This document discusses driving customer-centric growth through connected experiences. It notes that traditional value drivers no longer provide competitive advantage in today's connected world. The document reports on a large global study examining how to achieve true customer centricity. It identifies 10 key drivers of customer-centric growth: having a clear brand purpose, data-driven customization, touchpoint consistency, company-wide embrace, leadership priority, collaboration, experimentation, the leading role of insights and analytics, unlocking data's power, and developing critical capabilities like storytelling. Achieving these 10 drivers can boost revenue growth by focusing on total customer experience.

1. DRIVING
CUSTOMER-CENTRIC
GROWTH

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. 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. Everybody talks about Customer Centricity

5. But ... does it drive business growth?

6. Insights2020 focus
HOW
to achieve
Customer Centricity?
WHAT
are the drivers of
Customer Centricity?

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. The Insights2020 Coalition
Founding Partners Publishing Partners

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. What do we mean with Customer Centricity?
Customer Centricity
strategy

11. Overperformers vs Underperformers

12. Customer-Centric growth
1 2 3 4 5 6 7
Self-reported growth
Actualgrowth

13. Opportunities
Insights into action
across all
touchpoints
Behavioral
Data
Personalization
Brand
Purpose
Especially true
for overperformers

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. Key dimensions of Customer-Centric growth
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE

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. Driver 1. Purpose-led
Link everything to a
clear brand purpose
80%
32%

18. Driver 1. Purpose-led
4
3
2
1
North Star for all
decisions
Integrated in total
marketing mix
Brand
communications
Societal
movement

19. Driver 2. Data-driven customization
Creating experiences based
on data driven insights
73%
31%

20. Driver 2. Data-driven customization
4
3
2
1 One-size-fits all
Segmentation
Micro-targeting
Full 1-to-1

21. Driver 3. Touch point consistency
I&A to drive consistency
across all touch points
64%
29%

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. 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. Driver 4. Embraced by all
Customer Centricity is fully
embraced by all functions
79%
13%

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. Driver 5. Leadership priority
Customer Centricity is a
top priority for leaders
Incentives are based on
customer related KPIs
91%
48%
45%
24%

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. Driver 6. Collaboration
Work closely with
customers
72%
45%

29. Driver 6. Collaboration
4
3
2
1 Collaborate with
Marketing & IT
Collaborate across
functions
Collaborate with
external partners
Co-create with
customers

30. Driver 7. Experimentation
Embracing risk and
experimentation
40%
13%

31. Driver 7. Experimentation
4
3
2
1 Risk management mindset
Stimulate occasional
experimentation
Allocate budget for
experimentation
Full empowerment

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. Driver 8. Leading role of I&A
51%
18%
I&A leading the
business

34. Driver 8. Leading role of I&A
I&A reports into
the CEO
29%
12%

35. Driver 8. Leading role of I&A
4
3
2
1 Support
Inspire
Challenge
Lead

36. Driver 9. Unlocking the Power of Data
THE ECONOMIC GRAPH Linking different data
sources to distil insights
67%
34%

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. Driver 10. Critical Capabilities
Storytelling
61%
37%
Business Sense
75%
50%
‘Wholebrain’ thinking 71%
42%

39. Driver 10. Critical Capabilities
5
4
3
2
1 Research & Analytics mastery
Business Acumen
Creative solution
thinking
Storytelling
Direction setting

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. 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. NOW what?

Focus on products and services Focus on Total Experience

43. 
NOW what?
Focus on detail of data Focus on actionability of data

44. 
NOW what?
Manage risk Experiment!

45. 
NOW what?
Deliver to customers Co-create and innovate with customers

46. Join us!
Collaborating
Experimenting
movement
Crowd
Sourcing
Data
collecting
PublishingSharing
Networking

47. THANK YOU!
@insights2020