The Deck of slides presented at the Forrester Consumer Marketing 2018 event by Ray Gerber, Chief Product Officer, Thunderhead and Michael Conley, SVP Chief Information Officer, Cleveland Cavaliers. The Cavs' innovative CIO, Mike Conley, has led them along the path to intent-based personalisation with incredible results they are achieving through 1:1 Fan Engagement

1. Thunderhead Inc. | Confidential | 1
Intent-driven Customer Journeys
March 2018

2. Thunderhead Inc. | Confidential | 2Thunderhead | 2
Brands are experiencing a
CUSTOMER EROSION CRISIS
missed renewals,
increased churn
decreasing
cross-sell, upsell
sagging customer
satisfaction
rising costs of
customer service
loss of loyalty and
future revenue

3. Thunderhead Inc. | Confidential | 3Thunderhead | 3
$56Bspent last year on technology
that attempts to fix the problem

4. Thunderhead Inc. | Confidential | 4Thunderhead | 4
To meet the crisis head on, brands
must understand each customer’s
TRUE INTENT...
and help them get there

5. Thunderhead Inc. | Confidential | 5
to
Thunderhead | 5
Brand-first,
PRE-DETERMINED
Brand-driven
Guess customer need, instinct
Siloed, fragmented channels
“One-size-fits-all” journeys
Aggregated insights, lag time
Transactional
This requires a strategic shift
to an intent-driven model
Customer-first,
INTENT-DRIVEN
Customer-led
Know customer intent
Holistic, continuous journeys
Every journey is unique
Individual insights, in the now
Loyal relationship

6. Thunderhead Inc. | Confidential | 6Thunderhead | 6
Doing this across
billions of human moments and
millions of individual journeys
is really hard

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