SlideShare a Scribd company logo
1 of 112
Download to read offline
IMAGE BY CHERRYGARCIA / FLICKR




LEADING                              AND


ENGAGING
CUSTOMERS
   DIGITAL CHANNELS
IN 




- GROWING VALUE THROUGH
PERSONALIZED EXPERIENCES
 This report is solely for the use of client personnel. No part of it may be
 circulated, quoted, or reproduced for distribution outside the client
 organisation without prior written approval from Avaus.

TOM NICKELS
TOM NICKELS
WWW.AVAUS.FI
WWW.AVAUS.FI
digital
             Sales or revenue is the foundation upon which
             every business is built. All sales come from your
             customers.

customer     All companies face challenges of growing and


  growth
             retaining customers as interactions and
             relationships move to the digital space.

             The only way to differentiate and create value
             for your customers is by delivering a better
             customer experience than the competition.

             To do this, you must listen to customers and
             interact with them as individuals. Digitally.

             This requires many changes within the
             company: new services and distribution
             channels, new ways of organizing, better data
             management, new flexible technologies and
             new metrics.
1
   Digital customer growth - a framework
     
2
   A business model based on customer experience
     
3
   How to build a strong customer experience
     
     Using digital transformation to build a customer
4
   centric organisation
     
5
   Creating a roadmap for digital customer growth
4




            
            


            We combine strategy, analytics
            and design with technology
            and outsourcing services.
DRIVING
BUSINESS
    
            Focus areas:
            •  Digital transformation
            •  Customer growth
            •  Digital sales and B2B Lead
               management
            •  Business model & service innovation
            •  Business process efficiency
SOME GREAT COMPANIES WE WORK WITH:




                                                  100 SPECIALISTS

                                      OFFICES IN HELSINKI, FINLAND
                                           AND WROCLAW, POLAND

                                     REVENUE 10+ MILLION € (2012)
FOUNDATION




            1

Digital customer growth –
        a framework
Customers
have
changed
forever
Google, 
                  Amazon, 
                 Apple and 
              Facebook set 
            new
       standards 
                  for what 
                consumers
    expect from companies
But most old
 companies are
  stuck with
their legacy 
                            

     Slow decision making
         Legacy IT systems
  Old distribution channels
     Wrong competencies
          Company politics
    Fear of cannibalization
CREATING A

    COMPETITIVE
    
 ADVANTAGE
                                                           BASES FOR
                                                           DIFFERENTIATION

It’s difficult to differentiate based
on price or product characteristics.
It might work for a while, but               UNIQUE
usually competition catches up.
            PRODUCT

However REALLY KNOWING
YOUR CUSTOMERS and serving
them based on their individual
needs will set you apart. 
                                                       COST ADVANTAGE


                                        CUSTOMER
                                        INTIMACY
In the beginning
- companies created the product
Without a good product
companies are not in the
game. But the core
product has already some
time ago become just a
hygiene factor for
producing a great
customer experience.
THEN COMPANIES
                                                                               STARTED TO ATTACH A

                                                                              LIFESTYLE
                                                                                TO THEIR PRODUCTS BY
                                                                              INVESTING IN BRANDING.

                                                                                What does it say about me if I
                                                                                    wear Nike or drink Coke?
This report is solely for the use of client personnel. No part of it may be      Now there was a context for
circulated, quoted, or reproduced for distribution outside the client             the product, a context that
organisation without prior written approval from Avaus.
                                                                                       added some value to
                                                                                                  customers.
”We have these       “We have these
products, where do   customers, how can
we find customers    we serve them while
for them?”
          making a profit?”
Shoes
                                                                                                  Clothes
                                                                                                  Sensors
                                                                                PRODUCT           Apps
                                                                                                  Devices


NOW COMPANIES                                           Set goals
                                                        Find routes
ARE ADDING                               SERVICE        Track activities

MORE CONTEXT


services &
THROUGH




content
It becomes easier. Educational.
Fun. Something to share with
friends. It multiplies the value of   CONTENT
the product. 

                                       Workouts
                                       Music
                                       Voice prompts
                                       Training tips
                       COMMUNITY     Sharing
                                                                                          Events
                                                                                          Challenge friends
The next
battle-field
for context
- is the battle 
between 
ecosystems
Customer needs are fragmenting. At
an increasing pace. No company alone
in any product category can produce
solutions that satisfy the range of
needs now on the market.

The ultimate way to add context to
products is by opening up and
allowing others to build upon your
product and make it suitable for a
whole range of users and needs. In
most businesses this war is just
starting.
IF YOU CAN ADD SERVICES
                                                                                AND CONTENT TO LIGHT
                                                                                BULBS YOU CAN DO IT IN


                                                                                        ANY
                                                                                        BUSINESS




This report is solely for the use of client personnel. No part of it may be
circulated, quoted, or reproduced for distribution outside the client
organisation without prior written approval from Avaus.
CONTEXT

               TIME
               PREVIOUS BEHAVIOR
               LOCATION                 THE HEART OF
               CUSTOMER LIFECYCLE       CUSTOMER
                                        INTIMACY IS

 NEEDS AND
MOTIVATIONS
                                    = RELEVANCE
PREFERENCES                         
      HABITS
   LIFESTAGE
    ATTITUDE
1
BUSINESS                      Customer
                                                    Loyalty               Sales
MODEL                        experience
Grow sales and
profitability
per customer
                         RELEVANCE



 2
RELEVANT
CUSTOMER                     Identify     Listen              Customize     Interact
ENGAGEMENT
Treat each customer as
an individual




 3
                                             Data & information
ORGANISATIONAL
CAPABILITIES                                 Experience design
Move from product
centric to customer
                                          Organisation & processes
centric organisation
                                                   Technology
BUSINESS




           2

A business model based
on customer experience
Customer      Customer               Sales
experience
     loyalty
                                                       Customer
   Useful     Recommends             Customers          growth
    Easy       Buys more        Revenue per customer
  Pleasant    Will not switch        Retention




      The business logic of customer growth
Digital customer growth: Engaging customers in digital channels
1 000 000
    Customers
                X   20€
                    Average
                               X       6
                                    Purchases
                                                =   120 mil. € 
                    purchase         per year
 Aktiivisten    Keskiostos         Ostouseus
 asiakkaiden
    määrä
Segmenting customers based on
         purchase frequency




                                                     4. Passive
             1. Sporadic
                           2. Regulars
             customers
                                          3. Best
                                         customers

 Purchase
frequency
  per year      1
             5
          18
           0
How much revenue and profits
            do different segments bring?

               1. Sporadic           2. Regulars   3. Best   4. Passives


Frequency           1
                    5
         18
           0

Customers        400k
                 400k
       200k
        600k

Avg purchase      20€
                   20€
       20€
         20€

Sales
               8 m€
                 40 m€
        72 m€
           -
            Total revenue from all
              customer segments
     120 m€
What is the best way to grow sales?


            1. Sporadic            2. Regulars   3. Best           4. Passives


Frequency       1
                      5
        18
                   0



Growth in
frequency       1
                    5,5
         20
                  0




                                      132 m€
                                                        Sales
                          Total
                      growth
   12 m€ = 10%
…
Customers         Purchases         Loyalty

       All        Store       Internet    Telesales

CUSTOMER BASE - FEBRUARY 2012

•    Total number of customers:       852030
•    Marketing permissions:      754044 (88%)
•    New customers this month:        5713
•    Average purchases per customer:  2,3

 12 MONTH TREND
 Existing customers                      New customers     Revenue per customer




 Products per customer                   Share-of-wallet   Customer life time value
ENGAGEMENT




          3

How to build a strong
customer experience
Step 1


Identifying customers
UNIDENTIFIED




IDENTIFIED
HOW DO WE IDENTIFY
THE CUSTOMER?
THE

CHALLENGE: IS

 NOT REALLY ME
THIS IS WHAT YOU SEE, BUT IT


A LOT OF THE CUSTOMER INFORMATION
COMPANIES CURRENTLY USE ISN’T REALLY FOCUSED
ON GETTING TO KNOW WHO THEY ARE AND WHAT
THEY NEED. 

AND ABOVE ALL IT DOESN’T TELL MUCH ABOUT
WHAT THE SITUATION – THE CONTEXT – OF THE
CUSTOMER IS RIGHT NOW.
THE HEART OF CUSTOMER                                                          Products/
INTIMACY IS
                                                                 services in use


RELEVANCE
                                                     Customer
                                                               lifecycle
                                                                                                Purchase
                                                                                                  history
                                                                                                                           IS HELP FROM THIS 
                                                                                                                         COMPANY RELEVANT 
                                                                                                                        IN THE NEAR FUTURE?
                                                                                                        Contact                            DAYS TO
                                                                                                         history
                          MONTHS


                                   Web searches
                             RELATIONSHIP
 IS THIS SOMETHING I
 NEED RIGHT NOW?
                                                            CONTEXT
REAL-TIME
               Visit to webpage



                       Purchase
         IMMEDIATE
                                           CONTEXT
                                                                                                                     Expressed
                                                                                        PERSONAL                         needs
                          Call to CC
                                                                                        CONTEXT
                                                                                                                           Area of
                                   Weather
                                                                              residence

                                                   Location
                Preferences
                                                             YEARS

                                                                                                                    Lifestage
        IS THIS IMPORTANT 
                                                                                  Attitudes
                                               TO ME IN LIFE?

