SlideShare a Scribd company logo
Customer Managed Relations
The CMR Agency
CMR Themes – The road to customer
centricity
2
Customer Centricity
The customer is king and if he
feels that he is treated as
such, he will be generous.
Marketeers experience a big
gap between the desired
customer centric situation and
the actual situation.
Data Connection
Accurate customer data are
crucial for competitive
business intelligence.
Customers are willing to invest
in sharing their personal data
if they feel trust and encounter
the right data dividend.
Mobile
Mobile is the only growing
medium and has become the
most personal device. We
think that personalised
communication efforts should
focus on the mobile customer
experience.
Topic Sub
Data connection • Better data insights will drive your business
• Collaborate with your customers on their data
• Watch out for data partners: your customer data
should remain yours
Mobile • Mobile share of contact is dominant and still
increasing
Customer Centricity • Understanding your customer and delivering
superior service pays!
• Customer centricity is key but hard to implement
Assistance from CMR Agency
Next steps
3
CMR and setting the agenda
Better data insights will
drive your business
Big Data and better insights
5
Companies in the top third of
their industry in the use of
data-driven decision making
were, on average, 5%
more productive and 6%
more profitable than their
competitors
MIT Center for Digital Business
63% of firms now report
having Big Data in
production in 2015, up from
just 5% in 2012. 63% of
firms reported that they
expect to invest greater than
$10 million in Big Data by
2017, up from 24% in 2012
NewVantage Partners US Big Data Executive
Survey 2016
54% of firms say they
have appointed a Chief Data
Officer, up from 12% in
2012. 70% of firms report
that Big Data is of critical
importance to their firms, up
from 21% in 2012
NewVantage Partners US Big Data Executive
Survey 2016
Data from your customers unlock key
business benefits
7
77% Ability to deliver better customer/personalised experiences
Q. Wat are the key benefits your company realises from the use of personal data?
53% Enhanced customer loyalty
52% Ability to uncover opportunities in new markets
52%
Advertising that is more targeted to individuals’
interests
50% Better/more innovative products
47%
Ability to offer commercially viable
discounts and sale schemes
41% Increased profitable revenue
Source: Accenture personal data survey 2014
Collaborate with your
customers on their data
Consumers avoid push marketing and
unwanted data use
9
DuckDuckGo, the search
engine that doesn’t track its
users, grew more than 70%
in 2015
Data Comscore
The list of providers of fake or
instant email-addresses and
the use of it is growing quickly
– Maildrop.cc, Dispostable, 10
Minute Mail, GuerrillaMail,
SpamBog, etc
Use of adblocker growth, desk
top 16% and mobile 94%!
(y/y), 420 million users
Mary Meeker, State of the internet 2016
Customer Managed Relations
Stop collecting, start connecting
11
From CRM to CMR
• CMR logical evolvement
of Customer
Relationship
Management (CRM)
• Customers own their
information: profile,
transaction history,
inferred information
(marital history and
behavior)
Customers in control
• Customers to have
access to their data
and information across
all departments of the
company
Relation of mutual trust
• Connection conditions
(culture and systems)
designed on customer's
needs
• In balance with the
company’s needs
• Company
communicates when
relevant to the
customer
European law - GDPR
Putting individuals back in
control of their own data
This includes moves for
explicit consent required for
the use of data, the so-called
‘right to be forgotten’ and
powers to take legal action
against organisations that
don’t respect these rights by
complaining to the
supervisory authority rather
than going through the court
system.
Portability of data
This is essentially about
allowing users to extract in
a structured format
personal data from service
providers and to move that
personal data to another
provider. This idea stems
from what happens in the
mobile telecoms sector and
it’s about giving more say
to individuals to decide
what happens to their data
in practice and being able
to effectively make a choice
in the market.
Breach notification
This approach of breach
notification is consistent with
what is known as ‘protection
of privacy by design’ which
means it is about marketers
investing in good data
protection practice and
methods as early and as
upstream as possible in the
provision of goods and
services.
European law - GDPR
13
Two years
Whilst the authorities will
enforce the new rules from 25
May 2018 onwards with fines,
individuals can already now
rely on the new rules in civil
procedures. Thus there is an
urgent need to act.
Fines
Who fails to comply to these
rules by that time not only risk
a heavy fine (administrative
fines up to € 20.000.000, or in
the case of a business
undertaking, up to 4 % of the
total worldwide annual
turnover of the preceding
financial year, whichever is
higher) but also negative
publicity, loss of credibility and
trust.
Effective as
of May25,
2016
Watch out for data partners:
