Customer Managed Relations

The CMR Agency

CMR Themes – The road to customer centricity

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Customer Centricity

The customer is king and if he feels that he is treated as such, he will be generous.

Marketeers experience a big gap between the desired

customer centric situation and the actual situation.

Data Connection

Accurate customer data are

crucial for competitive business intelligence.

Customers are willing to invest in sharing their personal data

if they feel trust and encounter the right data dividend.

Mobile

Mobile is the only growing medium and has become the

most personal device. We think that personalised

communication efforts should focus on the mobile customer

experience.

Topic Sub

Data connection • Better data insights will drive your business • Collaborate with your customers on their data • Watch out for data partners: your customer data

should remain yours

Mobile • Mobile share of contact is dominant and still increasing

Customer Centricity • Understanding your customer and delivering superior service pays!

• Customer centricity is key but hard to implement

Assistance from CMR Agency

Next steps

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CMR and setting the agenda

Better data insights will drive your business

Big Data and better insights

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Companies in the top third of their industry in the use of

data-driven decision making

were, on average, 5% more productive and 6% more profitable than their

competitors

MIT Center for Digital Business

63% of firms now report

having Big Data in production in 2015, up from

just 5% in 2012. 63% of

firms reported that they expect to invest greater than

$10 million in Big Data by 2017, up from 24% in 2012

NewVantage Partners US Big Data Executive Survey 2016

54% of firms say they

have appointed a Chief Data Officer, up from 12% in

2012. 70% of firms report

that Big Data is of critical importance to their firms, up

from 21% in 2012

NewVantage Partners US Big Data Executive Survey 2016

Data from your customers unlock key business benefits

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77% Ability to deliver better customer/personalised experiences

Q. Wat are the key benefits your company realises from the use of personal data?

53% Enhanced customer loyalty

52% Ability to uncover opportunities in new markets

52% Advertising that is more targeted to individuals’ interests

50% Better/more innovative products

47% Ability to offer commercially viable discounts and sale schemes

41% Increased profitable revenue

Source: Accenture personal data survey 2014

Collaborate with your customers on their data

Consumers avoid push marketing and unwanted data use

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DuckDuckGo, the search engine that doesn’t track its

users, grew more than 70% in 2015

Data Comscore

The list of providers of fake or instant email-addresses and

the use of it is growing quickly – Maildrop.cc, Dispostable, 10

Minute Mail, GuerrillaMail, SpamBog, etc

Use of adblocker growth, desk

top 16% and mobile 94%! (y/y), 420 million users

Mary Meeker, State of the internet 2016

Customer Managed Relations Stop collecting, start connecting

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From CRM to CMR

• CMR logical evolvement of Customer Relationship Management (CRM)

• Customers own their information: profile, transaction history, inferred information (marital history and behavior)

Customers in control

• Customers to have access to their data and information across all departments of the company

Relation of mutual trust

• Connection conditions (culture and systems) designed on customer's needs

• In balance with the company’s needs

• Company communicates when relevant to the customer

European law - GDPR

Putting individuals back in control of their own data

This includes moves for

explicit consent required for the use of data, the so-called

‘right to be forgotten’ and powers to take legal action against organisations that

don’t respect these rights by complaining to the

supervisory authority rather than going through the court

system.

Portability of data

This is essentially about allowing users to extract in

a structured format personal data from service providers and to move that personal data to another provider. This idea stems from what happens in the

mobile telecoms sector and it’s about giving more say

to individuals to decide what happens to their data in practice and being able

to effectively make a choice in the market.

Breach notification

This approach of breach notification is consistent with what is known as ‘protection of privacy by design’ which means it is about marketers

investing in good data protection practice and methods as early and as

upstream as possible in the provision of goods and

services.

European law - GDPR

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Two years

Whilst the authorities will

enforce the new rules from 25 May 2018 onwards with fines, individuals can already now rely on the new rules in civil procedures. Thus there is an

urgent need to act.

Fines

Who fails to comply to these rules by that time not only risk

a heavy fine (administrative fines up to € 20.000.000, or in

the case of a business undertaking, up to 4 % of the

total worldwide annual turnover of the preceding

financial year, whichever is higher) but also negative

publicity, loss of credibility and trust.