                                                                                                    Social
                                                                                                 connections
understanding context

                                              +
  CUSTOMER                                                                              REAL-TIME 
PROFILE DATA
                                                                           BEHAVIORAL DATA




    Contextual marketing is about understanding not just who someone is but where they are, what they
    are doing, and what they are likely to do next. It’s about combining the right information about a
    customer and the context to deliver the right services and communication at the precise moment it
    offers the most value.
INVEST IN

                            DATA
 0010011001010011101001100100011001100111001100011001
100101001001100101001110100110010001100110011100110001
 00101001001100101001110100110010001100110011100110001            
         Good data is like the ears of a sales man. Without it you
100101001001100101001110100110010001100110011100110001
                          have no clue what the customer needs.
                                                                    
        Integrate traditional customer profile data with real-time
                     behavioral data from all channels in order to
                            UNDERSTAND the need and REACT
                                                  to the context .
Step 2


Deepen customer insight
MARKET
                    VALUE
                         NEED
                 CONTEXT



IN WHICH MARKET          HOW CAN WE GROW              WHAT SHOULD WE           HOW SHOULD WE TREAT A
SHOULD WE INVEST?
       LIFETIME VALUE?
             OFFER?
                  SPECIFIC CUSTOMER?

                        
                            
                        
SEGMENTING ON A MARKET   SEGMENTING BASED ON          SEGMENTING BASED ON      SEGMENTING BASED ON
LEVEL. FOR INSTANCE      CUSTOMER VALUE. FOR          DIFFERING ATTITUDES      THE SITUATION OF THE
CORPORATE CUSTOMERS VS   INSTANCE HIGH-VALUE,         AND NEEDS. FOR           CUSTOMER. FOR INSTANCE
CONSUMERS.
              CHURN-RISK VS UNPROFITABLE   INSTANCE TASTE,          VISITED WEB-SITE, ORDERED
                         CUSTOMERS.
                  CONVENIENCE, OR COST.
   SPECIFIC PRODUCT OR IS AT
                                                                               LOCATION X.




                         Different approaches
                                customer insight
THERE ARE MANY WAYS TO IDENTIFY CUSTOMER
CONTEXTS – USING ONLY ONE IS NOT ENOUGH
                                                                                                           BUSINESS NEED
                                               Personalisation /       Value             Proposition
                                                  Targeting
        management
         development
    CONTEXTUAL INDICATOR



                            RECOMMENDATION
                                ENGINE



                            TRANSACTIONAL /
                                VALUE



                               BEHAVIORAL
                              PROPENSITIES


                            DEMOGRAPHICS /
                              GEOGRAPHY



                               LIFECYCLE



                              ATTITUDINAL 
                                 NEEDS



                                     Useful
          Sometimes useful
           Not useful on its own
Segmenting customers based on
                                                                   value
                   Most valuable
                   customers: Retain
   Most growable
                                        customers: Grow



                                                           Marginal customers:
                                                           Business as usual
                                                                                   Unprofitable customers: Dismiss
                                                                                   or lower cost

                                                                                               Cost to serve


                                             Customer value segments


                                          Current value
        Potential value




Image: Peppers & Rogers group
behavior
       Segmenting
customers based on
PROPENSITY

   WHICH CUSTOMERS ARE LIKELY TO BUY
    SOMETHING, LEAVE OR DO OTHER
    SIGNIFICANT THINGS?
    
    THROUGH PREDICTIVE MODELLING TARGETING CAN BE
    MADE MORE EFFICIENT. THIS HAS A POSITIVE EFFECT ON
    BOTH THE BOTTOM LINE AND ON THE CUSTOMER
    EXPERIENCE.
Developing customer
     STRATEGIES
                               CUSTOMER ISSUE
BUSINESS CHALLENGE

                                                                    with reasons to stay
                               Understand me and provide me ion)
Retain high value customers
                                                                  act
                                g. Loyalty recognition, Next best
                               (e.

                                                                        purchase more
                               Provide me compelling reason to rs, Remarketing)
Broaden the relationship
                                                                      ge
                                 g. Next best action, Behavioral trig
                               (e.

                                                              t, competitive offers
                               Understand me and make relevanMatching customer type)
Acquire the right customer
                                                            ,        risk
                               (e.g. Exclude high defectors, Debt



Improve margin of               Can I be satisfied with less
                                                                     to self-service, Raise prices)
                                (e.g. Identify, Communicate, Steer
unprofitable custmers
ANOTHER

     PERSPECTIVE
  ON CUSTOMER VALUE




ENGAGEMENT
   Interactions
                     €
                                 €
                   €
                                 €
                         CUSTOMER VALUE
                              Money spent
Step 3


Customize your offering and
      communication
Different needs and motives
        drive the development of customer offerings




AtoB
                   Status
                Convenience
           Lifestyle
                  Green values
”I need a car to get    ”I have money and      ”I need to be able     ”The car goes along         ”I appreciate
from one place to       power, and I want to   to trust my car. It    with my lifestyle. I have   ecological values.
another”
               show it to others.     always functions the   my own personality          My car does not
                        Everybody admires      way I wish.”
          and I want to               pollute the nature.”
                        my car.”
                                     experience 
                                                                      it through my car.”
Managing lifecycle
    Prospect >            New customer >                Developing               Stabilized          Good customer >         Recommending
                                                        customer >              customer >                                     customer >


                                                                            Newsletters             Renewing contracts

                                                                                                    Rewarding,              Recommending program
                                                                            Ensuring satisfaction
                                                    Activation of service                           consideration
                                                    use
                                                                            Communication
                                                    Triggered added
                                                    sales                   Service
                                                                            messages                Resigning
                                                    Analytics based                                 Passivity…
                                                    actions


                                                    Targeted                                        Saving the customer
                                                    campaigns                                       relationship
                         Guidelines on how to use
                                                                                                    Tempting the customer
                         products and services
                                                                                                    back
                                                                                                                                    manual
Potential customer
                         Welcome program                Passivity                                                                  scenario
                                                        Churn…
Recognizing interested                                                                                                            automatic
customers
                                                                                                                                   triggered



                         Abandoning shopping                                Strengthening the
    Customer             basket                         Up-sell and              service              Strengthening            Customer
   acquisition >             Welcome >                  cross-sell >           experience>               loyalty >           recommends >
TIMING HAS A BIG EFFECT ON RELEVANCE



WHEN?
 Knowing when a product or service is relevant
to the customer is one of the hardest things to
  do. But one that potentially pays of big time. 
                                                
   Identifying the right customer behavior that
             SIGNALS THE MOST PRESSING
           CUSTOMER NEEDS and triggering
   communication based on that may increase
         relevance and sales SIGNIFICANTLY.
FOCUS SALES EFFORTS ON THOSE THAT ARE

                                   READY TO BUY




                          The different situations of customers and prospects should be recognized. Some are just doing
                          initial browsing, while others are seriously thinking about buying. To optimize sales results we need to
                          distinguish between customers in different phases of the buying cycle. Automated lead nurturing
                          programs can be used for customers that are not quite ready yet. That allows us to focus scarce sales
                          resources on customers most likely to buy. 



Image: www.smallbizwithkids.com
Scoring leads in order to find
                                              customers that are ready to buy
                              ”Lead scoring is a sales and marketing methodology for ranking leads in order to determine their
                              sales-readiness. You score leads based on the interest they show in your business, their current
                              place in the buying cycle and their fit in regards to your business.”


Image: Marketo – The definitive guide to lead scoring
SIMPLE REACTIONS TO CUSTOMER ACTION WILL MAKE THE CUSTOMER FEEL THAT
YOU RECOGNIZE HIM – IT HAS A CLEAR FEEL-GOOD FACTOR TO IT.

               
   
   
   
(and it affects sales)
Example of Dialogue Model: New members




Business goals / aim                       Description:                                       Rules:
•  Activate customer                       •  After joining the customer is encouraged to     •  Trigger valid for all new members that have
•  Ensure customer satisfaction              utilize her membership                             not yet used their card
                                           •  Also strive to gain more customer knowledge     •  Once the card is used, the goal of the
                                             through updated profile                            communication flow is met and this flow is
Customer experience
                                                                                                ended
•  ”I get benefits from”                   •  Updating or changing profile information is a
•  ”Great offers and benefits”               added sales trigger                              •  Communication will also be stopped if the
•  ”Let´s check out the newest products”                                                        customer does not activate within 360 days
                                                                                              •  Product offerings should include only
                                                                                                products that are not often updated
PERSONALIZE                 

     MAKE COMMUNICATION
        MORE RELEVANT BY
       ADAPTING IT TO THE
    NEEDS AND CONTEXT OF
           THE INDIVIDUAL
               CUSTOMER.
NEW SERVICES
                        NEW PLAYERS FOCUSING ON ADDING VALUE TO THE
                               CUSTOMER CONTEXT ENTER OLD MARKETS.




                              +


”runtastic Roadbike is your comprehensive bike app for your
smartphone. The integration of heart rate, cadence, and
speed sensors lets you get more precise tracking and analysis
of your biking”
my network
                  THIS IS


     What value can it bring to
   products and services I use?
  How can companies facilitate
                   that value?
Digital customer growth: Engaging customers in digital channels
REMARKETING RELEVANCE
                             TAKING REALTIME RELEVANCE ONE STEP FURTHER - KEEPING UP 
                                                  WITH THE CUSTOMER CONTEXT ONLINE




                               Company            User leaves
                                website




                                                                 Popular sites
         Web user

                                                                         CLICK



                                  User returns




”Remarketing is a feature that lets you reach people who have previously visited your
                         site, and show them relevant ads when they visit other sites.” 
                                                                                  - Google
Digital customer growth: Engaging customers in digital channels
MOBILIZE.
”The world’s finest
      department store
     brings the greatest
international brands to
                 iPhone. 
                         