your customer data should
remain yours
These 4 have the power and …. they are
in the business of data
7 November15
Very successful – logical partners in your
contacts with customers and potential
customers
71
Create a well considered data
and mobile strategy,
but….
Seek data neutral partners
Partners that do not see your
customers data as their gold
Mobile share of contact is
dominant and still
increasing
Time spent on mobile (smart phone) is
growing rapidly
20
“We are no longer in a
mobile first world, we are in
a mobile only world”
Larry Page, Google, 2014
22
Understanding your
customer and delivering
superior service pays!
Understanding your customer and
delivering superior service pays!
7 November24
70% of buying
experiences are based on
how the customer feels
they are being treated.
McKinsey, 2010
86% of customers are
willing to pay more for a
better service.
Forbes, 2011
59% of customers are
willing to
try a new brand to get a
better
customer service
American Express Survey, 2011
Customer engagement
25
Customers who are fully
engaged represent an
average 23% premium in
terms of share of wallet,
profitability, revenue and
relationship growth
compared with the average
customer.
In the consumer
electronics industry, fully
engaged shoppers make
44% more visits per year to
their preferred retailer than do
actively disengaged shoppers.
And when they do visit their
preferred electronics retailer,
these fully engaged shoppers
purchase more items than
they originally intended to.
In the retail banking industry,
customers who are fully
engaged bring 37% more
annual revenue to their
primary bank than do
customers who are actively
disengaged.
Gallup State of the American Consumer 2014
Customer centricity is key
but hard to implement
7 November27
Only 14% of marketers say customer
centricity is ranked high within their
organisation; only 11% percent say
that their customers would say customer
centricity is ranked high within their
organisation
The CMO Council, Mastering Adaptive Customer Engagement
(2014)
73% of marketers view customer
centricity as critical to the success of their
business and role at the company
The CMO Council, Mastering Adaptive Customer Engagement
(2014)
A customer centric culture
28
Your culture is your brand The way to customer
centricity
Culture and good service
.
Road to increased customer engagement – CMR
Not in the game To be in the game To differentiate To transform
Focus on securing
and analysing data
Focus on efficiency
and cost savings
Focus on
effectiveness
Focus on
engagement
Focus on nr of calls closed
Focus on nr of deals closed
Focus on volume, eg leads
Focus on first call
resolution
Focus on sales
effectiveness
Focus on lead quality
Focus on net promotor
score
Focus on social and
advocacy selling
Personal 1-to-1 marketing
Anywhere, anytime
availibility - omnichannel
True collaboration and
connecting relation
Engagement -loyalty
through data dividend
Realtime intelligence and
2-way communication
What can The CMR Agency
do to assist?
The CMR Agency
Quick CMR start
CMR inspiration
talk
CMR workshop
GDPR
compliance
scan
CMR
inventarisation
analysis
CMR
opportunity
scan
CMR strategy
and plan
CMR strategy
Organisational
plan
CMR data plan
CMR technology
plan
CMR services
Project
management
Operational
services
Training &
Education
31
Services
Quick CMR start
To inspire your management with the thoughts behind the CMR vision
and underlying developments and trends.
GDPR
compliance
scan
CMR
opportunity
scan
CMR
inventarisa-
tion analysis
CMR
workshop
CMR
inspiration
talk
One or more interactive sessions with (parts of) your management
team(s) to discuss the impact of the CMR vision for your business.
Scan to which extent your organisation is GDPR compliant and which
following steps are to be defined, also from a non legal perspective.
Organisational inventarisation which steps can be taken in line with the
CMR vision and possibly the outcome of the CMR scan.
Given the action to be taken pursuant to the GDPR, which opportunities
arise with this action and which low-hanging fruit can be harvested.
CMR strategy & plan
CMR strategy to implement in (parts of) your organisation and to create
a solid business case for (any part of) your CMR strategy.
CMR data
plan
CMR
technology
plan
Organi-
sational
plan
CMR
strategy
Organisational plan, with how, what, who and when actions have to be
taken in order to execute the strategy.
CMR data plan, with how, what, who and when actions have to be taken
in order to execute (parts) the strategy, specific to data.
CMR technology plan, with how, what, who and when actions have to be
taken in order to execute (parts) of the strategy, specific to technology.
CMR services
Assistance with the execution of (one of) the plans in order to push
forward the desired progress and/or where internal resources are
limited.
CMR services
Project &
Change
management
Services that a company wishes to outsource or to be included as a full
service, like data intelligence, digital services, design, communication,
software, training or organisational change.
Training &
education
Training & education for the staff affected by a CMR based strategy or
plan
Next Steps

