocity Variety Volume DATA DATA
- 8. 7 TO UNDERSTAND OUR GUEST RETENTION COST < ACQUISITION COST 7 times cheaper…
- 9. 8 What is gathering them around you ? UNDERSTAND OUR GUEST What is their perceived value ? “It is emotional, not material” LINK ? The price? The service? The design? The image?
- 10. 9 HOW DO YOU DISCOVER YOUR GUEST ? Capitalise on customer’s MMI syndrome “Me, Myself and I” 1 Don’t do the same thing !2 - Respect the 20/80 rule 20% product, 80% sharable interesting content - listen “It takes 3 years to learn how to speak but an entire life to learn how to listen” 3 Have conversations ( ≠ Connections)
- 11. 10 HOW DO YOU DISCOVER YOUR GUEST ? Monitor your digital ecosystem4 “People confirm their state of mind or opinion to the community they trust” Make an after purchase survey - observe the contagion (+ or -) - act quickly - let them express themselves in your garden
- 12. 11 HOW DO YOU DISCOVER YOUR GUEST ? Rewarding him5 When ? To get nominal data Only purchases ? Also when Sharing posts, when referring new customer, when reviewing… Why ?
- 13. A T AD 12 THE D.A.T.A. RULES Draw in the staff Accessibility Tool Automation
- 14. 13 THE D.A.T.A. RULES - all levels - move from a verbal to a written culture - involve everybody since the beginning Draw in the staffD
- 15. 14 THE D.A.T.A. RULE - relevant for each user - treated data AccessibilityA no raw data
- 16. 15 THE D.A.T.A. RULE AccessibilityA Ex : from your counting machines, you get this kind of format
- 17. 16 THE D.A.T.A. RULE AccessibilityA But you present this to the sales staff Name and profile of the approaching customer no raw data
- 18. 17 THE D.A.T.A. RULE AccessibilityA You present this to your operation managers no raw data
- 19. 18 THE D.A.T.A. RULE AccessibilityA Or this to your brand managers no raw data
- 20. 19 THE D.A.T.A. RULE T Tool - interconnected (capture and storage tools) Prepare your Business Process Mapping And get a killer in your team
- 21. 20 THE D.A.T.A. RULE - customer centric info T Tool CRM
- 22. 21 THE D.A.T.A. RULE T Tool - adapted to your needs Get a consultant !
- 23. 22 THE D.A.T.A. RULE A Automation Get a data cruncher ! Check this Set your M2M alerts (SLA) : When do you want to be notified…
- 24. 23 THE DATA EFFECT Path to happiness know your guest Happiness Emotional relationship Behavioral loyalty customised offers H2H approach
- 25. 24 CONCLUSION “Give products, you will feed their needs, give emotions you will feed their heart” And wallet is always close to the heart !