Cusomer Intelligence : empathy at scale
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Presentation given at Product Management / Market Intelligence & Innovation summit, San Francisco, Jan 28th 2016
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Cusomer Intelligence : empathy at scale
- 1. Customer Intelligence Developing Empathy at Scale Charles Lafage Autodesk Market Intelligence & Customer Analytics
- 2. © 2015 Autodesk Career analyst Increasing focus Drive alignment and action About me
- 3. © 2015 Autodesk Market and Customer Intelligence Segment Intelligence Sweet spot Intelligence Channel / Sales Intelligence Go-To-Market support Pain points & value proposition validation Decision process & persona Marketing Data Science and Predictive Modeling Retention modeling Nurture stream design and content recommendation Campaign targeting prioritization Response management prioritization, lead scoring Account modeling, customer value migration Customer Engagement Analytics Nurture Campaign Intelligence & Optimization Intelligence functions at Autodesk
- 4. © 2015 Autodesk Empathy at Scale Look at the crowd Focus on your audience Find your voice Sing in harmony
- 5. © 2015 Autodesk Data driven Informs strategic decisions Actionable for digital marketing Alignment around a shared understanding of customers What makes this approach specific?
- 7. © 2015 Autodesk Customer Decision Journey
- 8. © 2015 Autodesk Customer Decision Journey Users Champ Sponsor Gate Keeper RatifierUsers
- 9. Understand your audience Define Persona
- 10. © 2015 Autodesk Stereotypes Bland profiles What do all audience members have in common? Irrelevant Not actionable What characteristics can be used to cluster the audience into groups? From Audiences to personas
- 11. © 2015 Autodesk Actionable personas Experience Industry of employment Company size Job titles Education Rosetta personality Region Focus Skills Purchase influence Career goals Pain points Motivators Characteristics Attitudes & roles ? Find the characteristics that drive similar buying behavior
- 12. © 2015 Autodesk Persona segmentation examples Experience Mahesh ChrisBeda Matt Focus skills: • Soft Skills & Business Acumen • Innovation & Engineering • Tools & function
- 13. © 2015 Autodesk Persona segmentation examples Junior Experienced Senior Leadership Business Owner Sources: LinkedIn profiling Ricky Raz Tolgar Kai Hierarchy Company Size
- 15. © 2015 Autodesk Depth of empathy that allows to create personal messages, strong enough affinity to resonate, stand out Simplicity that allows it to be grasped across the org and drive alignment Actionable for different stakeholders with different requirements Challenges
- 16. © 2015 Autodesk 4 actionable sections Persona Demographics Persona at Work Skills Experience Goals Pain points Motivators Success factors Persona In Purchase Role in decision process Associated marketing / sales objectives Persona and Marketing Customer satisfaction Brand perception Marketing channel preferences Content format preferences Information needs
- 17. © 2015 Autodesk Persona Demographics Persona Demographics Population size Genders Age Education Job titles Motto or quote Beda is an early career millennial with responsibilities developing mechanical assemblies, parts, and systems for products in CAD. Engineering is a lifestyle for him he may identify to the Maker community. He is eager to learn new technologies and driven to establish workplace credibility. 90 000 in the US Age: 28 Male BS or MS in Mechanical Eng. Mechanical Engineer / Product Engineer Plan Identify Align
- 18. © 2015 Autodesk Persona at work Understand Empathize Relate • Day in the Life • Motivators & Pain points • (both general and related to specific product category) Persona at Work Skills Experience Goals Pain points Motivators Success factors
- 19. © 2015 Autodesk Persona in Purchase Prioritize Message Influence Persona In Purchase Role in decision process Associated marketing / sales objectives
- 20. © 2015 Autodesk Persona and marketing Reach Influence Persona and Marketing Customer satisfaction Brand perception Marketing channel preferences Content format preferences Information needs
- 21. © 2015 Autodesk BLS LinkedIn scrapping Profiles Job offers Interviews Social listening Methodology & Resources Data + Empathy
- 22. © 2015 Autodesk ExistingPrograms Improve content Adapt tone of voice NewPrograms Predict outcomes Select channels Select content formats NewFrameworks Progressive profiling Content customization Journey customization How marketers Deploy Empathy at Scale + +