More Related Content

What's hot

Digital Marketing for Charities
Digital Marketing for CharitiesDigital Marketing for Charities
Digital Marketing for Charities
Smart Insights
 
7 minute social media marketing audit
7 minute social media marketing audit7 minute social media marketing audit
7 minute social media marketing audit
unfunnel
 
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Content Marketing Institute
 
The Hottest B2B Marketing Trends of 2017
The Hottest B2B Marketing Trends of 2017The Hottest B2B Marketing Trends of 2017
The Hottest B2B Marketing Trends of 2017
DemandWave
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
Content Marketing Institute
 
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
NewsCred
 
How to Become a Stronger Storyteller
How to Become a Stronger StorytellerHow to Become a Stronger Storyteller
How to Become a Stronger Storyteller
Visually
 
Behavioral Economics & PPC - HeroConf 2015
Behavioral Economics & PPC - HeroConf 2015Behavioral Economics & PPC - HeroConf 2015
Behavioral Economics & PPC - HeroConf 2015
Forthea
 
Marketing into 2020 for entrepreneurs
Marketing into 2020 for entrepreneursMarketing into 2020 for entrepreneurs
Marketing into 2020 for entrepreneurs
Robyn Lambrick
 
Millennials and the Future of eCommerce Content Marketing
Millennials and the Future of eCommerce Content MarketingMillennials and the Future of eCommerce Content Marketing
Millennials and the Future of eCommerce Content Marketing
Yotpo
 
The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015
Content Marketing Institute
 
New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016
Mathew Sweezey
 
SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future
Mathew Sweezey
 
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing MixOptimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
Dave Chaffey
 
[Webinar Slides] How to Keep Sales Cranking in the Second Half of the Year
[Webinar Slides] How to Keep Sales Cranking in the Second Half of the Year[Webinar Slides] How to Keep Sales Cranking in the Second Half of the Year
[Webinar Slides] How to Keep Sales Cranking in the Second Half of the Year
HubSpot
 
Marketing Automation Basics: SMASH Conference breakout session
Marketing Automation Basics: SMASH Conference breakout sessionMarketing Automation Basics: SMASH Conference breakout session
Marketing Automation Basics: SMASH Conference breakout session
Mathew Sweezey
 
2017 State of Marketing Report
2017 State of Marketing Report2017 State of Marketing Report
2017 State of Marketing Report
Manny Rivera
 
85+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 201985+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 2019
Content Marketing Institute
 
Joe Pulizzi's Epic Content Marketing - Sample Chapter
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi's Epic Content Marketing - Sample Chapter
Joe Pulizzi's Epic Content Marketing - Sample Chapter
Joe Pulizzi
 
Stop Marketing!
Stop Marketing!Stop Marketing!
Stop Marketing!
WAKSTER Limited
 

What's hot (20)

Digital Marketing for Charities
Digital Marketing for CharitiesDigital Marketing for Charities
Digital Marketing for Charities
 
7 minute social media marketing audit
7 minute social media marketing audit7 minute social media marketing audit
7 minute social media marketing audit
 
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
 
The Hottest B2B Marketing Trends of 2017
The Hottest B2B Marketing Trends of 2017The Hottest B2B Marketing Trends of 2017
The Hottest B2B Marketing Trends of 2017
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
The Content Formula: Calculate the ROI of Content Marketing & Never Waste Mon...
 