 In-store, navigate your
    way around 4,000 of
        the world’s most
premium brands over 1
million square feet and
               7 floors.”
CHANGE
                       MANAGEMENT




            4
      Using digital
transformation to build a
    customer centric
      organisation
Capability 1


Customer centric leadership
”Newswe
                      ek has 
              announce
           that it is g    d
                        oing 
DIGITAL 
                   


  ONLY
 
 
bringing
          an end to
    magazine         the
              ’s 79 year
      history in          
                 print.”
What is at stake?
      Successful vs
unsuccessful change


          After iPhone changed the game
          Samsung was able to convert its
     portfolio to smartphones while Nokia
                            failed to do so. 
                                            
      Market demand can steer you in any
     number of directions, but a vision of
     a future should provide the compass
                   for making the big bets.
Nokia’s first
bold
move
Probably the most important
strategic change in Nokia's
history was made in 1992, when
the new CEO Jorma Ollila
made a crucial strategic
decision to concentrate solely
on telecommunications.
Will Nokia’s
next move
ever pay
off?
Google: we created
    Android to stop an
Apple-dominated future

  "If we did not act, we faced a draconian future
 where one man, one phone, one carrier was the
future," he said. "That's a future we don't want.”
Four dimensions of
managing digital
customer growth
      1. Managing 
         Are you actively developing and delivering consistent positive
  Customer Experience
      customer experiennces in all channels?



     2. Managing 
          Do you have an accurate view of customer needs and
    Customer Insight
       behaviour that is based on data and facts?



      3. Managing 
                            Do you know the value individual customers bring and are
 Customer Lifetime Value
                            there systematic programs in place to increase that value?



     4. Managing 
          Are all employees committed and motivated to create value to
Customer Centric Culture
   customers and serve them based on their individual needs?
Capability 2


Data quality
The volume of     In 2002 digital
                  data surpassed 

  information     non-digital for
                  the first time. By

    is growing    2007 94% of all
                  information on

 exponentially
   the planet was
                  digital.
All companies are now in the
information business
Make existing products and services more valuable to your customers by building in
more data and information. In B2B this is obvious. Sharing data is a key way for adding
value to products and services. But it applies to B2C as well. Apps for smart phones.
GPS for cars. Smart TVs. Recipies on food packages.
Information 
           drives a superior
 customer
experience
                                         
  Amazon is the grand master
   of using customer insight 
   to improve the customer
                 experience. 
                              
   And results are impressive.
                                
          Amazon is the most
   recommended company*
       with 82% of customers 
            saying they would
               recommend it.




*Source: Temkin Group Q1 2011 Consumer
Experience Survey
IF SOMEONE CAN REINVENT THE




                                                                                    LIGHT
                                                                                CUSTOMER EXPERIUENCE OF A




                                                                                    BULBTHE ANYTHING CAN
                                                                                            BE REINVENTED




This report is solely for the use of client personnel. No part of it may be
circulated, quoted, or reproduced for distribution outside the client
organisation without prior written approval from Avaus.
Information drives value

     old 
10-f     
 price m
       iu
prem

     PHILIPS HUE
                                          VS.
                      GENERIC LED BULB
          59,95 €
                                                                   5,95 €




             Philips Hue is a great example of a product where information information adds
             context to product usage. Contexts adds customer value. By increasing customer
             value Philips can charge a price premium for a product that otherwise would be
             generic. Information thus has become a key driver for profitability.
Geckoboard




Real-time information has become one of the most valuable management tools
around. We need to know what is happening right now – are customer buying, are
competitors responding, are we making profits – in order to make smart decisions.
management
   Data                                      Managing data


                     Data collection        Data cleansing     Data enrichment       Data security           Data usage
repository




                                       360 degree                                          Using data to
   Data




                                           view of                                         drive insight and
                                         customer
                   Marketing
            interactions
                                                                     database
     Data sources




                                                             Inbound       Campaigns and                          External
                      Demographics       Purchase history                                      Web history
                                                              contacts       responses                           datasources
Capability 3


Customer experience design
CREATE

 BIG
 EMOTIONS
     “ I've learned that people will forget what you said,    Apple. Zappos. Net-a-Porter. 
     people will forget what you did, but people will never
     forget how you made them feel. ” 
     
                          Maya Angelou, american poet
     
     




76       avaus.fi website
Digital customer growth: Engaging customers in digital channels
simplicity drives convenience
convenience drives value
       value drives profits
Digital customer growth: Engaging customers in digital channels
THE
HOME
BUTTON
”Being simple isn’t as simple as it used to be. IKEA is
growing, and growing fast. Today, it takes strategy to be
   simple, but it must be that way. It can be hard to find
   simple in a complicated world but it is the IKEA way.”
                           Hansi, Ikea employee on Ikea.com
Nowadays, customers don’t want just
function. They want pleasure — good
products that are aesthetically appealing.
Starbucks is
                         to the age of
                       aesthetics what
                       McDonald’s was
                          to the age of
                         convenience.




Image: homedsgn.com
AESTETHICS DRIVES DESIGN OF

                                                                                   PHYSICAL
                                                                                  PRODUCTS




This report is solely for the use of client personnel. No part of it may be
circulated, quoted, or reproduced for distribution outside the client
organisation without prior written approval from Avaus.
BUT AESTETHICS IS AS
       IMPORTANT IN 

 DIGITAL
SERVICES
MAPPING THE CUSTOMER JOURNEY WILL HELP TO
DEVELOP THE SERVICE EXPERIENCE IN MORE DETAIL
Capability 4


Customer centric organisation
      and processes
continuous
   Introducing digital
   activities should not
   be seen as an
   individual project
   Digital is a
   continuous
   process…
   …bringing new
   ways of working,
   communicating and
   marketing, serving
   customers

   process
Digital first
         Change your mindset for marketing to ”digital first”. Calculate
       the ROI for marketing. Digital channels are (almost) always more
                                      efficient than traditional channels.
Inspire people
Terry Leahy set an inspiring vision for Tesco’s entire staff:     ” Give people a purpose, give them
1) Become the leader in grocery retail 2) Create a new concept    big exciting things to do.”
for consumer goods retail 3) Go international. All of them came
                                                                        Sir Terry Leahy, former CEO of Tesco
true.
Marketing &                                                             All marketing activities should
                                                                        be connected to sales.



sales as one
                                                                        Sales data tells you what your
                                                                        customers value.
                                                                        It will show you what works and
                                                                        what doesn’t, and which
                                                                        marketing investments are worth
                                                                        making.
AWARENESS


            All Names




                                  Recycled
                                  Prospect
                        Engaged




                                                         Sales
                                                Lead



                                                         Lead
                                                                    Opportunity     Customer
                                     &




                                             Collaboration with sales

                          Marketing                                         Sales
crawl – walk – run
Becoming a digitally transformed organization or function does
not happen over night. Change happens step by step.

Start with the basics, like managing data and communicating in
digital channels. Connecting web data from the customer
interface with your own data assets, and using that insight for
business decisions comes after a year or two.
Capability 5


Flexible technology platform
REACT IN
REAL-TIME
RELEVANT TIMELY INTERACTIONS ARE POSSIBLE ON A GRAND
SCALE ONLY THROUGH AUTOMATING PROCESSES.
Example: technical architecture
Capability 6


Customer centric culture
Change is
fundamentally
about people
CULTURE
DRIVES
THE MOST
INNOVATIVE
COMPANIES
FORWARD
NOT STRATEGY
market for
  I think there is a world
“                   puters.”
may   be five com




Thomas J. Watson Sr., then-president of IBM, made an apparent
misjudgment of the PC market’s potential. 

Under Watson’s leadership, IBM — which invented the PC — didn’t
have a vision as to how big the market could become and let others,
especially Microsoft, get the lion’s share of the value creation.
Digital customer growth: Engaging customers in digital channels
DIGITALISATION CAUSES

                                                                                             SPEED OF
                                                                                           THE



                                                                                            CHANGE
                                                                                                               TO



                                                                                           ACCELERATE
                       VOLUME AND
                      DISTRIBUTION 
              OF INFORMATION driven
                      by digitalisation
                                                          MORE INFORMATION =
                                                          FASTER CHANGE




This report is solely for the use of client personnel. No part of it may be     SPEED OF
circulated, quoted, or reproduced for distribution outside the client            CHANGE
organisation without prior written approval from Avaus.
industry
dynamics
     may
  change
   almost
     over
    night
Are you
                                                                              ready for

                                                                              game changers
                                                                                 being introduced in
                                                                                 your industry?




This report is solely for the use of client personnel. No part of it may be
circulated, quoted, or reproduced for distribution outside the client
organisation without prior written approval from Avaus.
Make mistakes
- success comes from learning,
learning comes from trial and error
Mistakes are a requirement for learning. They will point you in the right
direction. Organizations where people are punished for mistakes 	

will lead to fightened organizations. Fear makes people passive.	

