This document discusses how customer journeys and omnichannel marketing will evolve by 2020. It outlines a 10 step customer journey that involves collecting, connecting, enriching and interpreting customer data to create a single customer view. This data is then used to take action and monitor customers in real-time. By 2020, marketing will be highly personalized for each customer using big data analytics to quickly respond to churn and cross-sell opportunities. The conclusion states that by 2020 technology will greatly improve marketing effectiveness, but marketers must still focus on connecting with customers and using creativity alongside technology.

1. 2020: What’s cooking in omnichannel ?
Bisnode Inspiration Session

2. 2020 : SOME BELIEFS
2,5 Billion Smartphones
Smartphones payments are the standard
Self-driving cars
Virtual Reality is used in many different ways

3. HOW WILL WE BUY IN 2020?
2016 2020

4. THE CUSTOMER JOURNEY
12
3 4
5
6 7
89
10

5. THE CUSTOMER JOURNEY
12
3 4
5
6 7
89
10
DATA

6. THE CUSTOMER JOURNEY
DATA
1
2
3 4
5
6collecting customer data.
connecting customer data.
Enriching the data. Interpreting the data.
Making the data actionable.
Real time monitoring on data

7. THE CUSTOMER JOURNEY
Registration data
Web behavior
Social Data
Mobile data
Shop behavior
Radio
Digital TV
COLLECTING DATA

8. THE CUSTOMER JOURNEY
SINGLE
CUSTOMER VIEW
CONNECTING DATA

9. THE CUSTOMER JOURNEY
SINGLE
CUSTOMER VIEW
ENRICHING DATA

10. THE CUSTOMER JOURNEY
ACTION FROM DATA
What should
we pick?
You should
pick this!

11. THE CUSTOMER JOURNEY
ACTION FROM DATA
In 2012 we thought we were doing great
marketing but we were just spamming
and customers felt tracked.
Person X.
Clicks on a banner. We send him a brochure. We
ask his contact info before download.

12. THE CUSTOMER JOURNEY
ACTION FROM DATA
In 2014 we put some relevance in our
marketing and customers got scared because
they realised brands had got a hold on their
personal data
John.
Gets a joyride from the car manufacturer for his 35th
birthday.

13. THE CUSTOMER JOURNEY
ACTION FROM DATA
In 2020 companies will finally be most relevant
to each and every customers unique situation.
Customers are aware brands are using their
personal data to get personalised brands.John and Mia are welcoming a new baby in the family.
So Bisnode’s analytical model proposes a the only relevant
promotion and can garantee a high change of converting.

14. THE CUSTOMER JOURNEY
ACTION FROM DATA
All families
with a baby.
Target
In 2020 prospection is done on a whole new
level. We will no longer build million dollar
campaigns on personas that somehow make it
acceptable to generalise our entire customer
base.
Customers

15. THE CUSTOMER JOURNEY
ACTION FROM DATA
Customers
Potential
Churners
Every customer gets a tailored marketing
program but with broad analytics that allows
brands to act quickly on churn or more
positivly cross – and upsell.
Churners

16. THE CUSTOMER JOURNEY
What should
we pick?
You should
pick this!
ACTION FROM DATA

17. THE CUSTOMER JOURNEY
ACTION FROM DATA
CUSTOMER ABC123
OFFER : FAMILY CAR
FACEBOOK
CUSTOMER XYZ789
OFFER : FAMILY CAR
PRINT DIRECT MARKETING

18. THE CUSTOMER JOURNEY
ACTION FROM DATA
A x B / C = …
A. Change to reach per channel
B. Change to engage per channel
C. Cost of channel
1 2 3

19. THE CUSTOMER JOURNEY
REALTIME MONITORING DATA

20. THE CUSTOMER JOURNEY
CONCLUSION
In 2020 technology is outmatching marketers in their effectivity
and efficiency. Realizing more sales, faster and better decision-
making and lowering potential risks.

21. THE CUSTOMER JOURNEY
CONCLUSION
But this is not a story of extinction. This was a story about
evolution. Marketers must ensure they are connecting with
customers in the best ways possible, embrace human artistry and
digital creativeness, while being supported by the benefits of
technology.

22. Thank you for your attention !