How to Become a Stronger Storyteller
How to Become a Stronger StorytellerHow to Become a Stronger Storyteller
How to Become a Stronger Storyteller
 
Behavioral Economics & PPC - HeroConf 2015
Behavioral Economics & PPC - HeroConf 2015Behavioral Economics & PPC - HeroConf 2015
Behavioral Economics & PPC - HeroConf 2015
 
Marketing into 2020 for entrepreneurs
Marketing into 2020 for entrepreneursMarketing into 2020 for entrepreneurs
Marketing into 2020 for entrepreneurs
 
Millennials and the Future of eCommerce Content Marketing
Millennials and the Future of eCommerce Content MarketingMillennials and the Future of eCommerce Content Marketing
Millennials and the Future of eCommerce Content Marketing
 
The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015The State of Enterprise Content Marketing - 2015
The State of Enterprise Content Marketing - 2015
 
New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016
 
SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future
 
Optimising Your Digital Marketing Mix
Optimising Your Digital Marketing MixOptimising Your Digital Marketing Mix
Optimising Your Digital Marketing Mix
 
[Webinar Slides] How to Keep Sales Cranking in the Second Half of the Year
[Webinar Slides] How to Keep Sales Cranking in the Second Half of the Year[Webinar Slides] How to Keep Sales Cranking in the Second Half of the Year
[Webinar Slides] How to Keep Sales Cranking in the Second Half of the Year
 
Marketing Automation Basics: SMASH Conference breakout session
Marketing Automation Basics: SMASH Conference breakout sessionMarketing Automation Basics: SMASH Conference breakout session
Marketing Automation Basics: SMASH Conference breakout session
 
2017 State of Marketing Report
2017 State of Marketing Report2017 State of Marketing Report
2017 State of Marketing Report
 
85+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 201985+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 2019
 
Joe Pulizzi's Epic Content Marketing - Sample Chapter
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi's Epic Content Marketing - Sample Chapter
Joe Pulizzi's Epic Content Marketing - Sample Chapter
 
Stop Marketing!
Stop Marketing!Stop Marketing!
Stop Marketing!
 

Similar to CMR inspiration talk

Next Generation Insurance Websites- Part 2
Next Generation Insurance Websites- Part 2Next Generation Insurance Websites- Part 2
Next Generation Insurance Websites- Part 2
edynamic
 
Bi24 whitepaper Bi24 - How legal firms can harness the power of analytics
Bi24 whitepaper Bi24 - How legal firms can harness the power of analyticsBi24 whitepaper Bi24 - How legal firms can harness the power of analytics
Bi24 whitepaper Bi24 - How legal firms can harness the power of analytics
David Ricketts
 
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
IBM Switzerland
 
Ibm 1901 2019_marktr
Ibm 1901 2019_marktrIbm 1901 2019_marktr
Ibm 1901 2019_marktr
EvoLife.bg
 
Digital marketing insights report 2014
Digital marketing insights report 2014Digital marketing insights report 2014
Digital marketing insights report 2014
Tin học ngôi sao
 
Báo cáo thống kê về Cnsumer insight trên Digital Marketing 2014
Báo cáo thống kê về Cnsumer insight trên Digital Marketing 2014Báo cáo thống kê về Cnsumer insight trên Digital Marketing 2014
Báo cáo thống kê về Cnsumer insight trên Digital Marketing 2014
Duy, Vo Hoang
 
Consumer relationship architecture report - by Customer Helix
Consumer relationship architecture report - by Customer Helix Consumer relationship architecture report - by Customer Helix
Consumer relationship architecture report - by Customer Helix
Dave Frankland
 
B2B data best practice guide
B2B data best practice guideB2B data best practice guide
B2B data best practice guide
The Marketing Practice
 
Latest Ecommerce Trends to Watch Out For 2023.pdf
Latest Ecommerce Trends to Watch Out For 2023.pdfLatest Ecommerce Trends to Watch Out For 2023.pdf
Latest Ecommerce Trends to Watch Out For 2023.pdf
AdityaJani15
 
