Customer Centric Strategies (Nick Bottai at FoodHub)

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Presented at Executive Leaders Network CMO/DPO/CIO/CISO Event on October 06th. ""Being Customer-Centric requires a deep transition in a company structure and mindset. The board and the managers are responsible for driving these changes, informing and sharing with the employees. Customer-Centric strategies focus on listening to the customers, dialoguing with them and grabbing info to develop the product and the strategy. It’s a never-ending cycle and involves all the company, from product development to the sales cycle. Once aligned, it provides the highest customer satisfaction and eventually the best retention. This panel shares two generations of marketers' experience, including how customer journey mapping changed over the years."

Business

Howtobuildacustomercentricstrategy
How Marketing changed from the 90’ till now

Whatwecover
Data
Segmentation
Strategy
Funnel
Team
KPIs
Conclusions – Q&A

DATA
To know the past
To forecast the future
To evaluate campaigns and strategies
To measure the performance
To make informed decisions
Stay informed and understand

DATA
Primary
Secondary
Tertiary
Quantitative
•Discrete
•Continuous
Qualitative
•Binary
•Unordered
•Ordered
DATA TYPES BY NATURE DATA TYPES BY SOURCE

DATA
From the 90’… till today
1998
NoSQL
1998
Google
2002 AWS
launched
as a free
service
2004
Facebook
2005
Reddit
2006
Twitter
2006 AWS
started
Cloud
Computing
2007
iPhone
2010
Instagram
& Quora
2016
Mobile
internet
access
overtakes
desktop

DATA
Audience
Touchpoints
Collect
Store
Analyse
UNDERSTAND

SEGMENTATION
Types and Segment Methods
Demographic
Psychographic
Geographic
Behavioural
A Priori Post-Hoc Predictive
SEGMENTATION TYPES SEGMENTATION METHODS

SEGMENTATION
Case study
When “The Australian Tourist Commission (ATC)” decided to promote the international tourism, they had to decide
who were the potential customers they wanted to reach. To do so, they divided (segmented) the market in 3
segments:
• independent adventurers aged 25-34 (primary market)
• young independent travellers (YIT’s) aged 18-24 (secondary market)
• independent adventurers aged 45-65.
(source https://businesscasestudies.co.uk/targeting-a-market-segment/)

STRATEGY
Brain at work
consistent
GOAL Consistent
SMART
Obj
Evolution
during the
years
KPIs
Evolution
during the
Years
5Ps

STRATEGY
Brain at work
•New Data
New
Channels
New
Metrics
New
Software
KPIs
•Product
Price
Promotion
Place
People
5Ps

FUNNEL
Align the Funnel Stages to the Customer Journey
Where do they find
me?
How to engage
them?
What they engage with? Conversion
Channel selection Define touchpoints The content produced Action required
Facebook Post News, webinar invitation Follow the page, like,
share, comment, go to
the website
Email Newsletter News, case studies release Click
Website Pages, Blog Landing page, article Download whitepaper,
sign newsletter
Website Service/product
page, webinar
Presentations, case
studies,
Contact, book
appointment/demo
Website Sale page Check out Buy

FUNNEL
the 4+1 model - Case Study
GOAL
•to relaunch the business (increase revenue) with limited resources
MAIN
CHALLENGE
•Results in the short term and there was no margin for error
STRATEGY
•Invest the majority of the resources in rebranding, creating all the assets and setting the touchpoints throughout the funnel's journey
PLAN
•Activated the +1 stage
•This activated the TOFU and granted a high conversion rate that allowed the business to start producing revenue
•The more customers, the better the +1 efficiency was, with a cascade effect on business and strategy
•As soon as we had enough resources, we activated a new touchpoint
OUTCOME
•After three years, the business hit the x3 revenue target

TEAMCOORDINATION
Sharing is Caring Marketing
Team
Sales Team
Product
Team
Operation
Team
Data Team
International
Teams

KPIs
Vanity Metrics, No Thanks
• Pick your Audience
• Look at the MEANINGFUL metrics to engage with it
• Companies, products, customers are different:
choose wisely the KPIs

CONCLUSIONS
How the customer journey changed during the last 20 years
Performance is
the King
•Focus on
Metrics
Content is the
King
•Focus on
Comms
Customer is the
King
•Buyer
persona
•Every choice
is a
renunciation

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