Download as PDF, PPTX
Uploaded byVermeer
Insights2020
This document discusses driving customer-centric growth through connected experiences. It notes that traditional value drivers no longer provide competitive advantage in today's connected world. The document reports on a large global study examining how to achieve true customer centricity. It identifies 10 key drivers of customer-centric growth: having a clear brand purpose, data-driven customization, touchpoint consistency, company-wide embrace, leadership priority, collaboration, experimentation, the leading role of insights and analytics, unlocking data's power, and developing critical capabilities like storytelling. Achieving these 10 drivers can boost revenue growth by focusing on total customer experience.
More Related Content
![[Skale] an HR centric Scrum Process](https://cdn.slidesharecdn.com/ss_thumbnails/skalepublicationv22-110211081128-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
![Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]](https://cdn.slidesharecdn.com/ss_thumbnails/improvingcxwithai-microsoftcasestudysiriusdecisionssummit2017-170523005614-thumbnail.jpg?width=640&height=640&fit=bounds)
![2014 bz lat_am report_final[1]](https://cdn.slidesharecdn.com/ss_thumbnails/2014bzlatamreportfinal1-140925232324-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
Insights2020
- 1.
- 2. Welcome to theconnected society 212 Billion Sensor enabled devices 2008 2015 2020 7 Billion 25 Billion 50 Billion Connected devices ! Connected Society Data People Process Devices
- 3. Traditional value driversno 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
- 4. Everybody talks aboutCustomer Centricity
- 5. But ... doesit drive business growth?
- 6. Insights2020 focus HOW to achieve CustomerCentricity? WHAT are the drivers of Customer Centricity?
- 7. Insights2020 Advisory Board KeithWeed 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 Google Barbara Lamprecht Volkswagen
- 8. The Insights2020 Coalition FoundingPartners Publishing Partners
- 9. Largest and mostglobal 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
- 10. What do wemean with Customer Centricity? Customer Centricity strategy
- 11.
- 12. Customer-Centric growth 1 23 4 5 6 7 Self-reported growth Actualgrowth
- 13. Opportunities Insights into action acrossall touchpoints Behavioral Data Personalization Brand Purpose Especially true for overperformers
- 14. Challenges Internal silos & bureaucracy Legacyof structure & functions Making sense of data Recruiting wholebrain people Especially true for underperformers Especially true for overperformers
- 15. Key dimensions ofCustomer-Centric growth CUSTOMER CENTRIC GROWTH TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE
- 16. Key dimensions ofCustomer-Centric growth 1. Purpose-led 2. Data-driven customization 3. Touch point consistency TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH
- 17. Driver 1. Purpose-led Linkeverything to a clear brand purpose 80% 32%
- 18. Driver 1. Purpose-led 4 3 2 1 NorthStar for all decisions Integrated in total marketing mix Brand communications Societal movement
- 19. Driver 2. Data-drivencustomization Creating experiences based on data driven insights 73% 31%
- 20. Driver 2. Data-drivencustomization 4 3 2 1 One-size-fits all Segmentation Micro-targeting Full 1-to-1
- 21. Driver 3. Touchpoint consistency I&A to drive consistency across all touch points 64% 29%
- 22. Driver 3. Touchpoint consistency 4 3 2 1 Focus on few ‘moments of truth’ (PoS, Advertising) Marketing mix optimization Cross-channel consistency and optimization Extend to partners
- 23. Key dimensions ofCustomer-Centric growth 4. Embraced by all 5. Leadership priority 6. Collaboration 7. ExperimentationTOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH
- 24. Driver 4. Embracedby all Customer Centricity is fully embraced by all functions 79% 13%
- 25. Driver 4. Embracedby 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
- 26. Driver 5. Leadershippriority Customer Centricity is a top priority for leaders Incentives are based on customer related KPIs 91% 48% 45% 24%
- 27. Driver 5. Leadershippriority 3 2 1 Leadership advocates CC CC translated into personal measures and incentives CC as key company metric / guiding principle
- 28. Driver 6. Collaboration Workclosely with customers 72% 45%
- 29. Driver 6. Collaboration 4 3 2 1Collaborate with Marketing & IT Collaborate across functions Collaborate with external partners Co-create with customers
- 30. Driver 7. Experimentation Embracingrisk and experimentation 40% 13%
- 31. Driver 7. Experimentation 4 3 2 1Risk management mindset Stimulate occasional experimentation Allocate budget for experimentation Full empowerment
- 32. Key dimensions ofCustomer-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
- 33. Driver 8. Leadingrole of I&A 51% 18% I&A leading the business
- 34. Driver 8. Leadingrole of I&A I&A reports into the CEO 29% 12%
- 35. Driver 8. Leadingrole of I&A 4 3 2 1 Support Inspire Challenge Lead
- 36. Driver 9. Unlockingthe Power of Data THE ECONOMIC GRAPH Linking different data sources to distil insights 67% 34%
- 37. Driver 9. Unlockingthe Power of Data 5 4 3 2 Linking multiple data sources Data as service to the customer On- and offline integrated Predictive, Forward looking 1 Know what data you have
- 38. Driver 10. CriticalCapabilities Storytelling 61% 37% Business Sense 75% 50% ‘Wholebrain’ thinking 71% 42%
- 39. Driver 10. CriticalCapabilities 5 4 3 2 1 Research & Analytics mastery Business Acumen Creative solution thinking Storytelling Direction setting
- 40. 10 drivers ofCustomer-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
- 41. 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%
- 42. NOW what? Focus onproducts and services Focus on Total Experience
- 43. NOW what? Focus ondetail of data Focus on actionability of data
- 44. NOW what? Manage riskExperiment!
- 45. NOW what? Deliver tocustomers Co-create and innovate with customers
- 46.
- 47.