AGILONE-ACADEMY_The-State-of-Big-Customer-Data-2015-FINAL3
AGILONE-ACADEMY_The-State-of-Big-Customer-Data-2015-FINAL3AGILONE-ACADEMY_The-State-of-Big-Customer-Data-2015-FINAL3
AGILONE-ACADEMY_The-State-of-Big-Customer-Data-2015-FINAL3
Angela Sanfilippo
 
Social: An essential component of pervasive B2B marketing
Social: An essential component of pervasive B2B marketingSocial: An essential component of pervasive B2B marketing
Social: An essential component of pervasive B2B marketing
McKinsey on Marketing & Sales
 
Predicting the future of b2b marketing with Nexus
Predicting the future of b2b marketing with NexusPredicting the future of b2b marketing with Nexus
Predicting the future of b2b marketing with Nexus
Cyance
 
Data opportunities mini whitepaper
Data opportunities mini whitepaperData opportunities mini whitepaper
Data opportunities mini whitepaper
Robert Bowstead
 
WP_#6for16 2016
WP_#6for16 2016WP_#6for16 2016
WP_#6for16 2016
Nicholas Moore
 
Magna Global: Media Economy Report 20t4
Magna Global: Media Economy Report 20t4Magna Global: Media Economy Report 20t4
Magna Global: Media Economy Report 20t4
Brian Crotty
 
Humanising-your-data-strategy
Humanising-your-data-strategyHumanising-your-data-strategy
Humanising-your-data-strategy
highgate10
 
capgemini research on cmo responsibilities with changing times in 2021
capgemini research on cmo responsibilities with changing times in 2021capgemini research on cmo responsibilities with changing times in 2021
capgemini research on cmo responsibilities with changing times in 2021
Social Samosa
 
Adweek 2019 Data-Driven Marketing at the Crossroads
Adweek 2019 Data-Driven Marketing at the CrossroadsAdweek 2019 Data-Driven Marketing at the Crossroads
Adweek 2019 Data-Driven Marketing at the Crossroads
Mark Osborne
 
A Framework for Digital Business Transformation
A Framework for Digital Business TransformationA Framework for Digital Business Transformation
A Framework for Digital Business Transformation
Cognizant
 
Digital Transformation Imperative for Banking & Financial Services
Digital Transformation Imperative for Banking & Financial ServicesDigital Transformation Imperative for Banking & Financial Services
Digital Transformation Imperative for Banking & Financial Services
Tata Consultancy Services
 

Similar to CMR inspiration talk (20)

Next Generation Insurance Websites- Part 2
Next Generation Insurance Websites- Part 2Next Generation Insurance Websites- Part 2
Next Generation Insurance Websites- Part 2
 
Bi24 whitepaper Bi24 - How legal firms can harness the power of analytics
Bi24 whitepaper Bi24 - How legal firms can harness the power of analyticsBi24 whitepaper Bi24 - How legal firms can harness the power of analytics
Bi24 whitepaper Bi24 - How legal firms can harness the power of analytics
 
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
 
Ibm 1901 2019_marktr
Ibm 1901 2019_marktrIbm 1901 2019_marktr
Ibm 1901 2019_marktr
 
Digital marketing insights report 2014
Digital marketing insights report 2014Digital marketing insights report 2014
Digital marketing insights report 2014
 
Báo cáo thống kê về Cnsumer insight trên Digital Marketing 2014
Báo cáo thống kê về Cnsumer insight trên Digital Marketing 2014Báo cáo thống kê về Cnsumer insight trên Digital Marketing 2014
Báo cáo thống kê về Cnsumer insight trên Digital Marketing 2014
 
Consumer relationship architecture report - by Customer Helix
Consumer relationship architecture report - by Customer Helix Consumer relationship architecture report - by Customer Helix
Consumer relationship architecture report - by Customer Helix
 
B2B data best practice guide
B2B data best practice guideB2B data best practice guide
B2B data best practice guide
 