Effective as of May25,

2016

Watch out for data partners: your customer data should

remain yours

These 4 have the power and …. they are in the business of data

7 November 2016

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Very successful – logical partners in your contacts with customers and potential customers

7 November

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Create a well considered data and mobile strategy,

but….

Seek data neutral partners Partners that do not see your customers data as their gold

Mobile share of contact is dominant and still

increasing

Time spent on mobile (smart phone) is growing rapidly

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“We are no longer in a mobile first world, we are in

a mobile only world”

Larry Page, Google, 2014

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Understanding your customer and delivering superior service pays!

Understanding your customer and delivering superior service pays!

7 November 2016

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70% of buying experiences are based on how the customer feels they are being treated.

McKinsey, 2010

86% of customers are willing to pay more for a

better service.

Forbes, 2011

59% of customers are willing to

try a new brand to get a better

customer service American Express Survey, 2011

Customer engagement

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Customers who are fully engaged represent an

average 23% premium in

terms of share of wallet, profitability, revenue and

relationship growth compared with the average

customer.

In the consumer electronics industry, fully engaged shoppers make

44% more visits per year to

their preferred retailer than do actively disengaged shoppers. And when they do visit their preferred electronics retailer, these fully engaged shoppers

purchase more items than they originally intended to.

In the retail banking industry, customers who are fully

engaged bring 37% more

annual revenue to their primary bank than do

customers who are actively disengaged.

Gallup State of the American Consumer 2014

Customer centricity is key but hard to implement

7 November 2016

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Only 14% of marketers say customer

centricity is ranked high within their

organisation; only 11% percent say

that their customers would say customer centricity is ranked high within their

organisation

The CMO Council, Mastering Adaptive Customer Engagement (2014)

73% of marketers view customer

centricity as critical to the success of their business and role at the company

The CMO Council, Mastering Adaptive Customer Engagement (2014)

A customer centric culture

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Your culture is your brand

The way to customer

centricity

Culture and good service

.

Road to increased customer engagement – CMR

Not in the game To be in the game To differentiate To transform

Focus on securing and analysing data

Focus on efficiency and cost savings

Focus on effectiveness

Focus on engagement

Focus on nr of calls closed

Focus on nr of deals closed

Focus on volume, eg leads

Focus on first call resolution

Focus on sales effectiveness

Focus on lead quality

Focus on net promotor score

Focus on social and advocacy selling

Personal 1-to-1 marketing

Anywhere, anytime availibility - omnichannel

True collaboration and connecting relation

Engagement -loyalty through data dividend

Realtime intelligence and 2-way communication

What can The CMR Agency do to assist?

The CMR Agency

Quick CMR start

CMR inspiration talk

CMR workshop

GDPR compliance

scan

CMR inventarisation

analysis

CMR

opportunity scan

CMR strategy and plan

CMR strategy

Organisational plan

CMR data plan

CMR technology plan

CMR services

Project management

Operational services

Training & Education

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Services

Quick CMR start

To inspire your management with the thoughts behind the CMR vision and underlying developments and trends.

GDPR compliance

scan

CMR opportunity

scan

CMR inventarisa-tion analysis

CMR workshop

CMR inspiration

talk

One or more interactive sessions with (parts of) your management team(s) to discuss the impact of the CMR vision for your business.

Scan to which extent your organisation is GDPR compliant and which following steps are to be defined, also from a non legal perspective.

Organisational inventarisation which steps can be taken in line with the CMR vision and possibly the outcome of the CMR scan.

Given the action to be taken pursuant to the GDPR, which opportunities arise with this action and which low-hanging fruit can be harvested.

CMR strategy & plan

CMR strategy to implement in (parts of) your organisation and to create a solid business case for (any part of) your CMR strategy.

CMR data plan

CMR technology

plan

Organi-sational

plan

CMR strategy

Organisational plan, with how, what, who and when actions have to be taken in order to execute the strategy.

CMR data plan, with how, what, who and when actions have to be taken in order to execute (parts) the strategy, specific to data.

CMR technology plan, with how, what, who and when actions have to be taken in order to execute (parts) of the strategy, specific to technology.

CMR services

Assistance with the execution of (one of) the plans in order to push forward the desired progress and/or where internal resources are

limited.

CMR services

Project & Change

management

Services that a company wishes to outsource or to be included as a full service, like data intelligence, digital services, design, communication,

software, training or organisational change.

Training & education

Training & education for the staff affected by a CMR based strategy or plan

Next Steps