	

The biggest success stories include a lot of sidesteps that later proved to be
mistakes. But which all had their part in pointing those companies in the right
direction.
The path towards customer centric culture
ROADMAP




           5

Creating a roadmap for
digital customer growth
Strategy and hands-on execution in parallell


                                                                DATA                               CUSTOMER
                                    CUSTOMER                              CREATIVE
                                                              STRATEGY                            MANAGEMENT
                         INSIGHT    STRATEGY                               DESIGN
Strategic
                                                                      CHANGE MANAGE-
                                                                                                                REPOR-
                                                                                    MENT
design
        AUDIT                                CONCEPT
                                                                                                                TING &
                                                                                                               ANALYSIS
                                                    DESIGN

                              Vision
                            Roll-out
                       Optimize
                                                                             CONTENT PRODUC-                    DATA
Hands-on
        PLAN
                 PILOT
                                               IT ARCHI-                          TION                         MANAGE-
                                                                                                                MENT
                                               TECTURE
execution
                                                   EMPLOYEE                     CAMPAIGN
                             EXECUTE AND                   ENGAGEMENT & TECHNICAL         MANAGE-     TECHNOLOGY
                               EVALUATE                      TRAINING  DEPLOYMENT           MENT        SERVICES
                                 PILOT




             CROSS COMPETENCE TEAMS

                STRATEGY                   DESIGN               TECHNOLOGY           ANALYTICS            PROCESS MGMT
Defining customer strategy

                                Why?
                      Who?
                               Vision and            Customer definitions and
Customer insight             objectives, KPI’s        selections, Customer
                                                             lifecycle




                                 What?
                     How?
                       Moments of truth, Offering,      Culture, Business          Piloting and
                          Service channels           processes, Development     implementation
                                                       areas and roadmap
Example: Digital transformation program

                                Three year roadmap for Digital Customer Growth

                             2012
                                2013
                                  2014

1. Data and
technology
                                Key data management



                                 New website          Online sales development
2. Customer
dialogue
                                                                                     Production of
                                                                     Mobile services
                                                                                             digital contents

                                                Online customer service
3. Customer       As is
                                                                                 Resource and channel
                  analysis
processes
                   Process automatisation                                  optimization



4. Service                            Development of new digital services
innovations
                                                       Direct customer dialog

                               Knowledge
5. Organisation                management
                                                         New working methods
and culture
                                                                           New job descriptions and
   10    avaus.fi website                                                                    organization
The winners are those
organisations that can
learn new things and
unlearn old things at an
ever increasing speed.
Thank you!
        Tom Nickels
  Senior advisor / Avaus Consulting
+358 40 5443348 / tom.nickels@avaus.fi
Digital customer growth: Engaging customers in digital channels

More Related Content

What's hot

Affiliate marketing mastermind
Affiliate marketing mastermindAffiliate marketing mastermind
Affiliate marketing mastermindDEVENDRAMARKAM1
 
Affiliate marketing mastermind (1)
Affiliate marketing mastermind (1)Affiliate marketing mastermind (1)
Affiliate marketing mastermind (1)YusufIdrisi
 
signmesh snapshot - quick look into the fashion industry
signmesh snapshot - quick look into the fashion industrysignmesh snapshot - quick look into the fashion industry
signmesh snapshot - quick look into the fashion industrysignmesh
 
Business Presentation of Sacrosacntinfo
Business Presentation of SacrosacntinfoBusiness Presentation of Sacrosacntinfo
Business Presentation of SacrosacntinfoSaikiran434052
 
Experience Design + The Digital Agency (Phizzpop version)
Experience Design + The Digital Agency (Phizzpop version)Experience Design + The Digital Agency (Phizzpop version)
Experience Design + The Digital Agency (Phizzpop version)David Armano
 
Make Your Company More Customer Centric
Make Your Company More Customer CentricMake Your Company More Customer Centric
Make Your Company More Customer CentricPomegranate Media
 
Integrated Marketing Communications with Custom Signage and Graphics
Integrated Marketing Communications with Custom Signage and GraphicsIntegrated Marketing Communications with Custom Signage and Graphics
Integrated Marketing Communications with Custom Signage and GraphicsSigns By Tomorrow
 
Polycom Retail White paper
Polycom Retail White paperPolycom Retail White paper
Polycom Retail White paperRachel Brown
 
5 surefire tips for effective email marketing
5 surefire tips for effective email marketing5 surefire tips for effective email marketing
5 surefire tips for effective email marketingMary L Wood
 
Accenture Retail Clienteling Solution
Accenture Retail Clienteling SolutionAccenture Retail Clienteling Solution
Accenture Retail Clienteling SolutionTarik Schmidt
 
MCG Stories of Successes
MCG Stories of SuccessesMCG Stories of Successes
MCG Stories of Successesdemandmcg
 
Revolutionize Your Marketing With Mobile/Social - 10 Strategies & 26 Cases
Revolutionize Your Marketing With Mobile/Social - 10 Strategies & 26 CasesRevolutionize Your Marketing With Mobile/Social - 10 Strategies & 26 Cases
Revolutionize Your Marketing With Mobile/Social - 10 Strategies & 26 CasesYosi Heber
 
B2B Mobile Marketing: Building The B2B Mobile Business Case
B2B Mobile Marketing: Building The B2B Mobile Business CaseB2B Mobile Marketing: Building The B2B Mobile Business Case
B2B Mobile Marketing: Building The B2B Mobile Business CaseChristina "CK" Kerley
 
5 Ways To Keep Retail Customers Loyal In The Age Of Showrooming
5 Ways To Keep Retail Customers Loyal In The Age Of Showrooming5 Ways To Keep Retail Customers Loyal In The Age Of Showrooming
5 Ways To Keep Retail Customers Loyal In The Age Of ShowroomingFabernovel
 
Leveraging Social Media For Business
Leveraging Social Media For BusinessLeveraging Social Media For Business
Leveraging Social Media For BusinessJay Deragon
 
PSFK presents the Mobile Commerce Playbook
PSFK presents the Mobile Commerce PlaybookPSFK presents the Mobile Commerce Playbook
PSFK presents the Mobile Commerce PlaybookPSFK
 
Mobile-First Selling
Mobile-First SellingMobile-First Selling
Mobile-First SellingJason Kreiter
 
Haygarth Future trends for retail
Haygarth Future trends for retailHaygarth Future trends for retail
Haygarth Future trends for retailAlex Fennemore
 
Pomegranate inside-series-travel-and-tourism
Pomegranate inside-series-travel-and-tourismPomegranate inside-series-travel-and-tourism
Pomegranate inside-series-travel-and-tourismPomegranate Media
 

What's hot (20)

Affiliate marketing mastermind
Affiliate marketing mastermindAffiliate marketing mastermind
Affiliate marketing mastermind
 
Affiliate marketing mastermind (1)
Affiliate marketing mastermind (1)Affiliate marketing mastermind (1)
Affiliate marketing mastermind (1)
 
signmesh snapshot - quick look into the fashion industry
signmesh snapshot - quick look into the fashion industrysignmesh snapshot - quick look into the fashion industry
signmesh snapshot - quick look into the fashion industry
 
Business Presentation of Sacrosacntinfo
Business Presentation of SacrosacntinfoBusiness Presentation of Sacrosacntinfo
Business Presentation of Sacrosacntinfo
 
Experience Design + The Digital Agency (Phizzpop version)
Experience Design + The Digital Agency (Phizzpop version)Experience Design + The Digital Agency (Phizzpop version)
Experience Design + The Digital Agency (Phizzpop version)
 
Make Your Company More Customer Centric
Make Your Company More Customer CentricMake Your Company More Customer Centric
Make Your Company More Customer Centric
 
Integrated Marketing Communications with Custom Signage and Graphics
Integrated Marketing Communications with Custom Signage and GraphicsIntegrated Marketing Communications with Custom Signage and Graphics
Integrated Marketing Communications with Custom Signage and Graphics
 
Polycom Retail White paper
Polycom Retail White paperPolycom Retail White paper
Polycom Retail White paper
 
5 surefire tips for effective email marketing
5 surefire tips for effective email marketing5 surefire tips for effective email marketing
5 surefire tips for effective email marketing
 
Accenture Retail Clienteling Solution
Accenture Retail Clienteling SolutionAccenture Retail Clienteling Solution
Accenture Retail Clienteling Solution
 
MCG Stories of Successes
MCG Stories of SuccessesMCG Stories of Successes
MCG Stories of Successes
 
Revolutionize Your Marketing With Mobile/Social - 10 Strategies & 26 Cases
Revolutionize Your Marketing With Mobile/Social - 10 Strategies & 26 CasesRevolutionize Your Marketing With Mobile/Social - 10 Strategies & 26 Cases
Revolutionize Your Marketing With Mobile/Social - 10 Strategies & 26 Cases
 
B2B Mobile Marketing: Building The B2B Mobile Business Case
B2B Mobile Marketing: Building The B2B Mobile Business CaseB2B Mobile Marketing: Building The B2B Mobile Business Case
B2B Mobile Marketing: Building The B2B Mobile Business Case
 
What's Next: eCommerce
What's Next: eCommerceWhat's Next: eCommerce
What's Next: eCommerce
 
5 Ways To Keep Retail Customers Loyal In The Age Of Showrooming
5 Ways To Keep Retail Customers Loyal In The Age Of Showrooming5 Ways To Keep Retail Customers Loyal In The Age Of Showrooming
5 Ways To Keep Retail Customers Loyal In The Age Of Showrooming
 
Leveraging Social Media For Business
Leveraging Social Media For BusinessLeveraging Social Media For Business
Leveraging Social Media For Business
 
PSFK presents the Mobile Commerce Playbook
PSFK presents the Mobile Commerce PlaybookPSFK presents the Mobile Commerce Playbook
PSFK presents the Mobile Commerce Playbook
 
Mobile-First Selling
Mobile-First SellingMobile-First Selling
Mobile-First Selling
 