Latest Ecommerce Trends to Watch Out For 2023.pdf
Latest Ecommerce Trends to Watch Out For 2023.pdfLatest Ecommerce Trends to Watch Out For 2023.pdf
Latest Ecommerce Trends to Watch Out For 2023.pdf
 
AGILONE-ACADEMY_The-State-of-Big-Customer-Data-2015-FINAL3
AGILONE-ACADEMY_The-State-of-Big-Customer-Data-2015-FINAL3AGILONE-ACADEMY_The-State-of-Big-Customer-Data-2015-FINAL3
AGILONE-ACADEMY_The-State-of-Big-Customer-Data-2015-FINAL3
 
Social: An essential component of pervasive B2B marketing
Social: An essential component of pervasive B2B marketingSocial: An essential component of pervasive B2B marketing
Social: An essential component of pervasive B2B marketing
 
Predicting the future of b2b marketing with Nexus
Predicting the future of b2b marketing with NexusPredicting the future of b2b marketing with Nexus
Predicting the future of b2b marketing with Nexus
 
Data opportunities mini whitepaper
Data opportunities mini whitepaperData opportunities mini whitepaper
Data opportunities mini whitepaper
 
WP_#6for16 2016
WP_#6for16 2016WP_#6for16 2016
WP_#6for16 2016
 
Magna Global: Media Economy Report 20t4
Magna Global: Media Economy Report 20t4Magna Global: Media Economy Report 20t4
Magna Global: Media Economy Report 20t4
 
Humanising-your-data-strategy
Humanising-your-data-strategyHumanising-your-data-strategy
Humanising-your-data-strategy
 
capgemini research on cmo responsibilities with changing times in 2021
capgemini research on cmo responsibilities with changing times in 2021capgemini research on cmo responsibilities with changing times in 2021
capgemini research on cmo responsibilities with changing times in 2021
 
Adweek 2019 Data-Driven Marketing at the Crossroads
Adweek 2019 Data-Driven Marketing at the CrossroadsAdweek 2019 Data-Driven Marketing at the Crossroads
Adweek 2019 Data-Driven Marketing at the Crossroads
 
A Framework for Digital Business Transformation
A Framework for Digital Business TransformationA Framework for Digital Business Transformation
A Framework for Digital Business Transformation
 
Digital Transformation Imperative for Banking & Financial Services
Digital Transformation Imperative for Banking & Financial ServicesDigital Transformation Imperative for Banking & Financial Services
Digital Transformation Imperative for Banking & Financial Services
 

Recently uploaded

Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa
 
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
Higher Education Marketing
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
nehapardhi711
 
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
shivangiji206
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
huyenngo62
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
sakthisundar2001
 
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
rosankumar564363
 
Digital Marketing Company in India - DIGI Brooks
Digital Marketing Company in India -  DIGI BrooksDigital Marketing Company in India -  DIGI Brooks
Digital Marketing Company in India - DIGI Brooks
DIGI Brooks
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
edyaefo
 
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
10h6bbc4
 
Top 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptxTop 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptx
zaireendigitech
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
rawlensproductionsco
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
10h6bbc4
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
rawlensproductionsco
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
Y
 
The Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdfThe Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdf
David Thomson
 
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
shivangiji206
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
Jorge Calmett
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Tirupati Gayaph
 

Recently uploaded (20)

Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
 
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
 
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
 
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
 
Digital Marketing Company in India - DIGI Brooks
Digital Marketing Company in India -  DIGI BrooksDigital Marketing Company in India -  DIGI Brooks
Digital Marketing Company in India - DIGI Brooks
 
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
 
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
 
Top 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptxTop 10 Digital Marketing Institute in lucknow.pptx
Top 10 Digital Marketing Institute in lucknow.pptx
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
 
The Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdfThe Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdf
 
