Ville Honkimäki's presentation at Management Events' Executive Forum Customer Focus & Marketing event at Crowne Plaza, Helsinki

8. And now, in the name
of Differentiation, we
need to Focus on
Personalized and
Proactive Service
Then someone
invented that Stories
and Values could rule
the world
(The Storytelling
Emotional Era)
Once upon the time
Product Features were
the dominant factor
(The Rational Era)

10. In order to achieve strategic goals companies need to understand
customer experience behavior and utilize customer data
• Fonecta Enterprise Solutions’ empirical results show that the best digital customer
experience is based on the customer’s personalized experience and content.
– Personal / Personalized = Better Service
– Personal / Personalized = Better Sales revenue
• By recognizing the customer adequately you have a powerful tool to collect and target
customer info channel-independently
• With the correct customer data and knowledge, companies are able to carry out more
effective sales and marketing processes

11. – Understanding the current state of data, creates boundary rules for optimization and sets guidelines to
development work.
– Enriching and adjusting customer profiles. Fonecta Enterprise Solutions use customer’s own data and
several Fonecta BtoB and BtoC registers. We also have many other tools like unique rating / scoring
system based on consumer buying behavior.
– Focus on quality of your data rather than quantity – After capturing everything, focus on feeding your
analytics solution with the data that matters most.
• The objective of using current state analysis and mapping is to create solid foundation
to more personalized user-centric marketing. Marketing which is not pure selling but
customer demand care and service.
Customer behavior becomes profitable when you provide right
products to the right customers at the right time using the right
communication channel.
Key to this is high quality data.

14. Adaptive
and personalized
Sales Funnel
Right
customer
Right
target
Right
time
Marketing
as a service
Optimization Optimization

15. How can I define the
relationship between
the product and its
customer?
Is the Value objective
(universal) or can it be
subjective (individual)?
What is the Primary
Value of my product or
service?

16. • Offline-analytics is used for mapping the existing customer data. Online-
analytics is used for enriching the existing customer data and specifying the
customer behavior.
• Meters gathering the customer data are implemented to digital channels and same
meters must be strictly tied to business goals and objectives.
– Hypotheses related to customer data are also used as a base
– By the help of on-line analytics hypothesis can be determined more accurately and are transferred to
tools helping to utilize customer data
• The big benefit of web analytics is being concretized in two ways:
1) x-ray of customer experience
2) concrete information on buying behavior leading to purchase
A fusion of online and offline data determines the
accuracy