Haygarth Future trends for retail
Haygarth Future trends for retailHaygarth Future trends for retail
Haygarth Future trends for retail
 
Pomegranate inside-series-travel-and-tourism
Pomegranate inside-series-travel-and-tourismPomegranate inside-series-travel-and-tourism
Pomegranate inside-series-travel-and-tourism
 

Viewers also liked

La història del internet dana
La història del internet danaLa història del internet dana
La història del internet danaDanaBuscall
 
Foss final seminar
Foss final seminarFoss final seminar
Foss final seminarSmit Patil
 
Amator balikcilik
Amator balikcilikAmator balikcilik
Amator balikcilikadex25
 
Pathways through Participation - Final report launch presentation
Pathways through Participation - Final report launch presentationPathways through Participation - Final report launch presentation
Pathways through Participation - Final report launch presentationTimJHughes
 
Excel ii tip_tricks
Excel ii tip_tricksExcel ii tip_tricks
Excel ii tip_tricksHams Ari
 
Format mingguan topik 7
Format mingguan topik 7Format mingguan topik 7
Format mingguan topik 7Lavendar Craft
 
Owain Glyndwr Ysgol Evan James
Owain  Glyndwr  Ysgol  Evan  JamesOwain  Glyndwr  Ysgol  Evan  James
Owain Glyndwr Ysgol Evan JamesLearn Politics
 
La història del internet dana
La història del internet danaLa història del internet dana
La història del internet danaDanaBuscall
 
Introduction to Social Media & How It Can Benefit Your Business
Introduction to Social Media & How It Can Benefit Your BusinessIntroduction to Social Media & How It Can Benefit Your Business
Introduction to Social Media & How It Can Benefit Your BusinessDreamscape Solutions Ltd
 
Fay Horwitt - Customerville Presentation
Fay Horwitt - Customerville PresentationFay Horwitt - Customerville Presentation
Fay Horwitt - Customerville Presentationfaypresents2011
 
Visits slayt
Visits slaytVisits slayt
Visits slaytcalkan
 
Answering questions about words – dictionaries
Answering questions about words – dictionariesAnswering questions about words – dictionaries
Answering questions about words – dictionariesErnani Agulto
 
Reputation Matters: The MWW Manifesto
Reputation Matters: The MWW ManifestoReputation Matters: The MWW Manifesto
Reputation Matters: The MWW ManifestoMWWPR
 

Viewers also liked (20)

Are your digital channels driving growth?
Are your digital channels driving growth?Are your digital channels driving growth?
Are your digital channels driving growth?
 
La història del internet dana
La història del internet danaLa història del internet dana
La història del internet dana
 
Cs 8001 fall2011
Cs 8001 fall2011Cs 8001 fall2011
Cs 8001 fall2011
 
35
3535
35
 
Murli cement
Murli cementMurli cement
Murli cement
 
Foss final seminar
Foss final seminarFoss final seminar
Foss final seminar
 
Amator balikcilik
Amator balikcilikAmator balikcilik
Amator balikcilik
 
Pathways through Participation - Final report launch presentation
Pathways through Participation - Final report launch presentationPathways through Participation - Final report launch presentation
Pathways through Participation - Final report launch presentation
 
Excel ii tip_tricks
Excel ii tip_tricksExcel ii tip_tricks
Excel ii tip_tricks
 
Format jawapan
Format jawapanFormat jawapan
Format jawapan
 
Format mingguan topik 7
Format mingguan topik 7Format mingguan topik 7
Format mingguan topik 7
 
Owain Glyndwr Ysgol Evan James
Owain  Glyndwr  Ysgol  Evan  JamesOwain  Glyndwr  Ysgol  Evan  James
Owain Glyndwr Ysgol Evan James
 
La història del internet dana
La història del internet danaLa història del internet dana
La història del internet dana
 
Introduction to Social Media & How It Can Benefit Your Business
Introduction to Social Media & How It Can Benefit Your BusinessIntroduction to Social Media & How It Can Benefit Your Business
Introduction to Social Media & How It Can Benefit Your Business
 
Fay Horwitt - Customerville Presentation
Fay Horwitt - Customerville PresentationFay Horwitt - Customerville Presentation
Fay Horwitt - Customerville Presentation
 
T.3.1.pp
T.3.1.ppT.3.1.pp
T.3.1.pp
 
Grafitti
GrafittiGrafitti
Grafitti
 
Visits slayt
Visits slaytVisits slayt
Visits slayt
 
Answering questions about words – dictionaries
Answering questions about words – dictionariesAnswering questions about words – dictionaries
Answering questions about words – dictionaries
 
Reputation Matters: The MWW Manifesto
Reputation Matters: The MWW ManifestoReputation Matters: The MWW Manifesto
Reputation Matters: The MWW Manifesto
 

Similar to Digital customer growth: Engaging customers in digital channels

The Brand Experience Gap
The Brand Experience GapThe Brand Experience Gap
The Brand Experience GapTim Loo
 
Brandware Agency Overview, Services & Capabilities
Brandware Agency Overview, Services & CapabilitiesBrandware Agency Overview, Services & Capabilities
Brandware Agency Overview, Services & CapabilitiesJared Degnan
 
RazorFish Client Summit - Levi’s presentation
RazorFish Client Summit - Levi’s presentationRazorFish Client Summit - Levi’s presentation
RazorFish Client Summit - Levi’s presentationvstuhlen
 
Salesforce Essentials Calgary Keynote
Salesforce Essentials Calgary KeynoteSalesforce Essentials Calgary Keynote
Salesforce Essentials Calgary Keynotenwyne
 
Finding the Tweet Spot in Social Media
Finding the Tweet Spot in Social MediaFinding the Tweet Spot in Social Media
Finding the Tweet Spot in Social MediaTracy Annicchiarico
 
Finding The Tweet Spot [Read Only]
Finding The Tweet Spot [Read Only]Finding The Tweet Spot [Read Only]
Finding The Tweet Spot [Read Only]NormanMendoza
 
Web Strategy for Retail
Web Strategy for RetailWeb Strategy for Retail
Web Strategy for RetailIntergen
 
Delivering Exceptional Web Experiences In a Social World
Delivering Exceptional Web Experiences In a Social WorldDelivering Exceptional Web Experiences In a Social World
Delivering Exceptional Web Experiences In a Social WorldLuis Benitez
 
Clearworks Customer Experience and Usability
Clearworks Customer Experience and UsabilityClearworks Customer Experience and Usability
Clearworks Customer Experience and UsabilityClearworks
 
Digital marketing strategy By EBriks Infotech
Digital marketing strategy  By EBriks InfotechDigital marketing strategy  By EBriks Infotech
Digital marketing strategy By EBriks Infotechsudhir pandey
 
Digital marketing strategy e briks infotech
Digital marketing strategy   e briks infotechDigital marketing strategy   e briks infotech
Digital marketing strategy e briks infotechebriksinfotech
 
Commerical Advantage Introduction
Commerical Advantage IntroductionCommerical Advantage Introduction
Commerical Advantage IntroductionAlexHewitt
 
The Guide to Citizenship.
The Guide to Citizenship.The Guide to Citizenship.
The Guide to Citizenship.Brett McCoy
 
How we generated an ROI of 10:1 by Bringing Data to Life
How we generated an ROI of 10:1 by Bringing Data to LifeHow we generated an ROI of 10:1 by Bringing Data to Life
How we generated an ROI of 10:1 by Bringing Data to Lifejpritchard2
 

Similar to Digital customer growth: Engaging customers in digital channels (20)

The Brand Experience Gap
The Brand Experience GapThe Brand Experience Gap
The Brand Experience Gap
 
Brandware Agency Overview, Services & Capabilities
Brandware Agency Overview, Services & CapabilitiesBrandware Agency Overview, Services & Capabilities
Brandware Agency Overview, Services & Capabilities
 
Join the Dots
Join the DotsJoin the Dots
Join the Dots
 
RazorFish Client Summit - Levi’s presentation
RazorFish Client Summit - Levi’s presentationRazorFish Client Summit - Levi’s presentation
RazorFish Client Summit - Levi’s presentation
 
Salesforce Essentials Calgary Keynote
Salesforce Essentials Calgary KeynoteSalesforce Essentials Calgary Keynote
Salesforce Essentials Calgary Keynote
 
Finding the Tweet Spot in Social Media
Finding the Tweet Spot in Social MediaFinding the Tweet Spot in Social Media
Finding the Tweet Spot in Social Media
 
Finding The Tweet Spot [Read Only]
Finding The Tweet Spot [Read Only]Finding The Tweet Spot [Read Only]
Finding The Tweet Spot [Read Only]
 
Stratford CEM
Stratford CEMStratford CEM
Stratford CEM
 
Ordatronics credentials June 2011
Ordatronics credentials June 2011Ordatronics credentials June 2011
Ordatronics credentials June 2011
 
Ordatronics credentials Rory Panetta June 2011
Ordatronics credentials Rory Panetta June 2011Ordatronics credentials Rory Panetta June 2011
Ordatronics credentials Rory Panetta June 2011
 
Measurement & ROI
Measurement & ROIMeasurement & ROI
Measurement & ROI
 
Web Strategy for Retail
Web Strategy for RetailWeb Strategy for Retail
Web Strategy for Retail
 
Delivering Exceptional Web Experiences In a Social World
Delivering Exceptional Web Experiences In a Social WorldDelivering Exceptional Web Experiences In a Social World
Delivering Exceptional Web Experiences In a Social World
 
Clearworks Customer Experience and Usability
Clearworks Customer Experience and UsabilityClearworks Customer Experience and Usability
Clearworks Customer Experience and Usability
 
Digital marketing strategy By EBriks Infotech
Digital marketing strategy  By EBriks InfotechDigital marketing strategy  By EBriks Infotech
Digital marketing strategy By EBriks Infotech
 
Digital marketing strategy e briks infotech
Digital marketing strategy   e briks infotechDigital marketing strategy   e briks infotech
Digital marketing strategy e briks infotech
 
Commerical Advantage Introduction
Commerical Advantage IntroductionCommerical Advantage Introduction
Commerical Advantage Introduction
 
The Guide to Citizenship.
The Guide to Citizenship.The Guide to Citizenship.
The Guide to Citizenship.
 
