Insights2020 AMA Inspired Marketing 2015
44
DRIVING CUSTOMER-CENTRIC GROWTH
-
Upload
vermeer -
Category
Data & Analytics
-
view
1.866 -
download
0
Transcript of Insights2020 AMA Inspired Marketing 2015
DRIVING CUSTOMER-CENTRIC
GROWTH
2
DRIVING CUSTOMER-CENTRIC
GROWTH
212 Billion devices
2008 2015 2020
7
Billion
25
Billion
! Connected
Society
Data People
Process Devices
4
1900 -
1960
1960 -
1990
1990 -
2010
2010 -
PRESENT
Age of
Manufacturing
Age of
Distribution
Age of
Information
Technology
Age of the
Connected
Customer
5
6
Insights2020 Focus
HOW
to achieve Customer Centricity?
7
WHAT
are the drivers of
Customer Centricity?
HOW
is customer centricity linked to business?
Insights2020 Advisory Board
8
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
Insights2020 Coalition
9
Founding Partners Publishing Partners
Insights2020 Scope
60 Markets
400 Industries & Sectors
337 Vision Interviews
10,495 Survey Respondents
• LinkedIn Behaviorial Analysis
• Wharton Crowd Sourcing
• 8 Global Research Teams
• Cross-industry, Cross-function
10
11
Customer Centricity
Strategy
Overperformers vs Underperformers
13
Opportunities
Behavioral
data
Insights into
action across
all touchpoints
Personalization Brand
purpose
Especially true
for overperformers
14
Challenges
Internal silos &
bureaucracy
Legacy of
structure &
functions
Making
sense of
data
Recruiting
wholebrain
people
Especially true for
underperformers
Especially true for
overperformers
15
10 Drivers of Customer Centric Growth
16
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
Key Dimensions of Customer Centric Growth
CUSTOMER CENTRIC
GROWTH
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
17
Key Dimensions of Customer Centric Growth
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
18
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
Driver 1. Purpose-led
19
Link everything to a
clear brand purpose
Driver 1. Purpose-led
4
3
2
1
North Star for
all decisions
Integrated in total
marketing mix
Brand
communications
20
Societal
movement
Uplifting mind and body
Driver 2. Data-driven customization
21
Creating experiences based
on data driven insights
Driver 2. Data-driven customization
4
3
2
1 Broad value proposition
Segmentation
Micro-targeting
Full 1-to-1
22
Key Dimensions of Customer Centric Growth
4. Embraced by all
5. Leadership priority
6. Collaboration
7. Experimentation
23
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
Driver 4. Embraced by All
24
Customer Centricity is fully
embraced by all functions
4
Infused in all functions
processes and decisions
Seamlessly aligned
with external partners
Driver 4. Embraced by All
3
2
1 Owned by I&A function
Infused in customer facing
functions
25
Driver 5. Leadership Priority
26
Customer Centricity is a
top priority for leaders
Incentives are based on
customer related KPIs
Driver 5. Leadership Priority
3
2
1 Leadership advocates
customer centricity
Translated into personal
measures & incentives
CC as key metric /
guiding principle
27
Driver 7. Experimentation
28
Embracing risk and
experimentation
Driver 7. Experimentation
29
4
3
2
1 Managing risk
Stimulating
experimentation
Allocating budget for
experimentation
Full
empowerment
Driver 7. Experimentation
30
4
3
2
1 Managing risk
Stimulating
experimentation
Allocating budget for
experimentation
Full
empowerment
Driver 7. Experimentation
31
4
3
2
1 Managing risk
Stimulating
experimentation
Allocating budget for
experimentation
Full
empowerment
Key Dimensions of Customer Centric Growth
8. Leading role of I&A
9. Unlocking the power of data
10.Critical capabilities 32
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
Driver 8. Leading role of I&A
33
I&A leading the
business
I&A reports into
the CEO
Driver 8. Leading role of I&A
4
3
2
1 Support
Inspire
Challenge
Lead
34
Driver 10. Critical Capabilities
35
Storytelling Business Sense ‘Wholebrain’ thinking
Driver 10. Critical Capabilities
5
4
3
2
1 Research & Analytics
mastery
Business
Acumen
Creative solution
thinking
Storytelling
Direction
setting
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%
37
-2%
Focus on products and services Focus on Total Experience
Focus on detail of data Focus on actionability of data
Managing risk Experimenting!
Deliver to customers Co-create and innovate
with customers
Next Steps
42
5
4
3
2 Step 2
Step 4
Step 3
1 Step 1
Step 5
Data collecting
Join The Conversation
Collaborating
Experimenting
movement
Sharing
Publishing Crowd
Sourcing
Networking
43
