DRIVING CUSTOMER ENTRIC GROWTH - pimonline.nluuid:e42ebb06-d7b4-45d... · Unilever Sir Martin...
Transcript of DRIVING CUSTOMER ENTRIC GROWTH - pimonline.nluuid:e42ebb06-d7b4-45d... · Unilever Sir Martin...
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DRIVING
CUSTOMER-CENTRIC
GROWTH
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JOIN THE CONVERSATION
@insights2020
#pimsessie
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3
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Welcome to the connected society
212 BillionSensor enabled
devices
2008 2015 2020
7
Billion
25
Billion
50
BillionConnected devices
!Connected
Society
Data People
Process Devices
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Traditional value drivers no longer provide competitive advantage
1900 -
1960
1960 -
1990
1990 -
2010
2010 -
PRESENT
Age of
manufacturing
Age of
Distribution
Age of
Information
Technology
Age of the
Connected
Customer
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Everybody talks about Customer Centricity
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But ... does it drive business growth?
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Insights2020 focus
HOW
to achieve Customer Centricity?
WHAT
are the drivers of
Customer Centricity?
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Insights2020 Advisory Board
Keith Weed
Unilever
Sir Martin Sorrell
WPP
Diego Scotti
Verizon
Julian Prynn
BAT
Jerry Wind
Wharton
Harish Bhat
TATA
Gayle Fuguitt
ARF
Rob Norman
GroupM
Tony Fagan
Barbara Lamprecht
Volkswagen
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Largest and most global I&A study ever conducted
60 Markets
337 Vision Interviews
10,495 Survey Respondents
• LinkedIn Behaviorial Analysis
• Wharton Crowd Sourcing
• 8 Global research teams
• Cross-industry, Cross-function
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Overperformers vs Underperformers
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Opportunities
Insights into action
across all
touchpoints
Behavioral
DataPersonalization
Brand
Purpose
Especially true
for overperformers
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Challenges
Internal silos &
bureaucracy
Legacy of
structure &
functions
Making sense
of data
Recruiting
wholebrain
people
Especially true for
underperformers
Especially true for
overperformers
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The burning question for today
17
DIGITAL FIRST
or
PEOPLE FIRST?
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Key dimensions of Customer-Centric growth
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
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Key dimensions of Customer-Centric growth
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH
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Driver 1. Purpose-led
Link everything to a
clear brand purpose
80%32%
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Driver 1. Purpose-led
4
3
2
1
North Star for all
decisions
Integrated in total
marketing mix
Brand
communications
Societal
movement
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Driver 2. Data-driven customization
Creating experiences based
on data driven insights
73%31%
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Driver 2. Data-driven customization
4
3
2
1 One-size-fits all
Segmentation
Micro-targeting
Full 1-to-1
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Driver 3. Touch point consistency
I&A to drive consistency
across all touch points
64%29%
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Key dimensions of Customer-Centric growth
4. Embraced by all
5. Leadership priority
6. Collaboration
7. ExperimentationTOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH
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Driver 4. Embraced by all
Customer Centricity is fully
embraced by all functions
79%13%
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Driver 4. Embraced by all
4
3
2
1 CC outsourced to I&A
Customer stewardship with
customer facing functions
CC in all functions,
processes and decisions
Seamlessly aligned
with external partners
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Driver 5. Leadership priority
Customer Centricity is a
top priority for leaders
Incentives are based on
customer related KPIs
91%48%
45%
24%
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Driver 6. Collaboration
Work closely with
customers
72%
45%
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Driver 6. Collaboration
4
3
2
1Collaborate with
Marketing & IT
Collaborate across
functions
Collaborate with
external partners
Co-create with
customers
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Driver 7. Experimentation
Embracing risk and
experimentation
40%13%
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Key dimensions of Customer-Centric growth
8. Leading role of I&A
9. Unlocking the power of data
10.Critical capabilities
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH
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Driver 8. Leading role of I&A
51%18%
I&A leading the
business
I&A reports into
the CEO
29%12%
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Driver 9. Unlocking the Power of Data
Linking different data
sources to distil insights
67%
34%
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Driver 10. Critical Capabilities
Storytelling61%
37%
Business Sense75%
50%
‘Wholebrain’ thinking 71%42%
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10 drivers of Customer-Centric growth
8. Leading role of I&A
9. Unlocking the power of data
10. Critical capabilities
4. Embraced by all
5. Leadership priority
6. Collaboration
7. Experimentation
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
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45%
53%
61%
+8%
+2%
+3%
Total Experience
Supporting scorecard
• Purpose-led
• Data-driven customization
• Touch point consistency
• Leading role of I&A
• Unlocking the power of data
• Critical Capabilities
• Embraced by all
• Leadership priority
• Collaboration
• Experimentation
Customer Obsession
Insights Engine
Revenue Growth
Potential
+2.8%
ILLUSTRATIVE NUMBERS
73%
49%
53%
+2%
+5%
+3%
+9%
-6%
-2%
+3%
-7%
-9%
-6%
-2%
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
+5%
63%
75%
61%
34%
+5%
+3%
+4%
+6%-2%
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NOW what?
Focus on products and services Focus on Total Experience
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NOW what?
Focus on detail of data Focus on actionability of data
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NOW what?
Manage risk Experiment!
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NOW what?
Deliver to customers Co-create and innovate with customers
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So…
49
DIGITAL FIRST
or
PEOPLE FIRST?
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Join us!
Collaborating
Experimentingmovement
Crowd
Sourcing
Data
collecting
PublishingSharing
Networking
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THANK YOU!
http://lnkd.in/insights2020
@insights2020