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
 

CMR inspiration talk

  • 2. CMR Themes – The road to customer centricity 2 Customer Centricity The customer is king and if he feels that he is treated as such, he will be generous. Marketeers experience a big gap between the desired customer centric situation and the actual situation. Data Connection Accurate customer data are crucial for competitive business intelligence. Customers are willing to invest in sharing their personal data if they feel trust and encounter the right data dividend. Mobile Mobile is the only growing medium and has become the most personal device. We think that personalised communication efforts should focus on the mobile customer experience.
  • 3. Topic Sub Data connection • Better data insights will drive your business • Collaborate with your customers on their data • Watch out for data partners: your customer data should remain yours Mobile • Mobile share of contact is dominant and still increasing Customer Centricity • Understanding your customer and delivering superior service pays! • Customer centricity is key but hard to implement Assistance from CMR Agency Next steps 3 CMR and setting the agenda
  • 4. Better data insights will drive your business
  • 5. Big Data and better insights 5 Companies in the top third of their industry in the use of data-driven decision making were, on average, 5% more productive and 6% more profitable than their competitors MIT Center for Digital Business 63% of firms now report having Big Data in production in 2015, up from just 5% in 2012. 63% of firms reported that they expect to invest greater than $10 million in Big Data by 2017, up from 24% in 2012 NewVantage Partners US Big Data Executive Survey 2016 54% of firms say they have appointed a Chief Data Officer, up from 12% in 2012. 70% of firms report that Big Data is of critical importance to their firms, up from 21% in 2012 NewVantage Partners US Big Data Executive Survey 2016
  • 6.
  • 7. Data from your customers unlock key business benefits 7 77% Ability to deliver better customer/personalised experiences Q. Wat are the key benefits your company realises from the use of personal data? 53% Enhanced customer loyalty 52% Ability to uncover opportunities in new markets 52% Advertising that is more targeted to individuals’ interests 50% Better/more innovative products 47% Ability to offer commercially viable discounts and sale schemes 41% Increased profitable revenue Source: Accenture personal data survey 2014
  • 9. Consumers avoid push marketing and unwanted data use 9 DuckDuckGo, the search engine that doesn’t track its users, grew more than 70% in 2015 Data Comscore The list of providers of fake or instant email-addresses and the use of it is growing quickly – Maildrop.cc, Dispostable, 10 Minute Mail, GuerrillaMail, SpamBog, etc Use of adblocker growth, desk top 16% and mobile 94%! (y/y), 420 million users Mary Meeker, State of the internet 2016
  • 10.
  • 11. Customer Managed Relations Stop collecting, start connecting 11 From CRM to CMR • CMR logical evolvement of Customer Relationship Management (CRM) • Customers own their information: profile, transaction history, inferred information (marital history and behavior) Customers in control • Customers to have access to their data and information across all departments of the company Relation of mutual trust • Connection conditions (culture and systems) designed on customer's needs • In balance with the company’s needs • Company communicates when relevant to the customer
  • 12. European law - GDPR Putting individuals back in control of their own data This includes moves for explicit consent required for the use of data, the so-called ‘right to be forgotten’ and powers to take legal action against organisations that don’t respect these rights by complaining to the supervisory authority rather than going through the court system. Portability of data This is essentially about allowing users to extract in a structured format personal data from service providers and to move that personal data to another provider. This idea stems from what happens in the mobile telecoms sector and it’s about giving more say to individuals to decide what happens to their data in practice and being able to effectively make a choice in the market. Breach notification This approach of breach notification is consistent with what is known as ‘protection of privacy by design’ which means it is about marketers investing in good data protection practice and methods as early and as upstream as possible in the provision of goods and services.
  • 13. European law - GDPR 13 Two years Whilst the authorities will enforce the new rules from 25 May 2018 onwards with fines, individuals can already now rely on the new rules in civil procedures. Thus there is an urgent need to act. Fines Who fails to comply to these rules by that time not only risk a heavy fine (administrative fines up to € 20.000.000, or in the case of a business undertaking, up to 4 % of the total worldwide annual turnover of the preceding financial year, whichever is higher) but also negative publicity, loss of credibility and trust. Effective as of May25, 2016
  • 14. Watch out for data partners: your customer data should remain yours
