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Insights2020

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Driving Customer-Centric Growth

Published in: Marketing

Insights2020

  1. 1. DRIVING CUSTOMER-CENTRIC GROWTH
  2. 2. Welcome to the connected society 212 Billion Sensor enabled devices 2008 2015 2020 7 Billion 25 Billion 50 Billion Connected devices ! Connected Society Data People Process Devices
  3. 3. Traditional value drivers no longer provide competitive advantage 1900 - 1960 1960 - 1990 1990 - 2010 2010 - PRESENT Age of manufacturing Age of Distribution Age of Information Technology Age of the Connected Customer
  4. 4. Everybody talks about Customer Centricity
  5. 5. But ... does it drive business growth?
  6. 6. Insights2020 focus HOW to achieve Customer Centricity? WHAT are the drivers of Customer Centricity?
  7. 7. Insights2020 Advisory Board Keith Weed Unilever Sir Martin Sorrell WPP Diego Scotti Verizon Julian Prynn BAT Jerry Wind Wharton Harish Bhat TATA Gayle Fuguitt ARF Rob Norman GroupM Tony Fagan Google Barbara Lamprecht Volkswagen
  8. 8. The Insights2020 Coalition Founding Partners Publishing Partners
  9. 9. Largest and most global I&A study ever conducted 60 Markets 337 Vision Interviews 10,495 Survey Respondents • LinkedIn Behaviorial Analysis • Wharton Crowd Sourcing • 8 Global research teams • Cross-industry, Cross-function
  10. 10. What do we mean with Customer Centricity? Customer Centricity strategy
  11. 11. Overperformers vs Underperformers
  12. 12. Customer-Centric growth 1 2 3 4 5 6 7 Self-reported growth Actualgrowth
  13. 13. Opportunities Insights into action across all touchpoints Behavioral Data Personalization Brand Purpose Especially true for overperformers
  14. 14. Challenges Internal silos & bureaucracy Legacy of structure & functions Making sense of data Recruiting wholebrain people Especially true for underperformers Especially true for overperformers
  15. 15. Key dimensions of Customer-Centric growth CUSTOMER CENTRIC GROWTH TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE
  16. 16. Key dimensions of Customer-Centric growth 1. Purpose-led 2. Data-driven customization 3. Touch point consistency TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH
  17. 17. Driver 1. Purpose-led Link everything to a clear brand purpose 80% 32%
  18. 18. Driver 1. Purpose-led 4 3 2 1 North Star for all decisions Integrated in total marketing mix Brand communications Societal movement
  19. 19. Driver 2. Data-driven customization Creating experiences based on data driven insights 73% 31%
  20. 20. Driver 2. Data-driven customization 4 3 2 1 One-size-fits all Segmentation Micro-targeting Full 1-to-1
  21. 21. Driver 3. Touch point consistency I&A to drive consistency across all touch points 64% 29%
  22. 22. Driver 3. Touch point consistency 4 3 2 1 Focus on few ‘moments of truth’ (PoS, Advertising) Marketing mix optimization Cross-channel consistency and optimization Extend to partners
  23. 23. Key dimensions of Customer-Centric growth 4. Embraced by all 5. Leadership priority 6. Collaboration 7. ExperimentationTOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH
  24. 24. Driver 4. Embraced by all Customer Centricity is fully embraced by all functions 79% 13%
  25. 25. Driver 4. Embraced by all 4 3 2 1 CC outsourced to I&A Customer stewardship with customer facing functions CC in all functions, processes and decisions Seamlessly aligned with external partners
  26. 26. Driver 5. Leadership priority Customer Centricity is a top priority for leaders Incentives are based on customer related KPIs 91% 48% 45% 24%
  27. 27. Driver 5. Leadership priority 3 2 1 Leadership advocates CC CC translated into personal measures and incentives CC as key company metric / guiding principle
  28. 28. Driver 6. Collaboration Work closely with customers 72% 45%
  29. 29. Driver 6. Collaboration 4 3 2 1 Collaborate with Marketing & IT Collaborate across functions Collaborate with external partners Co-create with customers
  30. 30. Driver 7. Experimentation Embracing risk and experimentation 40% 13%
  31. 31. Driver 7. Experimentation 4 3 2 1 Risk management mindset Stimulate occasional experimentation Allocate budget for experimentation Full empowerment
  32. 32. Key dimensions of Customer-Centric growth 8. Leading role of I&A 9. Unlocking the power of data 10.Critical capabilities TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH
  33. 33. Driver 8. Leading role of I&A 51% 18% I&A leading the business
  34. 34. Driver 8. Leading role of I&A I&A reports into the CEO 29% 12%
  35. 35. Driver 8. Leading role of I&A 4 3 2 1 Support Inspire Challenge Lead
  36. 36. Driver 9. Unlocking the Power of Data THE ECONOMIC GRAPH Linking different data sources to distil insights 67% 34%
  37. 37. Driver 9. Unlocking the Power of Data 5 4 3 2 Linking multiple data sources Data as service to the customer On- and offline integrated Predictive, Forward looking 1 Know what data you have
  38. 38. Driver 10. Critical Capabilities Storytelling 61% 37% Business Sense 75% 50% ‘Wholebrain’ thinking 71% 42%
  39. 39. Driver 10. Critical Capabilities 5 4 3 2 1 Research & Analytics mastery Business Acumen Creative solution thinking Storytelling Direction setting
  40. 40. 10 drivers of Customer-Centric growth 8. Leading role of I&A 9. Unlocking the power of data 10. Critical capabilities 4. Embraced by all 5. Leadership priority 6. Collaboration 7. Experimentation 1. Purpose-led 2. Data-driven customization 3. Touch point consistency
  41. 41. 45% 53% 61% +8% +2% +3% Total Experience Supporting scorecard • Purpose-led • Data-driven customization • Touch point consistency • Leading role of I&A • Unlocking the power of data • Critical Capabilities • Embraced by all • Leadership priority • Collaboration • Experimentation Customer Obsession Insights Engine Revenue Growth Potential +2.8% ILLUSTRATIVE NUMBERS 73% 49% 53% +2% +5% +3% +9% -6% -2% +3% -7% -9% -6% -2% SCORE GAP vs BENCHMARK AMBITION SCORE GAP vs BENCHMARK AMBITION SCORE GAP vs BENCHMARK AMBITION +5% 63% 75% 61% 34% +5% +3% +4% +6%-2%
  42. 42. NOW what?  Focus on products and services Focus on Total Experience
  43. 43.  NOW what? Focus on detail of data Focus on actionability of data
  44. 44.  NOW what? Manage risk Experiment!
  45. 45.  NOW what? Deliver to customers Co-create and innovate with customers
  46. 46. Join us! Collaborating Experimenting movement Crowd Sourcing Data collecting PublishingSharing Networking
  47. 47. THANK YOU! @insights2020

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