How we generated an ROI of 10:1 by Bringing Data to Life
How we generated an ROI of 10:1 by Bringing Data to LifeHow we generated an ROI of 10:1 by Bringing Data to Life
How we generated an ROI of 10:1 by Bringing Data to Life
 
Brand Activation
Brand Activation Brand Activation
Brand Activation
 

More from Tom Nickels

10 käytännön esimerkkiä - Tehoa markkinointiin dataa rikastamalla
10 käytännön esimerkkiä - Tehoa markkinointiin dataa rikastamalla10 käytännön esimerkkiä - Tehoa markkinointiin dataa rikastamalla
10 käytännön esimerkkiä - Tehoa markkinointiin dataa rikastamallaTom Nickels
 
Amazon.com vs. suomalaiset kärkiyritykset
Amazon.com vs. suomalaiset kärkiyrityksetAmazon.com vs. suomalaiset kärkiyritykset
Amazon.com vs. suomalaiset kärkiyrityksetTom Nickels
 
Myyntisuppilo on rikki - uusi myynti datan avulla
Myyntisuppilo on rikki - uusi myynti datan avullaMyyntisuppilo on rikki - uusi myynti datan avulla
Myyntisuppilo on rikki - uusi myynti datan avullaTom Nickels
 
From segmentation to contextual marketing
From segmentation to contextual marketingFrom segmentation to contextual marketing
From segmentation to contextual marketingTom Nickels
 
Menestysresepti asiakkuuksien kasvattamiseen
Menestysresepti asiakkuuksien kasvattamiseenMenestysresepti asiakkuuksien kasvattamiseen
Menestysresepti asiakkuuksien kasvattamiseenTom Nickels
 
10 Ideaa Asiakkuuksien Kasvattamiseen Pdf
10 Ideaa Asiakkuuksien Kasvattamiseen Pdf10 Ideaa Asiakkuuksien Kasvattamiseen Pdf
10 Ideaa Asiakkuuksien Kasvattamiseen PdfTom Nickels
 
10 ideaa asiakkuuksien kasvattamiseen
10 ideaa asiakkuuksien kasvattamiseen10 ideaa asiakkuuksien kasvattamiseen
10 ideaa asiakkuuksien kasvattamiseenTom Nickels
 

More from Tom Nickels (7)

10 käytännön esimerkkiä - Tehoa markkinointiin dataa rikastamalla
10 käytännön esimerkkiä - Tehoa markkinointiin dataa rikastamalla10 käytännön esimerkkiä - Tehoa markkinointiin dataa rikastamalla
10 käytännön esimerkkiä - Tehoa markkinointiin dataa rikastamalla
 
Amazon.com vs. suomalaiset kärkiyritykset
Amazon.com vs. suomalaiset kärkiyrityksetAmazon.com vs. suomalaiset kärkiyritykset
Amazon.com vs. suomalaiset kärkiyritykset
 
Myyntisuppilo on rikki - uusi myynti datan avulla
Myyntisuppilo on rikki - uusi myynti datan avullaMyyntisuppilo on rikki - uusi myynti datan avulla
Myyntisuppilo on rikki - uusi myynti datan avulla
 
From segmentation to contextual marketing
From segmentation to contextual marketingFrom segmentation to contextual marketing
From segmentation to contextual marketing
 
Menestysresepti asiakkuuksien kasvattamiseen
Menestysresepti asiakkuuksien kasvattamiseenMenestysresepti asiakkuuksien kasvattamiseen
Menestysresepti asiakkuuksien kasvattamiseen
 
10 Ideaa Asiakkuuksien Kasvattamiseen Pdf
10 Ideaa Asiakkuuksien Kasvattamiseen Pdf10 Ideaa Asiakkuuksien Kasvattamiseen Pdf
10 Ideaa Asiakkuuksien Kasvattamiseen Pdf
 
10 ideaa asiakkuuksien kasvattamiseen
10 ideaa asiakkuuksien kasvattamiseen10 ideaa asiakkuuksien kasvattamiseen
10 ideaa asiakkuuksien kasvattamiseen
 

Recently uploaded

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxesiyasmengesha
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First RespondersBPOQe
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 

Recently uploaded (20)

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First Responders
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 

