More Related Content Similar to Msms2015 adopting holistic customer insight public Similar to Msms2015 adopting holistic customer insight public (20) More from Paul Laughlin (20) 1. Paul Laughlin, Managing Director, Laughlin Consultancy
@LaughlinPaul
Adopting Holistic
Customer Insight
#MSMS2015
© Laughlin Consultancy Ltd, not to be used without permission.
5. What is customer insight?
❖ Data
❖ Analytics
❖ Research
❖ Database Marketing
“A non-obvious understanding
about your customers, which if
acted upon, has the potential to
change their behaviour for
mutual benefit”
© Laughlin Consultancy Ltd, not to be used without permission.
6. How does it add value?
© Laughlin Consultancy Ltd, not to be used without permission.
Insight
Value
Creator
Customer Strategy
Voice of the
Customer
Targeted Customer
Interactions
Evidence of
Customer-Centricity
Product/Channel
Neutrality
7. Silos in your Customer Insight
Product 1 Product 2
Brand A
Brand B
Brand C
Channel A Channel B
Finance
Marketing
Service
Data
team
Analysis
team
Research
team
8. Challenges of Multi-Channel Data
Customer
Data
© Laughlin Consultancy Ltd, not to be used without permission.
• Map common customer journeys
• What do you need to know to improve?
• Capture data that you need to use
• Use Data Modelling to design storage
11. Analysing your Customers
© Laughlin Consultancy Ltd, not to be used without permission.
Customer
Analysis
Segmentations to guide
Participation
Behavioural Analytics to
guide Proposition design
Predictive Analytics to
target Promotions
Marketing Analytics to
measure Profitability
12. Researching your Customers
© Laughlin Consultancy Ltd, not to be used without permission.
• Customer Metric (NPS/CES/CSat)
• Focus Groups/Panels/Ethnographic etc
• Primary research (after secondary)
• Interpretation (inc. behavioural biases)
Customer
Research
13. Analysis + Research
Why will they churn?
Do we care?Are they likely to churn again?
Would we succeed?
High price,
lagging product,
poor service ...
Waive fee,
free upgrade,
product bundle ...
What could we do to retain them?
30%
70%
T
$
Current Value
Lifetime
Value
Low
High
Who is at risk of churning?
© Gareth Herschel,Gartner CRM Summit
14. Database Marketing your Customers
© Laughlin Consultancy Ltd, not to be used without permission.
• Targeting
• Executing
• Measuring
• Test & Learn as BAU
Database
Marketing
15. Marketing Targeting
Propensity
to Buy
Product
Propensity
to Product
Loyalty
Propensity
to Repeat
Purchase
Propensity
to Brand
Response
Propensity
to Channel
Response
Timing
Event
TriggersLife
Stages
Suppressions &
Permissions
Optimal Aggregation
Optimal Brand
Optimal Channel/Media
Target
Segments
Regional
Focus
Personalised
Comms
Attitudinal
Offers
18. 18
1. Cross functional teams review data,
research and analysis to answer a set of
core questions about their target
customer and “map the evidence”
2. Those “Evidence Maps”
are reviewed to identify key
customer themes
3. Structured questioning
techniques are used to dig
deeper to develop insights
A “Customer Insight” is:
A non-obvious understanding
about your customers, which if
acted upon, has the potential
to change their behaviour for
mutual benefit
4. Insights are prioritised &
converged with opportunity
areas. to generate ideas
Insight Generation Workshops
20. Hybrid Skills needed
❖ Data Scientist
❖ Psychologist
❖ Artist/Storyteller
❖ Sales Coach
❖ Economist/Statistician
❖ People Leader
© Laughlin Consultancy Ltd, not to be used without permission.
21. Build an Action-Orientated Culture
❖ Need
❖ Actionability
❖ Output
❖ Progress
❖ Complete
© Laughlin Consultancy Ltd, not to be used without permission.
