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The future of customer 
centric marketing 
And where does gamification 
fit in? 
Toby Beresford 
Rise CEO 
@tobyberesford ...
What is Customer Centricity? 
• Figure out who your best 
customers are. 
• Focus on them, roll out the 
red carpet. 
• Cr...
Who should be Customer Centric? 
Definitely 
B2B 
Possibly 
Healthcare 
Utilities 
Financial Services 
Probably 
Travel 
F...
How do we find our best customers? 
To be effective, Customer centricity requires us to know who are our best customers. 
...
We require behaviour data from multiple sources 
Online 
Engagement 
Best 
Customer 
Score 
Purchases 
Marketing 
Attentio...
But not all data is available 
Poor campaign data 
Online 
Engagement 
Best 
Customer 
Score 
Purchases 
Marketing 
Attent...
So we don’t actually know 
• Who are our best customers? 
• What products and services 
are really right for them? 
So...w...
What’s the big idea? 
What's the big idea? Get customers to manage their own 'best customer score' 
What if our customers ...
Nike have nailed it 
Single 
Customer 
Score 
Usage 
Data 
Social Identities 
Nike has obtained the data it needs with Nik...
So have facebook 
• How many friends? 
• How many events invited to? 
• How many likes? 
• How many comments? 
• How many ...
So, what is gamification, again? 
• Opt in programs to achieve intrinsic 
goals 
• Player and manager goals aligned 
• Rel...
Rise offers a ready to roll platform for running these data exchange for feedback programs on a 
79 
trusted 3rd party. 
5...
Gamification for Customer Centricity take away 
Gamification reaches the data no-one else can reach 
Gamification solves t...
Now, how do I trial this? 
• Start on Social Media with an 
influencers program for a niche 
segment. 
– Light & unthreate...
Using Rise 
1. Choose your niche customer segment 
2. Create a social media influencer board from a Twitter search / list ...
www.rise.global
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Customer centric marketing and gamification Toby beresford - rise.global ceo - for slideshare

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Toby Beresford Rise CEO explains why gamification is the missing link in any customer centric marketing intiative as it provides a mechanism to capture all the necessary data to discover who really are our best customers.
This presentation was given at the British Interactive Marketing Association (BIMA).

Published in: Business
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Customer centric marketing and gamification Toby beresford - rise.global ceo - for slideshare

  1. 1. The future of customer centric marketing And where does gamification fit in? Toby Beresford Rise CEO @tobyberesford BIMA Breakfast Briefing 12 November 2014 Includes captions for reading on slideshare
  2. 2. What is Customer Centricity? • Figure out who your best customers are. • Focus on them, roll out the red carpet. • Create products and services that are right for them. Customer centricity is about rolling out the red carpet to your best customers
  3. 3. Who should be Customer Centric? Definitely B2B Possibly Healthcare Utilities Financial Services Probably Travel Fashion Entertainment Not all industry sectors suit a customer centric approach but B2B certainly does
  4. 4. How do we find our best customers? To be effective, Customer centricity requires us to know who are our best customers. Existing segmentation tends to lack the necessary detail to create a 'best customer score' for each customer
  5. 5. We require behaviour data from multiple sources Online Engagement Best Customer Score Purchases Marketing Attention Physical Visits Product Usage Social Media There are 6 sources (at least) of behaviour data we need to create the best customer score: Online Engagement, Purchases, Marketing Attention, Physical Visits, Social Media, Product Usage
  6. 6. But not all data is available Poor campaign data Online Engagement Best Customer Score Purchases Marketing Attention Physical Visits Product Usage Social Media Unlinked customer identities Inflexible privacy policies Legacy systems No tracking in place User does not / will not provide Not all data is available today - we are hampered by: Poor campaign property to central CRM data exchange Rigid privacy policies creating data silos Legacy marketing systems without adequate data exchange No ability to track check-ins in store or at events Unlinked customer identities - i.e. not linking a twitter account to an email address No feedback from customer on actual usage of product
  7. 7. So we don’t actually know • Who are our best customers? • What products and services are really right for them? So...we don;t know who our best customers, so we can't be customer centric.
  8. 8. What’s the big idea? What's the big idea? Get customers to manage their own 'best customer score' What if our customers maintained their own ‘best customer score’? What if they could see whether or not they were our best customer and work up to the benefits of being one?
  9. 9. Nike have nailed it Single Customer Score Usage Data Social Identities Nike has obtained the data it needs with Nike+ where consumers see their score, link social identities, register purchases and record usage Purchases
  10. 10. So have facebook • How many friends? • How many events invited to? • How many likes? • How many comments? • How many shares? • How many mentions? Facebook has obtained the data it needs by gamifying social behaviour in its entirety
  11. 11. So, what is gamification, again? • Opt in programs to achieve intrinsic goals • Player and manager goals aligned • Relevant feedback for players • Motivate with data not prizes • Win win Gamification is the technique being used - it's about a Win Win for both player and manager
  12. 12. Rise offers a ready to roll platform for running these data exchange for feedback programs on a 79 trusted 3rd party. 52 Thought Leader 12 11 45 Community Champion Driving Ability Movie Buff Sustainable Shopper In return for data we provide great feedback
  13. 13. Gamification for Customer Centricity take away Gamification reaches the data no-one else can reach Gamification solves the problem of not enough data to know who are our best customers.
  14. 14. Now, how do I trial this? • Start on Social Media with an influencers program for a niche segment. – Light & unthreatening – Uses existing public data – Can solve today’s marketing issues i.e.: • link customer identities in the CRM • get repeat weekly engagement with our brand Getting started I recommend focusing on social media as its light, public and easy to use
  15. 15. Using Rise 1. Choose your niche customer segment 2. Create a social media influencer board from a Twitter search / list and rank based on Klout – ‘Power Board’ 3. Share with your client (stealth mode) 4. Share with customers (public mode) 5. Start a conversation around the scoring system. 6. Align client and customer goals for customer centric success! With Rise you can start with small, simple projects that can flex and grow into the future programs you want them to be
  16. 16. www.rise.global

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