Digital customer growth: Engaging customers in digital channels

  • 1. IMAGE BY CHERRYGARCIA / FLICKR LEADING AND ENGAGING CUSTOMERS DIGITAL CHANNELS IN - GROWING VALUE THROUGH PERSONALIZED EXPERIENCES This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organisation without prior written approval from Avaus. TOM NICKELS TOM NICKELS WWW.AVAUS.FI WWW.AVAUS.FI
  • 2. digital Sales or revenue is the foundation upon which every business is built. All sales come from your customers. customer All companies face challenges of growing and growth retaining customers as interactions and relationships move to the digital space. The only way to differentiate and create value for your customers is by delivering a better customer experience than the competition. To do this, you must listen to customers and interact with them as individuals. Digitally. This requires many changes within the company: new services and distribution channels, new ways of organizing, better data management, new flexible technologies and new metrics.
  • 3. 1 Digital customer growth - a framework 2 A business model based on customer experience 3 How to build a strong customer experience Using digital transformation to build a customer 4 centric organisation 5 Creating a roadmap for digital customer growth
  • 4. 4 We combine strategy, analytics and design with technology and outsourcing services. DRIVING BUSINESS Focus areas: •  Digital transformation •  Customer growth •  Digital sales and B2B Lead management •  Business model & service innovation •  Business process efficiency
  • 5. SOME GREAT COMPANIES WE WORK WITH: 100 SPECIALISTS OFFICES IN HELSINKI, FINLAND AND WROCLAW, POLAND REVENUE 10+ MILLION € (2012)
  • 6. FOUNDATION 1 Digital customer growth – a framework
  • 8. Google, Amazon, Apple and Facebook set new standards for what consumers expect from companies
  • 9. But most old companies are stuck with their legacy Slow decision making Legacy IT systems Old distribution channels Wrong competencies Company politics Fear of cannibalization
  • 10. CREATING A COMPETITIVE ADVANTAGE BASES FOR DIFFERENTIATION It’s difficult to differentiate based on price or product characteristics. It might work for a while, but UNIQUE usually competition catches up. PRODUCT However REALLY KNOWING YOUR CUSTOMERS and serving them based on their individual needs will set you apart. COST ADVANTAGE CUSTOMER INTIMACY
  • 11. In the beginning - companies created the product Without a good product companies are not in the game. But the core product has already some time ago become just a hygiene factor for producing a great customer experience.
  • 12. THEN COMPANIES STARTED TO ATTACH A LIFESTYLE TO THEIR PRODUCTS BY INVESTING IN BRANDING. What does it say about me if I wear Nike or drink Coke? This report is solely for the use of client personnel. No part of it may be Now there was a context for circulated, quoted, or reproduced for distribution outside the client the product, a context that organisation without prior written approval from Avaus. added some value to customers.
  • 13. ”We have these “We have these products, where do customers, how can we find customers we serve them while for them?” making a profit?”
  • 14. Shoes Clothes Sensors PRODUCT Apps Devices NOW COMPANIES Set goals Find routes ARE ADDING SERVICE Track activities MORE CONTEXT services & THROUGH content It becomes easier. Educational. Fun. Something to share with friends. It multiplies the value of CONTENT the product. Workouts Music Voice prompts Training tips COMMUNITY Sharing Events Challenge friends
  • 15. The next battle-field for context - is the battle between ecosystems Customer needs are fragmenting. At an increasing pace. No company alone in any product category can produce solutions that satisfy the range of needs now on the market. The ultimate way to add context to products is by opening up and allowing others to build upon your product and make it suitable for a whole range of users and needs. In most businesses this war is just starting.
  • 16. IF YOU CAN ADD SERVICES AND CONTENT TO LIGHT BULBS YOU CAN DO IT IN ANY BUSINESS This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organisation without prior written approval from Avaus.
  • 17. CONTEXT TIME PREVIOUS BEHAVIOR LOCATION THE HEART OF CUSTOMER LIFECYCLE CUSTOMER INTIMACY IS NEEDS AND MOTIVATIONS = RELEVANCE PREFERENCES HABITS LIFESTAGE ATTITUDE
  • 18. 1 BUSINESS Customer Loyalty Sales MODEL experience Grow sales and profitability per customer RELEVANCE 2 RELEVANT CUSTOMER Identify Listen Customize Interact ENGAGEMENT Treat each customer as an individual 3 Data & information ORGANISATIONAL CAPABILITIES Experience design Move from product centric to customer Organisation & processes centric organisation Technology
  • 19. BUSINESS 2 A business model based on customer experience
  • 20. Customer Customer Sales experience loyalty Customer Useful Recommends Customers growth Easy Buys more Revenue per customer Pleasant Will not switch Retention The business logic of customer growth
  • 22. 1 000 000 Customers X 20€ Average X 6 Purchases = 120 mil. € purchase per year Aktiivisten Keskiostos Ostouseus asiakkaiden määrä
  • 23. Segmenting customers based on purchase frequency 4. Passive 1. Sporadic 2. Regulars customers 3. Best customers Purchase frequency per year 1 5 18 0
  • 24. How much revenue and profits do different segments bring? 1. Sporadic 2. Regulars 3. Best 4. Passives Frequency 1 5 18 0 Customers 400k 400k 200k 600k Avg purchase 20€ 20€ 20€ 20€ Sales 8 m€ 40 m€ 72 m€ - Total revenue from all customer segments 120 m€
  • 25. What is the best way to grow sales? 1. Sporadic 2. Regulars 3. Best 4. Passives Frequency 1 5 18 0 Growth in frequency 1 5,5 20 0 132 m€ Sales Total growth 12 m€ = 10%
  • 26. … Customers Purchases Loyalty All Store Internet Telesales CUSTOMER BASE - FEBRUARY 2012 •  Total number of customers: 852030 •  Marketing permissions: 754044 (88%) •  New customers this month: 5713 •  Average purchases per customer: 2,3 12 MONTH TREND Existing customers New customers Revenue per customer Products per customer Share-of-wallet Customer life time value
  • 27. ENGAGEMENT 3 How to build a strong customer experience
  • 30. HOW DO WE IDENTIFY THE CUSTOMER?
  • 31. THE CHALLENGE: IS NOT REALLY ME THIS IS WHAT YOU SEE, BUT IT A LOT OF THE CUSTOMER INFORMATION COMPANIES CURRENTLY USE ISN’T REALLY FOCUSED ON GETTING TO KNOW WHO THEY ARE AND WHAT THEY NEED. AND ABOVE ALL IT DOESN’T TELL MUCH ABOUT WHAT THE SITUATION – THE CONTEXT – OF THE CUSTOMER IS RIGHT NOW.
  • 32. THE HEART OF CUSTOMER Products/ INTIMACY IS services in use RELEVANCE Customer lifecycle Purchase history IS HELP FROM THIS COMPANY RELEVANT IN THE NEAR FUTURE? Contact DAYS TO history MONTHS Web searches RELATIONSHIP IS THIS SOMETHING I NEED RIGHT NOW? CONTEXT REAL-TIME Visit to webpage Purchase IMMEDIATE CONTEXT Expressed PERSONAL needs Call to CC CONTEXT Area of Weather residence Location Preferences YEARS Lifestage IS THIS IMPORTANT Attitudes TO ME IN LIFE? Social connections
  • 33. understanding context + CUSTOMER REAL-TIME PROFILE DATA BEHAVIORAL DATA Contextual marketing is about understanding not just who someone is but where they are, what they are doing, and what they are likely to do next. It’s about combining the right information about a customer and the context to deliver the right services and communication at the precise moment it offers the most value.
  • 34. INVEST IN DATA 0010011001010011101001100100011001100111001100011001 100101001001100101001110100110010001100110011100110001 00101001001100101001110100110010001100110011100110001 Good data is like the ears of a sales man. Without it you 100101001001100101001110100110010001100110011100110001 have no clue what the customer needs. Integrate traditional customer profile data with real-time behavioral data from all channels in order to UNDERSTAND the need and REACT to the context .
  • 36. MARKET VALUE NEED CONTEXT IN WHICH MARKET HOW CAN WE GROW WHAT SHOULD WE HOW SHOULD WE TREAT A SHOULD WE INVEST? LIFETIME VALUE? OFFER? SPECIFIC CUSTOMER? SEGMENTING ON A MARKET SEGMENTING BASED ON SEGMENTING BASED ON SEGMENTING BASED ON LEVEL. FOR INSTANCE CUSTOMER VALUE. FOR DIFFERING ATTITUDES THE SITUATION OF THE CORPORATE CUSTOMERS VS INSTANCE HIGH-VALUE, AND NEEDS. FOR CUSTOMER. FOR INSTANCE CONSUMERS. CHURN-RISK VS UNPROFITABLE INSTANCE TASTE, VISITED WEB-SITE, ORDERED CUSTOMERS. CONVENIENCE, OR COST. SPECIFIC PRODUCT OR IS AT LOCATION X. Different approaches customer insight
  • 37. THERE ARE MANY WAYS TO IDENTIFY CUSTOMER CONTEXTS – USING ONLY ONE IS NOT ENOUGH BUSINESS NEED Personalisation / Value Proposition Targeting management development CONTEXTUAL INDICATOR RECOMMENDATION ENGINE TRANSACTIONAL / VALUE BEHAVIORAL PROPENSITIES DEMOGRAPHICS / GEOGRAPHY LIFECYCLE ATTITUDINAL NEEDS Useful Sometimes useful Not useful on its own
  • 38. Segmenting customers based on value Most valuable customers: Retain Most growable customers: Grow Marginal customers: Business as usual Unprofitable customers: Dismiss or lower cost Cost to serve Customer value segments Current value Potential value Image: Peppers & Rogers group
  • 39. behavior Segmenting customers based on
  • 40. PROPENSITY WHICH CUSTOMERS ARE LIKELY TO BUY SOMETHING, LEAVE OR DO OTHER SIGNIFICANT THINGS? THROUGH PREDICTIVE MODELLING TARGETING CAN BE MADE MORE EFFICIENT. THIS HAS A POSITIVE EFFECT ON BOTH THE BOTTOM LINE AND ON THE CUSTOMER EXPERIENCE.
  • 41. Developing customer STRATEGIES CUSTOMER ISSUE BUSINESS CHALLENGE with reasons to stay Understand me and provide me ion) Retain high value customers act g. Loyalty recognition, Next best (e. purchase more Provide me compelling reason to rs, Remarketing) Broaden the relationship ge g. Next best action, Behavioral trig (e. t, competitive offers Understand me and make relevanMatching customer type) Acquire the right customer , risk (e.g. Exclude high defectors, Debt Improve margin of Can I be satisfied with less to self-service, Raise prices) (e.g. Identify, Communicate, Steer unprofitable custmers
  • 42. ANOTHER PERSPECTIVE ON CUSTOMER VALUE ENGAGEMENT Interactions € € € € CUSTOMER VALUE Money spent
  • 43. Step 3 Customize your offering and communication
  • 44. Different needs and motives drive the development of customer offerings AtoB Status Convenience Lifestyle Green values ”I need a car to get ”I have money and ”I need to be able ”The car goes along ”I appreciate from one place to power, and I want to to trust my car. It with my lifestyle. I have ecological values. another” show it to others. always functions the my own personality My car does not Everybody admires way I wish.” and I want to pollute the nature.” my car.” experience it through my car.”
  • 45. Managing lifecycle Prospect > New customer > Developing Stabilized Good customer > Recommending customer > customer > customer > Newsletters Renewing contracts Rewarding, Recommending program Ensuring satisfaction Activation of service consideration use Communication Triggered added sales Service messages Resigning Analytics based Passivity… actions Targeted Saving the customer campaigns relationship Guidelines on how to use Tempting the customer products and services back manual Potential customer Welcome program Passivity scenario Churn… Recognizing interested automatic customers triggered Abandoning shopping Strengthening the Customer basket Up-sell and service Strengthening Customer acquisition > Welcome > cross-sell > experience> loyalty > recommends >
  • 46. TIMING HAS A BIG EFFECT ON RELEVANCE WHEN? Knowing when a product or service is relevant to the customer is one of the hardest things to do. But one that potentially pays of big time. Identifying the right customer behavior that SIGNALS THE MOST PRESSING CUSTOMER NEEDS and triggering communication based on that may increase relevance and sales SIGNIFICANTLY.
  • 47. FOCUS SALES EFFORTS ON THOSE THAT ARE READY TO BUY The different situations of customers and prospects should be recognized. Some are just doing initial browsing, while others are seriously thinking about buying. To optimize sales results we need to distinguish between customers in different phases of the buying cycle. Automated lead nurturing programs can be used for customers that are not quite ready yet. That allows us to focus scarce sales resources on customers most likely to buy. Image: www.smallbizwithkids.com
