5 Practical Steps to Energize your Organization and Bring Customer First Engagement to Life

Engaging the organization and inspiring everyone to do their best for customers

Bringing Customer First to Life

Today’s Presenter

David CiancioSenior Customer Strategist

dunnhumby

@davidciancio

3 © dunnhumby 2016 | Confidential

Destination – driving growth

Knowing about customers

• Segmented

• Brand promises

• Plans consider customers

• Loyalty programme

Raison d’être

• Personalised

• One promise = do only what’s right for customers

• Loyalty conversations

Saying we are loyal

• Segmented

• Having customer promises

• Plans built around customers

• Loyalty propositions

Customer Conscious Customer LoyalCustomer Centric

All about us All about our customers


Summary: five practical steps to Bring Customer First to Life

Use data to better understand customer needs

Create & embed a common customer language

Engage the army of your people

Show tangible change in the store

Align processes, systems, and structures


save time

appeal

curate

remind

simplify

surprise

educate

inform

reflectshop

select

buydiscover

1. Use data to better understand customer needs


Surprise me with special savings or deals

Inform me about sales, promotions, or events

Make it easy for me to budget

Offer me products and services that appeal

Make it easy for me to find the information I need

Provide me with information that is relevant to me

Save me time in planning my shop

+14.0

+12.5

+12.3

+9.5

+7.4

+6.8

+6.8


2. Create & embed a common customer language


What do we stand for?

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Prices aregood The people

are great!Customers getwhat they want

It’s easyto shop

Great qualityfresh products


Examples of the customer language: it’s about growth

We would need to find 12 new customers for each lost loyal customer

Our best customers are only giving us half of their spend

Customers have told us what is most important to them: our customer promises

Every 1% increase in loyalty returns nearly 1% in L4L growth


Words matter

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TodayCustomers = 31xSales = 8xLoyal = 7xReward = 7x

Pre-GrowthCustomers = 3xSales = 18xLoyal = 0xReward = 0x


Customers must be considered in human and people terms


3. Engage the army of your people


Empower and Energize Front Line Associates


One Person, One Store = Big Difference for Customers


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4. Show tangible change in store


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CREAMS WHITENERS

LACTOSE FREE

FORTIFIED1% 2% HOMOGENIZED

CHOCOLATE


INSIGHT


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5. Align processes, systems, and structures


Rewrite the Customer-First History for Employees


Getting our money and our measures right

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You will need a strongly-led change programme

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Senior cross-functional team leading the charge

Leaders cast long shadows• Change our body language

Engage the middle layer• They are key to success

Sell the vision and the story:The case for change

is relevant for everyone

It will change the hardwiringof our business: systems, processes,

data, structures • What will stop as well as start?

We will have to communicate relentlessly.

Brand the change


save time

appeal

curate

remind

simplify

surprise

educate

inform

reflectshop

select

buydiscover

1. Use data to better understand customer needs


2. Create & embed a common customer language


3. Engage the army of your people


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4. Show tangible change in store


5. Align processes, systems, and structures

WEBINAR Q&A

David [email protected]

@davidciancio

dunnhumby.com

Thank You

5 Practical Steps to Energize your Organization and Bring Customer First Engagement to Life

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Transcript of 5 Practical Steps to Energize your Organization and Bring Customer First Engagement to Life