Msms2015 adopting holistic customer insight public

Paul Laughlin, Managing Director, Laughlin Consultancy @LaughlinPaul

Adopting Holistic Customer Insight

#MSMS2015

© Laughlin Consultancy Ltd, not to be used without permission.

Customer insight makes money


Customer insight sustains value


What is customer insight?

❖ Data

❖ Analytics

❖ Research

❖ Database Marketing

“A non-obvious understanding about your customers, which if acted upon, has the potential to

change their behaviour for mutual benefit”


How does it add value?


Insight Value

Creator

Customer Strategy

Voice of the Customer

Targeted Customer Interactions

Evidence of Customer-Centricity

Product/Channel Neutrality

Silos in your Customer Insight

Product 1 Product 2

Brand A

Brand B

Brand C

Channel A Channel B

Finance

Marketing

Service

Data team

Analysis team

Research team

Challenges of Multi-Channel Data

CustomerData


• Map common customer journeys

• What do you need to know to improve?

• Capture data that you need to use

• Use Data Modelling to design storage

SCV options

Data Privacy (ICO)

Analysing your Customers


Customer Analysis

Segmentations to guide Participation

Behavioural Analytics to guide Proposition design

Predictive Analytics to target Promotions

Marketing Analytics to measure Profitability

Researching your Customers


• Customer Metric (NPS/CES/CSat)

• Focus Groups/Panels/Ethnographic etc

• Primary research (after secondary)

• Interpretation (inc. behavioural biases)

Customer Research

Analysis + Research

Why will they churn?

Do we care?Are they likely to churn again?

Would we succeed?

High price,lagging product, poor service ...

Waive fee,free upgrade,product bundle ...

What could we do to retain them?

30%

70%

T

$

Current Value

Lifetime Value

Low

High

Who is at risk of churning?

© Gareth Herschel, Gartner CRM Summit

Database Marketing your Customers


• Targeting

• Executing

• Measuring

• Test & Learn as BAU

Database Marketing

Marketing TargetingPropensity

to Buy Product

Propensity to Product

Loyalty

Propensity to Repeat Purchase

Propensity to Brand

Response

Propensity to Channel Response

TimingEvent

TriggersLife Stages

Suppressions & Permissions

Optimal Aggregation

Optimal Brand

Optimal Channel/Media

Target Segments

Regional Focus

Personalised Comms

Attitudinal Offers

Holistic Customer Insight

CustomerData

Customer Research

Customer Analysis

Database Marketing

Feel Experiences

Test Hypotheses

ConvergeEvidence

Structured questioning to

generate Insights

Consider in market &competitor context

Visual communication of compelling stories


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1. Cross functional teams review data, research and analysis to answer a set of

core questions about their target customer and “map the evidence”

2. Those “Evidence Maps” are reviewed to identify key

customer themes

3. Structured questioning techniques are used to dig deeper to develop insights

A “Customer Insight” is:

A non-obvious understanding about your customers, which if acted upon, has the potential to change their behaviour for

mutual benefit

4. Insights are prioritised & converged with opportunity

areas. to generate ideas

Insight Generation Workshops

Positive Case Studies

Hybrid Skills needed

❖ Data Scientist

❖ Psychologist

❖ Artist/Storyteller

❖ Sales Coach

❖ Economist/Statistician

❖ People Leader


Build an Action-Orientated Culture

❖ Need

❖ Actionability

❖ Output

❖ Progress

❖ Complete


linkedin.com/in/paullaughlin

[email protected]

+44 (0)7446 958061

Contacting me:

customerinsightleader.com

laughlinconsultancy.com

@LaughlinPaul


Msms2015 adopting holistic customer insight public

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