  • 48. Scoring leads in order to find customers that are ready to buy ”Lead scoring is a sales and marketing methodology for ranking leads in order to determine their sales-readiness. You score leads based on the interest they show in your business, their current place in the buying cycle and their fit in regards to your business.” Image: Marketo – The definitive guide to lead scoring
  • 49. SIMPLE REACTIONS TO CUSTOMER ACTION WILL MAKE THE CUSTOMER FEEL THAT YOU RECOGNIZE HIM – IT HAS A CLEAR FEEL-GOOD FACTOR TO IT. (and it affects sales)
  • 50. Example of Dialogue Model: New members Business goals / aim Description: Rules: •  Activate customer •  After joining the customer is encouraged to •  Trigger valid for all new members that have •  Ensure customer satisfaction utilize her membership not yet used their card •  Also strive to gain more customer knowledge •  Once the card is used, the goal of the through updated profile communication flow is met and this flow is Customer experience ended •  ”I get benefits from” •  Updating or changing profile information is a •  ”Great offers and benefits” added sales trigger •  Communication will also be stopped if the •  ”Let´s check out the newest products” customer does not activate within 360 days •  Product offerings should include only products that are not often updated
  • 51. PERSONALIZE MAKE COMMUNICATION MORE RELEVANT BY ADAPTING IT TO THE NEEDS AND CONTEXT OF THE INDIVIDUAL CUSTOMER.
  • 52. NEW SERVICES NEW PLAYERS FOCUSING ON ADDING VALUE TO THE CUSTOMER CONTEXT ENTER OLD MARKETS. + ”runtastic Roadbike is your comprehensive bike app for your smartphone. The integration of heart rate, cadence, and speed sensors lets you get more precise tracking and analysis of your biking”
  • 53. my network THIS IS What value can it bring to products and services I use? How can companies facilitate that value?
  • 55. REMARKETING RELEVANCE TAKING REALTIME RELEVANCE ONE STEP FURTHER - KEEPING UP WITH THE CUSTOMER CONTEXT ONLINE Company User leaves website Popular sites Web user CLICK User returns ”Remarketing is a feature that lets you reach people who have previously visited your site, and show them relevant ads when they visit other sites.” - Google
  • 58. ”The world’s finest department store brings the greatest international brands to iPhone. In-store, navigate your way around 4,000 of the world’s most premium brands over 1 million square feet and 7 floors.”
  • 59. CHANGE MANAGEMENT 4 Using digital transformation to build a customer centric organisation
  • 61. ”Newswe ek has announce that it is g d oing DIGITAL ONLY bringing an end to magazine the ’s 79 year history in print.”
  • 62. What is at stake? Successful vs unsuccessful change After iPhone changed the game Samsung was able to convert its portfolio to smartphones while Nokia failed to do so. Market demand can steer you in any number of directions, but a vision of a future should provide the compass for making the big bets.
  • 63. Nokia’s first bold move Probably the most important strategic change in Nokia's history was made in 1992, when the new CEO Jorma Ollila made a crucial strategic decision to concentrate solely on telecommunications.
  • 65. Google: we created Android to stop an Apple-dominated future "If we did not act, we faced a draconian future where one man, one phone, one carrier was the future," he said. "That's a future we don't want.”
  • 66. Four dimensions of managing digital customer growth 1. Managing Are you actively developing and delivering consistent positive Customer Experience customer experiennces in all channels? 2. Managing Do you have an accurate view of customer needs and Customer Insight behaviour that is based on data and facts? 3. Managing Do you know the value individual customers bring and are Customer Lifetime Value there systematic programs in place to increase that value? 4. Managing Are all employees committed and motivated to create value to Customer Centric Culture customers and serve them based on their individual needs?
  • 68. The volume of In 2002 digital data surpassed information non-digital for the first time. By is growing 2007 94% of all information on exponentially the planet was digital.
  • 69. All companies are now in the information business Make existing products and services more valuable to your customers by building in more data and information. In B2B this is obvious. Sharing data is a key way for adding value to products and services. But it applies to B2C as well. Apps for smart phones. GPS for cars. Smart TVs. Recipies on food packages.
  • 70. Information drives a superior customer experience Amazon is the grand master of using customer insight to improve the customer experience. And results are impressive. Amazon is the most recommended company* with 82% of customers saying they would recommend it. *Source: Temkin Group Q1 2011 Consumer Experience Survey
  • 71. IF SOMEONE CAN REINVENT THE LIGHT CUSTOMER EXPERIUENCE OF A BULBTHE ANYTHING CAN BE REINVENTED This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organisation without prior written approval from Avaus.
  • 72. Information drives value old 10-f price m iu prem PHILIPS HUE VS. GENERIC LED BULB 59,95 € 5,95 € Philips Hue is a great example of a product where information information adds context to product usage. Contexts adds customer value. By increasing customer value Philips can charge a price premium for a product that otherwise would be generic. Information thus has become a key driver for profitability.
  • 73. Geckoboard Real-time information has become one of the most valuable management tools around. We need to know what is happening right now – are customer buying, are competitors responding, are we making profits – in order to make smart decisions.
  • 74. management Data Managing data Data collection Data cleansing Data enrichment Data security Data usage repository 360 degree Using data to Data view of drive insight and customer Marketing interactions database Data sources Inbound Campaigns and External Demographics Purchase history Web history contacts responses datasources
  • 76. CREATE BIG EMOTIONS “ I've learned that people will forget what you said, Apple. Zappos. Net-a-Porter. people will forget what you did, but people will never forget how you made them feel. ” Maya Angelou, american poet 76 avaus.fi website
  • 78. simplicity drives convenience convenience drives value value drives profits
  • 81. ”Being simple isn’t as simple as it used to be. IKEA is growing, and growing fast. Today, it takes strategy to be simple, but it must be that way. It can be hard to find simple in a complicated world but it is the IKEA way.” Hansi, Ikea employee on Ikea.com
  • 82. Nowadays, customers don’t want just function. They want pleasure — good products that are aesthetically appealing.
  • 83. Starbucks is to the age of aesthetics what McDonald’s was to the age of convenience. Image: homedsgn.com
  • 84. AESTETHICS DRIVES DESIGN OF PHYSICAL PRODUCTS This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organisation without prior written approval from Avaus.
  • 85. BUT AESTETHICS IS AS IMPORTANT IN DIGITAL SERVICES
  • 86. MAPPING THE CUSTOMER JOURNEY WILL HELP TO DEVELOP THE SERVICE EXPERIENCE IN MORE DETAIL
  • 87. Capability 4 Customer centric organisation and processes
  • 88. continuous Introducing digital activities should not be seen as an individual project Digital is a continuous process… …bringing new ways of working, communicating and marketing, serving customers process
  • 89. Digital first Change your mindset for marketing to ”digital first”. Calculate the ROI for marketing. Digital channels are (almost) always more efficient than traditional channels.
  • 90. Inspire people Terry Leahy set an inspiring vision for Tesco’s entire staff: ” Give people a purpose, give them 1) Become the leader in grocery retail 2) Create a new concept big exciting things to do.” for consumer goods retail 3) Go international. All of them came Sir Terry Leahy, former CEO of Tesco true.
  • 91. Marketing & All marketing activities should be connected to sales. sales as one Sales data tells you what your customers value. It will show you what works and what doesn’t, and which marketing investments are worth making. AWARENESS All Names Recycled Prospect Engaged Sales Lead Lead Opportunity Customer & Collaboration with sales Marketing Sales
  • 92. crawl – walk – run Becoming a digitally transformed organization or function does not happen over night. Change happens step by step. Start with the basics, like managing data and communicating in digital channels. Connecting web data from the customer interface with your own data assets, and using that insight for business decisions comes after a year or two.
  • 94. REACT IN REAL-TIME RELEVANT TIMELY INTERACTIONS ARE POSSIBLE ON A GRAND SCALE ONLY THROUGH AUTOMATING PROCESSES.
  • 99. market for I think there is a world “ puters.” may be five com Thomas J. Watson Sr., then-president of IBM, made an apparent misjudgment of the PC market’s potential. Under Watson’s leadership, IBM — which invented the PC — didn’t have a vision as to how big the market could become and let others, especially Microsoft, get the lion’s share of the value creation.
  • 101. DIGITALISATION CAUSES SPEED OF THE CHANGE TO ACCELERATE VOLUME AND DISTRIBUTION OF INFORMATION driven by digitalisation MORE INFORMATION = FASTER CHANGE This report is solely for the use of client personnel. No part of it may be SPEED OF circulated, quoted, or reproduced for distribution outside the client CHANGE organisation without prior written approval from Avaus.
  • 102. industry dynamics may change almost over night
  • 103. Are you ready for game changers being introduced in your industry? This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organisation without prior written approval from Avaus.
  • 104. Make mistakes - success comes from learning, learning comes from trial and error Mistakes are a requirement for learning. They will point you in the right direction. Organizations where people are punished for mistakes will lead to fightened organizations. Fear makes people passive. The biggest success stories include a lot of sidesteps that later proved to be mistakes. But which all had their part in pointing those companies in the right direction.
  • 105. The path towards customer centric culture
  • 106. ROADMAP 5 Creating a roadmap for digital customer growth
  • 107. Strategy and hands-on execution in parallell DATA CUSTOMER CUSTOMER CREATIVE STRATEGY MANAGEMENT INSIGHT STRATEGY DESIGN Strategic CHANGE MANAGE- REPOR- MENT design AUDIT CONCEPT TING & ANALYSIS DESIGN Vision Roll-out Optimize CONTENT PRODUC- DATA Hands-on PLAN PILOT IT ARCHI- TION MANAGE- MENT TECTURE execution EMPLOYEE CAMPAIGN EXECUTE AND ENGAGEMENT & TECHNICAL MANAGE- TECHNOLOGY EVALUATE TRAINING DEPLOYMENT MENT SERVICES PILOT CROSS COMPETENCE TEAMS STRATEGY DESIGN TECHNOLOGY ANALYTICS PROCESS MGMT
  • 108. Defining customer strategy Why? Who? Vision and Customer definitions and Customer insight objectives, KPI’s selections, Customer lifecycle What? How? Moments of truth, Offering, Culture, Business Piloting and Service channels processes, Development implementation areas and roadmap
  • 109. Example: Digital transformation program Three year roadmap for Digital Customer Growth 2012 2013 2014 1. Data and technology Key data management New website Online sales development 2. Customer dialogue Production of Mobile services digital contents Online customer service 3. Customer As is Resource and channel analysis processes Process automatisation optimization 4. Service Development of new digital services innovations Direct customer dialog Knowledge 5. Organisation management New working methods and culture New job descriptions and 10 avaus.fi website organization
  • 110. The winners are those organisations that can learn new things and unlearn old things at an ever increasing speed.
  • 111. Thank you! Tom Nickels Senior advisor / Avaus Consulting +358 40 5443348 / tom.nickels@avaus.fi