  • 15. These 4 have the power and …. they are in the business of data 7 November15
  • 16. Very successful – logical partners in your contacts with customers and potential customers 71
  • 17.
  • 18. Create a well considered data and mobile strategy, but…. Seek data neutral partners Partners that do not see your customers data as their gold
  • 19. Mobile share of contact is dominant and still increasing
  • 20. Time spent on mobile (smart phone) is growing rapidly 20
  • 21. “We are no longer in a mobile first world, we are in a mobile only world” Larry Page, Google, 2014
  • 22. 22
  • 23. Understanding your customer and delivering superior service pays!
  • 24. Understanding your customer and delivering superior service pays! 7 November24 70% of buying experiences are based on how the customer feels they are being treated. McKinsey, 2010 86% of customers are willing to pay more for a better service. Forbes, 2011 59% of customers are willing to try a new brand to get a better customer service American Express Survey, 2011
  • 25. Customer engagement 25 Customers who are fully engaged represent an average 23% premium in terms of share of wallet, profitability, revenue and relationship growth compared with the average customer. In the consumer electronics industry, fully engaged shoppers make 44% more visits per year to their preferred retailer than do actively disengaged shoppers. And when they do visit their preferred electronics retailer, these fully engaged shoppers purchase more items than they originally intended to. In the retail banking industry, customers who are fully engaged bring 37% more annual revenue to their primary bank than do customers who are actively disengaged. Gallup State of the American Consumer 2014
  • 26. Customer centricity is key but hard to implement
  • 27. 7 November27 Only 14% of marketers say customer centricity is ranked high within their organisation; only 11% percent say that their customers would say customer centricity is ranked high within their organisation The CMO Council, Mastering Adaptive Customer Engagement (2014) 73% of marketers view customer centricity as critical to the success of their business and role at the company The CMO Council, Mastering Adaptive Customer Engagement (2014)
  • 28. A customer centric culture 28 Your culture is your brand The way to customer centricity Culture and good service .
  • 29. Road to increased customer engagement – CMR Not in the game To be in the game To differentiate To transform Focus on securing and analysing data Focus on efficiency and cost savings Focus on effectiveness Focus on engagement Focus on nr of calls closed Focus on nr of deals closed Focus on volume, eg leads Focus on first call resolution Focus on sales effectiveness Focus on lead quality Focus on net promotor score Focus on social and advocacy selling Personal 1-to-1 marketing Anywhere, anytime availibility - omnichannel True collaboration and connecting relation Engagement -loyalty through data dividend Realtime intelligence and 2-way communication
  • 30. What can The CMR Agency do to assist?
  • 31. The CMR Agency Quick CMR start CMR inspiration talk CMR workshop GDPR compliance scan CMR inventarisation analysis CMR opportunity scan CMR strategy and plan CMR strategy Organisational plan CMR data plan CMR technology plan CMR services Project management Operational services Training & Education 31 Services
  • 32. Quick CMR start To inspire your management with the thoughts behind the CMR vision and underlying developments and trends. GDPR compliance scan CMR opportunity scan CMR inventarisa- tion analysis CMR workshop CMR inspiration talk One or more interactive sessions with (parts of) your management team(s) to discuss the impact of the CMR vision for your business. Scan to which extent your organisation is GDPR compliant and which following steps are to be defined, also from a non legal perspective. Organisational inventarisation which steps can be taken in line with the CMR vision and possibly the outcome of the CMR scan. Given the action to be taken pursuant to the GDPR, which opportunities arise with this action and which low-hanging fruit can be harvested.
  • 33. CMR strategy & plan CMR strategy to implement in (parts of) your organisation and to create a solid business case for (any part of) your CMR strategy. CMR data plan CMR technology plan Organi- sational plan CMR strategy Organisational plan, with how, what, who and when actions have to be taken in order to execute the strategy. CMR data plan, with how, what, who and when actions have to be taken in order to execute (parts) the strategy, specific to data. CMR technology plan, with how, what, who and when actions have to be taken in order to execute (parts) of the strategy, specific to technology.
  • 34. CMR services Assistance with the execution of (one of) the plans in order to push forward the desired progress and/or where internal resources are limited. CMR services Project & Change management Services that a company wishes to outsource or to be included as a full service, like data intelligence, digital services, design, communication, software, training or organisational change. Training & education Training & education for the staff affected by a CMR based strategy or plan