Unlock the true potential of customer intelligence final

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Unlock the true potential of customer intelligence to optimize marketing and maximize sales. An Louwagie, Expert WDM Belgium

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Unlock the true potential of customer intelligence final

  1. 1. Part of BisnodeBusinessInformationGroup UNLOCK THE TRUE POTENTIAL OF CUSTOMER INTELLIGENCE TO OPTIMIZE MARKETING AND MAXIMIZE SALES
  2. 2. ‘WE DON’T REALLYKNOW WHO OURCUSTOMERS AREAND IF WHAT WEOFFER THEM IS STILLWHAT THEY WANT…’(MOBILE OPERATOR)) ‘HOW CAN WE TUNE OUR POSITIONING TO OUR CUSTOMERS? HOW CAN WE OPTIMIZE OUR COMMUNICATION AND ACTION PLAN?’ (RETAILER)
  3. 3. unlock the true potential ofcustomer intelligenceto optimize marketing and maximize sales
  4. 4. ‘YOUTHMOB’* Mobile operator STRONG For pre-paid teens • tribal (onnet) product BRAND with • strong brand growth last years hundreds of thousands of clients2 branded offers:• prepaid• postpaid *Fictitious name for a real case!
  5. 5. DESPITESTRONG COMMUNICATION EXCELLENT TARIF PLANStowards youngsters for this type of usage WHY? REVENUE CHURN
  6. 6. No, no profiling analysis was ever done…Does YOUTHMOB Can we re-activateknow its clients? dormant customers? WDM Belgium defined a set of actionable measures that would best describe customer usage and socio-demo profiles
  7. 7. Dedicated ‘Youthmob server’ + WDM Belgium dataprocessing & data mining tools +SINGLE CUSTOMER VIEW ‘Youthmob’ operational data + Large extract of WDM Belgium socio-demographic data
  8. 8. VERY DISTINCTBEHAVIOR PROFILES
  9. 9. Only afraction ofconsumers are in the targeted group Change in customer needs Over time – no adapted offer A large portion of revenue is generated by ‘out of target’ profiles
  10. 10. We need to …change aspects of the tariff plan to better serve customers …review communication and investment mix…design a new offer to move ‘wrong ’ customers to a fitting proposal within the beloved brand
  11. 11. CUSTOMERSARE CHANGING
  12. 12. Buying profile? Are we still offering impact on basket mix, visit frequency, what customers want? store catchment areas How to optimize ourSocio-demographics? communication Profile evolution and action plans? of best customers? Who’s joining? Who left? CAN YOU HELP US UNDERSTAND THESE CHANGES?
  13. 13. SINGLECUSTOMER VIEW
  14. 14. New High value and BASKET Existing potential customers? VISITSCOMPOSITION Leaving New vs existing? ??? SOCIO-DEMO BRAND POSITIONING???
  15. 15. WDM BELGIUM’S MISSION IS TO HELP OUR CUSTOMERS MAXIMISE SALES, MINIMISE BUSINESS RISKS AND MAKE BETTER BUSINESS DECISIONS15
  16. 16. dcongressWelcome@WDM Lounge! An Louwagie Business Consultant Dialogue Marketing WDM Belgium an.louwagie@wdmbelgium.be +32 2 555 97 67

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